Cultural Marketing Strategies: The Case of the JapaneseWritten by Vuk Bojović / Featured in: Business, Column / 13.09.2013.
Every company, big or small, has to deal with a completely new strategy once they decide to expand to a different country’s market. A different country means a new market, different culture and different demographic. If you happen to have interest in expanding to Japan, you will have to have (or be) an expert in content marketing.
The Japanese understand that there is only so much you can achieve by using traditional marketing. Hence, content marketing plays a huge role in their society due to the fact that roughly 130 million Japanese are being bombarded constantly with both clear-cut messages and hidden ones. In big and modern cities such as Tokyo, Osaka, Yokohama and Kobe, innovative and relevant content is on every step, but limits their niche to an extent because content is mostly in the following three writing systems: Katakana, Hiragana and Kanji. Using Latin script alphabet is not as common, and is usually only there for non-Japanese speakers or is used by global brands that are able to get their points across in any scripture.
…Roughly 98% of people living in Japan are Japanese citizens which makes it easier to target one cultural or ethnic group, mostly Chinese and Korean, over others.