Changes in Japan Marketing Activities: What to Expect Post-Pandemic

With the recent reclassification of COVID-19 as a Category V Infectious Disease in Japan under the Infectious Disease Control Law1 travel restrictions have eased. Travelers and returnees are no longer required to provide negative COVID-19 test results or vaccination certificates. As a result, life is slowly returning to normal, allowing for easier travel both within and outside of Japan.

In this blog post, we will explore the changes that the marketing industry has undergone in the aftermath of the pandemic and how it will impact various sectors.

Work Environment: Remote vs. Office-based


Following the reclassification, many companies in Japan have transitioned back to working from the office, resembling pre-pandemic routines. However, remote work remains a preferred option for some individuals. Consequently, Japanese companies will need to adopt flexible work arrangements, including hybrid models, to accommodate their employees’ preferences. This shift creates opportunities for businesses offering gadgets, services, smartphone apps, and other solutions that facilitate comfortable home working and efficient commuting.

Desire for Outbound Travel


Traditionally, Japanese people, particularly women in their 20s and 30s, have had a strong inclination to travel abroad. However, due to border closures over the past three years, international travel has been significantly restricted. As travel restrictions ease, many individuals within this demographic are expected to seize the opportunity to explore foreign destinations this year. However, the weakened yen may pose challenges for some travelers. Therefore, destinations offering excellent photo opportunities and affordable attractions are likely to be preferred. If you are in the travel industry, such as a travel agency or hotel management company, 2023 presents an excellent opportunity to promote your services to the Japanese market.

By adapting to the evolving landscape and understanding the shifting needs and desires of consumers, businesses can effectively navigate the post-pandemic marketing landscape in Japan. Stay tuned for more insights on how to thrive in this changing environment or contact us if you’re interested in starting marketing activities in Japan!