MRA Grant for Japan: Empowering Singapore SMEs to Enter One of Asia’s Most Sophisticated Markets

Japan is a global leader in technology, innovation, and consumer quality expectations. It is the world’s third-largest economy and offers exceptional opportunities for Singapore SMEs looking to expand into a mature, high-value market. With a culture that respects quality, precision, and service excellence—values that align closely with Singaporean brands—Japan represents both a challenge and a rewarding growth market.

To support this journey, Enterprise Singapore offers the Market Readiness Assistance (MRA) Grant for Japan, helping Singapore SMEs lower the barriers to market entry and scale with confidence.

This article explores why Japan is a smart destination for business expansion and how the MRA Grant Japan helps SMEs navigate the process successfully.

Why Expand into Japan?

Singapore SMEs expanding into Japan benefit from access to a large, stable, and innovation-hungry market. Here are several reasons Japan should be on your radar:

1. Affluent Consumer Market

Japan has over 125 million consumers with high disposable incomes and a strong preference for quality, functionality, and design. This makes it an ideal market for premium brands, lifestyle products, healthcare innovations, and technology solutions.

2. Global Innovation Hub

Japan continues to lead in automotive, robotics, electronics, and advanced manufacturing. Its openness to B2B solutions and SaaS applications offers growth opportunities for Singapore tech SMEs.

3. Stable Business and Legal Environment

Japan ranks highly in global ease-of-business and transparency indices. It is safe, secure, and legally well-structured—key traits for long-term investment.

4. Singapore–Japan Relations

Singapore and Japan enjoy a strong and longstanding relationship, supported by the Japan-Singapore Economic Partnership Agreement (JSEPA), which provides trade advantages for Singapore-based businesses.

What Is the MRA Grant for Japan?

The Market Readiness Assistance (MRA) Grant for Japan is a funding support scheme under Enterprise Singapore’s internationalisation strategy. The grant provides up to 50% support for eligible activities, capped at S$100,000 per new market per fiscal year.

The grant can be used for overseas market promotion, business development, and market set-up activities. With Japan’s high entry costs and complex regulations, this grant offers essential support to reduce risk and boost ROI.

Eligibility Criteria for MRA Grant Japan

To apply for the MRA Grant for Japan, your business must meet the following criteria:

• Registered and operating in Singapore

• At least 30% local shareholding

• Group annual turnover of less than S$100 million OR fewer than 200 employees

• No previous MRA Grant claims for Japan within the same fiscal year

Applications must be submitted before activities commence. No reimbursements are allowed for retroactive applications.

Activities Covered by MRA Grant Japan

Enterprise Singapore classifies claimable activities under three main categories:

1. Overseas Market Promotion

• Participation in trade exhibitions in Tokyo, Osaka, Fukuoka, or Nagoya

• Running localised digital marketing campaigns on platforms such as Google Japan, Instagram, or Line

• Engaging PR agencies to reach Japanese media, bloggers, and influencers

2. Overseas Business Development

• Engaging Japanese business matching firms or consultants to identify partners

• Lead generation, appointment setting, and B2B sales support

• Market research and competitor benchmarking specific to Japanese industry standards

3. Overseas Market Set-Up

• Legal and regulatory advisory for establishing a company in Japan

• Trademark and IP registration in Japan

• HR and compliance advisory for local recruitment and operations

These supported activities are critical to reducing market entry costs and navigating Japan’s highly structured business environment.

MRA Grant Japan: Funding Caps

The MRA Grant for Japan offers a maximum of S$100,000 per market, distributed as follows:

Activity Category	Maximum Support Cap
Market Promotion	Up to S$20,000
Business Development	Up to S$50,000
Market Set-Up	Up to S$30,000

Businesses are advised to allocate budgets wisely across these categories to maximise grant utilisation.

How to Apply for the MRA Grant for Japan

Follow this 5-step process to apply for and benefit from the MRA Grant Japan:

Step 1: Prepare Documents

• Confirm eligibility criteria

• Identify relevant activities and vendors (some require ESG-approved status)

• Collect quotations, deliverable scopes, and timelines

Step 2: Submit Application via BGP

• Access the Business Grants Portal using CorpPass

• Select “Market Readiness Assistance Grant” and choose “Japan” as the target market

• Upload all necessary documents and submit your application

Step 3: Await Enterprise Singapore’s Approval

• Begin activities only after official approval

• Approved projects will receive a Letter of Offer from ESG

Step 4: Execute Project

• Implement approved activities in accordance with the submitted plan

• Maintain records such as reports, media outputs, invoices, and proof of payment

Step 5: Claim Submission

• After project completion, submit your reimbursement claim through BGP

• Include all supporting evidence and deliverables
  

Common Mistakes to Avoid

Avoid the following mistakes to ensure a smooth MRA experience:

• Starting work before approval – Pre-approved expenses are not eligible for claims

• Insufficient documentation – Ensure invoices, marketing samples, and contracts are clear and complete

• Using unqualified vendors – Only use Enterprise Singapore-approved vendors where required

• Overspending beyond caps – Ensure each activity stays within its category cap
  

Real-Life Examples: Singapore SMEs Using MRA Grant Japan

Case Study 1: Beauty Brand Entry

A Singapore skincare brand used the MRA Grant Japan to launch in Tokyo. They exhibited at a cosmetics trade show, ran influencer campaigns on Japanese social media, and engaged a PR firm. The grant covered 50% of total costs and helped secure local retail placement.

Case Study 2: EdTech Platform Expansion

An EdTech startup expanded into the Japanese market by engaging a bilingual business development consultant, localising its app, and incorporating a Japanese subsidiary with MRA-funded legal support.

Case Study 3: Enterprise Software Rollout

A Singapore SaaS company entered Japan’s logistics tech market by participating in a B2B tech fair and running Google Japan Ads. The MRA Grant subsidised both lead generation and in-market consulting costs.

These cases show that with the right strategy and grant support, Singapore SMEs can overcome Japan’s high market entry barriers.

Why Engage a Consultant for MRA Grant Japan?

Navigating Japan’s business landscape can be difficult without local knowledge. Consultants can help with:

• Localising your business and marketing materials appropriately

• Securing approved vendors and matching you with the right partners

• Advising on compliance, operations, and business etiquette

• Structuring MRA applications and managing post-project claims

Consultants add value through their local expertise and grant experience, especially in complex markets like Japan.

High-Potential Industries in Japan for Singapore SMEs

Japan offers a range of opportunities across the following industries:

• Health & Wellness – Japanese consumers are highly health-conscious and value premium products

• F&B – Unique Singapore F&B brands perform well, especially in urban centres

• Education & EdTech – High demand for English learning and skills training

• SaaS & Tech – Solutions that improve productivity, logistics, and customer service are in demand

• Lifestyle & Beauty – Japanese consumers appreciate clean design, safety, and innovation

Tailoring your offerings to Japanese tastes and preferences is essential for successful entry.

Conclusion: Unlock New Business Frontiers with the MRA Grant Japan

Expanding into Japan may seem challenging due to its formality, high standards, and competition—but with the MRA Grant for Japan, Singapore SMEs are well-equipped to enter the market strategically and cost-effectively. With up to S$100,000 in support, the grant lowers financial risk and enables meaningful investment into market research, localisation, and partnerships.

Whether you are showcasing at a Tokyo exhibition, hiring a consultant in Osaka, or registering your brand in Japan, the MRA Grant Japan is your launchpad into one of the most respected markets in Asia.