On December 29, 2025, Ukrainian brand Dodo Socks opened its first physical retail space in Japan. The store began operations in the city of Zushi, near Tokyo. Founder Marta Turetska said that cooperation with Japanese partners began after an industrial exhibition in Kobe in 2023. Initially, the company tested demand through online sales and pop-up formats before deciding to launch a permanent location.
The compact space, approximately 20 square meters in size, combines retail with a cultural component: in addition to socks, the store offers coffee and borscht, blending Ukrainian products with a local context. Entry into the Japanese market was carried out in two stages.
At the first stage, the company invested around 5–8 million yen (approximately $35,000–60,000) to build working capital, purchase inventory, arrange logistics, launch the brand, and cover operational expenses.
The second stage — the opening of a permanent store — required an additional 8–12 million yen (approximately $55,000–85,000), depending on rental and renovation costs. The largest share of expenses — around 40% of the budget — was allocated to interior renovation and equipment. Approximately 30% went toward deposits and rent, as commercial real estate in Japan often requires up to six months of prepaid rent, along with additional insurance and agency fees.
The remaining funds were distributed among initial inventory, pre-opening marketing, and operational systems, including POS infrastructure and administrative expenses. The company estimates the project’s payback period at 2–3 years, depending on growth dynamics and future scaling plans.
Currently, the primary focus is building brand recognition within the local community. In Japan, especially in smaller cities, trust and long-term relationships play a crucial role, so the brand is prioritizing stability over rapid financial returns. If the first location proves successful, the company is considering opening a second store, potentially in a more tourist-oriented area.
Sales in Japan require adjustments to pricing policy. Cost structure is affected by international logistics, customs procedures, import duties, currency fluctuations, rent, wages, and inventory management. According to the company’s estimates, additional logistics and operating costs may account for 30–40% of the retail price. As a result, prices in Japan are higher than in Ukraine but remain competitive compared to local brands offering similar quality and design.
The store is staffed primarily by a local team. Dodo Socks explains that this reflects the specifics of Japanese service culture, which emphasizes attention to detail and relationship-building with customers. Most employees are between 20 and 30 years old, and their perspective helps the brand better understand local trends. At the same time, the company continues close cooperation with Ukrainian partners and the diaspora to ensure accurate communication of the brand’s cultural narrative.
Despite the war, logistics from Ukraine remain relatively stable. The production cycle takes approximately four weeks, while delivery and customs clearance require an additional 2–3 weeks, bringing the full cycle to 6–8 weeks. To mitigate risks, the company maintains inventory covering at least two months of sales and operates a buffer warehouse in Japan.
Perceptions of Ukrainian brands in Japan have also evolved. Immediately after 2022, there was a strong emotional response and heightened interest in Ukrainian culture, particularly designs featuring traditional motifs. Over time, this factor has diminished, giving way to more universal interest in the product itself.
The company emphasizes that long-term brand sustainability cannot rely solely on sympathy. The focus is on design, quality, and competitive pricing. Ultimately, repeat purchases are driven not by geopolitical context but by the product and its aesthetic, which resonates well with Japanese design sensibilities.
