2. Table of Contents:
Page Name: Page Number:
Business Practices 3
5 Steps to Marketing In Japan 4
How to Launch a Product in Japan 11
Tips to Marketing In Japan 28
Symbolism in Japan 44
Business Insights 57
Hofstede’s Cultural Dimensions 58
Business Facts 78
Business Etiquette 98
Business Differences: US vs. Japan 123
Work Cited 135
3. Marketing in Japan:
Business Facts to Know-
Appearance
Behavior
Communication
Compiled By author from cyborlink.com
4. Marketing in Japan:
Business Facts to Know-
Japan Appearance:
A Smile Can Have a Double Meaning:
The Japanese Are Not Uncomfortable With Silence:
It can express
either joy or
displeasure
Use caution
with your facial
expressions
They can be
easily
misunderstood
They use it to their advantage in many situations
Allow your host to sit in silence
Compiled By author from cyborlink.com
5. Marketing in Japan:
Business Facts to Know-
When toasting the
glass is never left
unfilled
• The word for toasting is kampai
• Drinking is an important part of
Japanese culture
• It is a way to relieve business
stress
• Never pour a drink yourself;
always allow someone else to
do it for you
Most business
entertaining
is done in
restaurants or
bars after
business hours
• Often in karaoke or other bars
• Let the host order the meal
and pay
• Business may be discussed
while dinning at these events
Japan Behavior:
Compiled By author from cyborlink.com
6. Marketing in Japan:
Business Facts to Know-
Japanese rarely
entertain in the home
•If you are invited to the
home of your Japanese
host, consider it a great
honor
•Display a tremendous
amount of appreciation
If you are invited to a
social event
•Punctuality is not
expected
•It is the custom to be
"fashionably late”
If you take
your host out
insist upon
paying
•The Japanese will
refuse but insist
•Go to a Western-style
restaurant when
entertaining them
Japan Behavior:
Compiled By author from cyborlink.com
7. Marketing in Japan:
Business Facts to Know-
いただき
Itadakimasu
Lets eat
Said at the beginning of a meal
御馳走様でした
Gochisousama deshita
Thank you for the meal
Said at the end of a meal
Japan Behavior:
It Is Polite to Use
These Phrase: It Will
Show the Host You
Have Enjoyed the
Meal:
Images from google.com
8. Marketing in Japan:
Business Facts to Know-
O-seibo falls at the end
of the year
O-chugen falls during the
middle of the year
The Most Popular Gift Giving Occasions In Japan Are:
Japan Behavior:
Compiled By author from cyborlink.com images from google.com
9. Marketing in Japan:
Business Facts to Know-
Good
Gift
Ideas:
Top Choice
Beef
Fruit
Alcohol:
Brandy,
Whiskey,
Bourbon and
Wines
Gifts from
high-end
department
stores: Saks or
Neiman Marcus
Japan Behavior:
Compiled By author from cyborlink.com
10. Marketing in Japan:
Business Facts to Know-
Style is
tantamount
•The gift itself isn’t too important
•The ceremony surrounding it is crucial
Always
wrap gifts
•The selection of the wrapping paper is essential
•Do not give anything wrapped in white as it symbolizes death
•Do not use bright colors or bows to wrap the gift
•It is better to have the hotel or the store wrap the gift to ensure that it is appropriate
Japan Behavior:
Compiled By author from cyborlink.com
11. Marketing in Japan:
Business Facts to Know-
Do not surprise the recipient with the gift
Give your host some warning during the evening that you intend to give them a present
Give the gift with both hands and accept gifts with hands
Gifts will not be opened in your presence
If your host insist that you open the gift do so gingerly
They take pride in gift wrapping, show you appreciation the effort
Japan Behavior:
Compiled By author from cyborlink.com
12. Marketing in Japan:
Business Etiquette-
Silence is Golden
Group Solidarity is Paramount
Business Cards are Talismans
Age Equals Seniority
Hard Sell Doesn't Sell
Privacy is Valued
What You Don't Know Can Hurt You
Chopstick Manners Speak Loudly
Honor the Unofficial Dress Code
The Small Stuff Matters
Compiled By author from americanexpress.com
13. Marketing in Japan:
Business Etiquette-
Silence is Golden:
In A Business Setting:
This may different from what you do back home, where being more outgoing
can facilitate communication
Silence is valued
over an
overabundance of
talking
Silence is linked to
credibility
Silence speaks
loudly about wisdom
and emotional self-
control
Compiled By author from americanexpress.com
14. Marketing in Japan:
Business Etiquette-
Receiving Business
Cards:
Accept the
card with
both hands
Read it
Briefly
Where to
place the
card:
Standing: Place in
card holder
Sitting: Place on
table for meeting
then in card holder
Compiled By author from americanexpress.com
Business Cards are Talismans:
15. Marketing in Japan:
Business Etiquette-
Giving Business
Cards:
Give the
card with
both hands
Japanese-
printed side
facing the
person
Even if the
person is far
away:
Stand and give it to
the individual
Don’t throw or
push the card
across the table
Compiled By author from americanexpress.com
Business Cards are Talismans:
16. Marketing in Japan:
Business Etiquette-
Business cards
should be
printed in your
home language
on one side and
Japanese on
the other
The card needs
to contain the
name and title
along with the
company
name, address
and telephone
number of the
businessman
When card is
recieved, it is
important to
make a
photocopy of
the name and
title of the
individual in
your mind
Examine the
card carefully
as a show of
respect
Business Cards are Talismans:
Compiled By author from cyborlink.com
17. Marketing in Japan:
Business Etiquette-
Take special
care in
handling
cards that
are given to
you
Do not write
on the card
Business
cannot begin
until the
meishi
exchange
process is
complete
The business
cards are
always given
after the bow
Business Cards are Talismans:
Compiled By author from cyborlink.com
18. Marketing in Japan:
Business Etiquette-
Flowers such as
lilies, lotus
blossoms,
camellias and
other white
flowers tend to
be used for
funeral services
Potted plants
also carry
negative
superstitions
Buying a set of
four of anything
is deemed
unlucky
Christmas cards
should not be
red, because
funeral notices
are customarily
printed in red
X X X X
What Not To Give As A Gift:
Compiled By author from americanexpress.com images from google.com
Business gift
exchange is an
important
tradition in
Japan,
especially at
the first
meeting
What You Don't Know Can Hurt You:
19. Marketing in Japan:
Business Etiquette-
Blowing your nose in public, such as in
a meeting room, is considered bad
taste; instead excuse yourself and
walk out
Take your shoes off at the door, wear
the slippers your Japanese host
provided
If you go to the washroom, there’s
another pair of slippers that's reserved
for the washroom, remove them
before going back to your seat
When invited to a Japanese home, you
may have to remove your slippers once
inside if there’s a tatami floor—a type
of mat that should only be stepped on
with bare feet or socks
The Small Stuff Matters:
Some Details to Consider:
Compiled By author from americanexpress.com images from google.com
20. Marketing in Japan:
Business Differences-
Heterogeneous vs.
Homogeneous cultures
Personal Life vs.
Professional Life
ROI of Revenues vs. ROI
of Relationships
Risk Takers vs. Risk
Adverse cultures
Speed vs. Consistency
Time Spent Collaborating
vs. Collaborating Time
Spent
Communication: Remote
vs. Face-to-Face
Roles & Responsibilities:
Individual vs. Group
Working Styles: Loose vs
Structured
Retirement Rewards:
Self-Sponsored vs.
Company-Sponsored
Dimensions Business in Which the US & Japan
Differ:
Compiled By author from blog.btrax.com
21. Contact Us for the Full Presentation:
Mediacontact USA Inc.
13575 58TH Street North #160
Clearwater, Fl. 33760
T: 727 538 4112
E: contact@mcusa.co
www.mediacontactusa.com
22. Work Cited:
"5 Steps to Marketing in Japan." Hawaii Business Magazine. 2011. Web. 01 Mar. 2016. <http://www.hawaiibusiness.com/5-steps-to-
marketing-in-japan/>.
"10 Cultural Contrasts between US & Japanese Companies." Freshtrax by Btrax. Web. 01 Mar. 2016.
<http://blog.btrax.com/en/2010/12/15/10-cultural-contrasts-between-us-and-japanese-companies-a-personal-view/>.
"Discover Japan!" : Luck and Unlucky Number. Web. 01 Mar. 2016. <http://discover-jp.blogspot.com/2006/11/luck-and-unlucky-
number.html>.
"Here’s What You Need To Know When Marketing To Japanese Consumers."VoiceBunny Blog. 2015. Web. 01 Mar. 2016.
<http://voicebunny.com/blog/heres-need-know-marketing-japanese-consumers/>.
"International Business: Marketing in Asia by the Numbers: Numerology Affects International Business." DeseretNews.com. 2011. Web.
01 Mar. 2016. <http://www.deseretnews.com/article/705394498/Marketing-in-Asia-by-the-numbers-Numerology-affects-international-
business.html?pg=all>.
"Japan Business Etiquette, Culture, & Manners." Japan. Web. 01 Mar. 2016. <http://www.cyborlink.com/besite/japan.htm>.
"Japan: It's Better in Color - Tofugu." Tofugu. 2012. Web. 01 Mar. 2016. <http://www.tofugu.com/2012/06/28/japan-its-better-in-
color/>.
"Japanese Colors Vocabulary - Learn Japanese Colors Vocabulary." About.com Education. Web. 01 Mar. 2016.
<http://japanese.about.com/od/japanesevocabulary/a/Colors.htm>.
"Launching a Product in Japan: 5 Action Points Dos & Don’ts."MarketingSherpa.com. Web. 01 Mar. 2016.
<https://www.marketingsherpa.com/article/interview/5-action-points-dos-donts>.
Mathers, Cassandra. "What Is the Meaning of Color in Japanese Culture?" EHow. Demand Media. Web. 01 Mar. 2016.
<http://www.ehow.com/about_6658499_meaning-color-japanese-culture_.html>.
Martinuzzi, Bruna. "Doing Business in Japan: 10 Etiquette Rules You Should Know." American Express, 5 Aug. 2013. Web. 1 Mar. 2016.
<https://www.americanexpress.com/us/small-business/openforum/articles/doing-business-in-japan-10-etiquette-rules-you-should-
know/>.
"What about Japan?" Japan. Web. 01 Mar. 2016. <http://geert-hofstede.com/japan.html>.
