Why so many go-to-market strategies fail in Japan
When global brands launch in Japan, they often arrive with polished websites, attractive ad copy, and proven strategies from their home markets.
But even with perfect execution, many campaigns quietly fail.
Not because the marketing was poor, but because there was nothing to optimize for.
In Japan, some products don’t even have a word yet.
If your category or solution is still new to the market, there’s no keyword, no search volume, and no “intent” data to target.
You can’t rank for something people don’t know how to describe.
That’s the zero-keyword problem.
The moment you realize “there’s nothing to optimize”
Years ago, I worked with a Japan-based tech startup that had developed an innovative platform — something that solved a real problem but lacked an established term.
When I first looked at their analytics, I felt that familiar marketer’s instinct:
How can we improve the ranking? Which keywords can we prioritize?
Then it hit me — there were none.
No one was searching for what the product did.
There was no existing language of demand.
And that realization changed the way I think about marketing entirely.
Because if you can’t find the demand, you don’t optimize — you create.
Why “global playbooks” don’t always translate
In most Western markets, digital marketing is based on intent.
People are already searching for categories like “CRM,” “project management app,” or “workflow automation tool.”
Marketers compete to gain visibility and relevance.
However, Japan often lacks that initial starting point.
Not because it’s “behind,” but because its markets develop differently.
Japanese consumers and businesses tend to adopt new technologies quickly once they trust them — but they are slower to adopt technologies that don’t yet have a clear label.
It’s not a knowledge gap; it’s a language gap.
The real challenge: from awareness to awakening
When there’s no keyword, your biggest competitor isn’t other brands — it’s indifference.
People can’t compare you to something they don’t know exists.
That’s why your first task in Japan isn’t to generate leads.
It’s to help people realize they have a problem worth solving.
In other words:
Before you can increase awareness of your solution, you must first create awareness of the need.
What works instead
When you can’t meet search demand, you need to create context — patiently, strategically, and creatively.
Here are several approaches that work particularly well in Japan:
- Educational content marketing
Publish blogs or thought-leadership pieces (both on your site and in partner media) that explain the underlying problem — not the product.
Use storytelling and case examples to frame the need before introducing the solution. - PR and press coverage
Press releases aren’t just announcements in Japan — they help define new categories.
Media exposure builds vocabulary and legitimacy simultaneously. - Early-adopter advocacy
Offer pilot programs or free “test” trials to potential champions who can provide testimonials or participate in case studies.
Localized case study whitepapers (“WPs”) often perform better than global assets. - Community seeding
Partner with adjacent communities, associations, or influencers who already address similar pain points.
Borrow their language, and let them introduce yours. - Event participation
Even in the digital era, Japan’s trade shows and seminars remain strong drivers of awareness.
A small booth at the right niche event can outperform a digital campaign if positioned well.
Each of these activities serves the same purpose — to give people words for something they didn’t know how to search for.
The hidden opportunity in “no keyword”
If Japan doesn’t yet have a keyword for your product, it’s not a dead end — it’s an opportunity to create a new category.
When there’s no existing terminology, you have a unique chance to define it yourself.
The first brand to express a new idea — clearly, consistently, and using culturally relevant language — becomes the default in people’s minds for that category.
That’s how underdog brands quietly become market leaders in Japan:
not by shouting louder, but by naming the idea first.
Why this matters for global marketers
Most global HQs see Japan’s slower funnel as a “problem.”
In reality, it’s a system that rewards patience, clarity, and trust.
When a market doesn’t have a keyword yet, that’s your cue to shift from optimization to education.
Your metrics should change too — from CTRs and CPCs to engagement time, content shares, and awareness lift.
Because before people can click your ad, they need to understand why it exists.
Final thought
The zero-keyword problem isn’t a roadblock — it’s a creative challenge.
It asks you to slow down, listen to the market, and teach before you sell.
In Japan, marketing success often depends on who builds the first bridge — the one connecting unspoken needs with new possibilities.
When there’s no keyword, your role isn’t to chase search volume.
It’s to develop language — and spark demand.
As an English and Japanese bilingual marketing professional with over 13 years of experience, I have developed deep expertise in B2C and B2B marketing. My background is marked by a robust understanding of cultural nuances and consumer behaviour across diverse markets, enabling me to tailor strategies that engage and resonate with target audiences globally. I have a proven track record of orchestrating impactful marketing campaigns, utilizing my strong communication skills to deliver precise and persuasive brand messaging across multiple channels. My passion lies in crafting compelling narratives that captivate audiences and drive significant engagement, leading to measurable business outcomes. A notable achievement includes leading a campaign that resulted in a 200% increase in leads for a B2B manufacturing client, demonstrating my capacity to drive substantial growth and achieve strategic goals. As the founder of Wabi-sabi, a marketing firm specializing in the Japanese market, I emphasize authenticity and integrity. I empower businesses to unearth their unique identities and forge deeper customer connections.