In 2023, Japan sank to the 4th largest market in the world.

Does that mean you should ignore it in your quest for global domination?

NO!

Localization is more than just translating words; it's about adapting your message to resonate deeply with a notoriously unique audience.

An audience that is still using Yahoo, as we will learn later.

That’s why I reached out to Japanese Localization expert and one of Linkedin’s Top Voices, Nanako Aramaki.

Nanako is the Chief Localization Officer at a localization agency called TAMLO.

She is here to give you her top 5 localization tips for messaging a Japanese audience.

There’s a lot to cover, so let’s get started.

Tip #1 People are not confident in their English

“Only 10% of the population think they are proficient in the English language”

This means people will not read your copy if it is in English.

You need to appreciate the magnitude of this challenge.

It's not enough to rely on automated translations like Google Translate or even the oft-trusted DeepL.

Instead, properly localize Japanese content, ensuring it builds trust and connects with your audience on a cultural and linguistic level.

As Nanako emphasizes, effective communication in Japanese is the starting point for building trust with your audience.

Tip #2 Proper Localization Matters

Localization isn't about translating words.

You need to understand the meaning of how things are said.

It’s is about transcreating.

Work on adapting your website, documentation, marketing materials, and more to align with the cultural context and nuances of Japan.

For instance, a 'Read More' button (もっと読む), when translated directly, comes off as hostile.

Instead us the phrase “詳細はこちら” which translates closer to “details over here”.

It requires a gentle touch to feel natural to the Japanese reader.

Trancreation

Transcreation is a blend of translation and creative writing, ensuring that your message resonates in a way that's both culturally relevant and engaging.

Tip #3 Go Beyond Written Work

“In Japan, Customer Service is top level”

Effective localization extends beyond text.

It encompasses your website’s UI/UX and even adapting your services to better suit the Japanese market.

Remember, Japanese consumers have high expectations for design and customer service.

Providing anything less than top-notch service and a user-friendly interface tailored to Japanese preferences could be detrimental to your success in this market.

Nanako points out that western preferences for minimalistic designs will not resonate in Japan, where more information is need before customer’s will purchase.

Tip #4 Get a Professional

Just because someone speaks Japanese doesn't automatically qualify them as a professional copywriter.

It’s essential to have your content reviewed and refined by professionals.

This ensures that your message not only translates correctly but also carries the desired tone and style, meeting the high standards of Japanese audiences.

Nanako warns you not to assume that any Japanese employee can produce professional-level copy.

Use professional copywriters.

Tip #5 Native Check

Have a native Japanese speaker who understands your brand.

They can proofread the final content to align it with your brand voice.

This way your localized content isn’t just correct, but it reads natively to a Japanese audience.

A native perspective is crucial to capture the subtleties of the language, to ensure that your message resonates as it was meant to.

Nanako underscores the importance of having native Japanese editors who will give the content the final touch so that it reads like natural Japanese.

Conclusion:

Japanese localization is a nuanced and critical process for any business looking to succeed in Japan.

By understanding the language barrier, properly localizing content, going beyond written words, employing professional copywriting, and utilizing the skills of a native Japanese team, you can ensure that your brand not only communicates effectively but also resonates deeply with the Japanese audience.

Remember, successful localization is a comprehensive approach that touches every aspect of your business’s interaction with its new market.

With these insights from TAMLO's Chief Localization Officer, you're better equipped to navigate the complexities of the Japanese market.

If you are looking for help localizing, reach out to TAMLO here.

If you are looking to launch in Japan reach out to Wahl+Case using this link.

See you in Tokyo!