From Decoding the Market to Driving the Business: An Evolving Partnership for a UK Oat Milk Brand’s Expansion in Japan.

Minor Figures is a UK-based oat milk brand. Our journey as their strategic partner in Japan began with a direct offer from their Co-Founder—a connection forged during our time at Blue Bottle Coffee.
Building on the foundations laid by their early partners, we developed a strategic path for the next stage of growth and maturity. We executed PR and branding to expand the potential of both the brand and the category itself, eventually evolving into a business partner managing imports and sales channel development.

This is the story of how we have helped Minor Figures take the Japanese market to its next chapter.

Phase 1:
“Business Translation” — Decoding Japan’s Distribution Channels

The project originated from the UK headquarters’ strong desire to position Japan as a key global market.
However, the Japanese market is characterized by uniquely complex distribution networks and business models. Initially stepping in as consultants, we dedicated ourselves to unraveling and understanding these intricate structures.

To bridge the gap between the headquarters’ global vision and the practical hurdles of the Japanese market, we carefully “translated” the local business context, enabling both sides to align their perspectives and build a solid strategic foundation.

Phase 2:
Expanding the Brand’s Momentum — From Touchpoints to a Broader Landscape

Following the initial assessment phase, our role transitioned seamlessly from strategic planning to hands-on execution. To allow audiences to experience the brand’s appeal firsthand,we produced initiatives such as:

・”Free Day” initiatives in collaboration with partner cafes.
・Management of exhibitions at major trade shows.
・Culturally engaging activations, including the collaboration with HUMAN MADE.

Beyond navigating complex business structures, we implemented communication strategies that intuitively delivered the brand’s free-spirited and playful worldview to Japanese consumers.

Phase 3:
Deepening the Business — Driving Imports and Sales Channel Development as Minor Figures’ In-Market Partner

Our role expanded deeper into the core of the business. Today, we have evolved into a business partner operating as the in-market partner for Minor Figures in Japan, managing product imports, opening new sales channels, and providing continuous domestic sales support.
This in-market presence has enabled Minor Figures to operate more like a local business, with Japanese-language packaging, transactions in local currency, and on-the-ground partner support in Japanese. The local supply chain we built also gives partners the option to order locally and more flexibly, rather than being tied to full container shipments from the UK. This makes Minor Figures a better supplier, opens up new distribution opportunities, and builds a more resilient business in Japan.