The need for Japanese to do business in Japan

Recently, a friend shared a link to an article in the Yomiuri Shinbun, asking, "Do you also think Japanese is no longer necessary for doing business in Japan?" In his column, Mr. Mike Kim, the founder of Gradient Consulting, a firm specializing in AI technology, concludes that it's no longer necessary. I strongly disagree with this!

However, let me clarify: I'm not saying he's wrong. He is correct, but only within his specific field of AI and modern IT technologies. The problem lies in generalizing his experience across all industries and businesses, which is not reasonable.

Firstly, the industry Mr. Kim works in is relatively young and characterized by the use of English terms and expressions, which are transcribed with Katakana in Japanese. Thus, many Japanese in this field already have an affinity for English, explaining their higher proficiency.

In contrast, in the B2B "old economy," where we promote pumps, biodegradable polyester fibers, or advanced freeze-dryer technology for our clients, the environment is quite different. The English proficiency of those we interact with is often not sufficient for conversations, let alone technical discussions in English.

The author acknowledges in his article that there are non-English speaking companies, but he advises his clients to strategically avoid them and focus on large corporations. This is a luxury our clients cannot afford. We cannot choose to do business only with companies that offer an English-speaking environment without sacrificing numerous business opportunities. Moreover, just because a well-known brand's logo (aka large corporation) is on a product doesn't mean they actually manufactured it. Many large companies outsource production and development to SMEs, which are then our direct customers and less likely to speak English.

Therefore, on behalf of our clients, we must communicate in Japanese and prepare brochures, leaflets, and other documents in the language our customers understand.

"But there is an English-speaking person I had been talking to" is something we often hear, usually in connection with the disappointment that, despite this, cooperation is not progressing. To explain this, it's important to understand the culture of decision-making in Japan, which is closely linked to risk avoidance. Unlike most Western countries, decisions in Japan are always made as a team and typically unanimously. Not only must the English-speaker understand the product or service features – the entire team, often comprising several departments, must approve their use.

It would be unrealistic to assume that all team members speak English or that discussions would be conducted in English. The evaluation of a new proposal's pros and cons will occur only in Japanese.

The critical issue arises when all information is provided only in English, placing the lone English-speaking Japanese in the awkward position of translating everything and almost acting as a salesperson for the foreign company. This won't happen! Not only because the person doesn't see it as their job, but mainly due to the inherent risk avoidance and harmony-seeking nature of Japanese culture. "What if I translate something incorrectly and we make a faulty buying decision?" would be one major concern. Consider, for example, the specifications of electronic equipment. One misunderstanding in a value, and the customer may order a product that doesn't meet their needs. It would be a nuisance for the customer and an embarrassment (and loss of face) for the translator.

As a vendor, do you really want to risk losing a potential customer due to an avoidable mistranslation?

As a consequence, our clients at San-Ten can rest assured that we provide all information in Japanese, and together we manage the information and messages we convey to potential customers.

Returning to the initial article: as mentioned, Mr. Kim is not wrong for his industry, but there are many other industries where communication and information must be provided in Japanese to succeed in Japan.

.