The Japanese Way of Marketing Products People Love
- Sep 19, 2017
When you think of great marketing campaigns you probably think of U.S. companies like Old Spice, Dollar Shave Club, or potentially one of the companies that advertises during large sporting events like the Superbowl. Let’s dive into what makes for great Marketing content with a focus on how some Japanese companies are doing it right. Marketing is a type of brand ownership. A basic understanding of marketing is using various methods of communication and content to connect with the consumer and get them buying your product or service. Below are three ways marketers strengthen their brand and while we know them as common marketing practices, in Japan there is the […]
3 Successful Brands Popular Among Japanese Gen Y
- Aug 14, 2017
I recently googled “Japanese young adults” in English and the results shocked me. Most of the the content was negative, displaying many articles talking about how Japanese young adults were depressed, vulnerable, and sex-deprived. As a young Japanese adult, I’m here to let you know that Japanese young adults are trendsetters and it is quite important to gain their attention in order to succeed in the Japanese market. Here are 3 examples of brands who understand the importance of gaining traction with Japanese young adults and how they are going about doing so. Some common themes among the 3 case studies are the brands commitment to quality products, offering experiences […]
8 Emerging Startups from Japan 2017
- Jun 6, 2017
On May 24, 2017, eight emerging Japanese startups gathered at DESIGN for Innovation 2017 in Tokyo to pitch their business ideas to an audience of 270 designers, business executives, potential investors and fellow entrepreneurs. In its second year, DESIGN for Innovation is a conference organized by btrax. The main portion of the conference included featured guest speakers from companies such as IDEO, Frog Design, and Pivotal Labs. Of the startups that pitched, 2 were selected as finalists to go on to compete at the prestigious RISE Conference in Hong Kong this July as part of Runway to RISE. RISE is a tech conference produced by the team behind Web Summit, attended companies, startups, […]
Top 5 Startups in Japan by Funding – 2017
- May 15, 2017
Traditionally, startup fundraising has been difficult in risk-averse Japan. Fundraising rounds are a fraction of the levels in the US, and even China. But this is slowly changing as large corporations see investing in smaller, nimbler high-tech companies as a way to change with the times. Many large Japanese corporations have even set up venture capital funds to seek returns or team up with smaller companies. So what are the top-funded startups in Japan in 2017? Check out the top five as of May 2017 below. 1. Spiber – $128.09M Coming in at number one is Spiber – a startup founded in 2007 that has recently gained a lot of traction in […]
8 Marketing Mistakes to Avoid Making in Japan
- Apr 25, 2017
Marketing to Japanese consumers is hard—even for Japanese companies. And though most strategies for optimizing marketing’s effectiveness in the West (like having clear campaign goals and measuring results) also apply in Japan, there are a few additional things you should keep in mind when navigating the Japanese market. Here are a few common marketing pitfalls to avoid making in Japan.
5 Mistakes Startups Make in Japan
- Apr 13, 2017
Expanding your business into Japan can be exciting and lucrative, as this hi-tech market provides millions of opportunities for new users of your product or service. But as with any venture, it comes with risk and potential failure. Of course, there are startup mistakes to avoid no matter where you are, but there are additional no-no’s specific to Japan. Here are some risks to watch out for.
Why Hasn’t Japan Dominated Software?
- Apr 5, 2017
Inspired by a talk given by Dr. Robert Cole, a professor at U.C. Berkeley, at a Japan Society event about Japan’s lack of software development innovation, I decided to do a quick survey of both Japanese and non-Japanese to see if anybody could think of a successful Japanese software company. The most common answer I got was that they couldn’t think of one. The most popular company people did come up with was Nintendo, which definitely creates software but if you were to characterize them, probably more common words would be hardware, console or entertainment as opposed to software. A couple people mentioned Pokemon Go or Samsung. Unfortunately neither of these companies […]
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 […]