Contents
Introduction
For the past months, we’ve been gathering the Japanese keywords that made wave into the Discover tab of Search menu of the Apple app store. As we delve into the intriguing world of keywords that shaped the fourth quarter of 2023 in the Japanese App Store, we unravel insights that extend beyond mere linguistic preferences. These keywords, strategically positioned in the Discover tab, offer a glimpse into the trends, interests, and societal currents that influence user behavior and the App Store’s dynamic ecosystem.
The Discover tab can be found on the Search menu of the App Store. These keywords are the initial keywords users see when they go to the Search page! It’s worth paying attention to help you with ASO in Japan.
Q4 Keywords in Discover
Notable Keyword Insights this 2023 Q4
Keywords That Appeared Together with the Keyword ゲーム/げーむ
The most repeated keyword in the Discover tab is ゲーム. “Game” indeed is something we can expect to show up a lot in the app store. In fact, based on the App Store Data (2023) released by Business of Apps, games make up 21.06% of the Apple App Store, and the most popular Apple App Store category. But what are the keywords often appear together with the keyword ゲーム in Japan?
Based on our research, the keywords: 暇つぶしゲーム (time-killing game), 脱出ゲーム 新作 (new escape game), 2人で遊べるげーむ (2-player game) are the top keywords with the word ゲーム/げーむ (game).
Other notable keywords with “game” are: おもしろいゲーム or 面白いゲーム (fun/interesting game; read the same way, but written in different way – hiragana & kanji), パズルゲーム (puzzle game), じんろうげーむ (werewolf game – genre), くれーんげーむ (crane game), and オンラインゲーム (online game).
Trending: Shogi
In September, the word 将棋 (shogi) popped up on the Apple App Store’s Discover suggestions as Souta Fujii, a famous Shogi player known as the “God of Shogi,” was on his way to obtaining his 8th major Shogi title. This isn’t just about a game; it hints at how what’s making waves nationally can spill over into our online world, affecting even the Discover suggestions.
Remarkably, the economic repercussions of Fujii’s title monopoly are staggering, estimated to surpass 3.5 billion yen. Fujii also was voted 2nd place by Japanese Gen Zs as their athlete to watch in 2023. This discovery goes beyond just numbers, showing that traditional games like Shogi have a lasting appeal for people across Japan. It proves that these games are not only loved by a small group of fans but are popular among the wider Japanese population.
The Abundance of Language-related Keywords
Another notable insight that can be observed from the keywords we’ve gathered from Discover suggestions is the abundance of language-related keywords.
Research found that half of Japanese people are interested in learning a language, and their top motivation for learning is to level up in their careers.
This year, Japan has already welcomed almost 20 million visitors, based on JNTO data. The number of foreign visitors for business and leisure already exceeded pre-COVID level. As Japan opens up its doors to more foreign visitors, the demand for language support in businesses also rises. This could be a main contributor to Japan’s growing interest in learning different languages.
The top overseas residents that visited Japan last year were Korea, China and Taiwan, based on JNTO data. Interestingly, the languages that were in the Discover suggestions were also the languages used in these countries: Korean language, Chinese language, and of course the universal language, English.
The top language-related keywords that appeared in Discover suggestions are: 韓国語 勉強 (Korean language study), 中国語 (Chinese language), and 英単語 (English words). The keywords 韓国語 翻訳 (Korean language translation) and 英語 リスニング (English listening) also made wave in the Discover suggestions.
Wrap-up
For developers eyeing the Japanese market, deciphering the trends in Discover keywords is akin to unlocking the secrets of App Store Optimization (ASO) in this tech-savvy nation. We hope this article gave you lots of insights and ideas for your next update on your app targeting Japan. If you need more insights on how to do keyword research in Japan, you may read more Japanese keyword insights here.
