Introducing Our New Japan Office: Local Presence, Global Impact
An interview with Noriyuki Takechi, KGL Accucoms’ new representative in Japan
We’re excited to announce the opening of KGL Accucoms’ new office in Japan, a move that reflects our commitment to helping publishers succeed in this unique market. With decades of experience in academic publishing and deep local knowledge, Noriyuki Takechi has joined the team to lead our sales and marketing efforts in Japan.
We recently talked to him to learn more about his background, gather insights into the Japanese academic landscape, and understand why a local presence is essential to long-term success.
Meet Nori
Can you tell us a bit about yourself?
I’ve worked in academic publishing for over 30 years. I started at Maruzen, one of Japan’s leading book and journal agents. I then spent 10 years at ProQuest, where I served as Regional Sales Manager during my final two years. After that, I moved to Cambridge University Press and later joined Japan Knowledge, a reference database company, where I managed sales and marketing for over 700 customers worldwide.
What drew you to this role, and what excites you most about working with KGL Accucoms?
What I like about KGL Accucoms is the focus on both sales and marketing and the opportunity to become a true partner to our publishing clients. At a time when academic publishing is going through so much change, I see real potential to help publishers succeed here in Japan, acting as their local contact and representative.
Market Insights
How important is academic research in the Japanese market?
Japan is one of the leading countries in the world for investment in science and technology, ranking second globally in R&D spending as a proportion of GDP. This strong commitment to research makes Japan a significant and attractive market for international academic publishers.
With over 100,000 researchers working across various scientific and technological disciplines, Japan is committed to research. However, Japanese research tends to receive less international visibility than they would like, with the country ranking 12th or 13th globally in citation metrics. Increasing the global reach and impact of their research is a growing priority. In response, the Japanese government introduced a new policy in 2023 mandating immediate free and open access to publicly funded research.
There is generally a rising interest in Open Access as a means of making research more accessible and widely shared. Additionally, economic pressures—mirroring global trends—are prompting institutions and funders in Japan to explore alternative publishing models.
How would you describe the Japanese academic and library market overall?
Japan is a fairly unique market, which is why it really helps to have local knowledge in order to understand how it works. For example, people still use paper books and journals more than in many other countries, and it’s fair to say they have been slower to embrace online products. Libraries often already own back issues in print, or even microfiche or on CD, so selling digital backfiles, for example, can be challenging as they do not like to buy things twice. However, researchers are demanding online access, so things are gradually changing.
What are the key priorities or needs of Japanese academic libraries?
Librarians do not really play a strong collection development role in Japan like they do in other markets. They rely on faculty recommendations and are guided by their patrons—so if a researcher requests access to a product or journal, the library will do its best to purchase it within budget. This makes the faculty member the key decision-maker, not the librarian, so it is important that publishers are marketing to the right person. The librarian manages the business deal but not the selection.
Are there subject areas or formats that are particularly in demand?
For journals, STEM fields are in high demand, with particular emphasis on materials science, chemistry, and life sciences. Japanese institutions often have strong R&D budgets in these areas, so journals in these fields tend to perform very well. For video products, libraries still like to have a physical copy, so DVDs still sell well here.
Doing Business in Japan
How do Japanese business and communication practices differ from other regions?
Japanese business culture is conservative and can be slow. It is not unusual for it to take 2–3 years to complete a sale, and decisions often involve multiple stakeholders. Trust and relationship-building are essential, and face-to-face communication is highly valued. It’s very difficult to make progress without someone local who understands how things work and is willing to travel to meet people face to face. Whilst you can hold a meeting on Teams or Zoom, nothing beats the personal touch.
Is local language important in this market?
It’s not just important—I would say it is essential. Many Japanese librarians have limited English reading and writing skills, so any marketing emails sent in English are often mistaken for spam and ignored. Researchers usually understand English, but they will need to discuss with the budget holder, who is the librarian. If your marketing communications are not sent in Japanese, you’re unlikely to reach and influence your audience effectively. That’s where I come in—I’ll translate marketing materials and communicate directly with clients in Japanese, which also means I understand the message the publisher is trying to convey and helps me represent them effectively.
How important is trust and relationship-building in working with consortia or procurement teams?
It’s everything. Without face-to-face contact and consistent communication, it’s nearly impossible to build the trust needed to close a deal. Japanese partners want to know who they’re working with—and that takes time.
Sales Strategy & Looking Ahead
How do you tailor your sales approach for Japanese academic libraries?
It’s a very personal approach. You need to understand the customer, maintain regular contact, and be patient. Everything is built on relationships here.
What trends or challenges do you foresee in the Japanese academic landscape?
Language and differences in culture and business practices are major barriers for international publishers. Most publishers don’t have Japanese materials, websites, or local support. But there is strong interest from libraries to expand collections and access new content that supports researchers. The opportunity is there—it just needs the right approach.
What are your goals for the next 12 months?
To increase local language support, nurture our existing relationships, and expand our network of contacts. My goal is to become the trusted local face for our publishers in Japan, and I would love to talk to more publishers about how we can help them develop this marketing.
Why KGL Accucoms’ Local Presence Matters
Japan is a nuanced and relationship-driven market. Success here depends not just on product quality, but on communication, trust, and cultural understanding. With our new office and Nori’s expertise on the ground, KGL Accucoms is uniquely positioned to help publishers grow their presence in Japan.
Interested in reaching Japanese academic libraries more effectively?
Get in touch to learn how KGL Accucoms can support your sales and marketing efforts in Japan and across Asia.