Interview with Toshikazu Okada : Pioneering Global Trade and Digital Commerce

Toshikazu, your journey has been remarkable, spanning food trade, entrepreneurship, and digital marketing. What initially inspired you to enter the global business arena?

Okada : I’ve always been passionate about bringing Japanese products to the world especially food. Japan has a rich culinary culture that deserves a global audience. My journey started with food distribution but as I expanded internationally I realized that business is constantly evolving. To stay ahead I needed to innovate whether in supply chain management restaurant operations or digital commerce. That mindset led me to where I am today.

You’ve introduced over 100 food products and managed over 200 international projects. What were some of the biggest challenges in expanding Japanese food trade globally?

Okada : The biggest challenge was localization. Every market has different tastes regulations, and business practices. When expanding Japanese food exports we had to navigate import restrictions, establish efficient distribution channels and educate consumers on authentic Japanese flavors. Another challenge was ensuring a consistent supply chain while maintaining the high quality standards expected from Japanese cuisine.

In 2017, you founded OS International Inc. in Los Angeles. What made your integrated supply chain model so successful?

Okada : The traditional food supply chain had many inefficiencies middlemen delays and high costs. I wanted to create a seamless model where import wholesale and restaurant operations worked together efficiently. By integrating these processes we reduced costs improved distribution speed and ensured high quality products reached consumers. This approach not only benefited businesses but also made Japanese cuisine more accessible in the U.S.

You successfully managed and sold two Japanese restaurants in Los Angeles and New York. What did you learn from running restaurant businesses in the U.S.?

Okada : Running a restaurant is very different from food distribution. It’s about understanding customer preferences, managing operations and maintaining consistent quality. The biggest lesson was adaptability being able to pivot quickly based on market demand. Selling those restaurants was a strategic decision that allowed me to focus on larger scale food distribution and e-commerce ventures.

During the COVID-19 pandemic, you launched the first online Japanese food delivery system in the U.S. How did that idea come about?

Okada : The pandemic disrupted traditional food businesses and I saw an opportunity to fill the gap with online food delivery. Many restaurants were struggling, and customers were looking for convenient ways to enjoy Japanese food at home. We built a system that connected Japanese food suppliers with consumers directly. The success of this model
eventually led to its acquisition by a larger company.

You’ve played a major role in supporting Japanese businesses expand internationally. Can you share more about your work with Japan’s Small and Medium Enterprise Organization and the Ministry of Agriculture?

Okada: My role involves helping Japanese companies understand foreign markets and establish a strong presence overseas. This includes market research product localization and distribution strategy. Working with government organizations allows me to bridge the gap between Japanese businesses and global consumers, ensuring sustainable growth.

How has TikTok LIVE transformed the way businesses engage with consumers?

Okada : TikTok LIVE has revolutionized digital marketing making brand engagement more dynamic and interactive. Unlike traditional ads, live streaming allows businesses to showcase their products in real time, instantly answer customer questions, and create an immersive shopping experience. Additionally, it has opened up opportunities for ordinary individuals not just influencers to build their own communities through live streaming. This enables them to enhance their personal value and establish a presence in the digital world. At my agency, we focus on developing TikTok LIVE creators, equipping them with the necessary skills to maximize the platform’s potential. We provide training in live streaming techniques, help them build their own communities, and create monetization strategies. Our goal is to support creators in making a sustainable living through live streaming. Ultimately, this leads to optimizing creator content and ensuring that everyone has an equal opportunity to share their voice with the world.

You’ve built businesses across multiple industries. What key advice would you give to entrepreneurs looking to expand globally?

Okada : First, always be adaptable. Markets change, and you need to evolve with them. Second understand local culture and consumer behavior what works in Japan might not work in the U.S. or Southeast Asia. Finally focus on long term relationships. Success in global business isn’t just about transactions, it’s about building trust and sustainable networks.

What’s next for you? Any upcoming projects or new ventures? 

Okada : I am always looking for new opportunities to innovate. Currently, I am expanding my TikTok LIVE agency further into Europe and Asia, focusing on digital commerce, creator development, and integrating these aspects with global trade. My vision is to continue acting as a bridge between Japan and the world while also empowering individuals to shine globally. Through technology and media, I aim to create an ecosystem where anyone can thrive on a global stage.

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Contact: okada@os-inter.com