Japan Product Launch Timeline: 90 Days Before to 90 Days After Launch

Short answer: A Japan launch works best when most of the preparation happens before launch day. As a planning template: use days 90 to 60 before launch for positioning, compliance screening, channel choice and the Japanese story; days 60 to 30 for the product page, PR kit, samples, press release and outreach lists; the final two weeks for checks and sample logistics; launch week for the release, media follow-up and channel updates; and the 90 days after launch for coverage reporting, page updates, buyer materials and the next stage. Timings vary by product, channel and outlet, so treat this as a starting point.

This timeline reflects how Gloture plans product PR around a Japan launch. It isn't a rule: a crowdfunding launch, a marketplace listing and a retail rollout each move at different speeds, and compliance work can take longer than any marketing step.

T-90 days: positioning and screening

• Positioning: what the product is in Japan, and the one thing that's new about it.
• Target user: one primary user and situation for the launch.
• Category research: what Japanese media already cover in your category, and how similar products are described and priced.
• Compliance screening: map possible requirements (electrical safety, radio, batteries, food contact, cosmetics, medical claims, children's products) and start confirming them with specialists. Overseas businesses selling covered products directly to Japanese consumers may also fall under the specified importer framework introduced on 25 December 2025 (METI, in Japanese). See the Japan Product Compliance and License Checklist.

T-75 days: channel, price and story

• First channel: crowdfunding, a marketplace, your own store, or a partner. See Japan Sales Channels for Consumer Product Brands.
• Price and margin assumptions: landed cost, channel fees or margins, support and promotion. See the Japan Crowdfunding Margin Calculator Guide for the costs to include.
• Japanese story: the user, the scenes, the evidence. See How to Localize Your Product Story for the Japanese Market.

T-60 days: page, PR kit and samples

• Product page draft in Japanese, with price including tax, specs, FAQ, support and, for online sales, the required seller disclosure.
• PR kit: release draft, images, video, specs, story, FAQ, contact. See the Japan PR Kit Checklist.
• Sample plan: how many units, which outlets and reviewers, loan or gift, return terms, and units that work on Japanese power.

T-45 days: release, shortlists and channel preparation

• Press release draft finalized except for last details.
• Media and reviewer shortlist by outlet type, with an angle for each.
• Crowdfunding or e-commerce preparation: campaign page or listings built, platform or marketplace requirements checked.

T-30 days: outreach preparation

• Long-lead media briefed with an embargo date where appropriate.
• Visuals finalized, including lifestyle images for Japanese settings.
• FAQ and support plan: who answers questions in Japanese, how quickly, and how defects and returns are handled.
• Disclosure agreed for any creator collaboration involving products or payment (Consumer Affairs Agency, in Japanese).

T-14 days: final checks

• Page QA on mobile and desktop; prices, dates and links checked.
• Samples delivered to the outlets and reviewers who need time to use them.
• Release and email copy final; contact person on standby.

Launch week

• Release distributed on the launch or embargo date.
• Follow-up with interested outlets: extra images, answers, interview requests.
• Creator and reviewer content published with clear disclosure.
• Social posts and, for crowdfunding, the first campaign update.
• Questions answered quickly in Japanese.

T+30 days: report and refine

• Coverage report by outlet type and angle, with dates and links.
• Product page updates based on the questions people asked.
• Retail and distributor materials refreshed with early evidence. See the Japan Retail Readiness Checklist.

T+60 days: follow-up

• Follow up with buyers, partners and outlets that showed interest.
• Collect reviews and common objections; update the FAQ and manual.

T+90 days: next stage

• Decide the next step: general sale after crowdfunding, a second channel, a retail conversation, a seasonal campaign.
• Plan the next news moment rather than waiting for attention to return on its own.

Readiness checklist

For the complete preparation list, see the Japan Product Launch Checklist.

How Gloture fits

Gloture plans product PR around your launch date: the Japanese story, the press release and kit, outreach timing for different media, a Modern-G feature, and the coverage report you'll use afterwards. We don't run campaigns, marketplaces or logistics, and we don't guarantee coverage or sales. Gloture's Japan PR projects start from a PR budget of ¥300,000.