Your Overseas Partner Across Cultures

What is a “Sibling”?

Your counterpart. A partner in crime. Someone who feels familiar and close to home.

With roots in both the U.S. and Japan, we understand where you’re coming from and help bridge cultures through a shared language and perspective.

When you have a Sibling, you always have someone to lean on—a trusted partner who stays close, no matter the distance.

Our Approach

Cultural differences aren’t barriers—they’re opportunities to create new value.

We believe that being curious about our differences is the key to expanding our understanding and appreciation for the world.

Born from a deep interest in decoding cultural nuance and building brands that resonate across borders, Sibling works closely both as a local partner and as well as an overseas extension of your team.

Having lived experiences in both cultures, our approach is a personal one—one grounded in empathy, collaboration, and a deep commitment to understanding our clients.

Our Story

(01)

Japan is home to countless products, services, and ideas that are worthy of global recognition. But for them to be truly understood (and chosen) in new markets, translation and marketing alone aren’t enough. What’s needed is a fresh perspective grounded in local context: one that understands cultural nuance and translates those differences into strategy and expression.
(02)

At the core of Sibling’s perspective is the lived experience of being raised between the U.S. and Japan. Standing between two cultures—not as opposites, but as different systems of thought—has shaped how we see the world. It’s this lens that allows us to recognize subtle nuances and invisible gaps that are often difficult to articulate, and turn them into a foundation for building brands.
(03)

Based in New York—a city where diverse cultures and perspectives constantly intersect—Sibling brings a deep understanding of both Japanese and American business environments. We help Japanese companies unlock their full potential in the U.S. market, from brand localization and strategic development to on-the-ground execution. More than an external agency, we see ourselves as a partner—working alongside our clients as they take on new challenges.

Our Team

Founder

Mari Iwahara

Brand Designer & Strategist

ニューヨーク生まれ育ちの日系二世のブランドスペシャリスト。 2013年に米国の美術大学 Rhode Island School of Design を卒業後、NYの大手のブランディング・エージェンシー Landor や Red Antler でブランドデザイナーとして実績を積み、Google社の新規事業のブランド・マネージャーかつクリエイティブディレクターを勤めた経験を持つ。Fortune 500の大企業からスタートアップまで、多様な業界と規模のブランド支援に関わってきた。 2022年、日本企業の米国進出を支援する異文化ブランディング・エージェンシー、Siblingを創業。文化のニュアンスを読み解き、国境を越えた魅力的なブランドを生み出すために、クロスカルチャーなビジネスや取り組みを支援する。

Rie Ehara

CX/Retail Strategist

リテール領域への投資を専門とするベンチャーキャピタルにて投資業務および戦略コンサルティングに従事した後、独立。日本と米国の両市場において企業・消費者動向の調査・分析を担い、急速に変化する消費環境に適応したリテール戦略を提供するコンサルティング事業を開始。7年前に活動拠点を米国へ移し、現地企業への戦略支援を中心に事業を展開している。

また、トレンド分析を主題とするポッドキャストの運営に加え、日経クロストレンド、繊研新聞をはじめとする複数媒体での連載を通じて専門知見の発信にも注力。日米双方での小売事業の実務経験を有し、現在はニューヨークにて、お香および抹茶ブランドの立ち上げに携わり、ブランディングディレクションおよび米国市場に向けた市場戦略を担当している。