Why translate or create materials directly in Japanese?
The crucial aspect is respect for Japanese culture. Many European companies wish to export
their products to Japan, but very few are interested in translating information materials such as
websites, technical data sheets, brochures or pamphlets into Japanese. In fact, they mistakenly
conclude that the English version of their material is all they need to approach foreign markets.
I instead suggest you create a Japanese version of these materials. Why?
It mainly depends on the cultural differences that are inherent in the word "customer" and also
present in commercial communications. Generally speaking, in Western countries, the word "customers"
means "commercial operators", such as importers, buyers, distributors. Communication is often limited to
those with whom you do business. Since the producers or their representatives only talk to importers,
who speak English, they rarely find themselves having to face a language barrier. The negotiation
focuses on the prices and characteristics of the product and, if the operators are satisfied,
a contract will be signed.
In Japanese, however, the word "customers" refer to "consumers", those who buy or use the products.
Japanese consumers, by their nature, want to learn more about the companies they are buying from:
they want to know when and how they came into being, how they conduct their business, what their
philosophy is. They prefer discovering this information using graphic materials in Japanese and to savor
the product with the power of their imagination.
Furthermore, as it is explained here in greater detail, Japanese importing companies entrust
the negotiations and the management of communication with foreign customers to their
employees who speak English, but who do not have decision-making power. Any proposal,
condition or information material received from the potential foreign customer is forwarded to
the other employees involved, department managers and/or distributors or operators in
the sector of interest, who do not know foreign languages. For this reason, a detailed company
presentation fully translated into Japanese is essential to attract the interest of the final consumers.
The presence of translated materials is viewed extremely positively, as it shows respect for
the Japanese people and a serious desire to enter the Japanese market.
The crucial aspect is respect for Japanese culture. Many European companies wish to export
their products to Japan, but very few are interested in translating information materials such as
websites, technical data sheets, brochures or pamphlets into Japanese. In fact, they mistakenly
conclude that the English version of their material is all they need to approach foreign markets.
I instead suggest you create a Japanese version of these materials. Why?
It mainly depends on the cultural differences that are inherent in the word "customer" and also
present in commercial communications. Generally speaking, in Western countries, the word "customers"
means "commercial operators", such as importers, buyers, distributors. Communication is often limited to
those with whom you do business. Since the producers or their representatives only talk to importers,
who speak English, they rarely find themselves having to face a language barrier. The negotiation
focuses on the prices and characteristics of the product and, if the operators are satisfied,
a contract will be signed.
In Japanese, however, the word "customers" refer to "consumers", those who buy or use the products.
Japanese consumers, by their nature, want to learn more about the companies they are buying from:
they want to know when and how they came into being, how they conduct their business, what their
philosophy is. They prefer discovering this information using graphic materials in Japanese and to savor
the product with the power of their imagination.
Furthermore, as it is explained here in greater detail, Japanese importing companies entrust
the negotiations and the management of communication with foreign customers to their
employees who speak English, but who do not have decision-making power. Any proposal,
condition or information material received from the potential foreign customer is forwarded to
the other employees involved, department managers and/or distributors or operators in
the sector of interest, who do not know foreign languages. For this reason, a detailed company
presentation fully translated into Japanese is essential to attract the interest of the final consumers.
The presence of translated materials is viewed extremely positively, as it shows respect for
the Japanese people and a serious desire to enter the Japanese market.
