A Conversation on Entrepreneurship and Marketing in Japan with Hashi Media
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In early 2020, Anthony Griffin joined Hashi Media CHATBOT event host Eric Keyes for a conversation on entrepreneurship and marketing in Japan. In their discussion, they touched on what it’s like to start and run a marketing business in Japan, effective marketing strategies for small businesses, and the importance of professional, concise content.
Practical Steps for Launching Your Business in Japan
Getting Started
If you’re interested in starting a low-overhead business—such as photography or writing—it’s relatively simple to become a sole proprietor in Japan. The most crucial step is to just start working. Once you’ve earned over a certain threshold—around JPY200,000—when tax season comes around, all you’ll need to do is register as a sole proprietor (kojin jigyo – 個人事業) at your local tax office.
This is, of course, dependent on having the appropriate visa to do freelance work in Japan. It’s best to check with a legal professional if you’re unsure of how to proceed. It’s also important to ensure that your other financial obligations are fulfilled, such as being covered under a health insurance policy.
Starting off simple allows you to skill-build, validate your ideas, and construct a strong client base before taking on the risks and complexity of incorporation. Anthony says, “Do what you can without incorporating first. Start doing the work, start writing, and see how people respond.”
Earning Your First Clients
For new entrepreneurs, setting up a steady stream of clients can be a challenge. Anthony advises that the first step should be to build your network, both inside and outside of your industry. Networking was a major piece of Anthony’s own career progression, and part of what gave him the confidence to branch out on his own. If higher education is part of your plan, graduate school is another effective way to fill out your network.
Another meaningful step to take is to invest in your Japanese language skills. While it’s possible to find clients who are comfortable working only in English, you may find that it limits your opportunities. Anthony says, “You need to reduce the burden of them working with you. If you only speak English … that’s a barrier.”
Finally, it’s essential to build a portfolio that you can present to potential clients, as it shows them what you’re capable of. That said, your portfolio can include any kind of work, including unpaid. Anthony actually encourages new entrepreneurs to fill their portfolio with work like personal passion projects; you may even find that potential clients prefer the content you’ve created for fun since it’s most authentically you.
You can learn more about finding your first clients in Japan via this event summary.
Potential Roadblocks
Although sole proprietorship in Japan is relatively straightforward, you may encounter some difficulties along the way. Immigration matters are an area that many foreign national entrepreneurs in Japan struggle with. Patience and research are key, but focusing on creating a strong network can be a great way to mitigate these issues, as you may be able to tap into their expertise.
Luckily, immigration processes have been changing for the better. Japan now has a vibrant startup community, and the government is making efforts to promote entrepreneurship. Although Tokyo remains the center of most startup activity, there are expanding options outside of the capital. For example, Fukuoka, a city in southern Japan, has a startup visa, which is the first of its kind in the country.
Expanding Your Business
Once your business has had an opportunity to grow, you may begin to think about expanding and incorporating further. Once you’re ready, there are two primary options to explore:
godo gaisha (limited liability company/合同会社)
kabushiki gaisha (corporation/株式会社)
The requirements for each level of incorporation vary, so it’s important to consider which choice will be right for your business and prepare accordingly.
Marketing in Japan: Common Mistakes and Areas to Watch
“A lot of companies don’t realize the value of quality, professional writing,” says Anthony. What’s more, at times there can be an “English is enough” mentality in Japan, where companies assume that having an English language website is sufficient to appeal to an international audience, and may overlook quality and localization.
If you’ve ever viewed the landing pages of popular web-shopping platforms in the U.S. and compared them with those in Japan, you may have noticed that Japanese consumers also tend to be more tolerant of content-heavy websites. Some clients in Japan may resist advice to reduce the content on their webpage, but it’s important to encourage clean, concise copy in English.
More broadly, with digital marketing being easily accessible, many people overlook traditional marketing methods. However, relying solely on digital may not work for all companies. Print and TV still have a strong presence, especially in Japan, so it is worth considering an integrated marketing communications method. Japan also has a strong relationship-based business culture. If you’re an aspiring entrepreneur, digital may not help you initially, so a more hands-on approach like networking may be your best bet to build trust with potential clients.
Marketing trends are ever-changing, and it can be challenging to keep up. For example, privacy—which has a huge impact on digital marketing—has become a hot topic in the past couple of years. Social networking trends also rapidly change and are intertwined with digital marketing strategies. When working in Japan, it’s essential to understand that the social media landscape is quite different from the rest of the world, so trends may also differ.
Final Thoughts
Whatever your small business idea may be, the first, and often most difficult step is just to start. Anthony says, “Don’t wait for permission. Just start writing, start designing, start taking photos, start coding—whatever it is you want to do. Build that portfolio and show it to clients, saying, ‘[here’s what] I can do.’”
If you’re interested in hearing more about marketing and entrepreneurship in Japan, you can check out the full video recording below.
About the Author
Alex Ehret is a writer, a teacher, and a communications professional. She hails from chilly Minnesota, USA, and currently lives in Tokyo, Japan. Her love for writing started with reading. She spent countless elementary school recesses in the computer lab, emulating her favorite books to make stories of her own. These days, she finds inspiration in the outdoors, in music, and in the human experience.