This research will explore the specifics of the Japanese market through the analysis of relevant data and through several different scientific research methods. The aim of the paper is to research, analyze and present which approach and strategy Podravka Inc. should use in order to successfully export Vegeta on the Japanese market, and later the rest of its product range. Japan is the third strongest economy in the world and for good reason is among the economically leading countries in the world. The Japanese market is quite large, but extremely specific in terms of many characteristics For this reason, for the needs of Podravka's business in Japan, the ways to reach Japanese customers who are informally said to be the "toughest" customers in the world will be thoroughly researched and analyzed. In addition to the Japanese market, Research will analyze Podravka's most famous brand - Vegeta. Due to its long tradition, original recipe and global recognition, the author chose Vegeta to open the doors of the Japanese market to Podravka Inc. and gradually export the rest of its products that the Japanese market would demand. Based on the overall analysis, a negotiation strategy and a strategy for entering the Japanese market will be formed. In the strategy of entering the Japanese market, the marketing part will play an important role, therefore promotional channels will be chosen through which Podravka Inc. would reach the largest number of potential customers. Following the implementation of the export strategy, based on the findings and conclusions from previous chapters of the Research, a short analysis and discussion will be conducted regarding the perspective of further expansion of Podravka's business to the Japanese market. After the above analysis and discussion, the final conclusion of the Research will be made.