News

February 2014 FCC Event Recap: Helping Global Brands Perform in Japan

The Keys to Making a Global Brand Flourish or Flop in Japan by Soness Stevens, FEW Ambassador  to FCC Event – February 2014

Ever wonder why there is such a chaotic overflow of information on websites and store shelves…?

Kathryn Sloane (Director of Growth, SGK APAC based in Singapore) and Reiko Nakamura (Managing Director of Schawk Japan) told the Forum for Corporate Communications at their February event that this is because research shows Japanese crave information and the more the better.

During their talk Helping Global Brands Perform in Japan, they said SGK survey respondents claimed that products with more attention stickers have greater value and is reassuring. In contrast to this, one graphic designer at the FCC event said he struggled with product manufacturers over this.  While hired to create appealing designs to enhance product desirability, the manufacturers demand more information be placed on packages and then if they feel that isn’t enough they add the attention stickers at the final end of packaging, frustrating the designer whose original product image didn’t include that little sticker.

This would also seem to be the case with website design.  While western designers tend to make clean and elegant websites, Japanese websites always appear cluttered and filled with lots of bits of information.  Japanese web designers said that Japanese people prefer the apparently cluttered maze which is nearly impossible to navigate for many non-Japanese.

SGK offered a few secret essentials to marketers and would be marketers on approaching the Japanese market.

  1. Find Your Meaning for Japan
  2. Localize Your Design for Japan
  3. Think from the Shelf, Out
  4. Become “My Brand”
  5. Design for the Future, Not for Now
  6. The Business of Japan
  7. Optimize Your Workflow for Japan
  8. Protect your Equities in a Renegade Market
  9. Produce and Protect Your Brand Assets Across Touch Points
  10. Continuous Improvement Through Consensus


But, what if a non-Japanese business owner wants to keep their webdesign simple (like Soness does with her upcoming, HappyU.jp venture)? Kathryn noted the returning trend to simple design and advised to be flexible, while remaining consistent with brand image.

Remember that Japanese expect 100% perfection in every detail.  Timeliness, consistency, trust built on consistency and the endless pursuit of a perfect product. But remember to clarify which version of perfect you are seeking.  Will it be the western version?  Or the Japanese version?

News

May 2018 Strategic Partner Member Offers and Other News

Check out the latest member offers and opportunities from our Strategic Partners here! Our Strategic Partners are committed to bringing the best services and products to FEW members. And go to our Strategic Partners page to learn more about all of FEW’s Strategic Partners, who not only support FEW’s activities but also provide professional and personal services […]

Published on 2nd May 2018

Special Event Recap: Japanese Business Etiquette Workshop with WaNavi Japan

FEW’s latest Strategic Partner WaNavi Japan hosted a workshop on Japanese Business Etiquette in the evening of April 4 at the Wesley Center in Omotesando, providing insights in Japanese culture and business culture in particular, as well as practical phrases commonly used at the workplace making communication with Japanese co-workers smoothly. Motoko Kimura, Founder and […]

Published on 2nd May 2018

April 2018 Monthly Meeting Recap: Female Pioneers in Law in Japan

At FEW’s monthly meeting in April, we heard from two dynamic women working in law in Tokyo: Naoko Matsuzaki, Director, International Anti-Corruption and Global Intelligence for PwC Japan’s Forensic Services Group, and Catherine O’Connell, Founder and Principal of Catherine O’Connell Law and the first foreign female to set up as a sole legal practitioner in […]

Published on 2nd May 2018

March 2018 Women’s Start-up Club Recap: Online Presence Part II- Social Media

On March 22, The FEW Women’s Start-up Club held its fourth meeting of the FEW year on the topic of “Online Presence Part 2 – Social Media,” in a hands on social media workshop style event. And hands-on it was indeed – and not only related to social media! Those who attended may remember the police invasion! […]

Published on 2nd May 2018

Strategic Partner Spotlight: Lumina Learning Japan Partner, Elizabeth Handover

Lumina Learning is a global learning and development company representing the latest innovation in professional development and assessment. As a pioneer in organizational development with over 3,500 certified trainers globally, we offer services in 30 languages. Lumina Spark is our flagship psychometric tool. The key to every organization’s success is its people. This philosophy underpins our partnerships […]

Published on 2nd May 2018

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