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

In this episode of the Scaling Japan Podcast, we welcome Fariza Abidova, CEO of Trusted Corporation, and a seasoned expert in cross-border innovation, corporate partnerships, and global HR development.

Fariza shares what’s really happening inside Japan’s corporate innovation ecosystem from the invisible blockers within large organizations to the cultural nuances that slow down high-potential projects.

She dives into why open innovation often fails to scale, which Japanese cities are becoming more startup and innovation-friendly, and what kind of timeline expectations foreign partners should really have.

She also pulls back the curtain on hard truth facts as: after 3/4 years of running pilot innovation projects, many companies shut them down if revenue isn’t produced, regardless of long-term potential.

If you’re a startup founder, consultant, or part of a government innovation program working in or with Japan, this episode is your inside guide to navigating corporate innovation here.

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

03:05 – Why Accelerating Innovation in Japan

08:05 – Open Innovation

14:10 – Working with Japanese Corporations

19:45 – Innovation Challenges in Japanese Companies

23:05 – Secret Challenges Only Insiders Know

29:50 – How to Foster Innovation in Corporates

31:50 – Cities in Japan to Launch Innovation Projects

35:30 – Strategies for Accelerating Innovation

43:30 – Government Policy Shifts

50:10 – Tips for Engaging with Large Corporations

52:05 – Timelines: Japan vs Global

56:31 – Final Message from Fariza

Links from Guest Appearance: 🔗 Connect with Fariza Abidova on LinkedIn – https://www.linkedin.com/in/fariza-abidova/

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 Bela Schweiger, President and CEO of Enter Japan K.K. Bela brings over 20 years of leadership experience at global firms including The Coca-Cola Company, Nokia, Häagen-Dazs, and L’Oréal.

Bela shares essential insights on how retail distribution works in Japan, including the roles of trading houses, drugstores, convenience stores, and corporate buyers. He also provides practical strategies for handling Japanese distributor inquiries and how to pitch your brand effectively in a market known for its high standards and relationship-driven business culture.

If you're aiming to launch or expand your consumer product in Japan, this episode is a must-listen for learning how to enter and grow in Japan’s highly structured retail landscape.

---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:
0:00 – Introduction

1:11 – Overview of Retail Distribution in Japan

8:03 – Major Beverage Brands of Japan

15:35 – Role of Trading Houses (Sogo Shosha)

26:01 – How to Handle Inquiries and Leads from Japanese Distributors

33:57 – Comparing Corporate vs. Small Retail Partners

37:18 – Growth of Drug Stores and Convenience Stores as Retail Channels

40:21 – How to Localize Marketing for Japanese Consumers

44:01 – Tips on How to Pitch Your Brand in Japan

49:14 – Key Takeaways from Bela Schweiger

Links from Guest Appearance:
📘 Intercultural Leadership: Exercises in Action by Sierk A. Horn – Read here
🔗 Connect with Bela Schweiger on LinkedIn – https://www.linkedin.com/in/belaschweiger/

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 back Robert Heldt, CEO of Custom Media—a comprehensive B2B marketing, branding, and PR agency serving global enterprises expanding into Japan. Robert shares new insights from their latest survey on B2B content marketing trends, revealing what surprised him most and how Japanese companies approach storytelling differently than their Western counterparts.

If you’re looking to fine-tune your B2B content strategy for the Japanese market, this episode is a must-listen!

---

Show Notes:

0:00 – Introduction

2:40 – What is the survey about?

7:09 – What findings surprise you the most?

11:28 – How Japan tells business stories compared to the West

14:52 – How Japanese companies show themselves to be reliable

16:04 – Cases on how Robert helps a company with storytelling to enter the Japanese market

18:38 – How to get your Japanese customers to give you testimonials

19:34 – How working with an international business benefits a Japanese company

21:10 – Japan’s market view on Generative AI

27:01 – How Custom Media Uses Generative AI

30:20 – Maintaining content quality and scaling production

33:52 – What is a content syndication partner?

36:23 – The future of content marketing in Japan

44:00 – Additional insights from the survey report

---

Links from Guest Appearance:

⁠LinkedIn⁠

Link to the Report

How Custom Media Wins Two Campaign Asia Awards

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 dollars 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

Welcome to another special episode of the Scaling Japan Podcast. In this episode, we delve into the complexities of Japanese government subsidies for startups and small businesses, featuring insights from a seasoned subsidy and fundraising expert, Nobuji Kanai. This discussion is designed to guide both local and non-Japanese entrepreneurs in navigating the challenges and opportunities of Japan’s subsidy landscape.

From understanding the nuances of different subsidy types to preparing successful applications, this episode is packed with actionable advice for entrepreneurs aiming to secure government support and grow their businesses.

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Timestamps:

00:00 Introduction | Seminar Overview and Speaker Introductions
02:36 Key Topics | Eligibility, Purpose, and Types of Subsidies in Japan
08:51 Eligibility for Non-Japanese Entrepreneurs | Subsidy Accessibility for Foreign Businesses
09:41 Grants vs Subsidies | Key Differences in Funding Mechanisms and Applications
11:28 National Subsidy Programs | Examples of Subsidies Targeted at SMEs and Startups
13:11 Local and Private Subsidies | Unique Regional Opportunities and Time-Sensitive Applications
14:04 Application Process | Necessary Steps and Documentation for Successful Applications
20:54 Trends and Challenges | Changing Acceptance Rates and Common Mistakes
29:10 Deep-Tech Subsidies | R&D and Advanced Innovation Support Programs
33:14 Time Investment | How Long It Takes to Apply and Complete a Subsidy Process
38:13 Multiple Applications | Strategies for Combining and Stacking Subsidies
41:09 Step-by-Step Guidance | Application, Project Execution, and Reporting
45:05 Case Study | A Non-Japanese Entrepreneur Securing Subsidies and Loans
49:07 Leveraging Loans | Using Subsidies and Business Loans for Financial Flexibility
51:51 Local Grants | Maximizing Opportunities through Regional Subsidy Programs
55:57 Tools and Resources | Where to Find Updated Subsidy Information
01:00:56 Choosing Advisors | The Role of Consultants in Navigating Japanese Subsidies

---

Connect with Our Speakers:

Reach out to Nobuji Kanai on Linkedin

Reach out to KANAI&CO

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Exciting News for Entrepreneurs Entering the Japanese Market!

We are delighted to introduce SmartStart Japan, your comprehensive partner for establishing and expanding your business in Japan. SmartStart Japan specializes in assisting small businesses, startups, and foreign corporations with incorporation, government subsidies, loans, and market growth strategies.

Services Offered:

• Incorporation Support: Facilitating company or branch office setup, processing business manager visas, serving as temporary directors and handling tax notifications and filings.

• Government Subsidies & Loans: Assisting clients in securing government-backed loans and subsidies for various business needs, such as sales, marketing, and research initiatives.

  Reach out to us at https://smartstartjapan.com/

• ---

  Send in a voice message:

  ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠⁠⁠⁠⁠

  
  

Welcome to an extra episode on the Scaling Japan Podcast. Today, we're bringing you an insightful, in-depth conversation on how to effectively localize your marketing in Japan. Join experts Nanako Aramaki and Nathan Hoernig as they share practical strategies and crucial insights to help businesses adapt to the Japanese unique marketing environment.

Throughout this episode, we’ll cover the essentials of high-context culture, adapting marketing content, common mistakes made by foreign companies, and proven approaches to build trust with Japanese consumers. Nanako and Nathan also dive into the subtleties of Japanese language use in marketing, the importance of social proof, and when to consider creating new content versus localizing existing material.

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Timestamps: 00:00 - Intro
00:44 - Speaker Backgrounds: Nanako Aramaki and Nathan Hornig
05:15 - Host Overview of Agency’s Revenue Growth Services in Japan
07:07 - Japan's High-Context Culture and Marketing Adaptation Needs
10:22 - Language Nuances in Japanese Marketing and Consumer Perceptions
14:38 - Effective Indirect Marketing for Japanese Consumers
20:25 - Importance of Language Tone and Context in Marketing Content
26:04 - Establishing Trust in the Japanese Market with Social Proof and Quality
30:31 - Japanese Consumer Preferences for Quality and Service Standards
32:37 - Localizing Content vs. Creating New Content for Japan
42:43 - Translation Pitfalls in Japanese Marketing
46:30 - Misaligned Messaging and Cultural Disconnects
56:11 - Common Mistakes by Foreign Companies Entering Japan
1:09:47 - Evaluating Product-Market Fit in Japan Before Market Entry
1:14:24 - Strategies for Effective Marketing Localization in Japan
1:31:16 - Cultural Expectation for Detailed Guidance in Japanese Consumer Experience
1:39:54 - Closing Remarks and Speaker Contact Information ---

Connect with Our Speakers:
Nathan Hoernig:

Linkedin : https://www.linkedin.com/in/digitalmarketingjapan/

Humble Bunny : https://www.humblebunny.com/

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Nanako Aramaki

Linkedin :

https://www.linkedin.com/in/nanakoaramaki/

TAMLO : https://tam-tamlo.com/

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Exciting News for Getting More Sales in Japan !!

We are thrilled to launch our live cohort course: "Mastering Sales Decks for the Japanese Market" hosted by Tyson Batino.

This online program is for CEOs and sales professionals eager to enhance their sales pitches and improve their chances of securing meetings with Japanese corporate decision-makers.

⁠⁠⁠⁠⁠⁠⁠⁠⁠https://scalingyourcompany.com/salespamphlet/⁠⁠⁠⁠⁠⁠⁠⁠⁠

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Send in a voice message:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message⁠⁠⁠⁠⁠