Apply for J-Startup Program in Japan: Ultimate Guide for Foreign Entrepreneurs

Expanding your startup can be incredibly rewarding, especially if you tap into the J-Startup Program in Japan. Launched by Japan’s Ministry of Economy, Trade and Industry (METI) in 2018, this program is a government-endorsed initiative that boosts select startups with both public and private support. For foreign founders, getting into J-Startup means instant credibility, access to mentors and investors, and a fast track into Japan’s ecosystem. But how do you qualify and apply? This comprehensive guide breaks down everything from eligibility criteria to city-specific tips, challenges, benefits, and next steps. Along the way, we’ll show how Smart Start Japan, with its incorporation services and resources, can support you at each step to maximize your chances of success in Japan.

Am I Eligible for the J-Startup Program as a Foreign Entrepreneur?

The J-Startup Program targets innovative startups with high-growth potential to expand globally. If you’re a foreign founder looking to scale in Japan, here’s what they’re looking for:

Core Eligibility Criteria

• Innovation & Scalability: J-Startup favors deep-tech, platform, and SDG-aligned ventures. Your product should be original, impactful, and capable of scaling globally.
  
• Stage of Development: Startups should be beyond the idea phase, ideally with a working product, traction, or early market validation.
  
• Japan-Based Operations: Foreign founders are welcome, but your business must be incorporated in Japan or actively in the process. A registered entity (e.g., KK or GK) is essential. Smart Start Japan’s Incorporation Service simplifies this setup for international entrepreneurs.
  
• Supporter Nomination: You must be recommended by an official J-Startup “supporter”  such as a VC, accelerator, or corporate innovator. This nomination is essential and carries significant weight.
  

The Role of Supporters

Supporters are gatekeepers in this public-private initiative. Without a nomination, you cannot apply. Building relationships with potential supporters is key, and this takes time. Japanese business culture values informal consensus building (nemawashi), so introductions and trust are essential. Smart Start Japan helps facilitate this process with warm intros and pitching prep.

Sector Alignment

While there’s no official industry list, favored sectors include AI, biotechnology, fintech, SaaS, IoT, and green tech. Traditional service businesses are less likely to be selected unless they offer an innovative edge. If you’re unsure about your sector’s fit, Smart Start Japan can review your positioning and help highlight your innovative elements.

Language & Documentation

Applicants should expect to submit a detailed business plan, typically in Japanese, and potentially interview with officials. Smart Start Japan offers bilingual support for document translation and meeting prep, helping foreign founders present professionally and effectively.

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How Do I Apply for the J-Startup Program in Japan?

Applying to J-Startup isn’t just a form submission. It’s a strategic, relationship-driven process. Here’s a breakdown of the three key steps foreign entrepreneurs must follow:

1. Secure a Supporter Nomination

An official J-Startup Supporter must recommend your startup. These supporters are VCs, accelerators, and corporate leaders appointed by METI. Finding the right one requires:

• Targeted Outreach: Identify supporters aligned with your industry via METI’s public list.
  
• Networking: Join pitch events, incubators, or accelerator programs like 500 Global or Plug and Play Japan.
  
• Smart Start Japan Support: Use our Venture Capital Match List to identify potential supporters and get introduced. We’ll help you pitch your Japan strategy effectively.
  

2. Align Your Business Plan with J-Startup Priorities

Your business plan will be reviewed by an external judging committee assigned by the METI. To stand out:

• Write for Japanese Evaluators: Use clear language, preferably in Japanese. Include innovation, job creation, scalability, and how your product aligns with Japan’s policy goals (e.g., digital transformation, SDGs).
  
• Highlight Global Strategy: A reminder that this program targets global expansion, foreign founders should show how their Japan entry strengthens that, not just local growth.
  
• Get Professional Review: Smart Start Japan offers a Business Plan Guide for Japanese Startups and document translation to help you meet METI standards and avoid red flags.
  

3. Submit Your Application to METI

Once your supporter agrees to nominate you, they’ll submit your application to METI and the J-Startup secretariat. Timing varies by selection round, so confirm deadlines with your supporter.

After Submission:

• Evaluation: Your plan will be reviewed for innovation, growth, and relevance to Japan’s ecosystem. Expect some follow-up, possibly in Japanese.
  
• Results: If selected, you’ll be listed as an official J-Startup company and gain immediate access to branding and benefits.
  
• If Rejected: Many strong startups don’t get in on the first try. Ask for feedback, strengthen your traction, and reapply. Smart Start Japan can help you pivot, refine your approach, and stay engaged.
  

What Unique Challenges Do Foreign Entrepreneurs Face in the J-Startup Application Process?

Entering the J-Startup Program as a foreign founder involves more than innovation. It requires navigating Japan’s unique business culture, bureaucracy, and network dynamics. Here are some common challenges and how to strategically overcome them:

1. Cultural Barriers and Business Etiquette

Japan values nemawashi, consensus-building behind the scenes. This means that cold pitches are most likely going to fail. Instead, warm introductions and relationship-building matter. Show humility, respect hierarchy, and invest time in gaining trust. Smart Start Japan provides cultural coaching to help you communicate appropriately and build rapport with stakeholders.

To provide further guidance and coaching on Japanese business etiquette and culture, we have provided an article that goes into further detail here: Japanese Corporate Culture

2. Language and Documentation

Most J-Startup documentation, legal forms, and government interactions are in Japanese. Miscommunication can delay or disqualify applications. We offer full bilingual support, translating pitch decks and business plans.

Use: Business Plan Guide + Translation Services by Smart Start Japan

3. Finding a Supporter Without a Network

Supporters are essential, but if you’re new to Japan, building those connections can be daunting. Tap into events hosted by JETRO, city programs like Fukuoka’s Global Startup Center, or Smart Start Japan’s Venture Capital Match List, and free founder meetups to start forming relationships. Take a listen to this podcast episode about Japan’s Startup Ecosystem with Eli David Rokah to learn more.

4. Navigating Bureaucracy

Visa transitions, incorporation, and office setup require strict documentation. Missing a step can delay everything. Transitioning into a Business Manager Visa has its list of requirements, such as a place of business in Japan, two full-time employees residing in Japan, and 5 million yen in capital. We can help ensure you meet all the requirements and prepare all the needed documents. 

5. The “Outsider” Challenge

Worried you’ll be seen as a foreign outsider? You’re not alone, but Japan is actively encouraging international founders. Still, having a Japanese advisor or team member can increase credibility. We can help identify potential bilingual co-founders or advisors through our network.

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What Are the Benefits of Being Selected for the J-Startup Program?

Acceptance into the J-Startup Program isn’t just a status. It unlocks tangible advantages that can accelerate your growth in Japan and globally. Here’s how J-Startup status empowers foreign entrepreneurs:

1. Government Endorsement and Instant Credibility

Being selected means your company is officially endorsed by METI as one of Japan’s most promising startups. You can use the J-Startup logo across marketing efforts. This signals legitimacy to customers, partners, and investors. For international founders, this helps overcome “outsider” skepticism and opens doors in Japan’s trust-driven business culture.

2. Access to High-Level Networks and Mentors

J-Startup firms join an exclusive network of top VCs, corporate leaders, and accelerators. Expect invitations to curated networking events, mentorship from sector experts, and introductions to potential business partners. 

3. Preferential Government Support

J-Startup companies often receive preferential treatment in certain programs and services. Some examples are priority in grant and subsidy programs, fast-tracked access to regulatory sandbox exemptions, and support for visa extensions and status upgrades. 

While not guaranteed, this insider status can ease your startup’s growth path in Japan’s regulatory landscape.

Check out this Startup Subsidies Guide.

4. Global Exposure at Major Events

Selected startups are invited to international exhibitions such as CES, SXSW, and Web Summit, often with travel and booth costs covered by JETRO. You may also join government-led overseas delegations, pitching alongside Japanese officials and industry leaders.

5. Corporate Collaboration & Perks

J-Startup supporters include real estate groups, telecom firms, and industrial giants. Perks may include:

• Free or subsidized office space
  
• Cloud credits or facility access
  
• Pilot project invitations
  

These partnerships help bridge the gap between early-stage startups and enterprise adoption.

Choosing the Right City for Your Startup: Tokyo vs. Fukuoka vs. Osaka vs. Kyoto

Fostering your company in the correct environment is a critical part of building up your business. Japan’s cities all have their advantages and disadvantages depending on what you are looking for. We have an article that goes more in-depth and discusses cities that are not listed here: 5 Japanese Cities to Consider Starting Your Incorporation Journey in

Whether you need deep tech talent, low operational costs, or friendly visa policies, each city offers unique advantages. Here is a breakdown of the unique benefits each city offers. 

Tokyo

Tokyo, as Japan’s capital and largest startup ecosystem, hosts over 9,000 startups and nearly 70% of the national startup activity. It’s a highly diversified market with dense clusters of fintech, biotechnology, SaaS, e-commerce, robotics, and AI ventures. Agencies like TOSBEC provide multilingual support for incorporation, taxes, and legal compliance. Tokyo also boasts high-profile accelerator programs, government-backed subsidies, and major investor presence. However, its size comes with high costs, such as office rent and salaries. Still, for startups looking to fundraise, build partnerships, or gain visibility with J-Startup selectors, Tokyo offers unmatched exposure and infrastructure.

We have a podcast discussing startup culture in Shibuya, take a listen here: Startups in Shibuya with Yoshiro Tasaka

Fukuoka

Fukuoka, on the southwestern island of Kyushu, has built a reputation as Japan’s most startup-friendly city. With a smaller population and more accessible costs, it provides a compelling alternative to Tokyo, especially for consumer-facing startups and fintech. Resources like the Global Startup Center and the well-known Startup Cafe provide real-time support with incorporation, banking, and pitch preparation. Subsidies, rent support, and local loan programs stretch your runway, and the ecosystem, though smaller, is tightly knit and very welcoming to foreign founders. Many founders bootstrap in Fukuoka, gain traction, and then scale operations in Tokyo or beyond.

Learn more about Fukuoka with Akiko Nakagawa in this podcast here: Japanese Startup Cities With Akiko Nakagawa From Fukuoka GSC

Osaka

Osaka, Japan’s third-largest city, offers a strong mix of tradition and innovation. Historically, a hub for manufacturing and commerce, it now leads in areas like hardware, robotics, and biotechnology. Startups benefit from proximity to other key cities like Kyoto and Kobe through the broader Kansai startup ecosystem. Osaka provides clear and foreign-accessible Startup Visa processes and is home to institutions like the Osaka Innovation Hub, which actively supports global founders. With the World Expo 2025 approaching, the city is investing in startups related to smart cities, sustainability, and healthcare technology. Costs are lower than in Tokyo, and its business culture, while serious, is often described as more relaxed and personable.

Kyoto

Kyoto blends deep-tech innovation with historical elegance. As the former capital of Japan and recognized globally for its cultural heritage, Kyoto is also home to powerhouse universities like Kyoto University and a thriving academic R&D ecosystem. Fields such as pharmaceuticals, AI, robotics, and materials science thrive here. Kyoto’s Startup Visa program stands out for accepting documentation in English and offering a full year to get established. Government support includes generous subsidies for hiring and capital expenditures, and the Kyoto Research Park provides lab and office infrastructure for tech-heavy startups. Although Kyoto’s private investor pool is smaller, many founders choose it strategically for product development or R&D partnerships before heading to Tokyo for fundraising.

Rejection and Alternatives: What to Do If You Don’t Get In

Rejection from J-Startup doesn’t mean the end. It simply means you’ll need to take a different route. Many successful foreign founders in Japan didn’t make it into J-Startup on their first try, or at all. The key is to maintain momentum and keep building credibility within the Japanese ecosystem.

Gathering Feedback

Start by seeking feedback if possible. While detailed responses aren’t always given, even basic input from your supporter can guide your next steps. It might reveal areas like early-stage traction or local presence that need strengthening. This is where Smart Start Japan can provide immediate value. Through a free consultation, we can assess your application materials and business status, helping you understand what may have held you back and how to fix it, whether that’s refining your pitch, clarifying your market strategy, or identifying better timing for reapplication.

Understanding your next steps

We also recommend tuning in to the Scaling Japan Podcast, where we interview foreign founders and ecosystem leaders who’ve taken alternative paths to success. These episodes highlight how accelerators, city-level programs, or early traction can sometimes be more valuable than waiting for J-Startup selection. Hearing their stories can spark your own Plan B.

For startups interested in increasing visibility or gaining local traction, accelerators like Plug and Play Japan or 500 Global Japan can be excellent stepping stones. Many of these programs are accessible to foreign founders and are in English, offering mentorship and investor introductions. Some of their organizers are also connected to the J-Startup network, and excelling in an accelerator may help you earn a nomination in the next intake.

While agencies like JETRO can also support foreign startups, we’ve found that personalized help, especially for first-time applicants, is what moves the needle. At Smart Start Japan, we offer an end-to-end strategy tailored to your business model and goals. Whether you need help incorporating your company or applying for a business manager visa, we’ve got you covered.

Case Study: ArkEdge Space: Launching a Startup to the Stars

Company Profile
ArkEdge Space, a Tokyo-based deep-tech startup founded in 2018, develops microsatellite constellations and provides end-to-end space tech solutions. With early partnerships in academia and government R&D grants, they were already on a promising path in Japan’s emerging space industry.

J-Startup Journey
In 2025, ArkEdge was selected for the 5th cohort of J-Startup, backed by a VC supporter familiar with frontier technology. Selection into the program helped the company quickly scale its visibility. They also secured a partnership with another major satellite firm, Kongsberg Satellite Services AS.

Results
That same year, ArkEdge was included in Forbes Asia’s 100 to Watch, the only Japanese space startup on the list.

Lesson Learned
J-Startup isn’t the end goal, it’s a launchpad. ArkEdge shows how leveraging the program’s credibility, networks, and global exposure can rapidly accelerate a deep-tech startup’s growth. Even in highly technical fields, government endorsement can break down trust barriers and unlock momentum.

Conclusion: Your Roadmap to Startup Success in Japan

Japan’s J-Startup Program presents a powerful opportunity for foreign entrepreneurs: government backing, access to corporate and investor networks, visibility at global events, and credibility in a market where trust matters. If you meet the innovation-focused criteria and secure a supporter nomination, this program can accelerate your expansion not just in Japan but globally.

But even if J-Startup isn’t the path for you right now, there are still many ways to build a successful venture in Japan. From startup visas and regional subsidies to accelerators and corporate partnerships, Japan’s support ecosystem continues to grow more international and accessible. The key is to align your strategy with Japan’s unique landscape and to not navigate it alone.