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Big in Japan, Vol. 2: What Global Brands Can Teach Us About Thriving in Japan
Big in Japan, Vol. 2: What Global Brands Can Teach Us About Thriving in Japan
At btrax, we live and breathe cross-cultural design, marketing, and strategy, especially when it comes to helping brands make meaningful connections in Japan. With the release of Big in Japan: Global Brands Thriving in the Japanese Market Vol. 2, we spotlight six standout companies that have done just that.
This blog post is just a small taste of what you’ll find in the full e-book. Below, I’m sharing two of the stories that I enjoyed researching, Netflix and Dyson, each one packed with insight on how brands can thrive in one of the world’s most nuanced and discerning markets. If these spark ideas or curiosity, you’ll definitely want to check out the full version, which also features Uber Eats, Zara, KFC, and Arc’teryx.
Netflix: Winning Over Japan’s Pickiest Viewers One Button at a Time
When Netflix entered Japan in 2015, it faced a challenge that would make even the most confident global brand sweat. Japan’s streaming landscape was already home to powerful local players, and viewers weren’t just picky, they were loyal to their habits.
What turned the tide for Netflix? They didn’t just translate, they transformed. From commissioning anime series with top Japanese studios to putting a Netflix button on remote controls, they made sure their platform felt like a native experience.
“What stood out wasn’t just content, but context,” btrax Senior Account Manager, Mana Hashimoto noted while reading the e-book. “Netflix localized its UI, dubbed with care, and even showed up in pop-up events with the same creative energy you’d see in Harajuku street fashion. That kind of commitment builds trust.”
Dyson: Engineering for Elegance in a Market Obsessed with Precision
Known globally for its sleek technology and powerful performance, Dyson entered Japan’s premium appliance market with confidence but quickly discovered that performance alone wasn’t enough.
To win over Japan’s detail-oriented consumers, Dyson doubled down on refinement. They introduced more compact, quieter models tailored to smaller living spaces, launched hands-on demo stores like the Beauty Lab in Tokyo, and leaned into storytelling around craftsmanship and engineering.
“Japan’s consumer culture is about precision, proof, and experience,” when I chatted with Brandon Hill, btrax CEO about Dyson’s success in Japan. “Dyson’s ability to blend science with sensory retail, like their minimalist showrooms and real-time demos made the brand feel not just premium, but personal.”
Dyson didn’t just sell innovation. They invited Japanese consumers to experience it, visually, physically, and emotionally. Dyson really spent time to make sure Japanese consumers really understood their value proposition and how they had adapted it for the Japanese market.
Why This Matters for You
These stories aren’t just brand flexes. They’re strategic roadmaps. Whether you’re planning your Japan market entry or refining your approach, there are clear lessons to pull:
- Don’t just show up, embed yourself and show that you’re serious.
- Think beyond translation. Think transformation.
- Cultural nuance isn’t a checklist item. It’s the whole playbook.
Ready to Make Your Brand Big in Japan?
The full e-book dives deeper into the stories of Uber Eats, Zara, KFC, and Arc’teryx, each with its own path to connection, creativity, and community in Japan.
👉 Download the full e-book HERE.
What We do
At btrax, we specialize in helping companies authentically enter and grow in markets like Japan and beyond. From brand strategy and user research to marketing execution and cross-cultural design, our team bridges East and West to ensure your message resonates and your brand earns trust.
👋 Want to chat about your brand’s next move in Japan? Let’s connect and contact us HERE.
Thanks for reading,
John Hayato
We provide Japan Market User Research Services
Gain real insights from Japanese users before entering the market. btrax bridges the gap between global companies and Japanese customers with culturally-aware user research and strategy.
