Greening Industry with Bioplastics: Holzmühle Westerkamp GmbH Debuts in Japan’s Clean Energy Scene

As one of the 45 innovative European SMEs and start-ups selected for the EU Business Hub @ Smart Energy Week Spring 2025 business mission in Tokyo, Holzmuehle Westerkamp GmbH — a German company , specialised  in natural fibres and bioplastics  — is exploring new opportunities in Japan’s rapidly expanding  decarbonization  market. With its cutting-edge solutions in biobased plastics made from agricultural side-streams, Westerkamp exemplifies the kind of innovation that positions European companies as strong, attractive partners in Asia’s fast-evolving sustainability markets.

Japan, with its €18.6 billion investment in clean energy represents a high-value market for sustainable materials. For Westerkamp, whose biobased plastics align perfectly with Japan’s decarbonisation goals, this was an opportunity to showcase a compelling proposition: high-performance, biodegradable plastics made from agricultural side-stream materials such as oat husks, sawdust, and rice fibres — all manufactured using renewable energy sources.

The company was selected to join the business mission to explore the Japanese market with tailored support from the EU Business Hub — an exclusive opportunity offering business matchmaking, expert insights, and direct access to local stakeholders. The company used this opportunity to demonstrate how its production model, powered by renewable energy and based on circular economy principles, fits Japan’s clean energy priorities and decarbonization targets. 

“We were able to explain to Japanese visitors how effective we have already integrated renewable energies like PV panels, biomass heating, and heat recovery systems into our production,” explained Ute Goossens, the company’s Commercial Director and Energy Manager. “At the same time, we showed how side streams from industries can be brought back into the material circle.”

Turning Interest into Business Commitment

The company's participation attracted a wide range of professionals to its booth, but the real traction came from the one-on-one B2B meetings — meticulously coordinated and tailored by the EU Business Hub.

“The level of preparation was outstanding,” Ms. Goossens said. “From translated materials to expert-led briefings, we were equipped with everything we needed to make a strong first impression.”

These meetings generated meaningful business leads and opened the door to future partnerships. Several Japanese companies were intrigued by Westerkamp’s fusion of eco-efficiency and profitability, particularly in a market where corporate social responsibility (CSR), decarbonisation, and post-use recycling are rapidly gaining strategic importance. Westerkamp’s use of renewable energy and biodegradable materials resonates with Japanese corporate priorities, reinforcing the attractiveness of EU companies that combine innovation with compliance to local sustainability standards. 

“Everybody is talking about sustainability, CSR, and higher production costs,” Ms Goossens noted. “We were able to demonstrate that sustainability and profitable production are not a contradiction.”

The company views the mission as a crucial first step toward deeper commercial relationships. Westerkamp held several one-on-one meetings as part of the 60+ B2B sessions facilitated during the business mission — a clear sign of strong interest from Japanese companies in EU green innovation. “The conversations we’ve had here could redefine our business for the next decade,” she said.
 

Tailored Support for Successful EU-Japan Collaboration

For European companies entering the Japanese market, navigating cultural and linguistic differences is a critical success factor. For Westerkamp, these challenges were addressed effectively through the programme’s structured, hands-on support.

Before arriving in Japan, participants received tailored briefings covering business etiquette, communication styles, and negotiation practices. With guidance from bilingual local experts, companies refined their messaging and adapted it for the Japanese business environment.

Throughout the mission, the EU Business Hub provided professional interpreters for business meetings and on-site coaches who offered real-time cultural insights. This ensured that interactions were not only understood — but also respectful, efficient, and trust-building.

“The biggest challenge was the language,” said Ms Goossens. “Going forward, we know we’ll need someone who understands both Japanese and European culture, behaviour, and legislation — a key part of future communication and negotiation.”

Thanks to this culturally sensitive support, Westerkamp was able to engage effectively with Japanese stakeholders — and is now exploring longer-term localisation strategies, including multilingual content, adapted marketing channels, and potential local representation.
 

A Long-Term Internationalisation Journey

Smart Energy Week marked the beginning of Westerkamp’s internationalisation journey in Japan. The experience not only connected the company with Japanese stakeholders, but also sparked new interest in adjacent sectors such as natural materials, bioplastics, and circular manufacturing — areas where both the Japanese and Korean markets offer significant promise for European innovators. 

While follow-up conversations are ongoing, Ms Goossens acknowledges that entering Japan is a long-term venture. “We are following the contacts we had, and it is a long way to establish business or make a first delivery,” she said.

The EU Business Hub provides an invaluable framework for companies like Westerkamp to build market presence gradually. With the opportunity to join multiple missions, the programme recognises that meaningful business development takes time — and offers a structured pathway to foster long-term relationships in Asia’s evolving green economy.

“We would like to be present more permanently in Japan — to catch interested people, researchers, organisations, and partners. This is how we see a bigger chance to find collaboration,” Ms Goossens reflected.

This highlights a crucial point: successful internationalisation doesn’t happen by chance — it’s the result of thorough preparation by the company, combined with the structured, high-quality support provided by the EU Business Hub. For companies aiming to enter the Japanese or Korean markets, the programme serves as a true springboard — offering a platform to test, refine, and present their solutions in a trusted and business-ready environment. When that support meets a company’s readiness to engage, adapt, and seize opportunities, the outcomes can be transformative.

As Ms Goossens put it, “We wouldn’t have dared to enter this market alone. But with this level of support, we’re here — and that’s a monumental first step.”

Looking ahead, Westerkamp’s future could stretch far beyond Europe. With the right momentum — and tailored platforms to match — the company is not just exporting products, but offering a new way of thinking about sustainability in the industry. The EU Business Hub provides precisely these tailored platforms: offering companies the tools, exposure, and structured support needed to successfully expand to markets like Japan and the Republic of Korea.
 

Learn more

Discover how other companies are succeeding through our Business Missions: https://eubusinesshub.eu/missions-catalogue.

Explore more about the EU Business Hub programme and how we can help your company grow internationally: https://eubusinesshub.eu/about-programme.