David Blecken
Jul 1, 2019

Multinationals struggle to localise in Japan

The adage that people want to see themselves in a piece of advertising isn’t necessarily true, but they do need to be able to relate to it.

Shoppers in Ginza, Tokyo (Shutterstock)

JAPAN MULTINATIONALS STRUGGLE TO LOCALISE

With a few exceptions, international brands have a perennially difficult time in Japan, replete as it is with highly-regarded brands of its own that understand the minutiae of local preferences. But with the approach of Tokyo 2020 and the uncommon sense of optimism it has brought, many have faced the market with renewed interest in recent years. 

While it is difficult to accurately...

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