How Do HR Policies Differ in America and Japan?
- Mar 21, 2017
It should surprise no one that there are cultural differences between US and Japanese companies. This is especially true when comparing what HR policies the respective nations’ organizations enact—and how employees do, or do not, take advantage of them. Neither nation currently ranks well when compared to Europe and the rest of the world with regards to family leave and vacation, though Japan, at least, has introduced new laws requiring time off. So which of the two nations are more favorable to employees? According to Hidemaru Sato, btrax’s Senior Advisor as well as former CEO and GM of comScore Japan and former GM of Expedia Japan, the Japanese government has […]
Top 10 Japanese YouTube Channels 2017
- Mar 14, 2017
The YouTube content creator landscape is constantly changing and increasingly influential. In fact, many who originally started on YouTube are now “making it big” on conventional media (like television), and many television shows today post short clips on YouTube to reach a younger audience who are more into streaming and on-demand content than live TV. This has created a whole new media landscape for marketers and brands and many opportunities for influencer marketing through new online personalities. A screenshot of some of the top trending YouTube videos in Japan, 2017. Of course, this phenomenon is not exclusive to the West. Japan is one of the biggest markets for YouTube in […]
5 Reasons Digital Content Marketing is Taking Off in Japan
- Feb 28, 2017
Content marketing is everywhere. In fact, you’re consuming some right now. Perhaps you arrived here because you Googled “Japan content marketing.” More and more online material—blogs, videos, social media posts—is marketing content, especially in the U.S. and Europe. By 2019, the global digital content marketing industry will be a $300 billion business. Asian companies are now adopting the practice as well, and quickly: content marketing is growing at between 5 and 10 percent annually there. Japan, though, has not experienced the same rate of growth, perhaps owing to the nation’s cultural resistance to rapid change or the perception of unmeasurable ROI on something as intangible as trustworthiness. Many marketers in Japan […]
What Makes a Brand Global? Japan’s Top 10 Global and Domestic Brands
- Feb 21, 2017
What makes a brand global? Some Japanese brands are famous all over the world, whilst others are huge at home but virtually unknown outside of the country. Interbrand recently released two rankings for Japanese brands – one ranks global brands, whereas the other ranks brands that are mainly recognized only in Japan. Global brands are defined as brands where sales overseas accounts for more than 30% of revenue on top of having a brand recognition of more than 10% by global surveyees. Interbrand’s ranking is decided by brand value, which is a mixture of a company’s potential future earnings, the brand’s contribution to its current profits, and the brand’s contribution to future earnings. Check out […]
Evernote Co-Founder Phil Libin on the Company’s Success in Japan
- Feb 14, 2017
Many articles have been written about Evernote’s success in Japan. One internet search and you’ll find NTT Docomo was one of their first big investors, Japan is one of their biggest markets and Co-founder Phil Libin once got a haircut in Japan where the media covered it. That story didn’t come as much of a shock as I’ve seen blonde American friends in Japan get asked if somebody can touch their hair. Featured photo: Chinnian/Flickr Knowing this about Evernote, it was no surprise to hear that their co-founder, Phil Libin, was awarded the ‘Outstanding Visionary Award for US – Japan Business’ at the recent Silicon Valley Keizai Shinnenkai. I enjoyed hearing […]
What Do Japanese Aesthetic Values Have in Common with the Tiny Home Movement?
- Feb 7, 2017
All across the country—and especially in urban pockets—tiny homes are popping up like mushrooms. Whereas the typical American home is about 2,600 square feet, the typical small or “tiny” home is only between 100 and 400 square feet. Tiny homes are adopted by those interested in more financial freedom (the costs of buying and owning a larger house being prohibitive for many), casting a smaller environmental footprint, and simplifying. The tiny home movement continues to attract adopters, admirers, and attention, both here and abroad. Though space is at a premium in many U.S. cities (btrax’s own San Francisco epitomizing the housing crunch facing many urban dwellers), Asian cities compete on […]
Japan’s Social Media Landscape in 2017
- Jan 30, 2017
Ask young people what social media sites and apps they use the most on the streets of Tokyo, and you’ll mostly hear names like Twitter, Instagram, and Snow. That’s because teens don’t yet have a use for Facebook – which serves a much more professional than social purpose in Japan, much like LinkedIn in the US. In the last two years, we’ve summarized and built upon our report on Japan’s social media landscape. For a more general introduction to the social players in Japan, check out our 2016 article. This year’s article will focus on how the biggest players, Twitter, Facebook, Instagram, and LINE have changed in the past year, and […]
PPAP? Video Marketing and Viral Dance Trends in Japan
- Jan 11, 2017
2016 was the year of the video – everywhere – but especially in Japan. In 2015, a video committee was established at the Japan Advertisers Association’s Web Advertising Research unit. This showed the Japanese advertising industry acknowledged the importance of web video as an advertising platform, but of course, the trend grew enormously in 2016. This article highlights some of the newest trends in Japan and how brands can leverage video shareability to get their name out there. One Minute Video Tutorial Apps C-Channel, an “online video fashion magazine” for women age 20-34, is a smartphone app and website that distributes one minute vertical videos optimized for smartphones. Had you ever taken a […]
Who Shops Online More in Japan – Younger or Older People?
- Dec 7, 2016
The Japanese market is full of people with money to spend. Media reports have identified that it’s not enjoying enormous growth, but it would be a huge mistake to dismiss it when planning a global ecommerce rollout. It’s a country of 126 million people. That’s bigger than the combined population of Germany, Benelux, and EU Scandinavia. Many Japanese have disposable income, and an inclination to shop online. That said, it seems that the Japanese don’t order from overseas quite as much as, for instance, Germans or Australians. 32% of Japanese online shoppers have made orders from overseas, as compared to 73% of Germans and 66% of Australians. Even so, in 2014 […]
The Furniture Store of the Japanese Elite: Cassina ixc.
- Nov 29, 2016
Cassina is an Italian manufacturing company specialized in high-end designer furniture. They have locations all over the world on every continent. We had the opportunity to sit down with the Yasuhiro Mori, the Executive President of Cassina ixc. at their Tokyo showroom in Aoyama. Cassina ixc. is the exclusive distributor of Cassina furniture in Japan. Mr. Mori, Executive President of Cassina Ixc. (left) Cassina the brand is actually a furniture manufacturer that has their own showrooms around the world but also relies on different dealers to sell their furniture. For example, their furniture is sold in San Francisco at Arkitektura SF. This store houses many luxury furniture brands, including Cassina. Cassina’s […]