In this episode of the Scaling Japan Podcast, we explore the world of copywriting in Japan, a critical but often misunderstood part of doing business in the Japanese market.

We’re joined by Yuji Kobayashi, CEO of Kakusha and lead Japanese copywriter for Scaling Your Company, and Asama Toyozawa, CMO of AI Market with past experience at global firms like Spotify and Taboola.

Together, we unpack why trust-based messaging, tone, and phrasing are essential for success in Japan and how Western-style copywriting can fall flat if not localized properly.

From dissecting campaigns by brands like Nike Japan to understanding how language and psychology influence consumer behavior, this episode offers practical tips and cultural insights for businesses targeting Japanese customers.

Whether you're a founder, marketer, or localization professional, this is a must-listen episode for creating Japanese copy that converts.

🎧 Listen to learn:

• Why direct copy fails in Japan and what to do instead

• How Japanese consumers read trust (and spot inauthenticity)

• Cultural reasons behind soft, inviting phrasing in Japanese marketing

• The difference between writing for LINE, Instagram, and websites

• Examples of both good and bad Japanese copy (and why they work or don’t)

• When to use polite vs casual language across platforms

• Why buzzwords rarely work in Japanese copywriting

• How font and character choice can make or break trust

Guest Appearance:

🔗 Yuji Kobayashi on LinkedIn

🔗 Asama Toyozawa on LinkedIn

🔗 Asama’s AI Market Website

Show Notes:

00:00 - Introduction & Guest Backgrounds

03:36 - Why Copywriting is Critical in Japan

05:37 - Good Copywriting Examples

08:00 - Building Trust for Small Businesses

10:40 - Second-Hand Bookstore Case Study

12:43 - AI Market's Copywriting Journey

17:10 - Font Mistakes & Trust Issues

18:37 - Japanese vs Western Copywriting Differences

20:00 - Making Copy More Welcoming

22:41 - Formality Levels Across Platforms

24:05 - Expressing Results Differently

26:06 - Translation & Localization Challenges

27:58 - Buzzwords of the Year

32:00 - Why Not to Use Buzzwords in Marketing

36:05 - Platform-Specific Copywriting Strategies

39:05 - Instagram Text Layout & Eye Scanning

41:07 - Video vs Static Performance

43:06 - Closing Thoughts

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