Eli Schwartz

Japan is one of the most connected places in the world and using the Internet for everything from directions to shopping is native to most people. Japan is one of the very few places where people do not begin their Internet searches on Google. Even though the Google algorithm provides the results for Yahoo Japan, PPC marketing will still have to go through Yahoo’s engine to get started. It should be noted, that younger users actually do use Google, so expect Yahoo’s dominance to begin to slip.

  • Population size: 127 million
  • Internet penetration 91%
  • Most popular search engines Yahoo, Google
  • Currency JPY
  • Language Japanese
  • Time zones: GMT + 9
  • Major cities:  Tokyo, Osaka, Kyoto
  • Most popular Internet TLD: .co.jp, .jp

What you need to know to run successful campaigns: The Japanese have an affinity for local brands, and it is important to go the extra mile to be as local as possible. Use local designers to develop marketing, ensure that your Japanese translations are culturally up to date, and consider using a local TLD for your domain. Using Japanese design is critical and it is never enough to just translate your current site.