IntroductionInnocent is a well-established smoothie and health food company in its home market in the United Kingdom and has successfully established itself in various markets in the European Union. With the additional partnership with global brand Coca-Cola, it could be said that Innocent is in a prime position to begin its expansion into new markets globally. This report will note the potential benefits and risks of entering the chosen market of Japan based on research and theoretical analysis. Japan was first chosen due to initial research showing it was one of the most health-conscious countries in the world, with the lowest obesity rate. prices. Further investigation showed their links to Coca Cola and a gap in the 'ready-made smoothie' market, despite the current popularity of health drinks and demand for commuter-friendly foods. However, entering a market as different as Japan is not without its challenges. risks, and one must ensure its success, with the help of market research, marketing and operational theories, lest the new venture become a very costly mistake. Target Consumer Market When moving into a market with a consumer culture so different from that of the domestic market, a company must be careful to analyze its target audience in detail, to avoid costly cultural missteps. To get a good idea of ​​Japanese culture, a good place to start would be experts in the field of cultural studies. Hofstede's cultural dimensions, created during his extensive GLOBE study of world cultures, give a good comparison between the priority differences between Japanese and English culture. A detailed analysis of cultural differences will be given in the “Marketing Issues” section of the report. As for specific cultural information, the most...... middle of paper ......n with many signs written like this (Annual of Designs of Display and Commercial Spaces in Japan 1984., 1983) . A direct translation of “Innocent” in Japanese means “pure-hearted” (Junsui). As it has no negative connotations, it is the best translation of the word Innocent and therefore it would be good to use it as a Japanese name. This will maintain the brand image and contribute to the creation of a globally recognized brand, with the name change having no detrimental effect. indeed, to take the example of Lays/Walkers in the United Kingdom and abroad. English is the language of business in Japan and so it should be easy to get a correct translation using cultural experts. Assuming the success of the initial market entry, there is great potential for development, including the introduction of a greater range of Innocent products and expansion to the market. the rest of Japan, which could be the gateway to the rest of Asia.