Paul Kraft is a Japan-based market expert with more than 20 years of experience building, launching, and strengthening global brands in one of the world’s most challenging markets.

He has led end-to-end Japan strategies for iconic companies, including Starbucks, HARIBO, Nestlé Nespresso, and HoneyBaked Ham, delivering category-leading growth across FMCG, food service, retail, and e-commerce. As Japan Country Manager for HARIBO, he grew a $40M business, took a foreign brand to a #1 category SKU, secured first-ever distribution in 7-Eleven Japan, and earned “Brand of the Year” recognition.

Paul has also founded and scaled businesses from zero, launching HoneyBaked Ham’s first international market, reaching profitability within 13 months, and securing over $1.5M in local investment. Today, through JapanIQ, he works hands-on with international firms to avoid costly missteps, align the right partners, and turn Japan from a black box into a growth engine.

Outside of his work at JapanIQ, Paul hails from Minnesota, USA. Paul is bilingual, splitting his time between Tokyo and Nagano, Japan. If he has free time, you’ll find him honing his carpentry skills in an old folk home in the Japanese countryside.