# The $6 trillion opportunity: how western B2B brands can thrive in Japan and Korea | With Robert Heldt of AIM

Page: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/the-6-trillion-opportunity-how-western-b2b-brands-can-thrive-in-japan-and-korea-with-robert-heldt-of-aim
Text version: https://stenobird.com/podcast/trust-influence-in-b2b-7231194/the-6-trillion-opportunity-how-western-b2b-brands-can-thrive-in-japan-and-korea-with-robert-heldt-of-aim.md
Podcast: [Trust & Influence in B2B](https://stenobird.com/podcast/trust-influence-in-b2b-7231194)
Published: 2026-01-20T11:00:00+00:00
Episode link: https://joelharrison1.wpenginepowered.com/the-6-trillion-opportunity-how-western-b2b-brands-can-thrive-in-japan-and-korea-with-robert-heldt-of-aim
Audio file: https://episodes.captivate.fm/episode/faca4cf4-4de7-438a-9b09-f5659c4c0b32.mp3
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Duration seconds: 2657

## Resource

In this episode of Trust and Influence in B2B Marketing, Joel Harrison sits down with Robert Heldt, CEO of AIM B2B, a B2B marketing and PR agency specializing in helping Western companies navigate the Japanese and South Korean markets. With 17 years of experience in Japan and a new office opening in South Korea in early 2025, Robert brings invaluable insights into two of Asia's most sophisticated yet distinctly different economies. Together, they tackle a critical question: Why do so many Western B2B companies fail when they treat Japan, Korea, and the broader Asian market as one homogeneous opportunity—and what does it really take to succeed? ➡️ Robert reveals the stark differences between Japan's relationship-first, risk-averse business culture and South Korea's fast-paced, digitally-driven marketplace. He explains how trust operates fundamentally differently in these markets, why your global marketing strategy won't land without deep localization, and the cultural missteps that can kill momentum before you even get started. From understanding the role of hierarchy and consensus-building in Japan to navigating South Korea's "Ppalli-Ppalli" (fast-fast) mentality while still respecting traditional business structures, Robert unpacks what Western companies must know before entering these $6 trillion markets. He also dives into channel strategy—why LinkedIn advertising fails in Japan while trade events thrive, why Naver and Kakao dominate in Korea, and how content expectations differ dramatically between formal, data-heavy materials in Japan versus visual, dynamic content in South Korea. They explore the agency landscape, regulatory compliance, PR dynamics including Japan's exclusive Press Club system, and the essential first steps for market entry. Follow Robert Heldt,…

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