What Kind of Words Resonate with Japanese People? A Complete Guide to “Cultural Translation” for Catchphrases and Product Descriptions

When foreign brands enter the Japanese market, they often face challenges such as “we translated it, but got no response,” “the ad conversion rate is low,” or “the product page bounce rate is high.” The root cause of these issues isn’t just a “translation mistake” — it’s the lack of true “cultural translation.”

What Is Cultural Translation?

Cultural translation goes beyond linguistic conversion. It involves understanding the values, emotions, lifestyle, and psychological distance unique to the target culture and expressing messages in ways that resonate locally. In essence, cultural translation focuses not on “what to say” but on “how to say it.”

Differences Between Japanese and Western Language Sensibilities

For instance, in Western contexts, abstract and powerful words such as “Powerful,” “Innovation,” or “Freedom” are often appreciated. In contrast, many Japanese people feel reassured by words like “Trust,” “Safety,” “Politeness,” and “Proven,” which convey stability and reliability.

Examples of Cultural Translation

• “Join the Revolution!” → “New Standards, Just for You”
• “Empower your life” → “Make Every Day More Comfortable”
• “Ultimate performance” → “Meticulously Refined High Performance”

These adaptations avoid literal translation and instead reflect phrasing that feels natural and emotionally aligned with Japanese sensibilities. Especially in ads and catchphrases, words that “enter the heart without resistance” can significantly influence results.

Softness and Ambiguity Unique to the Japanese Language

Japanese language features unique “soft” and “ambiguous” expressions that are vital to effective cultural translation. For example, assertive phrases like “Absolutely” or “The Best in the World” can sometimes alienate audiences. Instead, expressions such as “Easy to use” or “Designed to support you” provide a gentler, more reassuring tone that resonates better.

Apply Cultural Translation to Functional Descriptions

• Overseas: “Save time with intelligent automation”
• Japan: “Smart and automatic — more time for yourself”

Rather than simply listing features, adding emotional context about “how life becomes richer” can dramatically boost conversions.

Don’t Forget Cultural Translation in Microcopy

Even “microcopy” — such as button texts or menu labels — requires sensitive localization in Japan. Phrases like “Try for Free” or “Learn More” tend to perform better than “Buy Now,” as they reduce psychological resistance. In B2B contexts, options like “See Case Studies” or “Request Materials” effectively support a thoughtful decision-making process.

Three Key Perspectives for Successful Cultural Translation

1. Understand the target audience’s values
2. Be aware of the natural sound and rhythm of everyday language
3. Include review and rewriting by native Japanese speakers

In particular, the third point — native review — is essential. Translation tools or non-native staff often struggle with the subtle nuances needed to gain Japanese users’ trust. Beyond accuracy, what’s required is “naturalness” and “empathy.”

Ensure Consistency Across All Content

Cultural translation shouldn’t be a one-off task. It must be applied consistently across all content — websites, ads, social media, videos, and newsletters. Inconsistent expressions can harm brand credibility.

Common Traits of Successful Global Brands in Japan

Successful foreign brands in Japan invariably understand the importance of cultural translation and collaborate with Japanese copywriters and editors for content creation and ad management. This is the key to achieving deep market penetration.

Conclusion: Cultural Translation Is the Key to Brand Success

Cultural translation is “the optimization of communication” — an essential process for succeeding in the Japanese market. At commo, we help you convey your product’s excellence, development passion, and service strengths to Japanese customers through authentic and emotionally resonant language.