Growing Global Brands in Japan: What Headquarters Gets Wrong with Per Rasmussen

In this FocusCore Podcast episode, host David Sweet interviews Per Rasmussen, President and Representative Director of Millet Mountain Group Japan. Per brings over 30 years of leadership experience at the intersection of European consumer brands and the Japanese market, having led iconic companies including Lego, Braun, Gillette, Groupe SEB (T-Fal), and now Millet. He shares how leadership in Japan has evolved and why the nemawashi(根回し) approach (consensus-building before decision-making), is key to sustainable team management. Per explains the critical role of bridging headquarters and local organizations, warning that leaders who arrive too "HQ-heavy" often fail to listen to what the Japan team actually needs. He discusses how Millet localized its product and market strategy for Japan, moving beyond elite mountaineers to serve everyday hikers, and the patience required to build brand recognition in a crowded market. Per also recounts how he created the electric kettle category in Japan from zero, growing it to nearly 2 million units annually. The conversation covers omni-channel retail challenges, the limits of data-driven analysis for smaller organizations, and what Per wishes he had known when he first arrived in Japan 35 years ago.The 2026 FocusCore Salary Guide is here: 2026 Salary GuideIn this episode you will hear:Why nemawashi(根回し) is essential for leading Japanese teamsHow "HQ-heavy" leadership fails in JapanMillet's Japan market segmentation strategyCreating the electric kettle category from zero to 2 million unitsOmni-channel retail challenges in JapanWhat 30+ years in Japan has taught Per about patience and trustAbout Per Rasmussen:​Per Rasmussen has built his career at the intersection of European brands and the Japanese market, bringing more than three decades of leadership experience in Japan.He currently serves as President and Representative Director of Millet Mountain Group Japan, where he leads the local development and growth of the French outdoor brand.With deep expertise in strategy, consumer-centric product and marketing development, and multi-channel retail operations, Per is known for translating global brand ambition into locally relevant, sustainable growth. He is also recognized for building strong Japanese teams and serving as a trusted bridge between global headquarters and local organizations.Outside of work, Per spends much of his time in his small garden, where he grows chilies, herbs, and tomatoes, turning them into powders, sauces, pickles, and pastes that he shares with the younger staff in his office. He is also a keen observer and small-time collector of Japanese pottery. Per's wife is Japanese, and the couple met in Denmark, marrying in 1983 before moving to Japan in 1989. They have two adult sons, both based in Copenhagen, Per's home country of Denmark. Per and his wife are avid intermediate skiers, and he is looking forward to returning to scuba diving next year, staying active at the gym to prepare. Japan's food, sake, shochu, and wine scene also remains a favorite pastime, often paired with domestic travel to off-the-beaten-path destinations and time with local friends.Connect with Per Rasmussen:LinkedIn: https://www.linkedin.com/in/per-rasmussen-3b58321b/Millet Japan Website: https://www.millet.jp/?srsltid=AfmBOorafRuzcjjgEtFWy186m7zJtupcFZWiHb-ylDwbJBXrW1KVVms-Connect with David Sweet:LinkedIn: https://www.linkedin.com/in/drdavidsweet/Twitter: https://twitter.com/focuscorejpFacebook: :https://www.facebook.com/focuscoreasiaInstagram: https://www.instagram.com/focuscorejp/Website: https://www.japan.focuscoregroup.com/This podcast was proudly produced by Lisa Yasuda.“Doin’ the Uptown Lowdown,” used by permission of Christopher Davis-Shannon. To find out more, check out www.thetinman.co. Support independent musicians and artists.