"Why Japan Crushes Global Companies" - Brand New Director Akiko Nakajima Reveals the Rules for Conquering the US and Japanese Markets in Her Debut Book

Brand New Inc. (Minato-ku, Tokyo, Representative Director: Yuki Yoshida) Director Akiko Nakajima has released her first book, "The Patient Advantage: What Two Decades on Both Sides Finally Taught Me (English Edition)" on June 24, 2026. The book explains the challenges and strategies for foreign companies entering the Japanese market and for Japanese brands expanding overseas, based on her business experience in Japan and the US.

1. Background of Publication and Features of the Book

"The Patient Advantage: What Two Decades on Both Sides Finally Taught Me (English Edition)"

Japan crushes all companies. Why?

And what can be done about it?

Even global companies like Google, Starbucks, and Netflix have faced difficulties in the Japanese market. The cause is not a lack of resources, but a lack of understanding of the fundamental structure of the Japanese market. Akiko Nakajima has built a 24-year career at international companies such as Ogilvy, Netflix, 17LIVE, and Accenture, based in New York and Tokyo. This book summarizes the insights gained from that experience.

The book reveals the rules for winning in Japan's unique trend ecosystem, as well as the challenges faced by Japanese brands when entering the US market. It is a book that can only be written by an author who has experienced both the entry of foreign companies into Japan and the overseas expansion of Japanese companies as a principal.

2. Author's Comment

For 24 years (14 years in America, 10 years in Japan), I have faced various challenges on the front lines of global business. Through that experience, I may not have found absolute answers, but I have found my own solutions. The desire to share these with as many people as possible was the motivation for writing this book.

While researching cases of many large companies for this book, I noticed a common trend. As the title suggests, I am convinced that the greatest foundation for success is "Patience."

I hope this book will be of some help to your business.

3. Author Profile

Akiko Nakajima

Began her career in New York for 14 years at startups and Creative Agencies/Advertising Agencies (Ogilvy, WPP group). While at Ogilvy, she was primarily responsible for Global Fortune 500 companies such as Philips, IBM, and Nestlé, and was involved in global rebranding, campaigns, and app development. She won approximately 60 major creative awards, including Cannes Lions. After returning to Japan, she served as the first Brand Director at Netflix and Global CMO at 17LIVE, holding marketing and brand leadership positions at operating companies. She also served as a Managing Director at Accenture, making her a rare marketer with experience in advertising agencies, operating companies, and consulting. Born in Tokyo. Graduated from Northeastern University School of Business.

4. Book Overview

Title: The Patient Advantage: What Two Decades on Both Sides Finally Taught Me (English Edition)

Author: Akiko Nakajima

Release Date: June 24, 2026

Language: English

Format: Kindle Edition (e-book), Hardcover, Paperback

Amazon Product Page: https://www.amazon.co.jp/dp/B0H6KTM93R

<Brand New Profile>

Company Name: Brand New Inc.

Representative: Representative Director Yuki Yoshida

Location: 4-3-11-426 Roppongi Uni House, Roppongi, Minato-ku, Tokyo 106-0032

Established: September 24, 2024

Business Activities: Advertising agency business (media buying (TV stations, TVer), nationwide OOH advertising, branding/marketing/public relations strategy, talent casting, global marketing support, MMM, etc.)

Sales: 200 million yen (2nd fiscal period)

URL: https://brand-new.jp/

<Contact Information for Inquiries>

Department: Public Relations

E-mail: contact@brand-new.jp