Marketing in Japan: The Most Common Mistakes Brands Make When They Localize - eMarketer

Newsletters Sign-Up

Plans & Pricing

Does My Company Subscribe?

eMarketer Interview

Marketing in Japan: The Most Common Mistakes Brands Make When They Localize

Preview from eMarketer PRO

An interview with

Noriyuki Matsuda

Founder and CEO, Sourcenext

Interview summary

Japan is a notoriously difficult market for foreign brands to crack. And potential entrants would be wise to look beyond translation services when seeking to tap the country’s $3 trillion consumer market, according to Noriyuki Matsuda, founder and CEO of software company Sourcenext. eMarketer’s David Green spoke with Matsuda about the biggest and most basic mistakes many companies make when entering Japan.

Interview

eMarketer: What are some of the primary considerations overseas brands should think about when localizing in Japan?

Noriyuki Matsuda: Translation is mandatory, but product name is also very important. Sometimes we change the name of a product, an app or even a movie title. For example, Disney changed the name of “Frozen” to “Anna and the Queen of the Snow” because the English name doesn’t mean anything to the Japanese.