Japan Localisation Guides
Same platforms, different rules. How to adapt a UK, European or American product for Japanese search, social media, payments, websites and customers — from someone who has lived between both cultures for 30 years.
Topics are ordered by search demand for the core terms (Semrush, US and UK databases), highest first.
Japan SEO: Google, Yahoo! JAPAN and how Japanese search really works
Is Yahoo! JAPAN still a separate search engine? How do Japanese users search differently, and why do translated keywords fail? A practical guide to SEO in Japan for UK, European and US brands.
Read the guide → 02 — E-commerce — MarketplacesSelling on Amazon Japan and Rakuten: what Western brands need to know
Amazon.co.jp and Rakuten Ichiba look like the Amazon you know, but work very differently. How Japan's marketplaces compare, what overseas sellers need (importer of record, PSE, labelling), how points and sale events drive buying, and how to write listings Japanese shoppers trust.
Read the guide → 03 — Localisation — LanguageJapanese localisation vs translation: what English-to-Japanese gets wrong
Why accurate English-to-Japanese translation still fails in market: politeness levels, katakana, copy length, humour, claims and naming. A practical guide to localising websites, products and campaigns for Japan.
Read the guide → 04 — Payments — CheckoutJapan payment methods: PayPay, konbini and cards — what Western brands should offer
Japan is no longer a cash-only country, but it doesn't pay like the UK or US either. How PayPay, convenience-store (konbini) payment, bank transfer, cash on delivery and cards work, and which methods to offer at a Japanese checkout.
Read the guide → 05 — Social — LINELINE for business: how Japan's everyday app differs from WhatsApp
What is the LINE app, why does almost everyone in Japan use it, and how do brands use LINE Official Accounts? A comparison with WhatsApp and practical steps for UK, European and US companies entering Japan.
Read the guide → 06 — Web — DesignWhy Japanese websites look different — and what Western brands should copy
Japanese websites are famously dense, text-heavy and colourful. Here is why — writing system, trust, mobile habits and shopping culture — and how to design a Japanese version of a Western site that feels native without losing your brand.
Read the guide → 07 — Customer — ServiceOmotenashi: what Japanese customers expect from your service
Omotenashi is often translated as “Japanese hospitality”, but for a Western brand it's a practical standard: anticipation, precision and care at every touchpoint. What Japanese customers expect from delivery, packaging, communication and complaints — and how to meet it.
Read the guide → 08 — Social — PlatformsInstagram, TikTok and YouTube in Japan: same apps, different rules
Japanese audiences use Instagram as a search engine, TikTok as a shopping trigger and YouTube with captions on everything. A comparison of how the same platforms work in Japan versus the UK, Europe and US, and how to adapt your content.
Read the guide → 09 — Business — CultureJapanese business etiquette for Western companies: meetings, email and decisions
A practical guide to Japanese business etiquette and culture for UK, European and US companies: business cards, meetings, email, keigo, how decisions are made (nemawashi, ringi), and how to read “yes” and silence.
Read the guide → 10 — Social — X / TwitterWhy X (Twitter) still matters in Japan — and how brands use it differently
Japan is one of X's largest markets in the world, and Japanese users use it very differently from the UK or US: anonymous accounts, fandom, real-time trends and friendly brand accounts. How Western brands can adapt their X strategy for Japan.
Read the guide →Planning to launch in Japan?
Whether you have a specific question or a vague sense that Japan works differently — that is exactly where I start. You will always speak to the person doing the work.