# Next-Level Localization: Mastering the Japanese Market

- Link: https://phiture.com/blog/localization-japanese-market/
- Published: 2023-01-19T09:42:34+01:00
- Author: Sarah Tilley and Miyuu Harada

![](https://phiture.com/wp-content/uploads/2023/01/LocalizationBanner_-NEW-300x164.
png)

Breathtaking scenery, world-famous cuisine, and cutting-edge technology. Naming 
just a few of its reputable qualities, it’s easy to understand why Japan is recognized
and admired on a global scale. In the business world, its presence is equally as
impressive, owning the third-largest consumer market and offering more lucrative
business opportunities for companies internationally. 

However, this reward doesn’t come without risk. The intricacies of Japan’s culture,
language, and etiquette pose greater challenges than in Western markets and these
cannot be overcome with simple translation tools. Get it wrong, and you risk launching
ineffective, costly content that has the potential to alienate people from your 
brand.

Through conversation with our Localization Manager, Miyuu Harada, we can start to
understand more about why and how we can localize content for a market as complex
and layered as Japan. Miyuu comes from Sapporo on Japan’s northern island, Hokkaido,
and moved to Berlin five years ago. With a background as a freelance Japanese translator,
she now manages localization at Phiture for over 40 markets, ensuring flawless Japanese
localization and driving results for many of our key clients. Together with the 
Localization team at Phiture, Miyuu delivers expert consultation to our clients,
coordinating a vast network of external collaborators to produce culturally and 
linguistically striking content for apps on a global scale.

 

Table of Contents

 * [Why do we localize?](https://phiture.com/blog/localization-japanese-market/#why_do_we_localize)
 * [Translation vs. transcreation](https://phiture.com/blog/localization-japanese-market/#translation_vs_transcreation)
 * [Know the writing system](https://phiture.com/blog/localization-japanese-market/#know_the_writing_system)
 * [Breaking down the differences](https://phiture.com/blog/localization-japanese-market/#breaking_down_the_differences)
 * [Understand the culture](https://phiture.com/blog/localization-japanese-market/#understand_the_culture)
 * [Adapt for design](https://phiture.com/blog/localization-japanese-market/#adapt_for_design)
 * [Before You Go](https://phiture.com/blog/localization-japanese-market/#before_you_go)

## **Why do we localize?**

On the surface, there’s the more obvious explanation to _why_ we localize: users
prefer to read content in their native language — and this is even more the case
in Japan. “It brings more comfort to the user experience,” Miyuu notes, “and allows
us to understand the brand or product as intended, increasing visibility, and ultimately
resulting in more downloads or conversions.” 

For the Japanese market, this step in product development is essential for brands
looking to break through. “It’s vital to remove the language barrier,” Miyuu says.“
Even though English is seen as the universal language, in Japan not everyone has
the same language ability or skills in general, so when content is translated into
Japanese, we feel very connected to the brand and it can build a greater sense of
trust.” 

 

## **Translation vs. transcreation**

“The first thing to understand,” Miyuu says, “is that localization is not just translation—
a common misconception.” Translators, or transcreators, use their creativity and
knowledge of the market and language to reshape the source text and make it more
appealing in the local language, instead of word-by-word translation. “Curating 
culturally and linguistically accurate content can make or break how a product or
brand will perform in select markets.”

 

_Translation_ – expressing words or text in another language.

_Transcreation_ – bringing together language, culture, and emotion to create content
that resonates with its target locale.

 

Of course, grammatically accurate translation is one key component for localization,
but an equally important aspect is the adaptation of a brand’s products and services
specifically to the individual target market. Everything from images and colors 
in visual assets, right down to CTAs and audio clips needs to be carefully considered
and adapted according to market trends and local preferences. 

 

## **Know the writing system**

Every market has different writing styles and may interpret messaging differently;
therefore, the rules are different when approaching certain content that may be 
sensitive. Some messages or phrases that work in English simply may not work in 
Japanese. As an extremely layered language with different formalities, there are
certain rules that don’t apply to English in the same way. 

For example, there are a lot of colloquialisms and slang used in English that Japanese
doesn’t follow and can’t be translated directly when talking to a user or customer.
Japanese slang is created through a more complex process, sometimes using a combination
of both Japanese and English alphabets, for example, the transcreation of [‘LOL’ or ‘laugh out loud’ (笑)](https://selftaughtjapanese.com/2020/01/08/why-is-grass-%E8%8D%89-used-in-japanese-to-mean-something-is-funny/).
Like slang in most other languages, it’s used more frequently by younger generations
and can be very effective when targeting social media platforms.

Japanese is also not derived from Latin like English, so there can’t always be a
direct translation for some words or phrases. Inaccuracies like this are called 
honyaku-cho (翻訳調), or translationese.

 

_Translationese_ – Awkward or ungrammatical translation, often due to an overly 
literal translation of idioms or syntax in the original language.

 

Despite being one of the most complex languages to master, the importance of accuracy
and attention to detail in Japanese localization is paramount to success in the 
market. “A good Japanese transcreator,” Miyuu comments, “will be able to deliver
grammatically precise content that sounds natural.” This means they will need to
be either at native or near-native level to deliver the highest quality. Near native
language skills will usually require the linguist to have lived in the country for
the majority of their life. Unlike other markets, for Japan, the precision and accuracy
of content can determine whether the product or service will be reliable and of 
good quality.

“If there’s even one error then this will be picked out straight away and will divert
the reader, so everything needs to be perfect to avoid creating a negative association
with the brand.” 

As a non-native, Japanese can be one of the most difficult languages to achieve 
fluency and grammatical perfection in. “Some of the main difficulties,” Miyuu notes,“
is that we have our own grammar rules, and we use three different alphabets.” Katakana,
Hiragana, and Kanji combine to make over 50,000 characters, with about 3,000 still
commonly used in Japan today. Additionally, unlike Germanic languages, Japanese 
doesn’t use any spaces, cases, grammatical genders, or articles. 

 

## Breaking down the differences

![](https://phiture.com/wp-content/uploads/2023/01/Localisation-table_02-253x300.
png)

Characters and formation can change completely depending on who’s reading. If the
tone of the content is formal or less formal, then different characters will be 
used to convey the message. For example, there are multiple pronouns to say ‘I’ (
more than 10 in total). Here are some of the more commonly used:

_Watashi_ (私 / わたし) – The most frequently used and modest pronoun, also used
on formal occasions.

_Uchi_ (うち) – Used by women on informal occasions.

_Ore_ (俺 / おれ) – Used by men on informal occasions.

_Washi_ (わし/儂) – Used by old men or older male characters in games or anime.

More rigid rules for pronouns add yet another dimension to localization. Including
these details are crucial steps for brands and determine whether they address their
audience appropriately or not.

How you choose to target keywords for the Japanese market will also need to be carefully
researched and applied. The Hiragana alphabet can have a much higher search popularity
than expected, as it’s used for typing characters that produce automated suggestions
in the correct form in Katakana and Kanji. Our ASO Specialist, Adzsa Hatano, demonstrates
how to begin and apply research utilizing Phiture’s Keyword Optimization Cycle framework
for Japan [here](https://phiture.com/asostack/how-to-crack-open-the-japanese-market-part-i-kwo-462bce02d69b/).

 

## **Understand the culture**

Gaining in-depth knowledge and applying the more traditional values that Japanese
culture holds is one of the first steps to positioning  your brand ahead of competitors.
Delivering cultural authenticity in messaging is where many companies fall short
of the mark. 

Having an acute understanding of its diverse and nuanced cultural trends isn’t something
achieved overnight. The market is constantly shifting and evolving, and this is 
largely based on new and different trends arising and becoming popular. With this
in mind, brand campaigns or strategies can’t afford to stay in one place; they need
to be regularly updated to match current affairs, popularity, and seasonality. 

 

![](https://phiture.com/wp-content/uploads/2023/01/image1-3-300x209.png)

Phiture created ‘cyberpunk’-inspired screenshots for Norton, featuring Tokyo and
the famous cherry blossoms. This experiment saw a significant uplift in CVR by 26.4%.

 

“We have a kawaii culture for example,” Miyuu notes, “which has become hugely popular
with local Japanese and has since been utilized for tourism. It can be attributed
to anything from anime characters, fashionable clothes, colorful cafés or eateries,
and a lot more.” Kawaii (可愛い) translates as “cute” or “loveable” but is now used
as a term to define a lot of Japanese pop culture and beyond. Nowadays it plays 
a role in many [respected institutions](https://injapan.gaijinpot.com/play/culture/2010/10/26/japans-police-mascots/),
taking the shape of [funny or adorable mascots](https://www.behance.net/blog/make-it-cuter-and-more-branding-lessons-from-the-weird-and-wonderful-world-of-japanese-mascot-design)
that combat the stresses of everyday life and soften the edges of more professional
establishments.

“We also have the words of the year,” Miyuu adds, “which are unveiled by Jiyû Kokuminsha
every December, and the top 10 of [Ryuko Go](https://www.timeout.com/tokyo/news/these-are-nine-of-the-most-popular-buzzwords-in-japan-in-2021-110921)(
Buzzword Awards) always draw a lot of attention. They can come from anything Japanese,
like anime, manga, J-pop, and also politics, art, and sport — pretty much anything
that has gone viral.” 

Integrating popular words, topics, and characters can give an edge to ads or campaigns,
targeting users on a much more personal level based on their interests.

 

## **Adapt for design**

How well your brand performs in Japan also boils down to how you communicate visually.
Bolder choices of color and design are known to perform well, with busier UI designs
containing a lot of content.

 

![](https://phiture.com/wp-content/uploads/2023/01/image2-3-300x53.png)

With Phiture’s help, Adobe Photoshop Camera saw a steady increase of 10.2% in CVR
by displaying a screenshot set in app stores that shows a variety of color and cultural
trends.

 

Applying culturally-accurate trends and seasonality to designs will have a naturally
positive impact on creative performance. Japan recognizes certain symbols to represent
different calendar events, which, when used in design, can easily draw focus on 
mood and familiarity to drive conversions. 

 

New Year = Zodiac animals, the first sunrise of the year with Mount Fuji, or mochi

April = Cherry blossom or school backpacks ([Randoseru ランドセル](https://japanobjects.com/features/randoseru))

May = [Golden Week](https://www.timeout.com/tokyo/things-to-do/tokyo-q-a-what-is-golden-week)

Christmas = [KFC](https://edition.cnn.com/travel/article/kfc-christmas-tradition-japan/index.html)
or chicken

 

Peeling back the layers, Japan’s culture is as intricate as the language, with a
rich history that still influences behaviors in the market, alongside a diverse 
influx of new concepts. Mastering the market is no easy mission — you’ll need to
consider your approach and enroll a team of native linguists to ensure you are localizing
in a naturally accurate and appropriate tone for your Japanese audience. 

 

**We can help with your localization challenges or questions, no matter the market
or scope. Reach out to us at **[**info@phiture.com**](https://phiture.com/blog/localization-japanese-market/infor@phiture.com)**.**

 

## **Before You Go**

 * Senior Data Analyst and ASO Specialist Adzsa here provides a comprehensive [introduction to app store keyword research in Japanese. ](https://phiture.com/asostack/how-to-crack-open-the-japanese-market-part-i-kwo-462bce02d69b/)
   The qualities of the Japanese language mean a distinct keyword optimization strategy
   will be required, and here Adzsa introduces the intricacies of enacting such 
   a strategy. 
 * If you’re looking for more insights into how to approach localization in different
   markets, [our guide to localizing for Arabic-speaking markets](https://phiture.com/asostack/aso-in-arabic-countries-for-non-native-speakers/)
   is instructive in the thought process that should underpin specialized localization.
 * Localization is very important for effective Custom Store Listings on the Play
   Store. [In this guide,](https://phiture.com/asostack/create-effective-store-listing-strategy/)
   we run you through the main points of difference with a Main Store Listing as
   well as which aspects of the Custom Store Listing are particularly important 
   for localization. 
 * The topic of localization dominated the discussions at the 2022 ASO Conference.
   [In this recap,](https://phiture.com/asostack/the-top-five-questions-our-aso-team-are-asked/)
   Senior ASO Consultant Joy Staples, runs you through the most frequently asked
   questions she fielded at the Conference, to help guide your localization strategy.
 * Please make use of our [Mobile Growth Slack Stack channel ](https://phiture.com/mobile-growth-stack-slack-community/)
   to ask us any questions you might have.