'About Japan' webinar series 210: Engaging with Japanese consumers - why storytelling wins in digital and social media platforms

23-05-2023 | 10:30 - 11:30 CET

How should I approach marketing in Japan? What are the differences I need to consider?

In this webinar, we will explore how to engage with Japanese consumers through effective storytelling on digital and social media platforms. Japan is a unique market with distinct cultural norms and values, and it is crucial to understand these differences to succeed in marketing to Japanese consumers. Our speakers will share insights on how to approach marketing in Japan and the key differences to consider, including language, aesthetics, and social norms. We will also dive into the power of storytelling in Japanese culture and how it can be leveraged to create meaningful connections with consumers. Whether you are looking to enter the Japanese market or improve your current marketing strategies, this webinar will provide valuable insights and practical tips for success. Join us to learn how to unlock the potential of storytelling to engage with Japanese consumers and drive business growth.

The webinar is targeted to: companies selling to consumers (B2C) who are interested in entering the Japan market, or expanding in Japan.

In 40 minutes from your own desk, you will discover:

  • How to tailor your marketing approach to meet the unique cultural norms and values of Japanese consumers
  • Key differences in language, aesthetics, and social norms to consider when designing your messaging and visuals
  • The power of storytelling in Japanese culture and how it can be used to create meaningful connections with consumers
  • Strategies for effectively engaging with Japanese consumers on digital and social media platforms
  • Real-life examples of successful marketing campaigns in Japan and the insights they offer
  • The importance of building trust and relationships with Japanese consumers for long-term success in the market


  • Introduction
  • Expert’s presentation
  • Q&A Session
  • Conclusion

Registration deadline: 23 May 2023


Robert Heldt is an accomplished entrepreneur and thought leader with more than a decade of experience in digital marketing and strategic communications. He co-founded the award-winning Custom Media agency in Tokyo, which advises global brands on market entry and expansion strategies for Japan. With a passion for high-quality creative work and results-driven approaches, he has successfully helped dozens of clients achieve their marketing objectives.

Robert holds an MBA from McGill University and is qualified in Digital Transformation Platform Strategies by MIT Sloan. He has launched successful media and content platforms, including GoConnect, an award-winning digital marketplace platform.

As a respected business strategy lecturer and judge at the annual Japan Market Expansion Competition, Robert shares his knowledge and expertise with emerging businesses. He is also a leader on the Market Entry Committee of the Ireland Japan Chamber of Commerce and Vice-Chair on the PR & Marketing Committee of the American Chamber of Commerce in Japan. His thought leadership and entrepreneurial spirit continue to inspire and mentor emerging business leaders.

Sam Bird has an extensive career in marketing, both at agencies and in senior in-house marketing roles. He has delivered integrated marcom campaigns across demand generation, marketing automation, performance marketing, digital and social for blue-chip, mid-market and start-up brands in Japan, APAC and the UK.

Moderator: Sofia Smerzi, Business Support Coordinator, EU-Japan Centre
Organiser: EU-Japan Centre for Industrial Cooperation - Brussels Office

Image credits: senivpetro on

Please log in for full access
Subscribe to
our newsletters

The EU-Japan Centre currently produces 5 newsletters :

  • EU-Japan NEWS - our flagship newsletter covering the Centre's support services, information about EU (or Member States) - Japan cooperation
  • Japanese Industry and Policy News
  • “About Japan” e-News (Only available for EU companies / EU organisations)
  • Japan Tax and Public Procurement Weekly Tender Digest (Only available for EU companies / EU organisations)
  • Tech Transfer Helpdesk Newsletter
1 EUR = 169,546 JPY