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随着全球化不断深入，当今社会我们要和许多具有不同文化习俗的国家打交道。因此，商业活动中去了解对方的传统以及这些传统习俗对消费行为的影响机制极为重要，并且还要将这种了解转换为优势。拿日本文化做个例子，接下来将有着眼于揭示日本文化与哥伦比亚文化的不同之处，综合考虑到这些因素我们提出了这样的观点口号：“火龙果汁真美味！”

最近，从哥伦比亚出口到日本的商品量在迅猛增长，这既归功于向来良好的双边贸易关系，也得利于现在正在深化的全球化趋势，这一趋势使得多种多样的贸易设备大大增加，也使距离遥远的地区之间增进了交流沟通。日本人特别喜爱哥伦比亚农产品，基于这一事实，哥伦比亚当地企业往往选择日本作为目标市场。

基于文化背景的分析，我们意识到哥伦比亚极具异国风情的水果将在日本开拓巨大的潜在市场。不过，我们不仅仅满足于买水果和开食品店面。为了达成商业目标， 早在八十年代开始生产火龙果之初，借助火龙果汁，我们成为了全球最主要的黄色火龙果供应商之一。我们通过这一做法为哥伦比亚广大地区的火龙果打开了充足而廉价的销路。

Since globalization has risen, nowadays we deal with many countries that have different culture and customs, so at the time of doing business it is very important to understand its traditions and know how those customs affects the consumer decision making and turn it into advantages. Taking into consideration Japan culture, the next paper work has the objective to show how that culture differ from the Colombian`s culture and then according to these and taking into account all those factors we develop a business idea that is “Oishii: the pitahaya juice”.

Lately, exports from Colombia to Japan have dramatically increased, since there have always been a good bilateral commercial relationship between these countries and due to nowadays growing tendency of globalization, which has given rise to multiple facilities for trade and communication with even the most distant places. Consequently, local companies more frequently are choosing Japan as their target market, relying on the fact that Japanese have an exceptional taste toward Colombian products.

Based mainly on cultural information analysis, we have noticed that Colombian exotic fruits are a potential business plan to be developed in Japan. However, we have decided to go further than selling the fruit itself and provide food stores and supermarkets, all over the island, with pitahaya juice, for the reason our country has turned into the main supplier of yellow pitahaya over the world since the beginning of this fruit production in order to accomplish commercial purposes, approximately during the 80s, creating by this way an enough and not expensive source of pitahaya procurement in considerable Colombian areas.

Pitahaya is wanted not only because of its pleasing taste, but also because of its particular and captious shape and bright yellow color. It has, also, some medicinal properties, as for example: laxative, benefits for diabetic people, vitamin c, minerals, phosphorous, calcium and fiber. Therefore, its juice would definitely be an innovative successful product to export and specifically in Japan, as this exotic fruit has become into one of the favorites within the entire Asian market, for the reason that Asian people are not used to see this kind of exotic fruits at their domestic markets and are fascinated with all its natural medicinal properties.

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