Canadian Just Energy Enters Japanese Electricity Market

Canadian energy provider specialising in electricity and natural gas, Just Energy Group, has entered Asia by starting operations in Japan, it said November 21.

The company is eyeing growth in the recently deregulated Japanese energy markets, which is the largest such market in the world. The launch in Japan marks Just Energy’s first expansion into Asia, and is the company’s third new geographic launch outside of North America over the past twelve months.

Just Energy expanded beyond North America in 2012 when it began marketing electricity to commercial customers in the UK under its Hudson Energy brand. In 2013, the company launched Green Star Energy which markets electricity and natural gas to UK residential consumers. Just Energy entered Germany in 2016 and most recently expanded into Ireland in September 2017.

“This is an exciting new milestone in our geographic brand expansion strategy and a tremendous growth opportunity as we now have access to the largest deregulated energy market in the world. In line with our growth strategy, we believe we can continue to disrupt the utility markets with new channels and products,” said Just Energy's co-CEO James Lewis.

Deregulation of Japanese electricity market has been attracting a number of global energy services providers to Asia’s second biggest economy. Earlier this year, Ambit Energy, the world’s largest direct seller of energy and a leading US retail energy provider, expanded into Japan, the company’s first international market.

The Japanese retail electricity market was fully deregulated April 1, 2016 and its 84mn residential and small commercial customers offer tremendous opportunity for companies like Just Energy and Ambit Energy. Before the deregulation, the Japanese market was dominated by regional utilities. 

After the deregulation of electricity market last year, the Japanese retail gas market was liberalised in April this year.