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Feel free to take a look at [our own top 10 selection](https:\u002F\u002Flocalazy.com\u002Fblog\u002Ftop-10-cat-computer-assisted-translation-tools-to-try-as-translator\u002F \"https:\u002F\u002Flocalazy.com\u002Fblog\u002Ftop-10-cat-computer-assisted-translation-tools-to-try-as-translator\u002F\") or google \"CAT tools\" to find more examples.*","cat-tool",[1886,1887,1889,1892],{"id":147,"slug":333},{"id":154,"slug":1888},"translation-management-system-tms",{"id":1890,"slug":1891},173,"open-source",{"id":26,"slug":1893},"sharetm",{"id":1895,"status":8,"owner":1896,"created_on":1897,"title":1898,"excerpt":1899,"content":1900,"slug":1901,"meta_title":7,"meta_description":7,"canonical":7,"related_terms":1902},183,"ceebb166-1990-467a-a514-56e71dfcf7a4","2024-07-25T14:11:55.000Z","Code-switching","Code-switching involves the mixed use of two or more languages within the same conversation. ","Code-switching refers to the practice of alternating between two or more languages or [dialects](https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Fdialect\u002F) within a single conversation or discourse. This linguistic phenomenon is common in multilingual communities and is used for social, contextual, and conversational purposes.\n\nCode-switching often occurs in response to social factors such as the speaker's audience, topic of conversation, or setting. Some key points about code-switching: \n\n- It demonstrates a speaker’s proficiency and ability to navigate multiple languages or dialects with ease.\n- Code-switching can reflect a speaker's cultural identity and sense of belonging to different linguistic communities.\n- It can be used to highlight a point, convey a specific nuance, or adjust the tone of the conversation.\n- Understanding code-switching can help localizers and marketers develop more effective strategies to connect with local audiences.\n\nWhile code-switching could cause discomfort for a third person not knowledgeable in one of the languages used by conversationalists, it’s a form of expressing one’s cultural identity and being more precise.","code-switching",[1903,1906,1909,1912],{"id":1904,"slug":1905},160,"dialect",{"id":1907,"slug":1908},167,"language",{"id":1910,"slug":1911},178,"sociolect ",{"id":1913,"slug":1914},177,"ethnolect",{"id":1916,"status":8,"owner":1896,"created_on":1917,"title":1918,"excerpt":1919,"content":1920,"slug":1921,"meta_title":764,"meta_description":764,"canonical":764,"related_terms":1922},184,"2024-07-25T14:13:54.000Z","Expansion ","The growth process of the reach of a company outside of its native market or original intended audience. ","Expansion refers to the process by which a company grows its operations, increases its market reach, and grows its profitability. Expansion can come in multiple forms, including opening new locations, launching new products or services, entering new markets, acquiring other businesses, etc.\n\nEffective business expansion involves careful planning, market research, and strategic decision-making to ensure sustainable growth and long-term success. Often, expansion also involves the growth of reach for a company within its native market but towards broader audiences.\n\nObviously, the purpose of the expansion is to increase sales of existing products or services in new markets through marketing efforts, localization, adaptation, and a relevant pricing strategy. Such a concept is closely related to internationalization, which includes adapting a product for its use for an international user base.\n\n> ***Note:** This is not to be confused with [internationalization (i18n)](https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Finternationalization) as the technical process of preparing software for the localization into multiple locales.*","expansion",[1923,1924,1927,1929],{"id":5,"slug":1833},{"id":1925,"slug":1926},268,"glocalization",{"id":13,"slug":1928},"globalization",{"id":1930,"slug":1931},79,"internationalization",{"id":1933,"status":8,"owner":1934,"created_on":1935,"title":1936,"excerpt":1937,"content":1938,"slug":1939,"meta_title":7,"meta_description":7,"canonical":7,"related_terms":1940},166,"d8c4ae49-7239-4b85-abb6-d1fa80ba09ad","2024-07-11T05:20:07.000Z","Transcreation","Transcreation is the process of adapting a message from one language to another while maintaining its intent, style, tone, and context.","Unlike straightforward translation, transcreation focuses on conveying the original message’s **emotional impact** and **cultural relevance** in the target language.\n\n**Transcreation** is essential in marketing, advertising, and creative content where the original content needs to resonate with the audience in the target market. This process often involves creative writing and localization strategies to ensure the adapted content feels native to the target audience.\n\n> To learn more about how transcreation differs from other forms of language adaptation, you can visit the [localization](https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Flocalization) entry.","transcreation",[1941,1942],{"id":5,"slug":1833},{"id":22,"slug":1943},"translation","Japan stands as a unique market in the world of global business. With a distinct, difficult-to-grasp identity for Western companies, this region of 125M consumers opens up many expansion opportunities when understood well. In this scenario, localization is a deal breaker. Discover why.","\u003Cp>Japan is a country rich in culture and history, with roots that trace back thousands of years. From the ancient Jomon period to its modern-day status as one of the world’s largest economies, \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fjp-japan\">Japan\u003C\u002Fa> has a unique story that reflects its complex identity. \u003Cstrong>Central to this identity is the Japanese language, spoken by around \u003Ca href=\"https:\u002F\u002Fwww.worlddata.info\u002Flanguages\u002Fjapanese.php\">125 million\u003C\u002Fa> people\u003C\u002Fstrong> and a vital component for anyone looking to connect with the region's native population.\u003C\u002Fp>\u003Cp>While Japan has historically been influenced by mainland cultures, leading to a strong interest in foreign elements, the Japanese tend to be conservative and do not tolerate difference well. In fact, the English proficiency of Japanese people \u003Ca href=\"https:\u002F\u002Fwww.ef.com\u002Fwwen\u002Fepi\u002Fregions\u002Fasia\u002Fjapan\u002F\">is rather low by global standards\u003C\u002Fa>. \u003Cstrong>These complex and seemingly contradictory characteristics make it challenging for foreign companies to break into the Japanese market\u003C\u002Fstrong> and into the heart of Japanese consumers. To succeed in Japan, it is crucial to thoroughly understand them and achieve a very high level of localization, both in terms of language and culture.\u003C\u002Fp>\u003Cp>In this post, we’ll discuss the key characteristics of Japanese customers and explore how to fruitfully present your brand in a way that speaks to them. Because once you've overcome these barriers, you'll find that economic opportunities are plentiful in \u003Ca href=\"https:\u002F\u002Fwww.investopedia.com\u002Finsights\u002Fworlds-top-economies\u002F\">one of the regions with the highest nominal GPD in the world\u003C\u002Fa>. 📈\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1339\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"the-japanese-language-and-character\">🈷️ The Japanese language and character \u003Ca class=\"markdownit-header-anchor\" href=\"#the-japanese-language-and-character\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>The cultural origins of the Japanese archipelago are ancient, said to date back to the Jomon period (14,000 BCE–300 BCE). Japan began to unify as a nation during the Yamato period (3rd to 7th centuries), giving it a history spanning over 1,300 years. The population is approximately 125 million, making it the 12th largest in the world. \u003Cstrong>Japanese is the only official language spoken throughout the country\u003C\u002Fstrong>.\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>The history of the \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Flanguages\u002Fja-japanese\">Japanese language\u003C\u002Fa> is as long as that of the nation itself, with the oldest known records of the language found in the \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FWajinden\">\u003Cem>Gishi Wajinden\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fstrong> from the late 3rd century. \u003Cstrong>At that time, only Chinese characters were used\u003C\u002Fstrong>. The adoption of \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fhira-hiragana\">hiragana\u003C\u002Fa>\u003Cem> \u003C\u002Fem>and \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fkana-katakana\">katakana\u003C\u002Fa>\u003Cem> \u003C\u002Fem>began around the year 800, and modern Japanese emerged in the mid-19th century.\u003C\u002Fp>\u003Cblockquote>The writing systems used in Japanese started to be adopted in the 9th century, and Modern Japanese didn't emerge until the mid-19th century\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>Japanese grammar is significantly different from English, following a basic SOV (subject-object-verb) structure\u003C\u002Fstrong>, where the verb comes at the end of the sentence. \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fhrkt-japanese-syllabaries-alias-for-hiragana-katakana\">The writing system \u003C\u002Fa>consists of phonetic characters, \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHiragana\" rel=\"noopener noreferrer nofollow\">hiragana\u003C\u002Fa>\u003C\u002Fu>, and \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKatakana\" rel=\"noopener noreferrer nofollow\">katakana\u003C\u002Fa>\u003C\u002Fu>, as well as \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKanji\" rel=\"noopener noreferrer nofollow\">kanji\u003C\u002Fa>\u003C\u002Fu>, which are logograms of Chinese origin. Roman letters and Arabic numerals are also used as needed. Both hiragana and katakana have 46 characters each, while kanji is said to exceed 100,000 characters.\u003Cstrong> \u003C\u002Fstrong>However, this doesn't mean that all Japanese people can read and write all 100,000 characters; there are 2,136 commonly used kanji known as \"\u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FJ%C5%8Dy%C5%8D_kanji\" rel=\"noopener noreferrer nofollow\">joyo kanji\u003C\u002Fa>\u003C\u002Fu>.\" Compared to the 26 letters in the English alphabet, this means that \u003Cstrong>Japanese people use almost 100 times more characters in everyday life\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Japanese also features \u003Cstrong>a complex system of honorific and plain speech\u003C\u002Fstrong>, requiring speakers to adjust their expressions based on the status of the person they are speaking to and their own social position. 🧓🙇 Furthermore, there are both standard Japanese and dialects such as \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHokkaido_dialects\">Hokkaido\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKansai_dialect\">Kansai\u003C\u002Fa>, with variations in vocabulary and expressions across regions, which can sometimes make dialects incomprehensible to speakers from other areas. \u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-white\">\u003Cdiv class=\"kg-callout-text\">Loanwords are widely used as well, including terms like:\u003Cbr>- 👒 \u003Cstrong>\"atorie\"\u003C\u002Fstrong> \u003Cem>(studio; \u003Cu>atelier \u003C\u002Fu>in French)\u003C\u002Fem>\u003Cbr>- 🍣 \u003Cstrong>\"ikura\"\u003C\u002Fstrong> \u003Cem>(salmon roe; \u003Cu>икра \u003C\u002Fu>in Russian)\u003C\u002Fem>\u003Cbr>- 💼 \u003Cstrong>\"arubaito\"\u003C\u002Fstrong>\u003Cem> (part-time job; \u003Cu>Arbeit \u003C\u002Fu>in German)\u003C\u002Fem>\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cblockquote>Compared to the 26 letters in the English alphabet, Japanese people use almost 100 times more characters in everyday life\u003C\u002Fblockquote>\u003Ch2 id=\"a-global-yet-conservative-country\">🇯🇵 A global yet conservative country \u003Ca class=\"markdownit-header-anchor\" href=\"#a-global-yet-conservative-country\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>\u003Cstrong>After World War II, Japan experienced rapid economic growth and now boasts the world's fourth-largest economy\u003C\u002Fstrong>. Supported by a diversified manufacturing and service industry, Japan's GDP currently \u003Ca href=\"https:\u002F\u002Fwww.imf.org\u002Fexternal\u002Fdatamapper\u002Fprofile\u002FJPN\">stands at $4,390 billion\u003C\u002Fa>. The service sector accounts for approximately 73% of the GDP, followed by industry, at around 26%, and agriculture, at roughly 1%. The e-commerce sector, which saw increased demand during the COVID-19 pandemic, reached a record market size in the B2C segment in 2023, doubling over the past decade.\u003C\u002Fp>\u003Cp>According to \u003Cu>\u003Ca href=\"https:\u002F\u002Fmarkezine.jp\u002Farticle\u002Fdetail\u002F42630\" rel=\"noopener noreferrer nofollow\">a 2023 survey\u003C\u002Fa>\u003C\u002Fu>, 64.4% of people used e-commerce sites at least once a month, representing a 2.5% increase from 2020. There is also a rising trend of individuals using overseas e-commerce sites. \u003Cu>\u003Ca href=\"https:\u002F\u002Fprtimes.jp\u002Fmain\u002Fhtml\u002Frd\u002Fp\u002F000000004.000139220.html\" rel=\"noopener noreferrer nofollow\">When surveyed\u003C\u002Fa>\u003C\u002Fu>, over 80% of these users reported having concerns about using foreign e-commerce platforms. Among those who expressed concerns, \u003Cstrong>40% cited \"awkward translations\" and 22% mentioned \"lack of customer service in Japanese\"\u003C\u002Fstrong> as reasons for their unease.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cp>Furthermore, while Japan faces issues related to its aging population and declining birthrate, the Basic Survey of Consumer Awareness (FY2022) published by the Consumer Affairs Agency (cited in \u003Cu>\u003Ca href=\"https:\u002F\u002Fnetshop.impress.co.jp\u002Fnode\u002F11068\" rel=\"noopener noreferrer nofollow\">a news article\u003C\u002Fa>\u003C\u002Fu>) indicates that\u003Cstrong> e-commerce usage is also high among senior households: about 40% of those aged 65-74 and 25% of those aged 75 and older shop online\u003C\u002Fstrong>.\u003C\u002Fp>\u003Ch2 id=\"why-market-to-japanese-users\">🎏 Why market to Japanese users \u003Ca class=\"markdownit-header-anchor\" href=\"#why-market-to-japanese-users\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>As an island nation, Japan has developed a unique culture. For a long time, before the wave of globalization, Japan maintained a world where everything was self-contained in the Japanese language. Regardless of globalization, this culture prevails in the region. Therefore, to succeed in entering the Japanese market, it is crucial to understand the characteristics of \u003Cstrong>Japanese customers, who are often shy and cautious\u003C\u002Fstrong> (yet curious by nature).\u003C\u002Fp>\u003Ch3 id=\"how-do-the-japanese-shop\">How do the Japanese shop? \u003Ca class=\"markdownit-header-anchor\" href=\"#how-do-the-japanese-shop\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Cstrong>1. Trust and good customer experience are highly valued\u003C\u002Fstrong> \u003Cbr>When asked what factors were more important than price when considering a brand, 48% of respondents in \u003Ca href=\"https:\u002F\u002Fprtimes.jp\u002Fmain\u002Fhtml\u002Frd\u002Fp\u002F000000018.000014846.html\">a survey\u003C\u002Fa> cited \"trustworthiness,\" and 42% mentioned \"good customer experience.\"\u003C\u002Fp>\u003Cp>\u003Cstrong>2. Collective thinking society \u003C\u002Fstrong>\u003Cbr>In Japan, people often prioritize the opinions of others over their own when making decisions. Therefore, \u003Cstrong>word-of-mouth and recommendations from family and friends \u003C\u002Fstrong>significantly influence consumer behavior. \u003C\u002Fp>\u003Cp>As part of its strategy to penetrate the Japanese market, the British skincare brand \u003Ca href=\"https:\u002F\u002Fwww.lush.com\u002Fjp\u002Fja\u002Fc\u002Flunar-new-year\">LUSH\u003C\u002Fa> launched factory tour experiences in 2015. The company aimed to have customers who participated in the tours become brand ambassadors and help spread the brand's message through word of mouth. 🫧 As LUSH's director and brand communication manager stated in interviews in \u003Cu>\u003Ca href=\"https:\u002F\u002Fexp-d.com\u002Finterview\u002F4674\u002F\" rel=\"noopener noreferrer nofollow\">2019\u003C\u002Fa>\u003C\u002Fu> and \u003Cu>\u003Ca href=\"https:\u002F\u002Fmarkezine.jp\u002Farticle\u002Fdetail\u002F42411\" rel=\"noopener noreferrer nofollow\">2023\u003C\u002Fa>\u003C\u002Fu>, the brand has successfully continued to expand in Japan through word of mouth.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002FLush--Localization.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"981\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002FLush--Localization.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F01\u002FLush--Localization.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F01\u002FLush--Localization.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F01\u002FLush--Localization.png 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cblockquote>In Japan, people often prioritize the opinions of others over their own when making decisions. Word-of-mouth and recommendations from family and friends significantly influence consumer behavior\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>3. Attention to detail \u003C\u002Fstrong>\u003Cbr>The Japanese audience \u003Cstrong>appreciates brands with delicate designs and beautiful language\u003C\u002Fstrong>. An example of a brand that has captured the hearts of the Japanese people with its detail-oriented design is \u003Cu>\u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fstarbucks_j\u002F?hl=ja\" rel=\"noopener noreferrer nofollow\">Starbucks\u003C\u002Fa>\u003C\u002Fu>. ☕️ The Starbucks Japan Instagram account frequently posts stunning photos of its new products. While the brand is facing challenges globally, its continued success in Japan in 2024 can be largely attributed to its SNS strategy, which is closely aligned with the Japanese sensibility.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002Fimage-10.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"904\" height=\"904\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002Fimage-10.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002Fimage-10.png 904w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>\u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fstarbucks_j\u002F\">Starbucks' Japan Instagram account\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp>\u003Cstrong>4. Limited English proficiency \u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>Using English in your marketing communications won't get you very far in the country, as \u003Cstrong>Japan ranks 87th in global English proficiency, with \u003Ca href=\"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXZQOUE181BB0Y3A111C2000000\u002F\">less than 10% of the population fluent in the language\u003C\u002Fa>\u003C\u002Fstrong>. English skills are especially lacking among the younger generation (ages 18-25), who will become the main consumer group in the coming years compared to older age groups. The spread of the COVID-19 pandemic is believed to have hindered opportunities for studying abroad and international exchange, resulting in a decline in English proficiency among young people.\u003C\u002Fp>\u003Cblockquote>🗣️ Regardless of the country's English proficiency, communicating in your audience's native language tends to be more effective: \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fmythbusters-our-users-speak-english-we-do-not-need-to-localize?srsltid=AfmBOor_hq-yutG68Q5IFKPMPMa1Nlmls4l40w0I0PkJ8VbM-QmgTUEk\">75% of the global population doesn't speak English natively\u003C\u002Fa>, and 4 in 10 customers \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002F4-key-findings-that-confirm-you-need-to-go-multilingual-for-global-reach-in-2024?srsltid=AfmBOoowDONZlB2P-50poU6Ks5bOnH8VGU2Cs0kRxjbK0cwQzxLnGnKk#2-improving-customer-experience\">prefer to shop in their mother tongue\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>5. Love for foreign cultures \u003C\u002Fstrong>\u003Cbr>Japan readily embraces foreign influences, as seen in product names, brand names, and even advertisements featuring foreign models. Items like bread and pasta are commonly consumed, and recently, Korean culture has gained popularity in the country. 🍜  In addition, let's not forget that Japan is \u003Ca href=\"https:\u002F\u002Fnestbowl.com\u002Fjournal\u002F14805\">the only market in Asia\u003C\u002Fa> where sales of luxury foreign brands are growing. \u003C\u002Fp>\u003Ch2 id=\"the-challenges-for-foreign-companies\">🗾 The challenges for foreign companies \u003Ca class=\"markdownit-header-anchor\" href=\"#the-challenges-for-foreign-companies\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>When foreign companies expand into Japan, they are likely to face a variety of challenges. Many companies that have achieved significant success in their home countries believe that simply bringing their business model to Japan will guarantee success in the Japanese market – but this is a major misconception.\u003Cbr>\u003Cbr>Additionally, many businesses assume that they can succeed quickly after entering Japan, but \u003Cstrong>gaining the trust and capturing the hearts of Japanese consumers takes time\u003C\u002Fstrong>. Here, we will examine some of the challenges that foreign companies are likely to encounter when expanding into Japan.\u003C\u002Fp>\u003Ch3 id=\"1-low-english-proficiency\">1. Low English proficiency  \u003Ca class=\"markdownit-header-anchor\" href=\"#1-low-english-proficiency\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Given Japan's low English proficiency, \u003Cstrong>communication in Japanese is essential for smooth consumer interactions\u003C\u002Fstrong>. ​​Japan is often referred to as a \"Facebook laggard.\" One reason for this is that when Facebook entered the Japanese market in 2008, the service had very few features available in Japanese, which made it less accessible to the local population. \u003C\u002Fp>\u003Ch3 id=\"2-conservative-consumers\">2. Conservative consumers \u003Ca class=\"markdownit-header-anchor\" href=\"#2-conservative-consumers\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>While Japan is gradually changing, it remains more conservative compared to Western societies. \u003Cstrong>Foreign companies must prove themselves to be trustworthy to gain loyal customers\u003C\u002Fstrong>. Errors in Japanese on a website or a lack of Japanese-language customer support can deter repeat customers.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"3-limitations-of-machine-translation\">3. Limitations of machine translation \u003Ca class=\"markdownit-header-anchor\" href=\"#3-limitations-of-machine-translation\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Most automatic translation tools cannot accurately translate Japanese, \u003Cstrong>which requires different levels of formality based on the context\u003C\u002Fstrong>. For example, in industries where safety and trust are extremely important (such as finance), \u003Cem>\u003Cu>keitai\u003C\u002Fu> \u003C\u002Fem>(formal form) is always used. On the other hand, when the target audience for products or services is young people or children, \u003Cem>\u003Cu>joutai \u003C\u002Fu>\u003C\u002Fem>(informal or plain form) may sometimes be used. Machine translation also cannot handle \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Flocalization-101-basic-concepts-a-beginner-needs-to-know#1-translation-localization-and-transcreation\">transcreation\u003C\u002Fa>, which involves adapting creative copy into natural Japanese rather than producing vague translations.\u003C\u002Fp>\u003Cblockquote>In Japan, foreign companies must prove themselves to be trustworthy to gain loyal customers. Errors on a website or a lack of Japanese-language customer support can deter repeat customers\u003C\u002Fblockquote>\u003Ch3 id=\"a-failure-and-a-success-story\">💡 A failure and a success story \u003Ca class=\"markdownit-header-anchor\" href=\"#a-failure-and-a-success-story\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Localization is more than just translation. One common pitfall is translating a piece of marketing copy from the original language directly into Japanese. Even if the Japanese translation is accurate, the catchy appeal of the original message may be lost. \u003C\u002Fp>\u003Cp>In this regard, \u003Cstrong>Apple\u003C\u002Fstrong> excels at \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Flocalization\">localization\u003C\u002Fa>. The company manages to retain the charm of its English marketing copies while crafting Japanese versions that resonate with local consumers. In the iPhone 13 campaign, the English copy \u003Cem>\"Your new superpower\"\u003C\u002Fem> was localized into Japanese as \u003Cem>\"できること、超人的.\"\u003C\u002Fem> Instead of simply translating it as \u003Cem>\"あなたの新しい超能力,\"\u003C\u002Fem> the message kept its original meaning while making it natural and attention-grabbing in Japanese. \u003Cstrong>It's no surprise that the iPhone holds a 50% market share in Japan, with one in two Japanese people being an iPhone user\u003C\u002Fstrong>. 🍏\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Flh7-rt.googleusercontent.com\u002Fdocsz\u002FAD_4nXcBhg0aRTjoEE_1hvWfmLv9_86WNoTfeZmkkYrYZLoKrbvYsoijCYdwIiOnMJ-LWBswfHn7M1kFjYJd9Gdqy6LAO-ZKRV_-RJzpuaFl2Ydep43txrcLY3ZpUUTr7X5fKuRU3P29CCHKLMSgFxSVtaw?key=MVj40SuoiJd5INAjhHjdwE3W\" class=\"kg-image\" alt loading=\"lazy\">\u003C\u002Ffigure>\u003Cp>Ignoring local customs can also be a common localization mistake. \u003Cstrong>IKEA\u003C\u002Fstrong> entered the Japanese market in 1976 but withdrew shortly thereafter. Following extensive market research, it successfully re-entered the country. They learned that,\u003Cstrong> since Japan uses the metric system, assembly instructions displayed in inches were not easily understood\u003C\u002Fstrong>, prompting them to change to metric units. Although a minor detail, overlooking this had an impact. Other efforts, such as adjusting product lines to fit Japanese living spaces, have paid off, and the company now operates 13 stores across Japan.\u003C\u002Fp>\u003Ch2 id=\"how-to-really-reach-the-japanese-customer\">🌟 How to (really) reach the Japanese customer \u003Ca class=\"markdownit-header-anchor\" href=\"#how-to-really-reach-the-japanese-customer\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>Some people say that Japanese consumers are the most particular in the world when it comes to quality. \u003Cstrong>Satisfying Japanese consumers is no easy task\u003C\u002Fstrong>. Here are some guidelines that will help you get started.\u003C\u002Fp>\u003Ch3 id=\"1-use-japanese-nuances-correctly\">1. Use Japanese nuances correctly  \u003Ca class=\"markdownit-header-anchor\" href=\"#1-use-japanese-nuances-correctly\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Adapt the formality of the language (formal or casual) based on the product, brand image, and target audience. \u003Cstrong>While formal language is standard in business, casual language may be used to appeal to younger audiences\u003C\u002Fstrong> or to establish a unique brand image. \u003C\u002Fp>\u003Cp>According to \u003Ca href=\"https:\u002F\u002Fwww.bunka.go.jp\u002Ftokei_hakusho_shuppan\u002Ftokeichosa\u002Fkokugo_yoronchosa\u002Fpdf\u002F93767401_01.pdf\" rel=\"noopener noreferrer nofollow\">\u003Cu>a survey\u003C\u002Fu>\u003C\u002Fa>, 46% of respondents felt that they were unable to use formal language (\u003Cem>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHonorific_speech_in_Japanese\">keigo\u003C\u002Fa>\u003C\u002Fem>) appropriately, highlighting that being Japanese does not necessarily mean one can always use the correct language for a given situation. This underscores the importance of hiring Japanese language experts or linguists for the success of your Japanese localization campaign.\u003C\u002Fp>\u003Ch3 id=\"2-adjust-your-design-and-copy\">2. Adjust your design and copy \u003Ca class=\"markdownit-header-anchor\" href=\"#2-adjust-your-design-and-copy\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Japanese customers tend to prioritize efficiency and practicality. As a result, designs for websites, advertisements, and product packaging \u003Cstrong>that provide a higher volume of information at a glance are preferred\u003C\u002Fstrong>, compared to the simple, photo-centric designs commonly seen in Western styles (one example is \u003Ca href=\"https:\u002F\u002Fwww.yahoo.co.jp\u002F\">\u003Cem>Yahoo!\u003C\u002Fem> Japan\u003C\u002Fa> vs \u003Ca href=\"https:\u002F\u002Fwww.yahoo.com\u002F\">\u003Cem>Yahoo!\u003C\u002Fem>\u003C\u002Fa>).\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002FYahoo--Localization.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"981\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002FYahoo--Localization.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F01\u002FYahoo--Localization.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F01\u002FYahoo--Localization.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F01\u002FYahoo--Localization.png 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"3-focus-on-community-and-trust\">3. Focus on community and trust \u003Ca class=\"markdownit-header-anchor\" href=\"#3-focus-on-community-and-trust\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>In localizing content for Japan, \u003Cstrong>focus on community and trust in your marketing campaigns\u003C\u002Fstrong>. Japanese people tend to have a collectivist mindset and place a strong emphasis on \"trustworthiness.\" Again, LUSH is a good example of this strategy – it sells charity products as part of its support for organizations working on solving social issues in Japan. Instead of simply following directives from its headquarters abroad, the Japanese branch takes the lead in addressing local societal challenges. By doing so, it has successfully strengthened its connection with consumers and built a strong community.\u003C\u002Fp>\u003Ch3 id=\"4-make-sure-to-meet-local-standards\">4. Make sure to meet local standards \u003Ca class=\"markdownit-header-anchor\" href=\"#4-make-sure-to-meet-local-standards\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>\u003Cstrong>Complying with local standards is essential in Japan\u003C\u002Fstrong>. Ensure that you cater to the specific demands of the market. A well-known example of a service that failed when trying to expand into Japan by directly applying its success overseas is \u003Cstrong>Uber\u003C\u002Fstrong>. \u003C\u002Fp>\u003Cp>Uber attempted to introduce ride-sharing to the Japanese market by hiring legal experts and negotiating with local regulatory authorities. However, Japanese law did not permit ride-sharing at the time, and the company faced strong opposition from the taxi industry. 🚕 As a result, regulatory relaxation did not progress, and Uber was forced to pivot to offering a taxi dispatch service instead.\u003C\u002Fp>\u003Cblockquote>Japanese customers prefer practicality – that's why they prefer websites, advertisements, and product packaging that provide a higher volume of information at a glance. Choosing the right tone and creating a sense of trustworthiness is also important\u003C\u002Fblockquote>\u003Ch3 id=\"5-leverage-holidays-and-seasons\">5. Leverage holidays and seasons \u003Ca class=\"markdownit-header-anchor\" href=\"#5-leverage-holidays-and-seasons\">🔗\u003C\u002Fa>\u003C\u002Fh3>\u003Cp>Japanese people \u003Cstrong>have a deep appreciation for the changing seasons and the traditions that come with them\u003C\u002Fstrong>. For example, \u003Ca href=\"https:\u002F\u002Fwww.bbg.org\u002Farticle\u002Fhanami_cherry_blossom_culture_in_Japan\">cherry blossom viewing\u003C\u002Fa>, known as 🌸 \u003Cem>hanami\u003C\u002Fem>, is a beloved springtime activity that brings people together to enjoy the beauty of blooming flowers. Other seasonal events, such as summer festivals, \u003Ca href=\"https:\u002F\u002Fwww.japan.travel\u002Fen\u002Fau\u002Fexperience\u002Fautumn-leaves\u002F\">autumn leaf viewing\u003C\u002Fa>, and winter celebrations, also hold special meaning. Creating marketing campaigns with occasion elements helps you resonate culturally and make your products or services more appealing.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"make-your-product-speak-japanese-today\">🍥 Make your product speak Japanese today \u003Ca class=\"markdownit-header-anchor\" href=\"#make-your-product-speak-japanese-today\">🔗\u003C\u002Fa>\u003C\u002Fh2>\u003Cp>\u003Cstrong>The Japanese market is harsh yet loyal\u003C\u002Fstrong>. The intricacies of the Japanese language and its cultural nuances require careful consideration and thoughtful localization strategies. Japanese customers value \u003Cstrong>trust, community, and quality\u003C\u002Fstrong>. To succeed, focus on embodying these values in your product or service.  \u003C\u002Fp>\u003Cp>Don't forget to learn from the successes and missteps of other companies in Japan to avoid common pitfalls and find effective ways to resonate with local audiences. In a market that emphasizes detail and collective choices, focus on how you make your users appear in front of their peers. Building a great product should come first. Communicating its value comes second. And the best way to do this is by professionally translating it to Japanese. \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fcontact\u002F\">Get in touch with us\u003C\u002Fa> for any requests – \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fcontinuous-localization-team\u002F\">our CLT\u003C\u002Fa> will make your message resonate with your audiences in Japan.\u003C\u002Fp>",{"id":456,"status":8,"created_on":1947,"modified_on":1948,"icon":1949,"header":1950,"description":1951,"button_label":1952,"link":1953},"2022-03-17T12:23:03.000Z","2024-01-18T13:15:16.000Z","app","Try Localazy today","Start localizing your project today with our TMS! Enjoy localization on autopilot and order professional translation services, all from the same spot.","Register","register",{"slug":1866,"id":1859,"uuid":1955,"title":1865,"html":1956,"comment_id":1859,"feature_image":1869,"featured":17,"visibility":1957,"email_recipient_filter":1958,"created_at":1959,"updated_at":1867,"published_at":1868,"custom_excerpt":1944,"codeinjection_head":7,"codeinjection_foot":7,"custom_template":7,"canonical_url":7,"authors":1960,"tags":1966,"primary_author":2007,"primary_tag":2008,"url":2009,"excerpt":1944,"reading_time":216,"access":17,"send_email_when_published":15,"og_image":7,"og_title":7,"og_description":7,"twitter_image":7,"twitter_title":7,"twitter_description":7,"meta_title":7,"meta_description":7,"email_subject":7,"frontmatter":7,"dictionary":1877,"cta":1946,"plainTags":1870},"3441d700-a85a-4d09-a006-50b273196f45","\u003Cp>Japan is a country rich in culture and history, with roots that trace back thousands of years. From the ancient Jomon period to its modern-day status as one of the world’s largest economies, \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fregions\u002Fjp-japan\">Japan\u003C\u002Fa> has a unique story that reflects its complex identity. \u003Cstrong>Central to this identity is the Japanese language, spoken by around \u003Ca href=\"https:\u002F\u002Fwww.worlddata.info\u002Flanguages\u002Fjapanese.php\">125 million\u003C\u002Fa> people\u003C\u002Fstrong> and a vital component for anyone looking to connect with the region's native population.\u003C\u002Fp>\u003Cp>While Japan has historically been influenced by mainland cultures, leading to a strong interest in foreign elements, the Japanese tend to be conservative and do not tolerate difference well. In fact, the English proficiency of Japanese people \u003Ca href=\"https:\u002F\u002Fwww.ef.com\u002Fwwen\u002Fepi\u002Fregions\u002Fasia\u002Fjapan\u002F\">is rather low by global standards\u003C\u002Fa>. \u003Cstrong>These complex and seemingly contradictory characteristics make it challenging for foreign companies to break into the Japanese market\u003C\u002Fstrong> and into the heart of Japanese consumers. To succeed in Japan, it is crucial to thoroughly understand them and achieve a very high level of localization, both in terms of language and culture.\u003C\u002Fp>\u003Cp>In this post, we’ll discuss the key characteristics of Japanese customers and explore how to fruitfully present your brand in a way that speaks to them. Because once you've overcome these barriers, you'll find that economic opportunities are plentiful in \u003Ca href=\"https:\u002F\u002Fwww.investopedia.com\u002Finsights\u002Fworlds-top-economies\u002F\">one of the regions with the highest nominal GPD in the world\u003C\u002Fa>. 📈\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1339\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_313906919.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"%F0%9F%88%B7%EF%B8%8F-the-japanese-language-and-character\">🈷️ The Japanese language and character\u003C\u002Fh2>\u003Cp>The cultural origins of the Japanese archipelago are ancient, said to date back to the Jomon period (14,000 BCE–300 BCE). Japan began to unify as a nation during the Yamato period (3rd to 7th centuries), giving it a history spanning over 1,300 years. The population is approximately 125 million, making it the 12th largest in the world. \u003Cstrong>Japanese is the only official language spoken throughout the country\u003C\u002Fstrong>.\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>The history of the \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Flanguages\u002Fja-japanese\">Japanese language\u003C\u002Fa> is as long as that of the nation itself, with the oldest known records of the language found in the \u003Cstrong>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FWajinden\">\u003Cem>Gishi Wajinden\u003C\u002Fem>\u003C\u002Fa>\u003C\u002Fstrong> from the late 3rd century. \u003Cstrong>At that time, only Chinese characters were used\u003C\u002Fstrong>. The adoption of \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fhira-hiragana\">hiragana\u003C\u002Fa>\u003Cem> \u003C\u002Fem>and \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fkana-katakana\">katakana\u003C\u002Fa>\u003Cem> \u003C\u002Fem>began around the year 800, and modern Japanese emerged in the mid-19th century.\u003C\u002Fp>\u003Cblockquote>The writing systems used in Japanese started to be adopted in the 9th century, and Modern Japanese didn't emerge until the mid-19th century\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>Japanese grammar is significantly different from English, following a basic SOV (subject-object-verb) structure\u003C\u002Fstrong>, where the verb comes at the end of the sentence. \u003Ca href=\"https:\u002F\u002Fhub.localazy.com\u002Fen\u002Fscripts\u002Fhrkt-japanese-syllabaries-alias-for-hiragana-katakana\">The writing system \u003C\u002Fa>consists of phonetic characters, \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHiragana\" rel=\"noopener noreferrer nofollow\">hiragana\u003C\u002Fa>\u003C\u002Fu>, and \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKatakana\" rel=\"noopener noreferrer nofollow\">katakana\u003C\u002Fa>\u003C\u002Fu>, as well as \u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKanji\" rel=\"noopener noreferrer nofollow\">kanji\u003C\u002Fa>\u003C\u002Fu>, which are logograms of Chinese origin. Roman letters and Arabic numerals are also used as needed. Both hiragana and katakana have 46 characters each, while kanji is said to exceed 100,000 characters.\u003Cstrong> \u003C\u002Fstrong>However, this doesn't mean that all Japanese people can read and write all 100,000 characters; there are 2,136 commonly used kanji known as \"\u003Cu>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FJ%C5%8Dy%C5%8D_kanji\" rel=\"noopener noreferrer nofollow\">joyo kanji\u003C\u002Fa>\u003C\u002Fu>.\" Compared to the 26 letters in the English alphabet, this means that \u003Cstrong>Japanese people use almost 100 times more characters in everyday life\u003C\u002Fstrong>.\u003C\u002Fp>\u003Cp>Japanese also features \u003Cstrong>a complex system of honorific and plain speech\u003C\u002Fstrong>, requiring speakers to adjust their expressions based on the status of the person they are speaking to and their own social position. 🧓🙇 Furthermore, there are both standard Japanese and dialects such as \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHokkaido_dialects\">Hokkaido\u003C\u002Fa> and \u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FKansai_dialect\">Kansai\u003C\u002Fa>, with variations in vocabulary and expressions across regions, which can sometimes make dialects incomprehensible to speakers from other areas. \u003C\u002Fp>\u003Cdiv class=\"kg-card kg-callout-card kg-callout-card-white\">\u003Cdiv class=\"kg-callout-text\">Loanwords are widely used as well, including terms like:\u003Cbr>- 👒 \u003Cstrong>\"atorie\"\u003C\u002Fstrong> \u003Cem>(studio; \u003Cu>atelier \u003C\u002Fu>in French)\u003C\u002Fem>\u003Cbr>- 🍣 \u003Cstrong>\"ikura\"\u003C\u002Fstrong> \u003Cem>(salmon roe; \u003Cu>икра \u003C\u002Fu>in Russian)\u003C\u002Fem>\u003Cbr>- 💼 \u003Cstrong>\"arubaito\"\u003C\u002Fstrong>\u003Cem> (part-time job; \u003Cu>Arbeit \u003C\u002Fu>in German)\u003C\u002Fem>\u003C\u002Fdiv>\u003C\u002Fdiv>\u003Cblockquote>Compared to the 26 letters in the English alphabet, Japanese people use almost 100 times more characters in everyday life\u003C\u002Fblockquote>\u003Ch2 id=\"%F0%9F%87%AF%F0%9F%87%B5-a-global-yet-conservative-country\">🇯🇵 A global yet conservative country\u003C\u002Fh2>\u003Cp>\u003Cstrong>After World War II, Japan experienced rapid economic growth and now boasts the world's fourth-largest economy\u003C\u002Fstrong>. Supported by a diversified manufacturing and service industry, Japan's GDP currently \u003Ca href=\"https:\u002F\u002Fwww.imf.org\u002Fexternal\u002Fdatamapper\u002Fprofile\u002FJPN\">stands at $4,390 billion\u003C\u002Fa>. The service sector accounts for approximately 73% of the GDP, followed by industry, at around 26%, and agriculture, at roughly 1%. The e-commerce sector, which saw increased demand during the COVID-19 pandemic, reached a record market size in the B2C segment in 2023, doubling over the past decade.\u003C\u002Fp>\u003Cp>According to \u003Cu>\u003Ca href=\"https:\u002F\u002Fmarkezine.jp\u002Farticle\u002Fdetail\u002F42630\" rel=\"noopener noreferrer nofollow\">a 2023 survey\u003C\u002Fa>\u003C\u002Fu>, 64.4% of people used e-commerce sites at least once a month, representing a 2.5% increase from 2020. There is also a rising trend of individuals using overseas e-commerce sites. \u003Cu>\u003Ca href=\"https:\u002F\u002Fprtimes.jp\u002Fmain\u002Fhtml\u002Frd\u002Fp\u002F000000004.000139220.html\" rel=\"noopener noreferrer nofollow\">When surveyed\u003C\u002Fa>\u003C\u002Fu>, over 80% of these users reported having concerns about using foreign e-commerce platforms. Among those who expressed concerns, \u003Cstrong>40% cited \"awkward translations\" and 22% mentioned \"lack of customer service in Japanese\"\u003C\u002Fstrong> as reasons for their unease.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_766810428.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cp>Furthermore, while Japan faces issues related to its aging population and declining birthrate, the Basic Survey of Consumer Awareness (FY2022) published by the Consumer Affairs Agency (cited in \u003Cu>\u003Ca href=\"https:\u002F\u002Fnetshop.impress.co.jp\u002Fnode\u002F11068\" rel=\"noopener noreferrer nofollow\">a news article\u003C\u002Fa>\u003C\u002Fu>) indicates that\u003Cstrong> e-commerce usage is also high among senior households: about 40% of those aged 65-74 and 25% of those aged 75 and older shop online\u003C\u002Fstrong>.\u003C\u002Fp>\u003Ch2 id=\"%F0%9F%8E%8F-why-market-to-japanese-users\">🎏 Why market to Japanese users\u003C\u002Fh2>\u003Cp>As an island nation, Japan has developed a unique culture. For a long time, before the wave of globalization, Japan maintained a world where everything was self-contained in the Japanese language. Regardless of globalization, this culture prevails in the region. Therefore, to succeed in entering the Japanese market, it is crucial to understand the characteristics of \u003Cstrong>Japanese customers, who are often shy and cautious\u003C\u002Fstrong> (yet curious by nature).\u003C\u002Fp>\u003Ch3 id=\"how-do-the-japanese-shop\">How do the Japanese shop?\u003C\u002Fh3>\u003Cp>\u003Cstrong>1. Trust and good customer experience are highly valued\u003C\u002Fstrong> \u003Cbr>When asked what factors were more important than price when considering a brand, 48% of respondents in \u003Ca href=\"https:\u002F\u002Fprtimes.jp\u002Fmain\u002Fhtml\u002Frd\u002Fp\u002F000000018.000014846.html\">a survey\u003C\u002Fa> cited \"trustworthiness,\" and 42% mentioned \"good customer experience.\"\u003C\u002Fp>\u003Cp>\u003Cstrong>2. Collective thinking society \u003C\u002Fstrong>\u003Cbr>In Japan, people often prioritize the opinions of others over their own when making decisions. Therefore, \u003Cstrong>word-of-mouth and recommendations from family and friends \u003C\u002Fstrong>significantly influence consumer behavior. \u003C\u002Fp>\u003Cp>As part of its strategy to penetrate the Japanese market, the British skincare brand \u003Ca href=\"https:\u002F\u002Fwww.lush.com\u002Fjp\u002Fja\u002Fc\u002Flunar-new-year\">LUSH\u003C\u002Fa> launched factory tour experiences in 2015. The company aimed to have customers who participated in the tours become brand ambassadors and help spread the brand's message through word of mouth. 🫧 As LUSH's director and brand communication manager stated in interviews in \u003Cu>\u003Ca href=\"https:\u002F\u002Fexp-d.com\u002Finterview\u002F4674\u002F\" rel=\"noopener noreferrer nofollow\">2019\u003C\u002Fa>\u003C\u002Fu> and \u003Cu>\u003Ca href=\"https:\u002F\u002Fmarkezine.jp\u002Farticle\u002Fdetail\u002F42411\" rel=\"noopener noreferrer nofollow\">2023\u003C\u002Fa>\u003C\u002Fu>, the brand has successfully continued to expand in Japan through word of mouth.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002FLush--Localization.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"981\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002FLush--Localization.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F01\u002FLush--Localization.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F01\u002FLush--Localization.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F01\u002FLush--Localization.png 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Cblockquote>In Japan, people often prioritize the opinions of others over their own when making decisions. Word-of-mouth and recommendations from family and friends significantly influence consumer behavior\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>3. Attention to detail \u003C\u002Fstrong>\u003Cbr>The Japanese audience \u003Cstrong>appreciates brands with delicate designs and beautiful language\u003C\u002Fstrong>. An example of a brand that has captured the hearts of the Japanese people with its detail-oriented design is \u003Cu>\u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fstarbucks_j\u002F?hl=ja\" rel=\"noopener noreferrer nofollow\">Starbucks\u003C\u002Fa>\u003C\u002Fu>. ☕️ The Starbucks Japan Instagram account frequently posts stunning photos of its new products. While the brand is facing challenges globally, its continued success in Japan in 2024 can be largely attributed to its SNS strategy, which is closely aligned with the Japanese sensibility.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card kg-card-hascaption\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002Fimage-10.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"904\" height=\"904\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002Fimage-10.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002Fimage-10.png 904w\" sizes=\"(min-width: 720px) 720px\">\u003Cfigcaption>\u003Ca href=\"https:\u002F\u002Fwww.instagram.com\u002Fstarbucks_j\u002F\">Starbucks' Japan Instagram account\u003C\u002Fa>\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003Cp>\u003Cstrong>4. Limited English proficiency \u003C\u002Fstrong>\u003C\u002Fp>\u003Cp>Using English in your marketing communications won't get you very far in the country, as \u003Cstrong>Japan ranks 87th in global English proficiency, with \u003Ca href=\"https:\u002F\u002Fwww.nikkei.com\u002Farticle\u002FDGXZQOUE181BB0Y3A111C2000000\u002F\">less than 10% of the population fluent in the language\u003C\u002Fa>\u003C\u002Fstrong>. English skills are especially lacking among the younger generation (ages 18-25), who will become the main consumer group in the coming years compared to older age groups. The spread of the COVID-19 pandemic is believed to have hindered opportunities for studying abroad and international exchange, resulting in a decline in English proficiency among young people.\u003C\u002Fp>\u003Cblockquote>🗣️ Regardless of the country's English proficiency, communicating in your audience's native language tends to be more effective: \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Fmythbusters-our-users-speak-english-we-do-not-need-to-localize?srsltid=AfmBOor_hq-yutG68Q5IFKPMPMa1Nlmls4l40w0I0PkJ8VbM-QmgTUEk\">75% of the global population doesn't speak English natively\u003C\u002Fa>, and 4 in 10 customers \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002F4-key-findings-that-confirm-you-need-to-go-multilingual-for-global-reach-in-2024?srsltid=AfmBOoowDONZlB2P-50poU6Ks5bOnH8VGU2Cs0kRxjbK0cwQzxLnGnKk#2-improving-customer-experience\">prefer to shop in their mother tongue\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cp>\u003Cstrong>5. Love for foreign cultures \u003C\u002Fstrong>\u003Cbr>Japan readily embraces foreign influences, as seen in product names, brand names, and even advertisements featuring foreign models. Items like bread and pasta are commonly consumed, and recently, Korean culture has gained popularity in the country. 🍜  In addition, let's not forget that Japan is \u003Ca href=\"https:\u002F\u002Fnestbowl.com\u002Fjournal\u002F14805\">the only market in Asia\u003C\u002Fa> where sales of luxury foreign brands are growing. \u003C\u002Fp>\u003Ch2 id=\"%F0%9F%97%BE-the-challenges-for-foreign-companies\">🗾 The challenges for foreign companies\u003C\u002Fh2>\u003Cp>When foreign companies expand into Japan, they are likely to face a variety of challenges. Many companies that have achieved significant success in their home countries believe that simply bringing their business model to Japan will guarantee success in the Japanese market – but this is a major misconception.\u003Cbr>\u003Cbr>Additionally, many businesses assume that they can succeed quickly after entering Japan, but \u003Cstrong>gaining the trust and capturing the hearts of Japanese consumers takes time\u003C\u002Fstrong>. Here, we will examine some of the challenges that foreign companies are likely to encounter when expanding into Japan.\u003C\u002Fp>\u003Ch3 id=\"1-low-english-proficiency\">1. Low English proficiency \u003C\u002Fh3>\u003Cp>Given Japan's low English proficiency, \u003Cstrong>communication in Japanese is essential for smooth consumer interactions\u003C\u002Fstrong>. ​​Japan is often referred to as a \"Facebook laggard.\" One reason for this is that when Facebook entered the Japanese market in 2008, the service had very few features available in Japanese, which made it less accessible to the local population. \u003C\u002Fp>\u003Ch3 id=\"2-conservative-consumers\">2. Conservative consumers\u003C\u002Fh3>\u003Cp>While Japan is gradually changing, it remains more conservative compared to Western societies. \u003Cstrong>Foreign companies must prove themselves to be trustworthy to gain loyal customers\u003C\u002Fstrong>. Errors in Japanese on a website or a lack of Japanese-language customer support can deter repeat customers.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_1230929250-1.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"3-limitations-of-machine-translation\">3. Limitations of machine translation\u003C\u002Fh3>\u003Cp>Most automatic translation tools cannot accurately translate Japanese, \u003Cstrong>which requires different levels of formality based on the context\u003C\u002Fstrong>. For example, in industries where safety and trust are extremely important (such as finance), \u003Cem>\u003Cu>keitai\u003C\u002Fu> \u003C\u002Fem>(formal form) is always used. On the other hand, when the target audience for products or services is young people or children, \u003Cem>\u003Cu>joutai \u003C\u002Fu>\u003C\u002Fem>(informal or plain form) may sometimes be used. Machine translation also cannot handle \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fblog\u002Flocalization-101-basic-concepts-a-beginner-needs-to-know#1-translation-localization-and-transcreation\">transcreation\u003C\u002Fa>, which involves adapting creative copy into natural Japanese rather than producing vague translations.\u003C\u002Fp>\u003Cblockquote>In Japan, foreign companies must prove themselves to be trustworthy to gain loyal customers. Errors on a website or a lack of Japanese-language customer support can deter repeat customers\u003C\u002Fblockquote>\u003Ch3 id=\"%F0%9F%92%A1-a-failure-and-a-success-story\">💡 A failure and a success story\u003C\u002Fh3>\u003Cp>Localization is more than just translation. One common pitfall is translating a piece of marketing copy from the original language directly into Japanese. Even if the Japanese translation is accurate, the catchy appeal of the original message may be lost. \u003C\u002Fp>\u003Cp>In this regard, \u003Cstrong>Apple\u003C\u002Fstrong> excels at \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fdictionary\u002Flocalization\">localization\u003C\u002Fa>. The company manages to retain the charm of its English marketing copies while crafting Japanese versions that resonate with local consumers. In the iPhone 13 campaign, the English copy \u003Cem>\"Your new superpower\"\u003C\u002Fem> was localized into Japanese as \u003Cem>\"できること、超人的.\"\u003C\u002Fem> Instead of simply translating it as \u003Cem>\"あなたの新しい超能力,\"\u003C\u002Fem> the message kept its original meaning while making it natural and attention-grabbing in Japanese. \u003Cstrong>It's no surprise that the iPhone holds a 50% market share in Japan, with one in two Japanese people being an iPhone user\u003C\u002Fstrong>. 🍏\u003Cstrong> \u003C\u002Fstrong>\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Flh7-rt.googleusercontent.com\u002Fdocsz\u002FAD_4nXcBhg0aRTjoEE_1hvWfmLv9_86WNoTfeZmkkYrYZLoKrbvYsoijCYdwIiOnMJ-LWBswfHn7M1kFjYJd9Gdqy6LAO-ZKRV_-RJzpuaFl2Ydep43txrcLY3ZpUUTr7X5fKuRU3P29CCHKLMSgFxSVtaw?key=MVj40SuoiJd5INAjhHjdwE3W\" class=\"kg-image\" alt loading=\"lazy\">\u003C\u002Ffigure>\u003Cp>Ignoring local customs can also be a common localization mistake. \u003Cstrong>IKEA\u003C\u002Fstrong> entered the Japanese market in 1976 but withdrew shortly thereafter. Following extensive market research, it successfully re-entered the country. They learned that,\u003Cstrong> since Japan uses the metric system, assembly instructions displayed in inches were not easily understood\u003C\u002Fstrong>, prompting them to change to metric units. Although a minor detail, overlooking this had an impact. Other efforts, such as adjusting product lines to fit Japanese living spaces, have paid off, and the company now operates 13 stores across Japan.\u003C\u002Fp>\u003Ch2 id=\"%F0%9F%8C%9F-how-to-really-reach-the-japanese-customer\">🌟 How to (really) reach the Japanese customer\u003C\u002Fh2>\u003Cp>Some people say that Japanese consumers are the most particular in the world when it comes to quality. \u003Cstrong>Satisfying Japanese consumers is no easy task\u003C\u002Fstrong>. Here are some guidelines that will help you get started.\u003C\u002Fp>\u003Ch3 id=\"1-use-japanese-nuances-correctly\">1. Use Japanese nuances correctly \u003C\u002Fh3>\u003Cp>Adapt the formality of the language (formal or casual) based on the product, brand image, and target audience. \u003Cstrong>While formal language is standard in business, casual language may be used to appeal to younger audiences\u003C\u002Fstrong> or to establish a unique brand image. \u003C\u002Fp>\u003Cp>According to \u003Ca href=\"https:\u002F\u002Fwww.bunka.go.jp\u002Ftokei_hakusho_shuppan\u002Ftokeichosa\u002Fkokugo_yoronchosa\u002Fpdf\u002F93767401_01.pdf\" rel=\"noopener noreferrer nofollow\">\u003Cu>a survey\u003C\u002Fu>\u003C\u002Fa>, 46% of respondents felt that they were unable to use formal language (\u003Cem>\u003Ca href=\"https:\u002F\u002Fen.wikipedia.org\u002Fwiki\u002FHonorific_speech_in_Japanese\">keigo\u003C\u002Fa>\u003C\u002Fem>) appropriately, highlighting that being Japanese does not necessarily mean one can always use the correct language for a given situation. This underscores the importance of hiring Japanese language experts or linguists for the success of your Japanese localization campaign.\u003C\u002Fp>\u003Ch3 id=\"2-adjust-your-design-and-copy\">2. Adjust your design and copy\u003C\u002Fh3>\u003Cp>Japanese customers tend to prioritize efficiency and practicality. As a result, designs for websites, advertisements, and product packaging \u003Cstrong>that provide a higher volume of information at a glance are preferred\u003C\u002Fstrong>, compared to the simple, photo-centric designs commonly seen in Western styles (one example is \u003Ca href=\"https:\u002F\u002Fwww.yahoo.co.jp\u002F\">\u003Cem>Yahoo!\u003C\u002Fem> Japan\u003C\u002Fa> vs \u003Ca href=\"https:\u002F\u002Fwww.yahoo.com\u002F\">\u003Cem>Yahoo!\u003C\u002Fem>\u003C\u002Fa>).\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F01\u002FYahoo--Localization.png\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"981\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F01\u002FYahoo--Localization.png 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F01\u002FYahoo--Localization.png 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F01\u002FYahoo--Localization.png 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F01\u002FYahoo--Localization.png 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch3 id=\"3-focus-on-community-and-trust\">3. Focus on community and trust\u003C\u002Fh3>\u003Cp>In localizing content for Japan, \u003Cstrong>focus on community and trust in your marketing campaigns\u003C\u002Fstrong>. Japanese people tend to have a collectivist mindset and place a strong emphasis on \"trustworthiness.\" Again, LUSH is a good example of this strategy – it sells charity products as part of its support for organizations working on solving social issues in Japan. Instead of simply following directives from its headquarters abroad, the Japanese branch takes the lead in addressing local societal challenges. By doing so, it has successfully strengthened its connection with consumers and built a strong community.\u003C\u002Fp>\u003Ch3 id=\"4-make-sure-to-meet-local-standards\">4. Make sure to meet local standards\u003C\u002Fh3>\u003Cp>\u003Cstrong>Complying with local standards is essential in Japan\u003C\u002Fstrong>. Ensure that you cater to the specific demands of the market. A well-known example of a service that failed when trying to expand into Japan by directly applying its success overseas is \u003Cstrong>Uber\u003C\u002Fstrong>. \u003C\u002Fp>\u003Cp>Uber attempted to introduce ride-sharing to the Japanese market by hiring legal experts and negotiating with local regulatory authorities. However, Japanese law did not permit ride-sharing at the time, and the company faced strong opposition from the taxi industry. 🚕 As a result, regulatory relaxation did not progress, and Uber was forced to pivot to offering a taxi dispatch service instead.\u003C\u002Fp>\u003Cblockquote>Japanese customers prefer practicality – that's why they prefer websites, advertisements, and product packaging that provide a higher volume of information at a glance. Choosing the right tone and creating a sense of trustworthiness is also important\u003C\u002Fblockquote>\u003Ch3 id=\"5-leverage-holidays-and-seasons\">5. Leverage holidays and seasons\u003C\u002Fh3>\u003Cp>Japanese people \u003Cstrong>have a deep appreciation for the changing seasons and the traditions that come with them\u003C\u002Fstrong>. For example, \u003Ca href=\"https:\u002F\u002Fwww.bbg.org\u002Farticle\u002Fhanami_cherry_blossom_culture_in_Japan\">cherry blossom viewing\u003C\u002Fa>, known as 🌸 \u003Cem>hanami\u003C\u002Fem>, is a beloved springtime activity that brings people together to enjoy the beauty of blooming flowers. Other seasonal events, such as summer festivals, \u003Ca href=\"https:\u002F\u002Fwww.japan.travel\u002Fen\u002Fau\u002Fexperience\u002Fautumn-leaves\u002F\">autumn leaf viewing\u003C\u002Fa>, and winter celebrations, also hold special meaning. Creating marketing campaigns with occasion elements helps you resonate culturally and make your products or services more appealing.\u003C\u002Fp>\u003Cfigure class=\"kg-card kg-image-card\">\u003Cimg src=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg\" class=\"kg-image\" alt loading=\"lazy\" width=\"2000\" height=\"1333\" srcset=\"https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw600\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1000\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 1000w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw1600\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 1600w, https:\u002F\u002Fghost.localazy.com\u002Fcontent\u002Fimages\u002Fsize\u002Fw2400\u002F2025\u002F02\u002FAdobeStock_590707715.jpeg 2400w\" sizes=\"(min-width: 720px) 720px\">\u003C\u002Ffigure>\u003Ch2 id=\"%F0%9F%8D%A5-make-your-product-speak-japanese-today\">🍥 Make your product speak Japanese today\u003C\u002Fh2>\u003Cp>\u003Cstrong>The Japanese market is harsh yet loyal\u003C\u002Fstrong>. The intricacies of the Japanese language and its cultural nuances require careful consideration and thoughtful localization strategies. Japanese customers value \u003Cstrong>trust, community, and quality\u003C\u002Fstrong>. To succeed, focus on embodying these values in your product or service.  \u003C\u002Fp>\u003Cp>Don't forget to learn from the successes and missteps of other companies in Japan to avoid common pitfalls and find effective ways to resonate with local audiences. In a market that emphasizes detail and collective choices, focus on how you make your users appear in front of their peers. Building a great product should come first. Communicating its value comes second. And the best way to do this is by professionally translating it to Japanese. \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Fcontact\u002F\">Get in touch with us\u003C\u002Fa> for any requests – \u003Ca href=\"https:\u002F\u002Flocalazy.com\u002Ffeatures\u002Fcontinuous-localization-team\u002F\">our CLT\u003C\u002Fa> will make your message resonate with your audiences in Japan.\u003C\u002Fp>","public","none","2024-11-26T21:36:56.000+01:00",[1961],{"id":1861,"name":1862,"slug":1863,"profile_image":1864,"cover_image":7,"bio":1962,"website":1963,"location":1964,"facebook":7,"twitter":7,"meta_title":7,"meta_description":7,"url":1965},"Skilled translator with over 7 years of experience. Specializing in LQA, e-commerce, and marketing, I bring expertise and precision to every project.","https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fshiorikudo\u002F","Berlin, Germany","https:\u002F\u002Fghost.localazy.com\u002Fauthor\u002Fshiori-kudo\u002F",[1967,1972,1977,1980,1986,1991,1996,1999,2002],{"id":1968,"name":1969,"slug":1970,"description":7,"feature_image":7,"visibility":1957,"og_image":7,"og_title":7,"og_description":7,"twitter_image":7,"twitter_title":7,"twitter_description":7,"meta_title":7,"meta_description":7,"codeinjection_head":7,"codeinjection_foot":7,"canonical_url":7,"accent_color":7,"url":1971},"60fffb486f8ebe0001bd8ddd","[COMSHARE]","comshare","https:\u002F\u002Fghost.localazy.com\u002Ftag\u002Fcomshare\u002F",{"id":1973,"name":1974,"slug":1975,"description":1951,"feature_image":7,"visibility":1957,"og_image":7,"og_title":7,"og_description":7,"twitter_image":7,"twitter_title":7,"twitter_description":7,"meta_title":7,"meta_description":7,"codeinjection_head":7,"codeinjection_foot":7,"canonical_url":7,"accent_color":7,"url":1976},"60a37fc7cf7b6a0001d1f118","[CTA] Try Localazy 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