Unpacking Japan Why Ikea failed in Japan (and what we learned from it)
Dec 9, 2025
In this engaging discussion, Timothy Conner, an American entrepreneur with over 30 years of experience in Japan, shares his journey from a newcomer to a successful branding expert. He highlights common pitfalls foreign brands face, like neglecting market research and assuming past successes translate into Japanese markets. Timothy emphasizes the importance of relationship-building and offers insights into Japan's unique business culture and project processes. He also explores notable case studies, including lessons from IKEA and the successes of Harley-Davidson.
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From One-Year JET To Lifelong Japan
- Timothy came to Japan on the MEF/JET program expecting one year and ended up staying after teaching in Morioka and moving to Tokyo.
- Living as one of few English speakers pushed him to rapidly learn language and culture, shaping his long-term career in Japan.
Fashion Lead To Marketing Pivot
- Timothy started a fashion label, Atelier de Steele, then pivoted into events and importing when he realised his strengths lay in marketing.
- That transition seeded his later career helping foreign brands enter Japan.
Inside A Showa-Era Company
- Timothy ran a subsidiary inside a Showa-era Japanese conglomerate and experienced strict hierarchy and military-style management firsthand.
- He recalls monthly shachokai rituals and a chairman who publicly berated a manager to enforce discipline.