IntroductionInnocent is an established smoothie and health food company in its home market of the UK and has been successful in entering various European Union markets. With the further partnership with global brand Coca-Cola, it could be said that Innocent is in a prime position to begin its expansion into new markets globally. This report will highlight the benefits and potential risks of entering the chosen market of Japan based on theoretical research and analysis. Japan was first chosen due to initial research showing it was one of the most health-conscious countries in the world, with the lowest obesity rates. Further investigation showed their links to Coca Cola and a gap in the 'convenience smoothie' market, despite the current popularity of health drinks and demand for commuter-friendly food. However, entering a diverse market like Japan is not without its challenges. risks and success must be guaranteed, with the help of market research, marketing and operational theories, to prevent the new venture from becoming a very costly mistake. Target Consumer MarketWhen moving into a market with a consumer culture so different from the home market, a company must be careful to analyze its target audience in detail, to avoid costly cultural missteps. To get an idea of ​​Japanese culture, a good place to start would be experts in the field of cultural studies. Hofstede's cultural dimensions, created during his in-depth GLOBE study of world cultures, offer a good comparison of the overriding differences between Japanese and English cultures. A detailed analysis of cultural differences will be provided in the "Marketing Issues" section of the report. As for specific cultural information, most...... half of paper ......n with many written signs like this (Annual of Display & Commercial Space Designs in Japan 1984., 1983). A direct translation of "Innocent" in Japanese means "pure in heart" (Junsui). Since it has no negative connotations, it is the best translation of the word Innocent and therefore it would be useful to use it as a Japanese name. This will maintain the brand image and work towards creating a globally recognized brand, without the name change having a detrimental effect. effect, to use the example of Lays/Walkers in the UK and abroad. English is the language of business in Japan and so it should be easy to get a correct translation using cultural experts. Assuming success in entering the original market, there is much potential for development, including the introduction of a greater range of Innocent products and expansion into the Japanese market. rest of Japan, which could be the gateway to the rest of Asia.