From Aachen to Fukuoka: How FibreCoat Cracked the Japanese Market

Back in 2020, FibreCoat spun out of Aachen with a bold idea: take cutting-edge fiber coating technology and make it affordable enough for the real world. No buzzwords, no gimmicks – just smarter materials at a better price. Fast forward to 2025, and their aluminum- and thermoplastic-coated fibers are showing up in EVs, construction, aerospace, smart textiles, and the defense industry.

But here's where it gets interesting.

Rather than chasing only European growth, FibreCoat went East. Way East – to Japan, a market known for its precision, loyalty, and world-class manufacturing. Their goal? Build deep relationships in the automotive and plastics sectors and land their first major international customer.

And guess what? They did just that – in Fukuoka.

While Tokyo usually steals the spotlight, FibreCoat joined German Accelerator’s Japan Market Discovery program and landed in Fukuoka – a city quickly becoming Japan’s startup sweetheart. With help from the Global Startup Centre and a tightly-knit local ecosystem, FibreCoat secured its first Japanese customer – a milestone that confirmed Japan wasn’t just a good idea. It was the right one.

But getting there wasn’t plug-and-play – it never is.

The team quickly learned that breaking into Japan’s industrial sector isn’t about speed – it’s about trust. German Accelerator’s mentoring and cultural deep dives helped them rethink how they communicate, pitch, and build business relationships. The result? Stronger connections, clearer messaging, and a roadmap for long-term success.

“German Accelerator really helped us understand why things are done in certain ways in Japan. The program showed us how to really succeed and build long-lasting relationships with our new target customers.”

Edgar Haustov, Former Head of Business Development and Sales at FibreCoat

3 Takeaways for Startups Going Global in 2025:

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Don't overlook the underdogs. Tokyo is massive, but Fukuoka gave FibreCoat a fast track to real results.

Invest in cultural fluency. Knowing how to pitch isn’t enough – knowing how to build trust is everything.

Accelerators aren’t just launchpads – they’re culture translators. Use them to localize your approach, not just your deck.  

So, what have they been up to since? In 2024, FibreCoat deepened its presence in Asia by joining the India Market Discovery program and returning to Japan for our Japan Market Access program. During that time, they also secured a key partnership with a Japanese company—strengthening their foothold in the region. Most recently, they raised €20 million in a Series B funding round to expand into the space industry and revolutionize materials used in satellites.

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