The key to success in Japanese markets: Insights from Hubspot localization expert Satomi Shimizu

Navigating the intricacies of the Japanese market can be daunting for any company. Succeeding in Japan requires not just an understanding of the language but also cultural factors—the essence of localization.

If you’re interested in reaching a Japanese audience with your business, then the input of an experienced local expert is crucial. We sat down with Satomi Shimizu, a seasoned localization specialist at HubSpot, and invited her to share her invaluable insights on achieving success in this unique and highly competitive landscape.

With over 15 years of experience in the localization industry and a deep understanding of cultural nuances, Shimizu offers expert advice for businesses aiming to make an impact in Japan.

Read our interview for a comprehensive look at the strategies and considerations essential for effectively localizing products and services for Japanese consumers.

Loie Favre: Can you start with an introduction to what you do and your experience in the localization field?

Satomi Shimizu: I’m from Tokyo, Japan. I lived there until I was about 20-21 years old. I studied Linguistics at university, where my interest in foreign cultures led me to study German. I eventually moved to Berlin, where I’ve lived for over 20 years.

Ever since middle school, my dream was to become a translator. Japan is a very monocultural society, but I was always eager to learn about other cultures. I've been in the localization industry for over 15 years, starting with student jobs and gradually establishing my career.

Loie Favre: That’s awesome. What is your role at HubSpot?

Satomi Shimizu: I work as a localization specialist for Japanese at HubSpot, a large company with over 8,000 employees worldwide and headquartered in Boston, United States. HubSpot’s main product is enterprise software, and we target many different markets. Some of us are based in the EMEA region, some in AMER, some in JAPAC—we’re everywhere! As a Japanese localization expert, I collaborate with the global localization team, the HubSpot Japan entity, and our regional experts in Japan.

Loie Favre: How do you help the different departments regarding localization?

Satomi Shimizu: I work with many different teams, including Marketing, Sales, Academy, Partner, Customer Support, Success, and sometimes HR.

Loie Favre: What does the Hubspot localization process look like from request to delivery?

Satomi Shimizu: It depends on the asset. In product localization, we send automatic notifications to external translators whenever the source language is updated. Then we review the translations. There’s a more manual process involving regional marketing teams and localization product managers for articles and website pages. For specific global content, we have a person responsible, called a ‘champion,’ who coordinates the teams.

Our work doesn’t stop at just localizing the files. For example, if we use the CAT tool, once we have the translated file in CAT, we are responsible for pushing it to our Hubspot Content Marketing Software. We also handle QA reviews for files before publication.

Loie Favre: How do you ensure localized content resonates with Japanese audiences?

Satomi Shimizu: Well, the localization team doesn’t decide which content gets localized. We receive requests from other teams like Marketing, Sales, Support, or Operations. We provide our linguists with style guides, inclusive language guides, and terminology glossaries. Our guide emphasizes using good judgment rather than rigid rules, allowing flexibility while maintaining consistency.

As a freelancer, I used to receive massive style guides of over thirty pages, which were difficult to work with. In contrast, our HubSpot style guides are simple and usable.

Loie Favre: What are some key cultural nuances to be aware of?

Satomi Shimizu:

Many global cultural references might not be known in Japan. For example, I previously did localization work for marketing luxury watches. Part of this involved celebrity endorsements, but these celebrities and athletes were not well-known in Japan, so this had to be replaced.

Companies should be aware that there are different dialects in Japanese that a native speaker would notice. We have a standardized form of Japanese for business communication, which is what you should use unless you are targeting a specific region.

Loie Favre: Are there common mistakes companies make when localizing for Japan?

Satomi Shimizu: Companies often underestimate the complexity of Japanese localization. It requires effort, investment, and native linguistic expertise.

Don’t assume localization for Japan will be like other markets. Invest in native internal language experts who can provide consistency. Once, I worked with a startup that outsourced all its Japanese translations to many different people—and it showed! Regional dialects were mixed up, and the formality and tone were all over the place, creating an incoherent message.

The Japanese language reflects social hierarchy. When addressing elderly people or someone with authority, you would use different terms than you would for younger people or a more casual context.

For online content, there is a standardized ‘website font’. At HubSpot, to ensure consistency, we use it throughout the entire end-to-end localization workflow.

Loie Favre: What factors influence the purchasing decisions of Japanese customers?

Satomi Shimizu: Trust is crucial in Japan, and customers prefer detailed information. Japanese consumers have high standards—they like to make an informed purchase. So, even if your website might look very information-dense by Western standards, it might be just right for Japan. You can see this approach on Japanese websites.

Japanese consumers are picky about language, they will notice mistakes and lose trust in your brand if you cannot communicate properly.

Because of this, it’s essential to avoid creating any uncertainty in a customer’s mind. At HubSpot, all content goes through multiple reviews and QA steps, checking language and aligning text with best practices from marketing and SEO. Striving for perfection is the standard in Japanese culture, and international companies should adopt this mindset to compete in Japan.

This same high standard is also seen in customer support in Japan, so investing in good quality support is essential.

Loie Favre: How digital-friendly is the Japanese public?

Satomi Shimizu: Most Japanese people are adept with digital environments, even if my mother sometimes complains about technology! Many services are digitized, including reservations, transport tickets, and waitlists in shops and salons.

One aspect of automation in Japan that you don’t see much in the West is serving robots, for example, in shops and restaurants. I’ve only seen one restaurant with a robot here in Berlin!

Loie Favre: What are the preferred social platforms in Japan, and how can companies use them to engage with a Japanese audience?

In Japan, we use a social messaging app called LINE. It’s the most popular messenger in Japan, and many businesses use it. For example, you can join a company’s LINE channel to receive notifications with discount codes and promotions.

Instagram, YouTube, TikTok, and even Facebook are also popular. However, there aren’t so many LinkedIn users, and I’m unaware of any local alternatives.

Loie Favre: Should businesses looking to break into the Japanese market use Line?

Satomi Shimizu: It depends on what you are selling. At HubSpot, we don’t use LINE, because it’s more for enterprise B2B businesses, like food and clothes shops. If you’re selling casual goods to consumers, then LINE is good, but not so much for business-to-business.

Loie Favre: Are there any specific legal or regulatory considerations for companies targeting Japan?

Satomi Shimizu: Japan has its version of GDPR, the Act on the Protection of Personal Information (APPI). Companies should work with legal consultants familiar with Japanese regulations. For example, the legislation recently changed the rules around the marketing of certain products that could be classified as cosmetic or medicinal.

Loie Favre: In business communication, is the tone more formal or informal?

Satomi Shimizu: Business communication in Japan is more formal than in Western countries. Emails and other correspondence often include polite and respectful language, emphasizing professionalism.

I might localize a business email that starts with “Hey!” But in Japan, we keep more distance, and there’s an etiquette. So, I’ll add appropriate language to show the politeness that the audience expects.

Loie Favre: Are there any current trends that companies looking to enter the Japanese market should be aware of to stay relevant and competitive?

Satomi Shimizu: Businesses need to be aware of Japanese current events. For example, the falling value of the yen could affect pricing strategies.

Loie Favre: Thank you so much for your time, Satomi. I’m sure our readers will find this insightful; I certainly did!

Satomi Shimizu: It was my pleasure! Thank you for the opportunity to share some knowledge. The Japanese market can be challenging, but it can also be very fruitful.