Last call for European startups: Your fast track into Japan’s $165 billion R&D market (Sponsored)

Japan is the world’s third-largest economy and a global leader in robotics, advanced manufacturing, and healthcare technology. However, language barriers, cultural differences, regulatory hurdles, and complex distribution networks often stop even the most promising startups and scale-ups from entering.

Now, a new programme is aiming to break down these barriers. Led by EIT Global Outreach, the international arm of the European Institute of Innovation and Technology (EIT), a body of the European Union, in partnership with Gunma Prefecture, the Calling2Scale Gunma initiative offers European startups a turnkey path into Japan, combining tailored market-entry training, direct corporate matchmaking, and a fully supported immersion week in Gunma and Tokyo.

The programme is designed to tackle the key innovation challenges put forward by leading Japanese companies, including advanced industry, environmental innovation, disaster resilience, and healthcare solutions for an ageing population.

Why Japan and why now?

Japan invests around $165 billion annually in R&D, making it one of the most innovation-hungry markets in the world. The government has committed an additional $67 billion by 2027 to grow its startup ecosystem, aiming for 100,000 startups and 100 unicorns. Corporate collaboration is at the heart of this push, with industrial giants increasingly turning to international partners to address urgent challenges in areas like energy, healthcare, and advanced materials.

Gunma Prefecture is a fast-growing region for innovation, with a strong industrial base and a forward-looking approach to new technologies. Home to major players like Subaru and Taiyo Yuden, the region has deep roots in automotive, electronics, and textiles, and is rapidly becoming a hub for next-generation technologies through initiatives like NETSUGEN, a public-private accelerator co-led with Accenture. For European startups, Gunma offers both a strong industrial base and a government committed to opening doors.

Real challenges, real budgets

Unlike many accelerators, this programme does not focus on abstract innovation themes. Instead, it connects startups directly with Japanese corporates that are actively seeking solutions and are committed to exploring pilots, proof-of-concepts, and joint development projects.

The 2025 edition includes challenges from six industry leaders:

• Mitsubishi Pencil – Sustainable Materials & Packaging: New cosmetic materials and eco-friendly, durable packaging for pen-type products.

• Mitsuba – Healthcare Innovation: Assistive devices and smart caregiving technologies to support Japan’s ageing population and address workforce shortages.

• Taiyo Yuden – Circular Energy: Transforming manufacturing waste into value and capturing CO₂ or waste heat from industrial processes.

• Gunma Textile Association – Sustainable Textiles: Functional fabrics with ESG impact and embedded sensing capabilities.

• Kuribara Medical Instruments – Smart Hospitals: Reducing doctors’ documentation time and automating medical inventory management.

• OKI – Sensing Intelligence: AI-driven disaster prediction using sensor and satellite data, and AI optimisation of manual manufacturing processes.

What’s in it for startups?

Selected startups will go through a three-month journey to remove the typical entry barriers into Japan, with the potential of scaling into the wider Asian market:

• Practical market entry support: Tailored workshops on sales, pitching, go-to-market strategy, and legal aspects of operating in Japan.

• Direct access to corporates: Targeted matchmaking with senior innovation leaders and R&D teams from leading Japanese companies.

• Immersion in Japan: A week-long visit to Gunma and Tokyo in November 2025, with on-site corporate visits, pitching opportunities, and ecosystem introductions.

• Financial support: Travel and accommodation costs covered up to €2,200 per startup, plus a heavily subsidised participation fee of €1,000, down from a €5,000 standard.

• Expert mentorship: Guidance from EIT Global Outreach, the Gunma Prefecture Governor’s Office, Deloitte, and experienced entrepreneurs who have scaled into Japan before.

“Through this partnership, we are unlocking new opportunities for breakthrough technologies and long-term impact. By bridging our ecosystems, we are strengthening innovation and expanding market access,” said Dr Marton Herczeg, Head of Innovation Ecosystem Unit at the EIT. He added, “For startups, that means practical preparation, cultural insight, and direct access to corporate leaders who are ready to invest in new solutions. We have already seen how promising European startups have turned similar opportunities into cross-border collaborations around the world. With targeted matchmaking, expert guidance, and an in-market immersion week, this is a rare opening to move quickly from introductions to pilots and long-term partnerships in Japan.”

Who is it for?

The call is open to EU-based startups with a market-ready product and at least one funding round completed. Detailed conditions and evaluation criteria can be found on the programme’s website. The deadline to apply is 15 September 2025! 

Past success paved the way

EIT Global Outreach has already proven the impact of this model in other markets. Previous programmes have helped European startups secure pilots with multinational corporates, establish joint ventures, and unlock international funding opportunities.

Alumni such as Plastic Repair Systems from Spain, UFraction8 from Poland, and Heliovis from Austria highlight how curated introductions, market-entry training, and immersion weeks translated into cross-border partnerships and commercial growth.

About EIT: The European Institute of Innovation and Technology (EIT) is Europe’s largest innovation network, with the mission to drive EU innovation, create jobs and deliver sustainable and smart growth. The EIT is a unique EU initiative that integrates business, education and research organisations to foster innovation and tackle societal challenges. The EIT is an integral part of Horizon Europe, the EU’s Framework Programme for Research and Innovation.

About EIT Global Outreach: EIT Global Outreach connects Europe’s innovation ecosystem with leading hubs worldwide, creating synergies that accelerate EU innovation. With hubs in Silicon Valley, the UK, and Israel, and programmes across Canada, the US East Coast, Brazil, and Japan, it supports startups to scale globally, secure investment, and build impactful cross-border partnerships that drive commercial growth.

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