Episode 95: Copywriting in Japan: Earning Trust Word by Word
Fri Feb 06 2026
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
📩 Want more insights?
Subscribe to our newsletter for Japan business resources and upcoming event invites:💌 https://scalingyourcompany.com/blog/#newsletter
🎤 Scaling Japan Podcast
Grow your business in Japan with Tyson Batino
📱 Listen on Spotify, Apple Podcasts, YouTube & more
🌐 https://scalingyourcompany.com/podcast/
More
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 📩 Want more insights? Subscribe to our newsletter for Japan business resources and upcoming event invites:💌 https://scalingyourcompany.com/blog/#newsletter 🎤 Scaling Japan Podcast Grow your business in Japan with Tyson Batino 📱 Listen on Spotify, Apple Podcasts, YouTube & more 🌐 https://scalingyourcompany.com/podcast/