Episode 75

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Published on:

20th Apr 2026

The Kiwi Brothers Origin Story: Transforming Zespri Marketing in Japan with Kanako Inomata

Kanako Inomata is the Head of Marketing APAC for Zespri International, one of the world's most recognised fresh produce brands. Working remotely from her hometown in Aizu, Fukushima, she leads marketing strategy across Japan, Korea, Singapore, Australia, Vietnam, and beyond.

Kanako reveals the fascinating story behind the Kiwi Brothers characters, which have become so iconic in Japan that they've been rolled out globally across Europe, the Americas, and even back to New Zealand. Whether you're interested in brand building, cross-cultural marketing, or living a purpose-driven career, Kanako's wisdom will resonate.

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In this episode you’ll hear:

  • What drew Kanako to move her career to a kiwifruit company from New Zealand
  • How Kanako and her team created the now-iconic Kiwi Brothers characters (and now their little sister “Ruby”)
  • The importance of being consumer centric marketing
  • Kanako’s experience working remotely from Fukushima and leading teams across APAC

About Kanako

An international marketing leader with extensive experience across Consumer, Shopper and Digital marketing. Starting her career at Unilever in Japan, her international marketing experience expanded into South Africa, and now extends across all of Asia Pacific

where she leads a multinational marketing team of Japan, Korea, Singapore, Australia, Vietnam, Malaysia, Indonesia and India at Zespri International. Representing one of the world’s biggest fresh produce brands, Kanako has led the Zespri marketing team to receive regional recognition including Tangrams Strategy & Effectiveness Awards etc.

Kanako is a talented consumer driven marketer with a strong sense of accountability and business acumen. She is passionate about developing her team’s capability, and contributing positively to society so she can leave the world in a better place.

Jandals in Japan is brought to you by Catherine O’Connell Law and PodLaunch with Jayne

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About the Podcast

Jandals in Japan®
Bringing The Land of the Long White Cloud to The Land of the Rising Sun
The best show about New Zealanders doing business in Japan, bringing The Land of the Long White Cloud to The Land of the Rising Sun
How do you build a brand in Japan and nurture a loyal customer base?
What do you need to have in your tool belt if you are thinking of coming to Japan to launch a business here?
Japan is often considered to be in the "too hard" basket but we are here to open up the black box of doing business in Japan.
We will share stories from successful Kiwis selling their products and services here in Japan.
They'll tell you their tips for success and pitfalls to avoid.
They'll share their challenges and what they did to overcome them.
They will tell you things you can't find in textbooks or on the internet.
We will also be sharing the latest intel and insights on Japan from our on-the-ground presence
And you'll hear some super business culture and other tips from us sprinkled throughout.
Grab a glass of sake and let's get into it.
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About your hosts

Jayne Nakata

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Jayne Nakata is a Southland girl who arrived in Japan in 2002, planning to stay just two years. 20 years later she is still living in Fukushima Prefecture with her Japanese husband and two children. When the triple disaster hit in 2011, Jayne made the commitment to stay in Fukushima and contribute to rebuilding the area. She is the host of the award winning podcast Transformations with Jayne, which is a favourite with international women living in Japan. She is also the double award winning podcast producer and manager for PodLaunch with Jayne.

Catherine O’Connell

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Originally from Christchurch, Catherine O’Connell has lived in Japan since 2002 and has built a distinguished 23-year career as legal counsel in leading Japanese corporations. In 2018, she launched Catherine O’Connell Law, Tokyo’s first foreign female–founded boutique law firm, now a multi-award-winning practice.
Catherine is Vice Chair Emerita of the Australian & New Zealand Chamber of Commerce in Japan (2012–2025) and currently serves as an Audit & Supervisory Board Member at Fujitsu Limited (2022–). She previously served on the Audit & Supervisory Board of Toyota Motor Corporation (2023–2025).
A trusted advisor to boards and coach/mentor to C-suite executives, Catherine helps leaders excel in the complex Japanese business environment with cross-cultural clarity and strategic insight.
Alongside co-hosting the Jandals in Japan™ Podcast, she is also the host of the award-winning Lawyer on Air Podcast, highlighting untold stories of women in law in Japan.