Why English Words are Everywhere in Japanese Marketing

Why does Japan use so much English and the Latin alphabet in marketing while the vast majority of consumers only speak Japanese?

Japan first introduced English language education after the Meiji Restoration, when Western culture became a symbol for power and modernity as Japan tried to compete with Western economies. With it came the increasing use of English and other Alphabet loanwords, which grew rapidly after the Second World War.

Despite only 16% of Japanese being able to communicate fluently in English or any other foreign language, by the year 2000, Japanese dictionaries contained over 45,000 foreign loanwords, of which 90% originated from English.

Nuance and special effects

In advertising, it has been estimated that product names use 20–25% foreign words, which has proven to be a successful marketing strategy since the post-war years.

English in marketing is mainly used to associate positive images and emotions with the product and design, rather than give information about the products or services themselves.

Besides using words written in the Latin alphabet, companies also use many "Japanized" English words written in the Japanese katakana language script. Examples include: カップ (pronounced as: kappu) meaning "cup", or オレンジ (pronounced as: orenji) meaning "orange".

The Japanese version of an English word gives the word itself a different feeling, making it sound more "modern" and "cool" to Japanese consumers. Japanized English is easier to understand by the audience and often consists of short nouns and unconjugated verbs.

Oftentimes, words written in the Latin alphabet might be the direct translation of the Japanese version, such as “make” (メイク, meiku) for “makeup”. Non-Japanese speakers would not be able to understand “make” on products or advertisements. Another example is the use of “sand” (サンド, sando), which in Japanese means “sandwich”, but to non-Japanese speakers sounds like something quite different…

Why are foreign words used in Japanese marketing?

Data from 2019 shows that only 10% of the Japanese population has traveled abroad at least once, and only 23% of Japanese have a passport. Due to the low level of international experience, Japanese people often make sense of other countries and cultures through cultural stereotypes presented in the media.

Advertisers use foreign loanwords to refer to these stereotypes. For instance, English words may give the impression of “quality and reliability,” while French words evoke feelings of “elegance, sophistication, and charm”.

English words are also used to distinguish between the Japanese and Western versions of equivalent things. Using “Dragon” (ドラゴン), instead of the Japanese word, triggers different images for the Japanese audience. The English word is associated with a fire-spitting, medieval-style dragon with wings and four legs, whereas the Japanese word (ryuu) is associated with a long, snake-like dragon with a long beard, lion face, and no wings.

Effects of English in Japanese marketing

Around 45% of English in Japanese media is used as a "special effect" in that English words are attention-grabbing and exotic to Japanese consumers.

Moreover, using the Latin alphabet can make text on products look less cluttered and fit better aesthetically on packaging compared to Japanese text. The strictly aesthetic usage, also known as "decorative English" (飾り英語, kazari-eigo), gives less importance to the meanings behind the words themselves.

Because English wording is often perceived as stylish and modern on products, it is very commonly used in the Japanese health and beauty sector. Very often, English is used on the front labels of beauty products and includes industry-specific terminology like "hyaluronic acid" or “anti-aging." These terms are often long or difficult to understand by the average consumer, creating an image of superior quality and evoking feelings of self-inferiority.

The future for Japanese brands

The way Japanese brands and media communicate with their consumers is unique to Japan, and to effectively compete in international markets would require a complete overhaul of their core marketing strategies.

Large companies like Shiseido are increasingly adapting to a more global business model and fine-tuning how they appeal to international audiences. As a result, the company implemented English as its main operating language, and its marketers, located worldwide, are specifically trained to localize within different markets.

(Lukily) Japan’s strong economy means most domestic brands do not need to expand globally. And the long history and continued proven success of utilizing foreign words in marketing point to this strategy not changing anytime soon.

Based in Tokyo, An-yal is the leading independent advertising agency for global lifestyle brands in Japan and worldwide. Contact us to get ahead with your integrated marketing and creative needs.