Rooted Locally,Connected Globally.
- Bic CameraBic Camera wholesaler
- 18ShowsShows in Japan & abroad
- 33YearsIn Ashikaga since 1993
Where our products are sold and proposed
What drives us
Wherever you are, learn, work
and connect with the world.
We want to build a society where everyone, wherever they live, can learn, work and connect with the world. Every country and region has its own strengths and struggles, and in Japan and around the world there are still many people and children who, because of where they were born, have fewer chances to learn and work. We want to close that gap, even a little.
Since our founding in 1993, PHYTON has grown from accounting services into restaurants, energy and trade, serving both businesses and individual customers.
We live in uncertain times, with natural disasters, economic downturns and international tensions. That is why we aim to be an organisation that endures in calm times and in crises alike, and keeps contributing to people, our region and the world.
Our name comes from phytoncide, the natural scent that trees release into forest air. Like a walk in the woods, we want to bring energy to the people and communities we work with.
What we do
Our overseas business connects overseas makers with Japanese retail, and Japanese makers with markets abroad. From certification checks to Japanese localisation and sales channel development, we handle it all as a single point of contact.
Import and wholesale direct from makers
We find lifestyle goods and home electronics not yet sold in Japan at overseas trade shows, and buy them directly from makers in Korea, Hong Kong, China, Vietnam and beyond. We handle everything from certification checks such as Giteki and PSE to Japanese packaging, manuals and in-store POP displays, and supply electronics retailers, specialty stores, catalogue and TV shopping, and online marketplaces at volume-based wholesale prices.
Export of Japanese products
As an export trading company, we purchase products from Japanese makers looking to expand overseas, paying in yen. Currency, export procedures and shipping are handled by staff with freight forwarding experience. At overseas trade shows, we introduce your products directly to local buyers together with staff who interpret in English and Spanish. Our focus is Southeast Asia, drawing on our connections in Malaysia, Indonesia and Vietnam.
Why PHYTON
On siteAgain and again, on site overseas
We travel to Hong Kong, China, Korea, Europe and beyond several times a year, meeting makers face to face at their factories and at trade shows. We see their craftsmanship and quality for ourselves and build relationships that last.
PeopleA team for your entry into Japan
Led by a CEO with experience in corporate insurance sales and an overseas posting, our team includes international logistics professionals and an English and Spanish interpreter, with a disaster prevention specialist as an advisor. We support your entry into Japan across shipping, language and risk.
Local rootsRooted in Ashikaga for 30 years
A family company in Ashikaga, Tochigi, passed down since 1993. We have grown with our community alongside our restaurant, accounting and energy businesses. We look beyond one-off deals and are built for long-term partnerships.
Trade showsMeeting buyers at trade shows
We visit trade shows in Japan and abroad several times a month to search for new products, and introduce them directly to buyers from our own booth at Tokyo shows. At LIFESTYLE Week TOKYO [Autumn] 2026, we exchanged business cards with 163 people from 136 companies over three days.
How we work
You do not need a Japanese office or Japanese-speaking staff. We work in English, and also in Chinese, Korean and Spanish.
Samples and documents
Send us samples, specifications and certificates. We review the product against Japanese rules and demand.
Ready for Japan
We confirm the certifications needed and prepare Japanese packaging, manuals and sales materials.
Trade shows and press releases
We show the product to buyers in Tokyo and distribute press releases to build awareness.
Wholesale and ongoing orders
We supply retailers and online sellers, and place repeat orders with the maker as sales grow.
We introduce your products to buyers at overseas trade shows, purchase in yen, and sell abroad as your export trading partner.
Recent trade shows(Sep 2025 to Oct 2026)
Trade shows are where people meet across borders. Trust begins when we show up and talk face to face. Abroad and in Japan, we build relationships one conversation at a time, bringing good products into Japan and taking Japanese products to the world.
- The 100th Tokyo International Gift Show Fall 2025Tokyo Big Sight
- HKTDC Hong Kong Electronics Fair (Autumn Edition) 2025Hong Kong
- MEGA SHOW Hong Kong 2025 Part 1Hong Kong
- China (Shenzhen) International Gifts, Handicrafts, Watches & Houseware Fair (Autumn 2025)Shenzhen, China
- SIPREMIUM 2025: Seoul International Sourcing FairSeoul, Korea
- DRINK JAPAN 2025Makuhari Messe, Chiba
- Ambiente 2026Frankfurt, Germany
- HKTDC Hong Kong Electronics Fair (Spring Edition) 2026Hong Kong
- China (Shenzhen) International Gifts, Handicrafts, Watches & Houseware Fair (Spring 2026)Shenzhen, China
- LIFESTYLE Week TOKYO [Summer] 2026Tokyo Big Sight
- MEGA SHOW Bangkok 2026Bangkok, Thailand
- The 102nd Tokyo International Gift Show Fall 2026Tokyo Big Sight
- IFA Berlin 2026Berlin, Germany
- Malaysia International Craft Festival (MICF) 2026Kuala Lumpur, Malaysia
- LIFESTYLE Week TOKYO [Autumn] 2026Tokyo Big Sight
- HKTDC Hong Kong Electronics Fair (Autumn Edition) 2026Hong Kong
- MEGA SHOW Hong Kong 2026 Part 1Hong Kong
- The 140th China Import and Export Fair (Canton Fair)Guangzhou, China
Brands we handle
A selection of the brands we met at trade shows and now bring to Japanese stores.
PURISOO Plus
A battery-free portable water purifier bottle for the outdoors, travel and emergency preparedness. The series has won the Red Dot Design Award, and its crowdfunding projects in Japan drew over 1,400 backers. It was also featured on SUN TV news at the 2024 Earthquake Disaster Countermeasures Technology Exhibition in Osaka.
INTERLOCK
An LED interior light whose puzzle-shaped pieces connect into any form. Rechargeable, with a motion sensor and up to 30 hours of light. Its Makuake campaign raised more than ten times its goal, and it was featured in GoodsPress magazine (issue released September 6, 2026) alongside products from LEGO, Takara Tomy and other major toy makers.
MISU
A shower head developed by Korean water purifier maker DONEX at the request of a Swiss company. Its multi-layer filter removes chlorine and more, and at 180 g it travels easily.
Be-Vita
A vitamin and aroma cartridge that twists onto the shower hose with no tools, in 13 scents. Sold in 11 countries, with over 200,000 units sold worldwide.
Looking for sales partners
Products we are looking to place with retailers and online sellers in Japan. If you are interested, please get in touch.
EAGLE X
A bird-shaped drone that flaps its wings to fly like a bird. Winner of three IFA Innovation Awards.
Contact us
Holoswim 3 Pro
AR swim goggles with GPS that show distance and pace in your field of view, plus water temperature and depth.
Contact us
Seemagic Hero
A spherical electric nail clipper that trims and files in one touch, designed to look good on display. Its Kickstarter campaign raised about 20 times its goal from more than 1,200 backers.
Contact us
G7 & Legend series
One of Vietnam’s leading coffee brands, from easy G7 instant coffee to the premium Legend series. Sold in more than 100 countries.
Contact usFour divisions
PHYTON runs four businesses: overseas trade, restaurants, accounting and energy. With work ranging from hands-on jobs, such as at our restaurant, to roles that build on knowledge and experience, such as accounting and trade, people without experience can grow step by step.
Overseas Business
We import, wholesale and export lifestyle and gadget products.
Restaurant
We have run Sumibi Horumon-yaki GEN in Ashikaga since 2009.
Accounting
For over 30 years, we have helped local businesses with bookkeeping and tax.
Energy
We generate solar power in Ashikaga, supporting local energy.
Founded in Ashikaga in 2021, Reve’s Tochigi is Tochigi Prefecture’s first community-based men’s professional volleyball team. Its vision is to revitalize the region and create a future for children, and it runs free volleyball classes for schools and groups across the prefecture. In the 2026-27 season, the team plays in the newly established SV.LEAGUE GROWTH.
PHYTON shares the team’s commitment to creating opportunities for young people in the region, and supports it as an official sponsor.
2026-27 season schedule and results
| Date | Opponent | Venue | Result |
|---|
Company profile
| Company | PHYTON Co., Ltd. (有限会社フィトン) |
|---|---|
| Representative | Yuhi Inokoshi, President and CEO |
| Established | 1993 |
| Capital | JPY 3,000,000 |
| Employees | 15, including contractors |
| Divisions | Overseas Business, Restaurant, Accounting, Energy |
| Head office | 194 Tajima-cho, Ashikaga-shi, Tochigi 326-0061, Japan |
| Corporate number | 8060002036789 |
| Banks | Tochigi Bank, Ashikaga Oyama Shinkin Bank, Ashikaga Bank, Mizuho Bank, PayPay Bank |
| Sponsorship | Official sponsor of Reve’s Tochigi (professional volleyball) |
| Membership | Ashikaga Chamber of Commerce and Industry |
| Partnership | Official partner of Kraftangan Malaysia, Ministry of Tourism, Arts and Culture Malaysia |