5&5 Studios
Marketing in Japan,
notes from the field.
What we're seeing in measurement, consumer behavior, regulation, and platforms — written for teams running or planning marketing in Japan.
Why Your Japan Paid Campaigns Look Soft on Engagement
The dashboard is often the problem, not the campaign. What LINE's dominance and longer buying cycles mean for how you should actually measure performance in Japan.
Read more → Consumer BehaviorHow Japanese Consumers Actually Research Before They Buy
@cosme, Note, LINE groups, YouTube comparisons — why research-stage content is one of the most underused budget lines for brands marketing in Japan.
Read more → Search & PlatformsWhat AI Overviews Mean for Marketing in Japan
Japan's zero-click search rate passed 60% in late 2025. Five practical things that affect whether your brand gets cited.
Read more → RegulationThe Regulatory Reality of Launching a Wellness Brand in Japan
Why the packaging and claims that work at home usually can't be used in Japan — and what to do about it before you launch.
Read more → Consumer BehaviorOshi-katsu: The Fan-Marketing System Most Brands Don't Use
The cultural infrastructure behind Sanrio, Lawson, and Uniqlo collaborations — and how international brands can access it.
Read more →