Regarding the electric appliances such as a portable charger (power bank), Japan is globally recognized for its strict consumer protection and regulatory standards.
Bottleneck in the Past
Historically, these requirements made it challenging for overseas entities to Japan market.
In many cases, overseas sellers need the Japanese domestic importers as a partner.
However, the regulatory landscape underwent a pivotal transformation on December 25, 2025, with the amendment of the Electrical Appliance and Material Safety Act (PSE Act).
2 Key Points to D2C Market Entry
This amendment represents a significant strategic opening.
It establishes a legal framework allowing overseas manufacturers to sell directly to Japanese consumers as “Specified Importers,” provided certain regulatory obligations are met.
There are two primary points to this new framework:
- Appointment of a Domestic Administrator: Overseas manufacturers must appoint a representative in Japan to act as a formal liaison with Japanese authority – the Ministry of Economy, Trade and Industry (METI).
- Technical Compliance: Products must be complied to the technical requirements of the PSE Act, ensuring they are compatible with the Japanese electrical environment.
For overseas manufacturers with high technical capabilities and strong product appeal, this regulatory shift is more than just a procedural change — it is a strategic opportunity to build a direct, long-term brand presence in Japan.
As a national-licensed specialist (Gyoseishoshi), I provide the professional support necessary to navigate these complexities and ensure a compliant, successful entry into the Japanese D2C market.