From Spain to Japan: Methanol Reformer Accelerates Hydrogen Innovation

Methanol Reformer’s participation in the EU Business Hub @ Smart Energy Week Autumn 2025 business mission proved to be a turning point. “Japan is one of the few countries making real progress toward a hydrogen-based society,” says Emilio Vicente Yepes, the company’s Business Development Manager for the Japanese market. “Joining under the EU umbrella added credibility and opened doors to valuable contacts.”

Methanol Reformer, a Spanish clean-tech company, is helping make hydrogen logistics more practical – generating hydrogen directly from methanol where and when it’s needed. Their modular systems, ranging from compact reformer units to containerised hydrogen and power generation solutions, offer a more efficient and flexible alternative to conventional hydrogen supply chains.

“Our goal is to make hydrogen logistics truly practical,” Vicente adds. “Methanol is easy to transport, and our reformers make it possible to generate hydrogen on demand – efficiently and sustainably.”

Currently in its Series A funding round, Methanol Reformer is preparing to scale production and expand internationally. With customers already in Scandinavia, the United States, and Japan, the company has taken a strategic step toward Asia through a collaboration agreement with Mitsubishi Gas Chemical. 

Building bridges in Tokyo

Emilio first learnt about the EU Business Hub through a colleague who shared the programme’s website. “It immediately caught my attention because it was not just a fair participation – it offered real preparation and support to reach a complex market like Japan,” he explains. “For a company already exploring opportunities there, this was a perfect fit.”

Before and during the business mission, the EU Business Hub team provided tailored market insights, matchmaking support, and business readiness guidance, helping Methanol Reformer fine-tune its approach to Japanese partners and enter meetings well-prepared for cultural and commercial nuances.

Among the highlights were the expertly organised B2B meetings and on-site company visits, including a stop at Resonac’s facility in Kawasaki City, one of the company’s identified target partners. Unexpectedly, networking with other European participants also sparked discussions about potential collaborations back home.

“The most valuable part was the combination of structure and human support,” Emilio says. “Japan can be intimidating for newcomers, but the EU Business Hub made it accessible – from cultural insights to personal guidance during meetings.”

“The organisation was also excellent – from carefully arranged visits to supportive social events that made our stay comfortable and productive.”

Lasting connections and long-term growth

After the business mission, ongoing follow-up support from the EU Business Hub team helped Methanol Reformer maintain dialogue with Japanese leads and move toward concrete investment discussions.

A particularly promising outcome emerged from a visit to a Hydrogen House operated by a major Japanese company, which has since led to investment talks. “That visit was a real breakthrough,” Emilio shares. “The meeting happened thanks to the visibility we gained at the EU Pavilion, and it has since evolved into serious investment discussions.”

While the company emphasises that the Japanese market requires patience – citing an eight-month journey from first meeting to proposal, in their work with Mitsubishi Gas Chemical – they view the mission as a crucial long-term investment.

“In Japan, results take time – but once trust is built, the partnerships are strong and lasting. The EU Business Hub provided the best platform to start that journey.”

Looking ahead, Methanol Reformer plans to deepen its collaboration with Japanese partners and maintain continuous contact with the companies met during the mission. “We’re now preparing for follow-up meetings and exploring the possibility of a local manufacturing footprint,” Emilio says. “The mission was just the beginning – it gave us both visibility and momentum.”

Learn more

Discover 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.

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EU Business Hub – Japan and the Republic of Korea is an EU-funded programme launched in 2024 to support EU SMEs and start-ups in the Green and Low-Carbon, Digital, Healthcare and Medical Equipment sectors in expanding into the Japanese and Korean markets. Between 2024 and 2027, the programme is organising 20 sector-focused business missions – 10 in each market – with services including strategic coaching, matchmaking, local interpretation, and full logistical support. The EU Business Hub is the successor programme of the EU Business Avenues / EU Gateway to Japan.