Season 2: Ep 6: How a Foreigner-Led Business Wins in Japan

Japan is notoriously one the hardest markets for foreign companies to crack. But great rewards await those who commit to it!

Allan Teng, co-founder of Workato APAC and General Manager/VP of Workato Japan, to unpacks what it actually takes to win Japan as an outsider.

He breaks down why “speed comes after trust” isn’t just a cultural observation but an operational principle that should reshape how you build your go-to-market strategy, structure your sales team, and invest your resources.

He inherited an underperforming team, dismantled a culture of siloed processes, and led Workato Japan from 50% of target to 150%, without speaking a word of Japanese when he arrived. 

You’ll hear why Japan rewards long-game commitment over short-term hustle, how foreign leaders can actually use their outsider status as a competitive advantage, and why over-investing in customer success, not sales headcount, is what unlocks this market.