Dominating the Japanese Market: Comparing 3 Localization Services

Website localization is critical to international business development.

If you are planning to enter the Japanese market, the key to success is how you localize your website for Japanese users.

Japan has its own culture, language, and business customs, and understanding and respecting them will greatly affect your business results.

 

In this article, we will start with the basic concept of website localization and introduce three companies that can be commissioned to provide localization and marketing initiatives for the Japanese market.

Please consider using these services for your success in the Japanese market.

Overview of Website Localization for the Japanese Market and the Need to Hire Experts

Website localization is the process of customizing a website for users in a specific country or region to provide an optimal user experience.

This includes the following elements.

 

Language Translations

First, translate the website content into the target language.

Since Japanese is the most widely spoken language in Japan, a website for the Japanese market must be translated into Japanese.

Anyone who has had contact with the Japanese language knows that natural translation into Japanese is quite difficult for the following reasons.

 

Complexity of the writing system

The Japanese language is a mixture of various characters such as kanji, hiragana, and katakana, which must be used according to what is being expressed.

There are thousands of kanji, each with a different meaning.

A skilled translator must select the appropriate kanji and use them appropriately according to the context.

 

There are three different honorifics

When expressing politeness in Japanese, it is necessary to use three different types of honorifics: respectful, humble, and polite.

Types of honorifics	Details
Honorific language	Expressions that elevate the other person
Humble language	Expressions that indirectly elevate the other person by lowering oneself (humbling oneself)
Polite language	Expressions that add politeness and elegance

The use of honorifics is very important, especially on a website intended for business.

Incorrect use of honorifics can give a rude impression to others.

Diverse dialects in each region

Japan is a treasure trove of dialects, and each region has its own dialect.

Basically, if you have trouble, just translate into standard Japanese. However, it should be noted that there are dialects in different regions, such as Kansai dialect, Kyushu dialect, and Tohoku dialect. These dialects differ from standard Japanese in pronunciation and expression.

Therefore, it is necessary to understand the differences between dialects and select appropriate expressions when necessary.

 

Adaptation to Culture

Understand Japanese culture and customs and adjust your website content and design appropriately.

Although we are not often aware of it, it is said that the image of colors and numbers is greatly influenced by culture and language.

A color or number that may have a good image in your culture may have the exact opposite image in Japan.

For example, writing a person’s name in red is considered bad luck because it is associated with gravestones and death.

Also, the number “9” tends to be avoided because it has the same pronunciation as the Japanese word for “suffering”.

These differences need to be understood and adjusted for the Japanese market.

 

Currency and Pricing

Adjust your prices and currency for the Japanese market and reflect them on your website.

 

Obey the laws specific to that country

Design and operate your website appropriately and in compliance with Japanese laws and regulations.

 

Country-specific SEO efforts

Consider search engine optimization (SEO) for the Japanese market to make it easier to appear in local search engines.

 

In the field of marketing, popular social networking sites and search engines may differ between your country and Japan, and the first step in advertising management and content marketing is to select the appropriate media.

When localizing and marketing for the Japanese market, it can be difficult to do these things properly on your own.

For this reason, we recommend hiring the companies mentioned in this article.

 

3 Website Localization Services for the Japanese Market

CoDigital, inc.

CoDigital Inc. is a Japanese marketing company with offices in Shibuya, Tokyo.

Its seven main services are as follows.

Type of Service	Details	Media Name
Multi-Language Business Support	Multilingual inquiry reception and website multilingualization
Influencer marketing	Selecting the right influencers and managing content production	YouTube, Instagram, Twitter, TikTok, etc.
Advertising/Performance Marketing	Produce text, images, and videos for use in advertisements	Google, Yahoo, LINE, X (formerly Twitter), Instagram, TikTok, YouTube, etc.
Translation and Website Development / SEO	Building websites, e-commerce, etc., Japanese translation, SEO
SNS account management	Management and optimization of various social networking accounts	LINE, X (formerly Twitter), Instagram, YouTube, TikTok, etc.
Crypto / GameFi / NFT / Web 3.0 Marketing	Marketing support for the virtual currency industry
Metaverse marketing	Marketing Support for the Metaverse Industry

CoDigital, Inc. not only provides Japanese translation of content, but also offers comprehensive support in the marketing field, including influencer marketing using SNS and content production for advertising.

 

TOKYO MARKETING LLC.

TOKYO MARKETING LLC. is a marketing company with offices in Urayasu City, Chiba Prefecture.

They have over 6 years of marketing experience in Japan and have supported over 30 companies in both BtoB and BtoC.

Its two main services are as follows.

Type of Service	Details	Media Name
Advertising Management	Identify keywords that lead to conversions for Japanese users	Google, Yahoo, Instagram, LINE, X (formerly Twitter), etc
SEO/Content Marketing	Conversion and revenue generation support

For customer reviews, please visit the TOKYO MARKETING LLC. website.

 

Custom Media

Custom Media is a marketing company with offices in Minato-ku, Tokyo.

We have over 15 years of experience helping BtoB companies succeed in the Japanese market.

They have won numerous awards in the marketing field.

They offer the following six main services.

Type of Service	Details
Strategic planning	Develop marketing strategies including industry research, content, and lead acquisition
Branding	Create brand stories, logos, and other visual content
Content and Creative Production	Localization of content, creation of white papers, blogs, and other content
Creating Digital Experiences	Web design, SEO, content creation for email marketing
Demand creation through use of paid media, etc.	Ad operations and field marketing for Google, LINE, etc.
Account-Based Marketing (ABM)	Create account lists, create customer journeys, and connect with prospects

Custom Media differs from the other two companies in that it handles everything from upstream processes such as strategy and branding, to actual content creation, to operations for success in the Japanese market.

Custom Media’s website includes a portfolio of the company’s work to date, as well as insights on how to succeed in the Japanese market.

 

Services Comparison and Selection Points

So far, we have introduced three companies offering localization and marketing services for the Japanese market.

A brief comparison of each company and key points for selection are as follows.

If you are a BtoB service provider seeking expert assistance in developing a strategy for success in the Japanese market, Custom Media is a strong candidate.

Also, if your assignment focuses on points such as ad management or SEO, you may want to consult with CoDigital, inc. or TOKYO MARKETING LLC.

 

Conclusion

If you want to develop your business for the Japanese market, consider enlisting the help of professionals who are familiar with the Japanese market.

Each of the services offered by the three companies listed here has its own advantages and scope.

When making a final decision, it is important to make a detailed comparison of the advantages and disadvantages offered by each service, taking into account the nature of your project, your goals, and your budget.

Choosing the right localization service is critical to your success in the Japanese market and requires careful consideration.