Category: Insights
-
Beyond Core Fans: How to Win Japan’s Sports Marketing Wave
In 2026, Japan's unique sports marketing landscape emphasizes casual fans participating in major events over core loyalty. Brands should adapt strategies to connect emotionally and leverage urban environments for effective impact during national celebrations.
-
Why LINE Is Not Just WhatsApp: Understanding Japan’s Super App
LINE is Japan's primary digital platform, surpassing WhatsApp in importance. With over 100 million active users, it integrates messaging, news, and commerce, making it crucial for brands to engage effectively in the Japanese market.
-
Why Japan’s New “Reiwa Seniors” are Your Next Big Growth Driver
The rise of Japan's "Reiwa Senior" demographic signifies a shift in consumer behavior, as these digitally connected seniors prioritize experience over traditional savings, representing a significant market opportunity for brands targeting diverse age groups.
-
Poi-katsu: Why Points Rule Japanese Consumer Behavior
Poi-katsu, Japan's points economy, encourages consumers to actively earn and redeem points, shaping behavior and facilitating targeted marketing. With a market projected to grow significantly, understanding this unique ecosystem is vital for brands entering Japan.
-
What Makes Japan’s Gen Z Different? The Power of “Personal” Media
Japan's Generation Z influences cultural and economic trends despite being smaller in number. Understanding their distinct digital behaviors and preferences, including multiple identities, is crucial for brands to engage effectively and create impactful marketing strategies.
-
Missing the Moment? Japanese Consumer Behavior Starts Before the Summer Bonus
Japan's summer bonus system synchronizes consumer spending, leading to significant expenditures in travel and leisure. Marketers must influence purchase decisions early, capitalizing on the emotional fulfillment associated with these bonuses.
-
Are Global Platforms Enough to Reach Japan? A Closer Look at OTT and CTV in Japan
In 2025, Japan's video advertising market surpassed ¥1 trillion, with internet ads exceeding 50% of total spending. Advertisers must adapt to local preferences, emphasizing platforms like TVer and ABEMA over global giants.
-
Beyond LinkedIn: Why Taxi Ads Are the Secret Weapon for B2B Marketing in Japan
Breaking into the Japanese B2B market requires adapting to local culture and regulations. Taxi advertising effectively engages executives, as taxis are preferred for business travel, providing 18 minutes of undivided attention for brands.
-
Advertise in Japan: Success with Mobile-First Marketing
To successfully enter Japan's market, global brands must shift their strategies to reflect Japan's mobile-first culture, leverage local platforms, and understand unique consumer behaviors, moving beyond mere language translation of campaigns.