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Social media has become an integral part of global marketing strategies, and Japan is no exception. In recent years, platforms like Facebook, Twitter, Instagram, and even the messaging app LINE have gained immense popularity as marketing channels for businesses targeting their desired audience. In this article, we delve into the world of SNS marketing in Japan, exploring its unique characteristics and offering valuable insights on how businesses can thrive in this dynamic landscape.

Understanding SNS Marketing in Japan

When discussing social media in Japan, it’s essential to note that the term “SNS” (Social Networking Service) is commonly used, rather than “social media.” The most widely adopted SNS platforms in Japan are Twitter, Facebook, Instagram, and LINE—a versatile messaging app with social media capabilities. Each platform boasts distinct user bases and features, making it imperative for businesses to carefully select the most suitable platforms for effectively reaching their target audience.

Adapting to the Japanese Social Media Landscape

Although LinkedIn enjoys global popularity as a professional networking platform, it has not achieved the same level of prominence in Japan. A survey conducted by Hootsuite revealed that only 2.8% of the Japanese population utilizes LinkedIn, whereas Facebook boasts a staggering 50.1% and Twitter follows closely at 46.6%. Cultural disparities, language barriers, and the preference for localized social media platforms contribute to this stark contrast.

Leveraging the Power of Twitter in Japan

In Japan, Twitter serves as not just a personal social media platform but also a thriving hub for business and professional interactions. IT journalists, for instance, rely heavily on Twitter to stay abreast of the latest industry trends and news. This platform enables them to follow and engage with thought leaders, industry experts, and fellow journalists, facilitating the exchange of valuable insights and information. Many IT journalists also share their articles and opinions on Twitter, establishing it as an invaluable platform for businesses seeking connections with journalists and the opportunity to showcase their content.

Driving Success in the SNS Marketing

To thrive in SNS marketing in Japan, businesses must develop a profound understanding of local culture, language, and consumer preferences. Crafting content that resonates with the Japanese audience is paramount, achieved through localized messaging, strategic utilization of relevant hashtags, and the creation of culturally significant content. Additionally, businesses should meticulously select platforms based on their target audience and objectives to maximize the impact of their social media marketing endeavors.

In conclusion, SNS marketing in Japan offers immense potential for businesses, provided they navigate the landscape wisely. By embracing the distinctive characteristics of Japanese social media, tailoring content to local preferences, and strategically utilizing the appropriate platforms, businesses can unlock unparalleled opportunities for success in the realm of social media marketing.

Source: https://www.bigbeatinc.com/blog/japan_social_media_2022

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

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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

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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!

1. Research the market and develop localized strategies

Japan is one of the most meticulous markets in the world. The first rule is to understand your market and analyze your audience. Japanese culture is more family-centered, sentimental, and multicultural. Therefore, a localized marketing strategy that naturally utilizes the Japanese language is a must. For example, KitKat was originally from the United Kingdom, but this brand is now known throughout Japan and globally. One of the major contributors for KitKat’s success in Japan is the transliteration of the product name. The name KitKat is like the Japanese word for good luck, “Kitto Katsu”. Students get a KitKat before taking a test for good luck. Therefore, KitKat is popular during exam season, which runs from January to March. KitKat also sells various kinds of flavors designed especially for certain regions. By adapting the brand to Japan, KitKat became one of Japan’s most beloved chocolate brands. In addition to working with the Japanese language, it is also effective to develop marketing strategies that are region specific.

2. Develop a customized marketing calendar

Consider Japanese holidays and events to be essential when developing marketing plans. Being aware of Japanese holidays is key to a successful marketing campaign. For example, New Year’s fukubukuro (lucky bag) is popular as a New Year’s tradition, and many fukubukuro items are worth more than the price, attracting consumers. Scarcity is part of the appeal, so people line up for the it during New Years, priced with a lucky number, such as a price matching the year. People don’t mind waiting in line, and they have a strong desire to go to stores that have queues, so why not take advantage of this new year’s Fukubukuro and create a queue at your store or business?

March is also one of the most popular months for travelers to travel in Japan, so it can be an ideal situation for travel agencies to advertise. In addition, many companies will carry out campaigns by changing product designs and releasing limited flavors to connect to the season, such as the cherry blossom design Coca-Cola bottle and Sakura mochi pie released by McDonald’s Japan. We recommend that you pay attention to Japanese holidays and create a marketing plan that goes along with the season. At the end of March, students who are graduating will have more ways to enjoy their trips like discounts at amusement parks or events, and during Hanami season, hold events to enjoy cherry blossom-collaborated products while viewing the cherry blossoms.

3. Creating a Japanese persona may help

Target personas in Japan are very different from those in other countries. Knowing the type of Japanese people will lead to a successful marketing plan. By creating personas, companies can customize their marketing campaigns and effectively reach potential consumers. For example, unlike their elders, Generation Z personas do their own research on social networking sites about the products they want, check prices on several e-commerce sites, and have great faith in word of mouth communications. Therefore, Researching the Japanese market and creating Japanese personas will help you resonate with the market.

4. Conclusion

To conclude, Japanese marketing has a unique culture, consumer behavior, and language, so it is critical that companies thoroughly research and build a marketing calendar before starting a marketing campaign. In addition, by partnering with marketing specialists or agencies in Japan, you can gain valuable insight to ensure success. Localizing your materials such as websites and images can effectively communicate with your consumers. Establishing Japanese personas and implementing campaigns that leverage appropriate digital channels will help you reach and engage your target consumers in Japan.

The estimated number of TV viewers in Japan is 600,000 people per 1% of TV ratings, so if the program has at least 3% of rating, you can reach 1,800,000 people at once. Since the influence of TV programs is huge in Japan, companies including BtoB companies are eager to appear on programs. 

How to get an interview by TV crews

To begin with, you need to know it is very difficult to get an interview by TV crews. Since a TV station is a standalone organization, they have to report from a Third-Party perspective. It is not allowed to introduce one company without mentioning the other companies. Also, to be interviewed, a story is required. 

Elements that makes a story

Here is a list of elements that make a good story:

・Seasonal topics

・Trending topics

・Latest news (car accidents, earthquakes, etc.)

・Innovation

・Shocking/surprising news

・Rare information

・Awards

・Future prospects

・Gender specific information

Create an example story

What if your company’s new product is ginger dumplings, how would you make a story that could be aired on Japanese TV? Try to think about it with the points listed above.

In this case, the cold weather (a seasonal topic) can be one of the elements to create a story. Every winter, dishes that keep the body warm such as spicy curry, traditional nabe cuisine etc. are often shown on Japanese TV. Since ginger is known as a food that keeps the body warm, pitching to the media in winter would increase the possibility of TV coverage.

Japanese TV crews love the latest and most popular food or desserts. This is because most TV audiences in Japan are women. There are a lot of women who do daily chores and watch TV at the same time; therefore, TV programs air news which they could be interested in, and food is the most popular topic among women. If you have products or services targeting women, trying to get a Japanese TV appearance might help increase sales. 

Here is an example story that Japanese TV crews might create

It is getting colder, and there was a winter storm which hit Hokkaido last weekend. During this season, everyone prefers to eat something warm. Ginger is a helpful food that keeps your body warm and helps maintain a healthy metabolism. Companies in the food industry have launched new ginger-based foods such as ginger dumplings and ginger soup.

This story is very simple and easy because products are targeting consumers. 

What if your company’s new product is an online funeral reporting tool which is targeting ceremony companies not consumers?

Create an example story2

The following example story is a real story which is aired at Hiroshima’s local TV station.

Our customers are based in Hiroshima, and they wanted to be interviewed by local TV stations. We made a proposal which assembled the funeral tech companies in Japan including our customer and suggested a story. 

Here are the elements we added to make a story and get media coverage. Elements were 1. Related to the latest news and 2. Innovative topics.

Here is an example story that Japanese TV crews actually made 

The funeral industry has been in a difficult situation during the COVID-19 pandemic. People tend to be reluctant to attend the funeral and have a big, traditional funeral ceremony now. The funeral industry has lost a large amount of expected sales, and many of the funeral-related companies in Hiroshima have been trying to overcome it with digital technology. Company A regularly organizes the end of life planning seminar inside of the Kongo-In Temple. Company B offers a Projection Mapping Funeral, and there were only two families that used this service during pandemic. The ceremony hall C installs an innovative funeral reporting service.

The story hook is the COVID-19 pandemic, but by itself it is very weak. Therefore, we researched funeral-related companies which are innovating the funeral technology such as the Projection Mapping Funeral. We needed to do so, since TV programs will not introduce just a single company. Even though the service is targeting ceremony companies, because of a story, we made it look like a consumer product, allowing TV crews to see the useful information and the potential to become an innovative topic. 

Summary: You can succeed in the Japan Market by a TV program interview

In summary, you can reach out to over a million people by pitching to Japanese TV stations. In order to do so, you need to consider a story with elements that TV crews would love to air. If you need help developing a story, please feel free to consult with us.

Since the start of the pandemic, there have been many world changes. Japan has also changed significantly since then. For example, remote work was uncommon for most Japanese workers. Due to the state of COVID infections, Japan has entered multiple states of emergencies since the first on April 7th, 2020. This state of emergency prompted many workers to work from home, and the only people working on-site were essential workers like those in the medical field.

#StayHome Products

At first, many workers struggled to create comfortable work spaces in their home. This is partly because Japanese homes are considerably smaller than the homes in other countries. Due to this, there has been a surge of work from home related products such as the AirPods Pro to increase comfort during online meetings, and ring lights to give the best face lighting, and luxury desk chairs for better posture. Products weren’t just work-related, but brands like Nintendo continued to promote Switch games that encourage physical activity to promote physical health. The games could be enjoyed together with family and friends which was also a big part of the messaging. Alcohol brands pushed messaging along the lines of enjoying a drink while at home.

Changes in Consumption after COVID-19

Around 2015, the Japanese market saw the Gen Z consumption trend known as experiential consumption (in Japanese: コト消費), where Gen Z consumers would much more interested in experiences than purchasing products. This consumption trend changed remarkably after the pandemic due to quarantine as consumers were now starting to purchase more luxury products than before as well as joining virtual events.

To make up for the experience, consumers were putting in orders for local foods of other countries. TV shows, magazines, and web media also started featuring delicacies of other countries. Virtual travel events grew in popularity, and HIS, one of the major travel agencies, has offered over one thousand virtual trips. In addition, the virtual event market scale expanded to about 45 billion yen according to the following survey. What all of this suggests is that consumers are willing to experience virtually to make up for the inability to go outside.

As of the end of November 2021 more than 70% of the population have received their second dose of the COVID vaccination. Even if the risks of the virus variants exist, many consumers are still willing to experience more than just virtual events looking towards 2022. According to the following survey from the Prudential Gibraltar Financial Life Insurance Co., LRD, what people wanted to do most next year was travel.

In conclusion, the new normal that has been speculated will start to show itself more around 2022. Japanese consumers will tend to spend more in the upcoming year meaning an increase in business opportunities.

According to data from Google Brandcast, the number of YouTube users in Japan increased dramatically in 2020, and 74% of users said viewing time has also increased. 

The biggest reason for this is COVID-19 as people tended to watch YouTube to kill time while staying at home. Another reason is that their popularity could be attributed to a cultural shift from blogging to vlogging.

Breaking down users by age group: the age group of 10s to 29 are at over 90%, 30s at 85%, 40s at 80%, 50s at 75% and 60s at 45%. From this data, it is clear that YouTube is a great platform to reach a wide range of generations. 

According to a survey by Trenders, which interviewed 800 Japanese social media users aged from 15 to 49, 62% of them use YouTube to kill time, 40.7% to gain updates on topics of interest, and 39.8% for discovering something new.

What kind of channels are the most popular in Japan? 

There are many kinds of channels on YouTube recently, but what is the most popular topic on YouTube in Japan? 

Usually, entertainment channels take up most of the top YouTubers chart every year and gameplay videos are also enjoyed by all generations. Most YouTube users don’t have their own channel.They log in to it just for watching videos and to deepen their understanding of what they like such as topics and hobbies they are interested in.

That’s why YouTube is easier to reach core fans and business targets than other social media platforms. Moreover, young people are likely to use YouTube instead of watching traditional TV. 

What products and businesses are great for using YouTube in Japan?

According to data from Cyber Agent, one of Japan’s biggest online advertising companies, the YouTube advertising market will be expand more in the future. 

The biggest strength is that videos can show content with voice and movement which is effective for products such as cosmetics, skincare, games, and many other genres that need explanation and practice. 

Recently, many companies also started their own YouTtube channels to promote their products to make a great impression of their company. For example, Japanese the variety store , “Hokuohkurashi no Dogutenn” has their official channel which is very popular among people aged 30 to 40. It provides not only product introductionsand company informationbut also documentaries and dramas. Creating interesting content for their core target is also great for making loyal customers for their stores. 

Furthermore,  the funeral company’s official YouTube channel, “Sougi Channel” has 910,000 subscribers, despite the fact that funerals are a very niche subject. 

They provide useful information about funerals which increases their popularity. 

The style differences between Japan and other countries

There is no big difference about the content but regarding the visuals, Japanese YouTube channels tend to be more complicated than other countries. It is because Japanese YouTube channels use  subtitles more often. This culture came from Japanese television. 

Also compared to the other countries, Japanese people have a tendency to prefer colorful thumbnails. 

Concluding remarks 

As a result, YouTube has gained a lot of popularity as a platform for personal video viewing, but it has also been a valuable tool for businesses. 

YouTube also gives brands the possibility to customize how their channel looks, so it is important for any kind of marketer to update their YouTube channel to reflect their brand identity in order to stand out among the competition. 

Public Relations (PR) is the work done to raise public awareness about a company or brand. It’s the job of managing a brand’s reputation by providing positive news, earnings reports, job listings, and more to the media and other influential sources.

Originally the concept of Public Relations came from the United States, but the PR in Japan developed differently compared to the US and other western countries. For example, the Japanese Media requests press releases first. They don’t do rapid response, and we normally create press releases or newsletters to distribute to the media before we start media pitching. There are generally many differences, but here are the basics of PR in Japan.

Elements that make up a PR strategy

A public relations strategy consists of five elements:

Crisis management: A rigorous management plan to prevent negative news and information about the brand interfering with business operations.

Media contact and reception: Building relationships with journalists and press staff is paramount When there is newsworthy content, we will send the information via the media. because when there is newsworthy information, these are the people who develop content about that information.

Corporate Social Responsibility (CSR): Companies often benefit from being part of the local community, and PR personnel are responsible for establishing communication between the company and the community in an open and smooth manner. Through these CSR activities, companies can attract new talented people and give consumers a positive image.

Internal communication: Internal communication is very important to create a situation where all employees in the business understand the direction the company should aim for. Communication tools include emails, press releases, corporate announcements, and more.

Event Management: When it comes to hosting a press conference or event to share corporate news with an outside audience, it’s common for the PR department to organize it.

Specific examples of PR

Public relations activities are diverse, so here are some typical examples.

Investor Reporting: Providing quarterly investor reports on the status of the business to maintain investor confidence in the business.

Media production: Producing informational video and audio content about companies and disseminating them internally and externally. The goal is to provide valuable information to the target audience in an easy-to-understand manner.

Marketing Communication: Sharing information more efficiently by utilizing a channel dedicated to marketing. It includes activities such as posting articles on Facebook and Twitter to reach more people.

What makes PR important?

With the recent rise of social media, trending news can spread in an instant. In response to this trend, PR has become an even more important function for companies. Here are three important points that PR brings to a business.

Damage Control: Fake news have an instant negative impact on any business. As a result, PR professionals are responsible for properly implementing damage control measures and minimizing the damage that news can do to their company.

Branding: Contrary to common belief, it’s possible to create a recognized world-class brand by sharing company news, maintaining transparent business activities, and regularly publishing profit reports. Doing so may also drive product sales without complicated marketing/sales strategies.

Internal communication: As the company grows and opens new locations, sharing common values and knowledge of the company becomes more difficult for employees. The people in PR can manage these internal communications so that all employees can work toward one common goal.

What is the difference between PR and marketing?

Public Relations and Marketing often work together, but they are not the same role and require different skills to be in their respective fields. Now, we look at the difference between PR and marketing.  The differences:

Targeted Markets: Marketing departments speak to potential and existing customers to encourage them to buy more products. The PR department approaches those who are interested in the brand, who may become investors, journalists, or customers in the future.

Goals to aim for: Marketers focus on increasing ROI (return on investment) through sales. PR professionals, on the other hand, focus on building the brand and telling the story of the company around the world.

Duration of activities: Marketing activities can be divided into long term (SEO measures, content production) medium term (email marketing) and short term (advertising strategy such as PPC advertising), with measures that contribute to a variety of objectives. On the other hand, PR activities tend to emphasize the long-term activities of “building a brand.”

In Japan, there are many companies without separate PR and marketing departments, and companies often have a merged marketing communications department that handles both PR and marketing activities.

Japanese press releases share commonalities with English ones, but there are notable differences. The main purpose of a press release remains the same, which is to share information in a clear and concise manner. There are no strict formats for press releases, but they tend to contain the same information and sometimes in different order. Content aside, here is a standard format of a Japanese press release:

Title

Titles should be clear and concise and can be translated within 80 Japanese characters. 

Sub-title

Sub-titles are directly under the title and should convey a short part of the most important information of the press release.

Images

Images are critical in Japanese press releases as media representatives rely heavily on them in judging newsworthiness. The Japanese media often uses the images in press releases for potential future projects, and generally, the higher quality and the more photogenic the image is, the higher chance the media will pick it up. Oftentimes, it is the image in the press release that has the influential power especially for TV media. Images may be placed immediately before the introduction or after depending on the image and the context you would like to use them in (example: using an image after describing a product, statistic, etc.).

Introduction

Introductions should be a brief summary of the news that is being delivered. Think who, what, when, where, why, and how when constructing this initial paragraph. The first sentence should introduce the entity (company, organization, etc.) with the following format or similar:

Company name (Address: City, State/Province/Prefecture, Country, CEO: CEO’s name)

Body Paragraph 1 with Header

The paragraph following the introduction should provide details of the product, service, event, etc. of the press release. 

Body Paragraph 2 with Header

The second paragraph should provide background information on why the product, service, event, etc. came to be. This is also an opportune time to include statements from representatives.

Body Paragraph 3 with Header

The third paragraph should briefly explain activities regarding the product, service, event, etc. in the near future.

Boilerplate

Like English press releases, boilerplates should be a brief summarization of the entity of the press release. This usually consists of the founding date, company philosophy/practices, etc.

Contact

The last part of the press release must include the contact information of PR representatives. The following format is commonly used:

(Contact name, email address, phone number)

For visual reference, see below the standard format we use at Kartz:

PR is important in businesses targeting Japan. However, it is not uncommon for startup companies and companies without a Japanese branch office to always have the budget to hire staff to work on their PR activities full-time.

Of course, knowing how to carry out your own overseas PR is a difficult task in itself. So, this article will provide five guidelines to help you implement your PR and marketing strategies in Japan more efficiently.

1. Consider outsourcing PR specialists to do it or do it internally

The first decision you should make is whether you want to do your own PR work or ask an outside company/consultant to do it for you. Many businesses choose to do their own PR because the budgets for typical business startups and pre-launch products/services are limited.

However, if you were to actually try PR yourself, you may find that it is not so easy. Of course, deciding on who does PR would likely not be set in stone, so it is a good idea to flexibly decide how you would like to do or assign PR tasks according to business development.

2. Keep the proper pitch in mind

Make sure you have time to work on the business pitch to be sent to journalists. We recommend that you make several versions as you work on the pitch.

Start by considering a one-sentence statement of the core of your business ideas then spread it over one page with more detailed information. Keep in mind that no one in the media will read more than one page.

The explanation of the media pitch may also serve as the catalyst for media coverage. In addition, journalists may use pitch contents in their articles, so it’s important to make sure your sentences are up to par. It would be helpful to have the journalists themselves and other writers read it for their feedback as well.

3. Make a media contact list

Be sure to keep an updated list of all potential journalists’ contacts. Try to identify publishers and writers who might be interested in your message. A large, well-known publisher may be able to support you as a contact, but the practical thing to focus on is getting the attention of more specialized publishers first. The would-be readers of these highly specialized publications tend to be more relevant to your business.

In addition, try to collect as much contact information as possible. PR activities are now primarily done via email, but text and messaging applications are used as well. Collecting sufficient contact information will help you approach potential journalists more effectively.

 4. Improve your emails

It is also important to spend time perfecting your emails. Ideally, you would write an email for each journalist you approach, but of course you can reuse pitch contents.

If the quality of your emails don’t fit the media’s demands, you may be less likely to get picked up by journalists. Although you may not have much experience as a startup, you can always try A/B testing for your emails. By tracking what can collect many responses, you can gradually refine the pitch to lead to more efficient public relations activities.

 
5. And finally, patience

Journalists are always busy, and no matter how many press releases they are interested in, they simply cannot respond to them all. You can follow up regularly, but at the same time you need to be patient. Needless to say, a persistent pursuit doesn’t guarantee that your product or service will get picked up. If you find that your current materials aren’t good at that moment, try again for the next upcoming materials you may have. 

In general, journalists focus on a product or business only where there is something specifically different or special about them. Occasionally, you’ll have the opportunity to be plainly introduced as a business, but don’t expect your business to be featured simply because it exists. Instead, provide the media something they want to see and learn more about. You will notice that once the special points of your business are noticed, responses from the media will become faster. 

The concept of webinar

Since the beginning of the current coronavirus crisis, Japan and the world in general have seen more and more webinars being promoted not only by people working in public sectors but in private sectors as well. In Japan, people specifically like to go to events such as business seminars and press conferences because meeting physically and connecting in person is a very important part of Japanese business culture. However, COVID-19 has forced people to change, not only the way they do business, but also in the way they learn. That is why most companies are now migrating everything online, including webinars. 

A webinar stands for web seminar or simply a seminar conducted over the internet. It is a content marketing and lead management tool mainly used in B-to-B for product / service presentations or customer issues.

True purpose of a webinar 

When conducting a webinar, many companies aim at strengthening their clientele. Therefore, lead nurturing becomes, according to marketing specialists,  “the process of developing relationships with buyers at every stage of the sales funnel, and through every step of the buyer’s journey.” From this perspective, webinars’ organizers emphasize marketing and communication strategies, by understanding the needs of potential customers, while providing them with needed information and answers.

Types of webinar software platforms used in Japan 

There are many webinar software platforms that are being used today, more than before, due to the spread of COVID-19 in Japan as well as in other countries. A few of the most popular among them are as follows:

• FRESHVOICE

As its name suggests, FreshVoice is a tool designed from the beginning to be used as a webinar.  There is no need to install the application; giving even people who are not familiar with PCs the possibility to easily operate it. In addition, a simultaneous two-way call for up to 3 people and simultaneous delivery for up to 50 people are possible.

Moreover, it is easy to see who is speaking using the hand-raising function. Functions used in conventional video conferencing such as recording function and chat are covered. The platform supports Japanese and English, and its support system is quite efficient and perfect.  

• ZOOM

Zoom is a tool with worldwide support as a standard tool for free video conferencing. Easy to operate for everyone from the beginning and can support a wide range of environments from desktop to mobile.

This platform allows users to connect up to 1,000 people. Additionally, it has good security measures and is easy to use. Finally, the platform provides the possibility to link with many mail applications and calendar applications.

• Cocripo 

Cocripo is a webinar tool that focuses on the ease of connection and high quality. Since it can be basically used on a browser,  the event organizer only needs to prepare a chrome browser. Participants can join regardless of the device being used (PC or mobile). Currently, the platform is seemingly operated in Japanese only for now. However, since it is a major webinar software in Japan, there might be a possibility for an English version to be hopefully  released in a near future.    

At last, this platform has measures to minimize disconnection during communication and the function to reconnect even if disconnected. Therefore, users can be at ease while communicating via the system.   

* Source: 

• https://kigyolog.com/service.php?id=184

The above only explains about a few webinar software platforms used by Japanese organizations. However, there are plenty of other platforms such as CiscoWebex, GoToWebinar, Live Stream, BigMarker, Airmeet and so on. 

Examples of webinars (events) implemented in Japan 

There have been several webinars since the outbreak of the novel coronavirus. And there will be more to be conducted from now on. Here are a few examples: 

• Webinar by International Association of Business Communicators (IABC), a global network of communication professionals committed to improving organizational effectiveness through strategic communication:

This webinar focused on how effective diversity & inclusion helps businesses achieve breakthroughs impacting APAC. The main question discussed was: “Does diversity & inclusion reform corporate activities? – Can diversity and inclusion drive innovation?”.

* Source: https://iabc.jp/2020/05/08/3581/

• Webinar by APCO Worldwide, an independent global public affairs and strategic communications consultancy:

This webinar held by public relations specialists was dealing with the Impact of COVID-19 on conducting public affairs in Japan. 

* Source: https://apcoworldwide.com/blog/webinar-recap-the-impact-of-covid-19-on-conducting-public-affairs-in-japan/ 

• Webinar by Empowered JAPAN Executive Steering Committee: 

This webinar was conducted in the academic field to help students keep learning during the pandemic. For workers, another webinar was carried out to teach them about  the mindset and technology needed for telework. 

* Source: 

• For students: https://www.empoweredjapan.com/pdf/20200401EmpoweredJAPANWebinerReport_AkiraInoue_EN.pdf 

• For workers:  https://www.empoweredjapan.com/pdf/20200317EmpoweredJAPANWebinerReport_MotoakiNishiwaki_EN.pdf

Conclusion: Future Perspectives 
Webinars are now becoming part of the training in Japanese companies and probably the way of promoting  businesses. In fact, webinars can be a powerful tool to empower businesses, both in B-to-B and B-to-C interactions. Japan has the reputation of using high tech systems. Hopefully, the culture of using webinars will continue to spread, as many people are shifting their businesses online.