To rename or not? If you’re looking to sell a product or service in Japan, a check on the suitability of your brand name by a marketing-savvy Japanese language professional is always recommended. Language gaffs might be water off a duck’s back to big corporate players, but make or break for smaller companies.
Tokyo’s Toshima-ku district, like most metropolitan municipalities, provides an automated Japanese to English machine translation service on its website. Click on the English option, and you are warned ‘content may not be 100% accurate’. If you then click on ‘Procedures and Notifications’ (so far so good), the eye is immediately drawn to this link: ‘Information […]
Idioms and proverbs are windows into a country’s culture, illustrating its history and mores. Context and imagery can be culturally-specific, and require careful translation. Otherwise, an idiom-heavy Japanese conversation might end up like this in English: A: I’m thinking of buying my husband an expensive painting.
The opening of the first new KitKat factory in Japan for 26 years made global news earlier this summer. The snack is now Japan’s biggest selling chocolate brand and a cultural phenomenon. But how did this British-born treat get its big break in Japan – a country not short of its own confectionery? Well, it […]
In translation, sometimes even the simplest looking words can be a more than a shade tricky. For example, if you look up the word blue in Japanese, you might be confused to find it means not only blue and green, but also white, grey and black depending on the context. The grass is always bluer […]
People assume Japanese is a difficult language, but just how difficult is Japanese? Well it is hard to learn and translate, but not just in the way people typically think. They usually have in mind the task of learning thousands of kanji characters (not to mention the two phonetic writing systems, hiragana and katakana). In […]
Transcreation, the creative adaptation of marketing and branding, is rarely easy. But one of the trickiest tasks can be adapting a name for a foreign market. Let’s take a close look at how three Japanese brands chose a name for the UK market. Yakult: German, Japanese… or Esperanto?! From autumn 2016, people in the UK […]
Our guide to Japanese ↔ English translation can now be downloaded from the Export to Japan website. One recent study of English language proficiency among nations ranked Japan at number 26, between India and Italy, and behind countries such as South Korea, Singapore and Malaysia. While it is true that many Japanese people can understand […]
Would you expect a French fan of British sports cars to love Cath Kidson bags? Or how about a Chinese Scotch aficionado? Would they be into Britpop? Probably not. So here’s a question: why do ” Cool Japan” events and campaigns lump together everything from sushi to bonsai secateurs, and Crayon Shinchan to kendo? Promoters […]
Japanese business cards are an absolute essential for anyone doing business in Japan – as basic as a business suit in most situations. You will be naked without one. Here are 10 quick do’s and don’ts for translating your business cards into Japanese and using them. DO have a business card translated into Japanese. It […]