Market in JAPAN

The Big Differences Between Japan and Abroad

PR Consulting Firm MBC

Many of the foreign companies that come into Japanese markets are surprised by the gap that exists between the mass media of their home countries and Japan is so large. There are people who say, "Japan is a socialist country that has put on a mask of democracy." There is a seemingly free press, while is possible to report freely what you see and hear, but there is also a “Press Club” that seems to act more like a cartel that has a system of a limited freedom of expression, that is invisible to major advertising companies, this is in contrast to the foreign media that says “As long as there is a press release, we will run a story on it or advertise it on television.”


Add to this that the Japanese culture is one of a single race that tends to be conservative that has a policy of not dealing with those they don’t know. As a result, foreigners often wonder at the Japanese mass media that says “We will report `new`, but nothing that is `too new`; `If other forms of media are not reporting it, we won’t. ` A PR company that protects the old while introducing the new, avoids this troublesome custom by having a face to face interpersonal relationship with journalist and reporters.


Moreover, Japanese people have a peculiar value system in which foreigners often feel a sense of alienation. One of the manifestations of this is the Japanese use of the word “Gaijin”(foreigner). This value system came about because Japan is an island country with little experience interacting with people of a foreign nationality. A result of this is that when the Japanese mass media has the choice of dealing with a foreign company or a Japanese company with the same PR value, the Japanese company will seem like the natural choice and thereby be given priority over the foreign company. Japanese mass media often boasts about it’s wide-ranging media relations, but that is mostly domestic. So, when your company enters such confused surrounding, it will need a company like ours to help navigate the mass media.



Entering the Japanese Markets and Keeping Your Share of It

Just as in other Asian countries, the average Japanese consumer’s interest in advertising has declined. This failure of promotion projects is happening on a large scale because the reliability of advertising swings widely when a large budget is put into large scale promotion, and the product enters Japan with great excitement. The situation is the same whether the company is domestic or foreign, every year more and more attention and money are poured into PR and advertising. (Contrary to the advertisement.) Moreover, there are many enterprises that are have a lot of their share of the market taken by the domestic enterprises, and therefore succeeding in the Japanese market after the fanfare has died down is really a matter of luck.


When a Japanese company is confronted with a foreign company, the Japanese company relies on its advertising department to retrieve the lost share, but will fail and then the Japanese company will at last launch a large scale advertising campaigns, and then, finally the company will retrieve the lost portion of the market. In both cases. The key to success in getting and keeping your share of the market lies in the success of strategic PR, and with both schools of logic trying to shape an image that is successful in PR and the development of successful PR and advertising is a the same the world over. A major contributing factor of the branding introduction/reactivation process is the first step is the brand maintenance stage after coming into Japan.


However, barrier to accomplishing this is the media of Japan. How a company starts the marketing process is very important, and while the other pages of this site cannot help but start with the foreign company’s native media circumstances, in the cases where the company’s PR strategy but it a very serious disadvantage and will help turn it around.


After your falling into this difficult situation, and having spent your advertising and PR budget, you will have to repair the damage done and it is necessary to find a good PR company as your ally quickly, that will help you acquisition of the share of this attractive Japanese market, and that has a large-scale media network tuned into the mass media circumstances in Japan, so that your big project won’t fail.


There is a Japanese saying, “Japanese common knowledge is the uncommon knowledge to the world” , if this reversed then it becomes “The world’s common knowledge is Japan’s uncommon knowledge.”


By all means this is a very difficult process, but the Japanese market is very attractive and expansion into it is very important. For help with this very important decision, please contact Media Bridge Consulting Ltd!