AI-enhanced 'monoya Connect' announced Tuesday as new tariffs accelerate pivot from China to Japan
TOKYO, June 3, 2025 -- As the global trade landscape shifts, multinational companies are rethinking their exposure to China and diversifying their supply chains. Even as Washington and Beijing enter a temporary pause in tariff escalation, the long-term direction is clear: supplier relationships are being rebuilt—Americans and many others are adjusting and eager for more affordable and higher quality alternatives.
This realignment—along the bipartisan emphasis on "friendshoring"—is opening the door to trusted manufacturing allies like Japan. With interim tariffs on Chinese goods rising to 30%, the uncertainty and shrinking cost gap between the two countries is creating opportunity.
Enter monoya, a Tokyo-based startup, bridging that demand with monoya Connect, a new digital sourcing platform that links American brands directly to Japan's top-tier manufacturers and craftspeople. Launching this summer, it's the first platform of its kind, combining AI translation and workflow tools with curated access to Japan's manufacturing talent.
"Tariffs are creating a moment of realignment while AI is empowering us to bridge the language barrier that has slowed cross-border collaboration," said Yu Shimada, founder and CEO of monoya who has business experience in both Japan and the U.S. "Japan has long been known for quality and reliability, but now it's more competitive on cost. That changes the conversation. And for Japan's makers—who've spent generations perfecting their work—it's a long-overdue spotlight."
monoya Connect is designed for international buyers in design-driven sectors like hospitality, home goods, and specialty retail. The platform uses AI tools to reduce friction, helping Japanese suppliers onboard quickly and communicate seamlessly across language barriers with overseas partners, many for the first time. This opens access to a traditionally hard-to-reach segment of Japan's manufacturing economy: makers known for precision, quality, and craftsmanship.
The cost case is also evolving. While the U.S. has temporarily capped tariffs on Chinese goods at 30%, proposed rules could raise them to as high as 145% if trade talks stall. By contrast, Japanese goods currently face tariffs between 0% and 10%, and officials from both countries are now exploring a zero-tariff agreement that would further widen the price gap.
At the same time, U.S. policy changes—like the end of the de minimis exemption for certain imports—have created new friction for e-commerce giants like Temu and Alibaba, forcing many American buyers to reconsider their sourcing strategies. In 2024, U.S. imports from Japan totaled $148 billion, compared to $434 billion from China.
But that balance is beginning to shift: with Japan's pricing becoming more competitive, a greater share of U.S. sourcing is expected to move toward Japan's makers, who've spent generations perfecting their work with higher quality and design. Interest in Japan is rising across the board: the country welcomed a record nearly 36 million international visitors in 2024, a 47% jump from the previous year—fueled by a wave of tourism, culinary fascination, and renewed focus on Japanese hospitality and aesthetics.
Shimada, who grew up between Japan and the United States, says the current supply chain turmoil is an opportunity to rethink sourcing from the ground up. "This isn't just about avoiding risk in China," he said. "It's about building modern supply chains that reflect shared values—quality, resilience, and long-term alignment with allies."
At a time when policymakers are emphasizing economic security and brands are rethinking their sourcing playbook, monoya offers a higher-quality alternative that aligns with recent shifts in global trade. It represents a new kind of connector: digital-first, design-forward, and grounded in policy reality.
For questions, or to request an interview with monoya Founder and CEO Yu Shimada, please contact Andrew Bates: andrew@wolfpackatrategies.us
About monoya
monoya is a Tokyo-based sourcing startup helping global brands connect with Japan's top manufacturers and artisans. Founded in 2024, the company's digital platform monoya Connect streamlines cross-border sourcing by combining curated matchmaking with AI-powered private labor collaboration tools. monoya aims to make Japanese craftsmanship accessible to global buyers at a time of major trade realignment. For more: https://www.monoya.com/
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