In this episode of the Scaling Japan Podcast, we welcome back Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, for Part 2 of our deep dive into Japanese communication and leadership culture.

Rina breaks down two essential concepts that drive how people communicate and make decisions in Japan, Honne (true feelings) and Tatemae (public face). These cultural dynamics impact everything from feedback and trust to accountability and external negotiations.

You’ll learn how to spot the subtle signs of Tatemae, how to encourage honest feedback (Honne) in your teams, and how to avoid miscommunication that could derail a project.

If you’re a business leader, consultant, or team member operating in Japan, this episode is packed with real-world examples and practical strategies to help you build stronger, more transparent relationships in a culturally respectful way.

AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008. They have recently rebranded to AIM B2B, helping global brands expand across Japan and APAC.

• Localized storytelling to build trust in Asian markets • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertise

Learn more about AIM B2B : hi.switchy.io/h7TM

Show Notes:

00:00 – Introduction

01:47 – What is Ho-Ne and Ta-te-maye?

15:16 – How does Ho-Ne and Ta-te-maye affect business?

23:21 – Management, Ho-Ne and Ta-te-maye

26:30 – How to balance Ho-Ne and Ta-te-maye in meetings

30:31 – Applying it in external negotiation with companies

34:20 – How do you know if someone is speaking Ta-te-maye?

43:10 – Methods to gently express Ho-Ne

46:30 – Accountability

49:10 – Key Notes

Links from Guest Appearance:

🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/

🔗 Coaching Leaders Japan – https://coachingleadersjapan.com/

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, an executive coach and cross-cultural leadership expert who helps professionals build deeper communication and emotional safety inside Japanese companies.

Rina breaks down the concept of ne-mawashi, Japan’s behind-the-scenes alignment process and why it’s essential for getting real buy-in from teams, not just silent nods.

She shares how foreign managers and Japanese leaders can improve communication through coaching, build trust with quieter team members, and avoid the common pitfalls that cause ne-mawashi to backfire.

One surprising insight: many teams mistake information-sharing for alignment. Rina explains how leaders can transform one-way communication into real consensus-building.

If you’re managing a Japanese team, selling into Japan, or navigating cross-cultural leadership, this episode is packed with honest and actionable advice.

AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They can help you with:

• Localized storytelling to build trust in Asian markets
  

• Strategic performance marketing for measurable growth
  

• Account‑based marketing (ABM), paid media, GEO, and SEO
  

• HubSpot‑certified CRM & marketing automation
  

• Data‑driven implementation with cultural expertise

Learn more about AIM B2B

Show Notes:

00:00 – Introduction

03:00 – Why Anthological Coaching is Important

07:55 – What is Ne-mawashi

15:02 – Purposes of Ne-mawashi in Japanese Culture

25:05 – How to Set a Comfortable Environment for Sharing Concerns

30:00 – Challenges Leaders Face with Ne-mawashi

39:27 – Techniques for Better Practice

Links from Guest Appearance: 🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we’re joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.

Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what’s changing, why it matters, and how companies can adapt.

If you’re a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what’s working and what’s next.

AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo’s leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:

• Localized storytelling to build trust

• Strategic performance marketing for measurable growth

• Account‑based marketing (ABM), paid media, GEO, and SEO

• HubSpot‑certified CRM & marketing automation

• Data‑driven implementation with cultural expertise

Learn more: https://aim-b2b.com/

Show Notes:

00:00 – Introduction

01:12 – Overview of the Podcast

02:10 – Recap on 2024 Report

03:10 – Surveys on Marketing Report

06:15 – Significant Changes in Results: AI Usage for Marketing

07:50 – Findings About Similarities: Storytelling, Content Objectives

09:52 – Report Regarding Usage of Generative AI and AI in General

14:00 – Significant Changes in Results: Content Marketing as A Strategy

18:36 – Story of Rebranding AIM B2B from Custom Media

24:50 – Finding that Impacted AIM B2B’s Strategy: Outsourcing

39:07 – Types of Content from B2B Companies

41:30 – Importance of Thought Leadership Content

45:55 – Content Marketing Trends in Japan

49:32 – Top 3 Skills Marketers Will Need

50:45 – How AIM B2B is Scaling Clients’ Success

52:33 – How to Connect with Robert

Links from Guest Appearance:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/

Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/

AIM B2B Podcast : https://aim-b2b.com/podcast/

AIM B2B: https://aim-b2b.com

Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Learn more: https://scalingyourcompany.com

🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message