Japanese businessmen speaking, sketching on paper, from Japan Advertising and Media Buying Experts

How to Advertise in Japan

Japan Advertising Expertise, On Demand

Japan represents a huge opportunity for ambitious brands aiming to reach its 126 million consumers. Success in Japan is a crucial milestone for global brands - the right strategy opens numerous avenues, plus access to nearby markets across East and Southeast Asia.Criterion Global supports market entry with world-class in-market Japan advertising. Explore Japan advertising market datapoints, FAQs + select success stories. Learn how Japan can be your gateway to global success.

01

Our Practice

Creates groundwork for new market penetration:

  • Multimedia, multichannel including Digital, Broadcast (TV + Radio), OOH, Print, Experiential + more.

  • Internationally credentialed.

  • Globally awarded.

  • Working with world-class brands since 2008.

International media buying in Japan

Powering growth for ambitious global brands:

International Media Buying Clients

02

Benefits of Partnership

keyboard on white desktop, from Global Experience for Japan Advertising + More

Japan Experts

Our global expertise comes from hands-on experience. As a team, we have deep relationships with our local media partners, gaining a deep understanding of the distinct challenges brands encounter when entering untapped markets. Unlike single-market agencies, we possess a specialized insight that cannot be matched.

Apple airpods, from Expert Knowledge on Japan Advertising + Beyond

Localization Pro

Having reliable media partners in Japan is critical for navigating the intricate regulatory landscape. We proudly stand as the first independent agency to establish direct accounts with numerous leading Japanese media partners. Our direct communication approach enhances speed and cost-effectiveness, ensuring transparency at every step.

"World Business" newspaper photographed in whitescale, from 360° Japan Advertising Strategy | Criterion Global

360° Strategy

True success in marketing demands the effective delivery of your message. At Criterion Global, we specialize in customized and comprehensive media planning & buying, steering brands toward profitable outcomes. Navigating both traditional and evolving digital media landscapes in the Japanese market, we pave a clear path to success.

03

Japan Advertising: Market Analysis


Positioning your brand, in Japan

Japan represents Asia's second-largest ad market, accounting for 19.5% of ASIA ad spending in 2020, with an ad market worth $42.67 billion U.S. dollars. This is expected to grow steadily by 5.8% by the end of 2024. With its high per capita income, strong purchasing power, and large consumer base, Japan represents a lucrative opportunity for growth.Additionally: succeeding in Japan can underscore a company's reputation and credibility on a global scale, as Japan is often seen as a sophisticated and discerning market.


Shibuya Crossing aerial view, near Criterion Global offices, from Japan Advertising: The Market

The Japan Market

Japan provides a business-friendly environment with a robust legal system and a transparent regulatory framework. Renowned for their discerning taste, Japanese consumers are willing to invest in high-quality products, and they welcome new and innovative offerings from foreign companies.Several global brands have not only found success surpassing their home markets but have also evolved after entering Japan. Notably, Apple's iPhone holds a 65% share of voice in the Japanese market, KitKat has secured its position as the most popular chocolate with a staggering 300+ flavors, and Tokyo Disneyland stands as the third-most-visited, trailing only its American counterparts.


Challenges of Advertising in Japan

Japanese business customs and processes are not intuitively aligned with Western norms. Global brands are often concerned about Japan's complicated paperwork processes of media buying, execution and its unique business culture.While the Japanese market is open to foreign brand entry, only around 10% of the population has a proficient understanding of English, significantly lower than other advanced countries. This poses a challenge in crafting high-quality communication. Consequently, even global social media accounts would likely need to establish dedicated Japanese accounts.


Ease of Doing Business

Japan is ranked 29th among 190 economies in the ease of doing business, according to the latest world rankings. Boasting a highly developed and modern economic infrastructure, Japan is well-suited for virtually every industry.As a global economic powerhouse, Japan warmly welcomes partnerships with foreign companies, showcasing a rich history of active engagement in international trade and investment. The nation upholds a robust intellectual property protection system, effectively mitigating counterfeiting and trademark infringement. This comprehensive system encompasses legal safeguards like patents, trademarks, and copyrights, ensuring the preservation of brands and products for companies conducting business in Japan.Japanese business culture places immense value on long-term relationships and trust-building, emphasizing the cultivation of personal connections and rapport between business partners. While penetrating the market may pose challenges initially, establishing a foundation unveils substantial opportunities, making Japan an attractive market for persistent businesses.

04

Media Services

Apple Laptop Aerial View, from Japan Advertising Growth Advisory

Service: Japan market consulting

Japan Growth Advisory

We’ll guide you through the intricate terrain of the Japanese market, ensuring a clear and profitable path ahead for your business.As the former CEO of Starbucks said, “We came to Japan with nothing, but we made it because we had the right product, the right people, and the right strategy.”
Through strategic insights on capital-efficient customer acquisition strategy, we help make bold moves - such as market expansion to Japan - possible.

Service: Japan Market Media Planning

Japan Media Planning

We achieve success through our multilingual and culturally-sensitive talents, who work diligently to ensure that your brand's identity and messaging are preserved throughout the localization process. Additionally, we assist you in identifying the most effective media opportunities to reach and convert your target audience. Together, we collaborate to chart a course for growing your brand's visibility and customer acquisition engine in Japan. Our comprehensive Japan media planning process involves extensive media research and quality communications with Japanese media partners, ensuring that your investment yields positive outcomes.

Zen practice swirls in sand, from Japan Advertising + Media Planning
Shibuya Crossing Iconic Scene, , from Advertising in Japan, OOH

Service: Media Buying in Japan

Japan Media Buying

The best brands can't create business outcomes if they don't get seen. Your high-impact Japanese market entry begins here. We utilize a range of traditional, digital, and social media channels to ensure that your brand and products reach the widest possible audience.With our industry-leading analytics and insights, you can easily optimize your strategy to effectively engage with the customers who matter most. Our team works closely with you to fine-tune your approach and stay ahead of the competition.

Say hello

Work with the leading international media agency for market entry in Japan

"For nearly 10 years, we've worked with Criterion Global to adapt and evolve our media strategy in the face of shifting global market trends due to hurricanes, media consumption, a global pandemic and unprecedented currency disruption. We strongly recommend their guidance for brands marketing to a global consumer - around the world."

- Darrick Eman, Chief Marketing Officer, Grupo Brisas.

05

Frequently Asked Questions

Neon Sign saying "Tokyo", from International Media Buying: Tokyo

faq

Japan Advertising FAQs

Q. What is the best budget for market launch in Japan?

A. Our Budgeting BlueprintSM methodology helps isolate the range appropriate for your goals. Contact Us to learn more.


Q. Do you have minimums for ad buys in Japan?

A. While we're flexible on budget, we do value long term relationships (our avg. client tenure is 5+ years) and client engagements. We suggest you Contact Us to discuss your needs in Japan.


Q. Hi 👋 I'm an expert on advertising in Japan! How can I work for Criterion Global?

A. We are always seeking the best and brightest experts on media buying globally. Please visit this page to learn about our Global Expert Network and opportunities to work for Criterion Global. We hope to hear from you!

06

Contact

Reach out to us.

To learn more about our international media buying, and specifically Japan, South Korea and Taiwan advertising practice, please complete the form here. For fastest response, please include details regarding your specific needs.We look forward to working with you.


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