Article written by Philippe Huysveld

When fine-tuning a B2C marketing (and e-marketing) strategy for a specific foreign market, it is crucial to take into account cultural and social aspects. That is, you have to get familiar with the local consumer mentality, habits, tastes and ways of living. This is more than true and paramount for the Japanese domestic market, which is in his way a challenging “retail laboratory” where new marketing concepts are developed, tested and launched!

In this article, we will first start with a description of the traditional consumer mindset in Japan and, next, show why and in what way this mindset in changing nowadays.