Japan marketing
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Sanrio’s New App “YumeTabi”: What’s Different Between the Japanese and Korean Markets?
Sanrio’s new sleep app YumeTabi offers an interesting example of ASO localization across Japan and Korea. While the core app and visual identity remain largely the same, its app name, App Store metadata, and messaging are presented differently in each market. In this article, we take a closer look at those differences through the perspectives…
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Why “Trust” Has a Bigger Impact on App Store Conversion in Japan
When people think of ASO, they often think of improving keyword rankings to drive more organic downloads. While visibility is important, it’s only part of the equation. In Japan, earning users’ trust before they download can have just as much impact on conversion rates as search rankings. That’s why the way you design your App…
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YouTube Introduces “Jewels” for Hype in Japan: What Does It Mean for Marketers?
YouTube has officially rolled out Jewels, a new virtual item for its Hype creator support feature, in Japan. With this update, viewers can now send additional Hype using Jewels, on top of the free Hype they already receive. In this article, we’ll explain what Hype and Jewels are, and explore how brands and marketers could potentially use them…
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Why “Little Luxury” Is Becoming a Structural Consumer Trend in Japan
Walk into almost any convenience store in Japan and you’ll find products marketed as a “little luxury” or a “treat yourself” purchase. A premium dessert. A slightly better canned coffee. A premium alcoholic drink. At first glance, these seem like ordinary premium products. But together, they point to something much bigger. According to market research by Y-ECHO, “little luxury” is…
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Why Is setlog Taking Off in Japan and South Korea?
Social Media Is Becoming More About Staying Connected Than Being Seen Recently, the shared Vlog app setlog has been gaining traction in both Japan and South Korea. Unlike Instagram or TikTok, where the goal is often to reach a broad audience, setlog focuses on sharing everyday moments with a small circle of close friends. At first glance,…
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The Hidden Truth You Can Learn from Mochurin
Recently, Mochyurin has become one of Japan’s most talked-about desserts. Released to celebrate Mister Donut’s 55th anniversary, the doughnut is known for its unique “mochyuri” texture—a combination of softness and elasticity unlike a traditional doughnut. When it first launched in 2025, many stores sold out almost immediately. In 2026, it returned with online reservations, yet demand was once again…
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Why Do Characters in Japan Stay Relevant for Decades?
In Japan, Characters Aren’t Built for Campaigns. They’re Built for Relationships. Many brands use characters to promote a product or campaign. The character appears in advertisements, helps grab attention, and then quietly disappears once the campaign ends. In Japan, however, many characters never really leave. Instead, they continue appearing through seasonal designs, regional collaborations, limited-edition…
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Why Are Japanese Gift Categories So Specific?
Most Countries Categorize Gifts by Events. Japan Often Categorizes Them by Social Situations. Looking at online gift services around the world reveals an interesting difference in how products are organized. Many gift platforms outside Japan categorize products around major occasions. For example: Whether you browse a service in the United States, South Korea, or Europe,…
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The Anatomy of a Reward Campaign in Japan: From Offer Post to MMP Verification
Most global advertisers understand reward UA as a simple exchange: a user completes a task, the user gets a reward, the advertiser gets a verified install. In Japan, the same exchange runs through a longer and more procedural chain than most overseas teams expect — one shaped by the country’s point-mall ecosystem, its publisher review…
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Why Japanese Consumers Buy Products That “Fit the Moment”
Understanding Context-Driven Consumption in Japan Why does Japan have so many seasonal products? Why does a burger chain launch a special menu for the moon-viewing season every year? And why do consumers repeatedly buy products that are available for only a few weeks? At first glance, these products do not offer dramatically different functionality. A…
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