How to sell sweets to Japan? A story of a brave Ukrainian sweets producer. Part 2.

International expansion requires a balance between analytical preparation and the agility to navigate unforeseen challenges. Olena Tokar, founder of the Ukrainian candy producer LOL&POP, demonstrates this by detailing her company’s entry into the Japanese market, where they secured placement in 350 Village Vanguard stores. Success hinged on maintaining product quality, adapting quickly to strict local regulatory requirements—such as sourcing new, compliant ingredients within weeks—and building trust through persistent communication despite wartime operational hurdles. Beyond specific market tactics, the conversation emphasizes the value of cultural awareness, the efficiency of collaborative manufacturing alliances, and the necessity of conducting on-the-ground customer observations. Ultimately, while data-driven strategies provide a foundation, the ability to remain resilient, flexible, and proactive in testing products directly with consumers remains the primary driver for scaling a small business globally.