To Japan’s electric appliance manufacturers, China is a market rich in charisma, but also extremely tricky to navigate. As the shares of Japanese companies remain sluggish in most product categories on the Chinese market, China’s domestic companies continue to chart forceful advances on the strength of support from their government. The momentum of this expansion has already grown global in scale, and is beginning to pose a considerable threat.

In this paper, case studies are used as references in illustrating one viable option for Japanese electronic manufacturers determined to succeed in China – choosing routes of coexistence and coprosperity with the Chinese government and the companies of that nation.