Crypto Marketing: What Are the 5 Key Secrets to Successful Crypto Marketing in Japan?

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CryptoNiche

6 min readApr 9, 2024

In the dynamic realm of finance, Japan has once again demonstrated its strength. By 2023, Japan had surged ahead, with 5.7% of its internet users aged 16 to 64 owning some form of cryptocurrency. This was not just a passing trend; it was a clear indication of Japan’s forward-thinking approach and its ability to adapt to the changing global economy.

So, what factors contribute to Japan’s significant embrace of cryptocurrency? Is it their robust financial infrastructure, their deep understanding of market dynamics, or perhaps a visionary approach to future economies? As we delve into the nuances of crypto marketing in Japan, we’ll uncover strategies and insights that have positioned the nation as a leader in the digital currency domain.

Let’s explore the five key secrets to successful crypto marketing in Japan and how they can help you outperform your competitors.

1. Understanding the Japanese Crypto Consumer Profile

Japan’s crypto market is a fascinating blend of regulatory compliance and community cohesion. This unique mix has led to a notable feature: unwavering user loyalty.

Delve deeper, and you’ll find that Japanese crypto enthusiasts exhibit remarkable commitment once they choose a digital coin or project. Meteorite Labs, for instance, experienced this firsthand. After investing early in StepN, they found that out of the initial 800 community members, 300 were from Japan. Even in 2023, the Japanese presence in the StepN community remains strong, accounting for 20–30% of its members.

But loyalty isn’t the only factor; purchasing power plays a significant role too. Despite being the 11th most populous nation, Japan ranks fourth in global purchasing power, according to the CIA. This economic strength is evident in the crypto realm as well. Fusionist, for example, saw 30% of its entire community comprised of Japanese users after Meteorite Labs strategically entered the project, highlighting the immense potential of this market.

2. Leveraging Localization for Trust

Entering the Japanese crypto market without a clear localization strategy is akin to navigating Tokyo’s bustling streets without a map. The most glaring pitfall? Underestimating the language barrier. Many overseas blockchain projects stumble here, failing to resonate with potential Japanese investors due to linguistic missteps.

The remedy? Start with your website and the one-pager. A concise Japanese summary often works better than a full translation. Why? Past experiences with poor translations have made Japanese investors cautious. They’ll switch to the English version if they’re genuinely interested. Newsletters also require special attention. If they’re not in Japanese, they might end up in the spam folder, especially if unsubscribing is complicated.

However, translation isn’t just about swapping words. Many ICO projects, often written by non-native speakers or tech-savvy individuals with limited communication skills, end up sounding confusing. To truly resonate, collaborate with Japanese agencies. They’ll ensure your message is not just translated but truly localized, capturing the essence of what you want to convey.

3. Targeting the Right Channels for Marketing

Picture navigating the bustling streets of Shibuya, Tokyo. Each street represents a different communication channel, and you’re trying to find the best route to reach your audience. In the world of Japanese crypto marketing, while almost everyone has the Line messenger app on their smartphones, it’s not the golden path you might expect. Yes, it’s everywhere, but it’s also seen as a haven for domestic scammers. On the other hand, Telegram, though less common, exudes an air of international sophistication. The serious players in the Japanese crypto scene? They’re all on Telegram. While Line might attract curious onlookers, Telegram is where you’ll find dedicated enthusiasts.

But there’s another avenue you shouldn’t overlook: Twitter. It’s a bustling boulevard in the Japanese digital landscape, offering real-time updates and a platform for engagement.

The key takeaway? While translating and localizing for the Japanese market, understand where your audience hangs out. It’s not just about speaking their language; it’s about speaking it in the right places. Whether you’re sending out tweets or crafting Telegram updates, tailor your approach for the Japanese crypto community.

4. Navigating Japan’s Regulatory Environment

Recent indications suggest that Japan is moving towards allowing startups to raise public funds via crypto assets, departing from the traditional stock-based approach. This shift, as reported by The Nikkei, particularly targets Investment Business Limited Partnerships (LPS).

Historically, Japan has been cautious, trailing behind global counterparts in embracing the digital asset revolution. However, the winds of change are blowing. In August 2023, the Financial Services Agency (FSA), Japan’s chief financial watchdog, proposed changes to the cryptocurrency tax code, targeting the “unrealized gains” tax. This move signals Japan’s proactive stance in crypto regulation.

Prime Minister Fumio Kishida, during the WebX conference in Tokyo, emphasized Japan’s commitment to the burgeoning Web3 industry, highlighting its transformative potential. While global regulators proceed with caution, Japan is strategically positioning Web3 at the heart of its national blueprint. From guidelines on decentralized organizations to token listings on Japanese exchanges, the path is becoming clearer. Japan’s regulatory clarity stands in stark contrast to the U.S.’s multifaceted approach. In Japan, the lines are crisply drawn, with the FSA providing clear definitions.

5. Embracing a ‘Japan First’ Approach

Imagine a digital realm where every step you take translates into rewards. Enter STEPN, a groundbreaking mobile game that brought the ‘Move to Earn’ concept to life, with Japan as its launchpad for success. The secret? Understanding and tapping into the unique spending habits of Japanese players. Unlike their global counterparts, Japanese gamers are known for their willingness to spend substantial amounts, sometimes even reaching six figures, to enhance their in-game experiences.

Contrast this with the Philippines, where the Play-to-Earn sensation, Axie Infinity, thrived mainly due to its Scholar system, allowing players to participate without owning NFTs, catering to those with limited initial capital. STEPN’s strategy was different. By focusing on Japan first, they ensured that the game’s economy was shaped by the significant purchasing power of Japanese players, rather than a global average.

The result? A thriving local community buzzing with discussions about STEPN at its peak. While Japan has often lagged behind in the global digital asset race, this ‘Japan First’ approach proved to be a game-changer. It’s a testament to the power of understanding and catering to local nuances. For those looking to make waves in the crypto gaming world, the STEPN success story offers a clear blueprint: Understand your audience, tailor your approach, and sometimes, it pays to think local before going global.

In Conclusion

From the vibrant streets of Tokyo to the serene temples of Kyoto, Japan’s crypto landscape mirrors its diverse culture. As we’ve explored the market’s intricacies, from its unique user loyalty to navigating regulatory challenges, one thing is clear: Japan is a force to be reckoned with in the crypto world.

In a digital era where currencies are reshaping economies, Japan offers invaluable lessons. It’s not just about embracing technology; it’s about understanding the market’s pulse and adapting strategies accordingly. As we conclude our exploration, remember that in the ever-evolving world of crypto marketing services, staying informed, adaptable, and locally attuned might just be the secret to success.