— Free Admission, Limited to 20 Companies —
A special program where you can learn practical success strategies for overseas expansion directly from experts active on the frontline of ASEAN business.
The Japan External Trade Organization (JETRO) is launching the E-commerce Academy to help Japanese companies address the challenges they face at each stage of developing their e-commerce business in overseas markets.
As a selected instructor company, SeiRogai, Inc. (Head Office: Minato-ku, Tokyo; CEO: Samuel Yuen; COO: Rachel Leng) will provide practical, hands-on insights into cross-border e-commerce in the ASEAN market, including cultural adaptation and differences in business practices. With JETRO’s support, the program will be offered free of charge and limited to 20 companies.
Expansion of the ASEAN E-Commerce Market and Opportunities for Japanese Companies
The e-commerce markets of ASEAN countries are growing at an annual rate of over 20 percent, and brand competition is intensifying across major platforms such as Shopee, Lazada, and Tokopedia. Japanese brands are highly regarded for their quality and reliability, but simple translation and product listing alone do not lead to success. A comprehensive strategy that combines cultural adaptation, consumer insight, and brand development is essential.
In fiscal year 2025, SeiRogai was registered for the second consecutive year as both a JETRO Cross-border E-Commerce Support Partner (one of only 39 companies nationwide as of September 2025) and a Regional SME Overseas Expansion Activation Partner by SME Support Japan (one of 136 organizations nationwide). Through these programs, SeiRogai has built a strong track record of supporting the overseas expansion of Japanese companies.
This program systematizes the knowledge SeiRogai has accumulated through corporate support and provides practical methods for building brands that are chosen by local consumers. It is one of the few highly specialized programs in Japan where participants can learn cross-border e-commerce strategy, digital marketing, cultural adaptation, and negotiation skills in an integrated format.
In this program, participants will learn systematically how to build brands that are chosen in local markets, based on the expertise SeiRogai has developed. The curriculum covers e-commerce strategy, digital utilization, cultural adaptation, and negotiation skills. Through dialogue and practical exercises with instructors, participants will gain a clear understanding of local needs and customer profiles, develop the cultural adaptation and negotiation capabilities required to achieve results in ASEAN e-commerce, and learn brand-building as well as market-specific consumer insights.
☞ Benefits for Japanese Companies Expanding Overseas (Japanese Article)
☞ A New Business Frontier Unlocked by Southeast Asia: Five Reasons Why the Southeast Asian Market Deserves Your Attention (Japanese Article)
Program Features
- Learn a structured set of skills tailored to the ASEAN market, including e-commerce strategy, cultural adaptation, and negotiation
- Develop strategies tailored to your own products through case studies and hands-on exercises
- Gain access to valuable one-on-one follow-up sessions with experts (30 minutes per company)
- Participate free of charge through JETRO support — an exceptional opportunity to take a program that would typically cost tens to hundreds of thousands of yen for corporate clients
Instructor
Rachel Leng, COO and Co-Founder, SeiRogai, Inc.
As an international strategist, she has extensive experience in cross-border business and digital market development across Japan, ASEAN, and the United States. She specializes in supporting Japanese companies’ overseas expansion, developing global e-commerce strategies, and facilitating intercultural negotiation and marketing. She has assisted numerous companies and local governments in expanding overseas sales channels and strengthening branding through digital content. By combining practical on-the-ground insight with a strategic perspective, she provides hands-on guidance for building brands that resonate with consumers in ASEAN markets.
She graduated with honors from Harvard University (graduate school) and Duke University. She has also lectured at institutions such as Harvard Business School and Keio University, earning a strong reputation for teaching practical, actionable strategies that bridge theory and real-world practice.
Main Awards and Achievements:
- Nominated for the Ministry of Internal Affairs and Communications’ Inno-vation (異能vation) Generation Award (2021)
- Selected as one of Japan’s Top 10 Websites/Blogs
- Recipient of the Korean Government’s K-Move Best Mentor Award (2017)
- Miss Singapore 2013 and Japan–Singapore Friendship Ambassador
Origin: Singapore
Program Overview
1 What You Will Learn:
Acquire, through case studies and practical exercises, a structured understanding of the key elements required for success in ASEAN e-commerce, including market characteristics, cultural adaptation, brand building, consumer psychology, and negotiation skills.
2 Outcomes You Will Gain:
- Ability to conduct customer analysis, develop brand strategies, and create comparative market reports
- Understanding and application of negotiation protocols that account for cultural differences
- Development of practical, execution-ready action plans
3 Target Participants:
To apply for and participate in this program, all of the following conditions (1) through (8) must be met. Please ensure that you review them carefully before submitting your application.
(1) The organization to which the applicant belongs must meet all four of the following requirements, and the applicant must have the internal capacity to work on the assigned exercises throughout the program period.
- Companies that are currently selling or plan to sell their own products overseas (such as manufacturers or producers), or companies that are currently selling or plan to sell other companies’ products overseas (such as trading businesses)
- Companies that have their own e-commerce site (whether domestic or overseas) or have some form of sales record (including malls, physical stores, exhibitions, or pop-up stores) and fall under any of the following: considering overseas expansion
- Selling through cross-border e-commerce
- Companies that have some experience in overseas sales and wish to acquire practical knowledge for expansion into the ASEAN market
- Companies that are aware of challenges in organizing product differentiation or key selling points
- Companies that wish to learn how to verbalize and effectively communicate the value and appeal of their own products
(2) The products intended for export must already be commercialized and either currently being sold or in a sellable condition.
(3) Participants must attend and complete all sessions using the method designated by JETRO (lateness, early departure, or leaving during the session are, in principle, not permitted).
(4) All assignments and questionnaires required in this program must be submitted and answered within the specified deadlines.
(5) Any personal or corporate information obtained during the program must not be disclosed to external parties.
(6) Only the registered participant may attend the program (participation by anyone other than the registered individual is not permitted).
(7) The participant’s environment for attending the program must meet all of the following three conditions.
- A computer necessary for attending the program must be available, with software installed that allows editing of files such as Word and PowerPoint.
- Headphones or earphones, a microphone, and a camera (a built-in PC camera is acceptable) must be available, with the camera kept on at all times and the participant able to speak when required.
- An internet connection suitable for participating online, as well as an environment where surrounding noise will not be heard, must be ensured.
(8) Being able to agree to the participation guidelines.
4 Program Schedule (Zoom, Japan Time):
- Seminar: Country-Specific E-Commerce Platforms and Strategy Design
December 16, 2025 (Tuesday), 11:00–12:00
- Lecture: E-commerce Academy – Strategy Development Module
(1) Brand Building and Market-Specific Consumer Psychology
January 15, 2026 (Thursday), 13:30–15:30
(2) Cultural Adaptation and Negotiation Skills for Achieving Results in
ASEAN E-Commerce
January 27, 2026 (Tuesday), 13:30–15:30
5 Language: Japanese
6 Capacity: Seminar: Approximately 100 participants
Lecture: 20 companies (up to 2 participants per company)
7 Course Fee: Free of charge (supported by JETRO)
8 Application Deadline:
- Seminar: December 15, 2025 (Monday), 15:00
- Lecture: December 19, 2025 (Friday), 15:00
9 How to Apply: Please apply via the JETRO website.
JETRO Official Website:
Seminar: 【ウェビナー】国別ECプラットフォームの理解と戦略設計 | イベント情報 – ジェトロ
Lecture: 【ウェビナー】E-commerce Academy 戦略立案編 | イベント情報 – ジェトロ
※Participation requirements are subject to the application guidelines.
2025 E-commerce Academy
ASEAN Market Expansion Strategy Development Course From E-Commerce to Cultural Adaptation and Negotiation Styles
Application Guideline:
https://www.jetro.go.jp/newsletter/dne/2025/asean/ecacademy/bosyuyoukou_sr.pdf
10 JETRO Services
E-commerce Academy | ジェトロのサービス – ジェトロ
Main Components of the Program
Seminar: Compare the key characteristics of major e-commerce platforms in ASEAN, China, and Amazon Global, and systematically organize user behavior, key selling points, and digital strategies.
Lecture (with practical exercises):
(1) Brand Building and Market-Specific Consumer Psychology
Analyze success and failure cases to learn practical, locally grounded brand strategies.
(2) Cultural Adaptation and Negotiation Skills for Achieving Results in ASEAN E-Commerce
Organize key negotiation points across the entire value chain—including local business partners, buyers, platform operators, logistics, and payment providers—and apply them to enhance your own promotions and product pages.
※The information provided is for reference and may be adjusted depending on the final participating companies.
Media Coverage (The original press release is available in Japanese only.)
This project has been featured in the following media outlets.
PressWalker, Minato City News, J-GoodTech Headline
Contact Information
SeiRogai, Inc.
Address: 5F, Roppongi Denki BLDG., 6-1-20 Roppongi, Minato-ku, Tokyo, Japan
CEO & Founder: Samuel Yuen
COO & Co-Founder: Rachel Leng
Web Site: https://seirogai.jp
Tel: 03-4243-6243
Email: [email protected]
About Seirogai, Inc.
SeiRogai is a Tokyo-based startup specializing in media production, advertising, branding, media technology, and business consultancy. Renowned for its diverse one-stop media production services, the company also offers strategic consulting services to businesses of all sizes. The team at SeiRogai, comprising seasoned experts from various industries, provides clients with a comprehensive perspective on their unique needs.
SeiRogai was selected as one of the top 15 companies among Tokyo’s selection of “Next Unicorn” startups by the Tokyo Metropolitan Government. The firm continues to lead in media technology solutions with innovative ventures like SeiRogaiTV and Global Virtual Travel to redefine the landscape of immersive experiences.
Company Profile
Company Name: SeiRogai, Inc.
Head office: Roppongi Denki Building 5F, 6-1-20 Roppongi, Minato-ku, Tokyo, Japan, 106-0032
Representative Directors: Samuel Yuen, Rachel Leng
Establishment: 2019
Website: www.seirogai.com/
Business Activities:
- Media production services (including VR 360°technology)
- Marketing, advertising, PR, branding (including marketing planning/strategy formulation, brand development, image planning, product design, etc.)
- Online distribution services for TV programs and movies
- Overseas expansion support services (specialized services including market research, overseas expansion strategy/overseas market development support, startup support, etc.
- Development, construction, and provision of VR distribution systems and DX digital platforms
