A couple of thoughts…

As I have been traveling the last few weeks either in the US or then in Switzerland, there were a couple of things that popped up in my mind while being abroad that truly reminded me of the cultural differences in the professional world in regard to Japan.

Meaning of work for young people
While riding on the train in Switzerland I have overheard two young Swiss guys, who must be doing a technical apprenticeship (very common 4 year on the job/school training with final strict exam and certificate, starting around 15 to 16 years old, which allows proper job qualification, more detailed information can be found here). The train was running a few minutes late and they got really concerned that they might show up for work late. “I hate really to be late for my job, because I love my job and I want to learn more about it”. The other replied “I know, me too. It is so important for me to learn as much as possible. Oh, man, I hate to be late.” Honestly I cannot imagine to hear the same on a train in Japan. Most likely it is so quiet on the train for anyone truly having a conversation, because everyone is asleep, plus the motivation level for their job seems much lower in Japan. In Japan I have heard people commenting that they like their job, or they work to make a living, but I very, very seldom here from young people that they love their job and are truly passionate about it.

Different perception of time
One of the big difference is the perception of time at work. I am not talking about being on time for meetings or keeping deadlines (imperative in Japan), but I am talking about the available time to finish a task. From my observation in Switzerland the goal of an employee is to finish the task in time, so they are able to go home after eight hours of work. In the US I believe the “time is money” concept is burned into everyone’s back of their head and being efficiency is a given. Then in contrast in Japan, an employee seem to have so much more time at hand. Of course leaving early from work is culturally not possible, but having the opportunity to show as an employee loyalty to the company “free overtime work” is an option. A sign of a good employee is to show that you are constantly busy so that a supervisor can give the best of the available compliments “いつもとても忙しそうですね！” (You seem always really busy!).

Can a Japanese be that honest?
From time to time I am asked whether I really think that Japanese professionals are actually honest in a business environment. One of the common known aspects is the differences of the Japanese counter part using a vague “no” in a business setting, which has been communicated globally in the meantime. Now as a consequence it seems unthinkable to hear the actual opinion, if a Japanese person is expressing their thoughts directly, consequently the Western side becomes doubtful whether the content is an exaggeration or potentially even the Japanese counter-part could be angry. It seems to me now with the increased global awareness towards Japanese communication style a new hurdle was created, when the Western side has a too soft stance and gets confused by the straight forward approach of the Japanese side.

Language barrier – Translation
Still one of the biggest challenges in international business with Japan is English language capabilities. Compared to several years ago the situation is improving. I see now the main hurdle of Japanese professionals believing that they had understood the question or issue at hand, but then commenting on a topic that has no connection with the actual discussed points. Now the challenge is much more, how many times can you stop a seemingly flowing communication with appropriate translation and getting back to the start where the topic had shifted in two directions… Done too many times the Japanese side feels offended and done too little the Western side has given up that actual direct communication is possible.

I hope the collection of thoughts were amusing enough for you and give you some insights. As always my personal goal is to bring Japan closer to the rest of the world, while bringing the rest of the world closer to Japan.

Brought to you by Sibylle Ito (シビル伊藤)

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Changes since 2000

For sure since 2000 the Japanese society is undergoing significant changes. Moreover I believe the next years will show even more developments affecting everyone in Japan. While globally most talk about a pre-Lehman shock society and the resulting changes afterwards, it seems to me the changes in Japan started earlier because the economy had been rather bad for a while. I believe the Lehman shock simply forced many locals to rethink further their spending habits and lifestyle, because a quick fix could not be the solution anymore. A recent article in the Eurobiz magazine (written by Itagawa Masahiro and Kosaka Tadafumi from I&S BBDO) caught my attention, because these shift were described as the five mindset trends for Japanese:

- Desire for stability and security: People on focusing on being “average, common and on par”, avoiding risk of taking up challenges (for globalization, leadership and other events in life)
- Loss of self-confidence: an increased tendency to avoid efforts entailing strict self-discipline or striving for what is considered unbeatable by others.
- Potential for the future: an increased tendency to prepare for the future instead of enjoying the present
- Return to one’s identity: an increased tendency to value what comprises the “Japanese” identity and “oneself” – such as one’s nationality, birthplace, living habits and rituals, educational background and experience.
- Expectation for a people-friendly, caring society: “gratitude” is chosen as the favorite word for three straight years, underpinning a sense to encourage society to be interpersonal and compassionate.

This longer period of instability had effects on the overall satisfaction with present life, which dropped to a new low, when solely 51% of the questioned described their current life as satisfactory (according to I&S BBDO). I believe another reason for the low satisfaction is that many are forced to review their life so far and what the future might hold for them. While abroad in a business slump employees tend to work harder and longer, in Japan in contrast a reduction in workload causes a decrease in overtime (paid or unpaid) and everyone has more spare time at their hands. These critical evaluations have manifold consequences.
I believe in the future for a Japanese professional it will become even harder to stand out or if a unique path is chosen, most likely financial instability has to be expected. Further instead of a proactive strategically planned approach for the future, I expect more rash emotional reactions, because more people will feel their back pressed against a wall and will take whatever necessary action to feel comfortable and safe again.
While the whole article might sound rather dark and hopeless, I don’t see a dark future ahead. Personally I see every crisis or challenge as a chance for improvements. It seems to me, the common accepted values are undergoing a heavier shake-up since 2000, presently the moment of doubt and insecurity for direction is felt, but I believe soon strong and suitable aspects of the Japanese culture for survival will reappear. Don’t give up on Japan yet, because an active review of strength and weakness is never a disadvantage.

Brought to you by Sibylle Ito (シビル伊藤)

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What is missing?

Or let me reframe it, is it important to be noticed globally? Recently I had noticed on the internet and while talking with others, that many stated Japanese brands are less often found abroad, especially recently in regard to home electronics a shift had occurred. While being in the US I had the opportunity to check out one popular local electronics store: Best buy. I have to agree with others, because Japanese brands were not visible at first sight. From my observation top spots in the stores are taken now by Korean brands, then the cheap eye catcher are Chinese brands and only then when you go looking for other brands, you stumble upon Sony, Nikon, Olympus, Canon… and others. Or let me give you another example of DHL. Notice the actual advertisement of the magazine FASTCOMPANY November issue. Note all the “cool” locations around the word that are promoted as quickly reachable for everyone. But where is “おはようございます” the Japanese version of good morning?

Not to be found on this map! Yes, just two examples from personal perspective cannot be considered proper research and I do not intend to make a general statement. I am simply wondering whether slowly Japan is moving away from popular attention outside the car and manga related world. Japan is more than just a mystical spot to visit for tourists, but I believe the main challenge is to promote Japan and its products more effectively globally.

Brought to you by Sibylle Ito (シビル伊藤)

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Most preferred Japanese spaghetti sauces!

Most likely while being in Japan you had noticed that for sure some local restaurants have been creative in making up new Japanese style spaghetti recipes. I am not talking about Udon, Soba or Somen, simply Italian style pasta that gets a special Japanese twist: “Wafu Pasta”. One rather famous example is the “Naporitan Spaghetti” (ナポリタン), which originated in Japan (Yokohama), altough the name shows connection to the Italian city of Napoli. According to Wikipedia the dish consists of spaghetti, tomato ketchup or a tomato-based sauce, onion, button mushrooms, green peppers, sausage, bacon and Tabasco sauce. While the idea of combining soy sauce or similar tastes with pasta might seem not appealing to you, keep your mind open, simply because would consider pasta outside of Italy to taste everywhere the same? Recently Nikkei Shimbun showed the most popular “just mix and eat” Japanese pasta sauces. The decision was based on cost performance, volume and health factor.

1. Fish roe sauce (Tarako: fish roe from family Gadidae), いつもとちがうパスタソースたっぷりソースでうれしいたらこ生風味 (Nisshin Foods, JPY 230)
2. Shrimp tomato cream sauce 海老トマトクリーム (S&B Foods, JPY 240)
3. Sea urchin cream sauce(Uni: sea urchin), あえるだけのパスタソースうにクリーム (Muji, JPY 231)
4. Dry tomato sauce, アーリオオーリオ・パスタソースドライトマト (Kagome, JPY 340)
5. Dried mullet roe sauce, (Karasumi: dried mullet roe),あえるだけのパスタソースからすみ (Muji, JPY 399)

Which is your favorite? If you got now in the meantime truly hungry and wish to make some Japanese style pasta completely by yourself at home, check out the following link: Wafuu Pasta.

Brought to you by Sibylle Ito (シビル伊藤)

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Another business trip

Most likely if you make a guess from the picture on the left, you can assume where I will be this week. This time I will be in Switzerland for a few days, but unlike earlier trips, I will be back again on Saturday.
Wishing you only the very best in the meantime.

Sibylle Ito (シビル伊藤)

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Fall has arrived…

Although I grew up being used to experience all the four seasons, I have to say I have learned only in Japan to truly appreciate all the different seasons. Starting off with the cheery blossom (see my previous comments) in spring, it seems to me most Japanese have a deeper, romantic connection to nature. Let me point out I am not talking about an eco-friendly approach, more a nostalgic, dreamlike connection to nature.
Similar to the traditions in spring, in fall it is very common to go out to popular fall foliage destinations. In some cases the trees are even illuminated at night. No matter where you go “Momiji” is the main attraction due to its amazing strong red color. According to Wikipedia “Momiji” is the Japanese Maple (Acer palmatum, irohamomiji, イロハモミジ, or momiji, 紅葉), which is a species of woody plant native to Japan, North Korea, South Korea, China, eastern Mongolia, and southeast Russia. For those readers not in Japan, enjoy the fall with the pictures below.

Power of “Momiji”

In fall not only trees turn completely red, as well flowers

Or how about a firework of color created by a tree

Simple reminders that nothing can last forever…

Even temples seem more peaceful and quiet in the fall

A shrine is sunbathing

Wishing everyone a lovely, rememberable fall!

Brought to you by Sibylle Ito (シビル伊藤)

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Japan the land of the “kawaii”

For sure Japan is unique! I strongly believe that for Japan the most desired feedback on any marketing campaign has to be “可愛い, kawaii”, which can be translated as cute. Just have a look at the picture on the side, which reflects an actual marketing promotion event of a popular Japanese Ramen brand: チキンラーメン　(Chicken ramen: “The origin of instant ramen since 1958″ made by Nissin Foods). Some argue that this approach is only directed to young Japanese women, but the cute concept is applicable for the general market. Or just imagine where else in the world do you find marketing promotions even for technical goods that are mainly in pastel colors or then contain popular cartoon characters?
This cute concept does not only apply to common household goods, but let me give you another example of a major Japanese bank, which sends yearly as an appreciation some towels for the account holder. The picture below shows the actual towel.

Even major insurances or general service provider have to use the same approach so that they can be effective in the Japanese market. So from a foreign perspective if you want to be effective in marketing in Japan, don’t forget the cute factor!

Brought to you by Sibylle Ito (シビル伊藤)

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