Lead generation in Japan

Lead generation is a crucial component of any successful business strategy, involving the identification and cultivation of potential customers interested in your products or services. 

In the context of Japan,
Japan rewards brands that earn trust, communicate clearly in Japanese, and meet buyers where they already spend time. In 2025, the mix that works best blends LINE for always-on engagement, platform-specific social content, compliant data capture, and proven offline touchpoints like trade shows. The thread through all of it: localized messaging and disciplined follow-up.

This article aims to equip businesses with the knowledge and tools necessary to navigate the complexities of lead generation in Japan. Whether you are a startup looking to break into the market or an established company aiming to expand your reach, understanding and implementing these insights will be key to generating high-quality leads and achieving sustained growth in Japan.

What is so unique about lead generation in Japan?

Lead generation in Japan in 2025 starts with trust. Brands that communicate in natural Japanese, show real proof (case studies, testimonials, certifications), and respect local buying norms win the first click and the follow-up meeting. 

The landscape has shifted toward faster mobile journeys, video-led discovery, and privacy-conscious data capture, but the core expectation remains the same: be clear, credible, and culturally aligned. 

CTAs and buyer expectations differ. While free trials and demo bookings are common globally, the CTA (Download or Request Documents) is especially prevalent in Japan’s B2B SaaS because evaluators expect detailed materials before a meeting. 

For the rationale and workflow behind this, see The Ringisho Method Japan’s Unique Sales Process. 

At a high level, the most effective lead-gen levers in Japan include 

• LINE for ongoing engagement, 
• localized SEO and SEM across Google and Yahoo,
• Japan-first landing pages with strong proof, 
• webinars and case studies, 
• disciplined email nurtures with brief phone follow-ups, and 
• well-chosen events and partnerships.

In this article, we will walk you through each strategy and show how to put them to work in 2025.

Implications for Companies Entering the Japanese Market

For global companies entering Japan, it’s crucial to align with local CTAs. While the global trend leans towards demo bookings, integrating a “Download/Request Documents” option can better cater to Japanese buyers. Companies like Salesforce, Figma, and Deel maintain their global CTAs but also provide localized decks to meet Japanese business practices.

Understanding and adapting to these unique CTAs is vital for success in Japan. Nihonium can assist SaaS companies in navigating these cultural and procedural nuances, ensuring a smooth market entry and effective lead generation. For personalized guidance, book a free consultation with Nihonium.

5 Tips to Enhance Your SEO strategies for lead generation in Japan

Optimizing your online presence is crucial for generating leads in Japan, where search engines like Google and Yahoo Japan dominate the digital landscape. To effectively reach Japanese users, businesses must implement tailored SEO strategies. Understanding these strategies can be challenging, visit Guide to Finding the Right Digital Marketing Agency in Japan for assistance.

According to a Forbes article, businesses on a tight marketing budget can maximize lead generation by implementing creative strategies such as leveraging user-generated content and optimizing for local search engines. These methods have been shown to reduce costs by up to 30% while maintaining lead quality.

Optimize for Yahoo Japan via Google SEO

Since Yahoo! JAPAN runs on Google’s search algorithm, optimizing for Google SEO continues to cover over 95% of Japan’s search engine market. However, consider integrating your SEO efforts with paid search on Yahoo! JAPAN Ads to boost visibility, especially for B2B or low-volume niche keywords.

Use Local Japanese Domains

Opt for top-level domains (TLDs) such as .jp or .co.jp. These domains are perceived as credible and trustworthy by Japanese users, as they are typically reserved for companies registered in Japan.

Utilize Latin Alphabet in URL Slugs

While it might seem appropriate to use Japanese characters in URLs, they often get converted into a confusing string of numbers and symbols. Using English or romaji (Romanized Japanese) in your URL slugs not only looks cleaner but also facilitates easier sharing of links in emails and on social media.

Optimize Titles and Meta Descriptions in Japanese

Google measures pixel width rather than character count. Each Japanese character is approximately 20 pixels wide, so keep your titles under 28 characters and meta descriptions around 50 characters when using full-width Japanese characters. This ensures concise and effective communication.

In 2025, tools like the Google SERP Snippet Simulator (configured for Japanese character widths) can help preview truncation. Always A/B test headlines using both semantic and keyword-matching variations.

Prioritize Japanese-Friendly UI and UX

Mobile-first design in Japan is non-negotiable, as over 80% of searches in Japan are made on smartphones. Japanese users also expect detailed FAQ sections, visible contact info, trust badges (like SSL or business registration), and fast load times. Avoid clutter, but don’t go too minimalist as Japanese users still favor content-rich layouts over hyper-minimal western designs.

Bonus Tip: Integrate SEO with Local Ad Platforms and CRM Retargeting

Combine organic SEO insights with Yahoo! JAPAN Ads, LINE Ads, and CRM-driven retargeting to increase visibility across the user journey. In 2025, SEO is no longer siloed, and it supports full-funnel strategies when paired with paid and remarketing channels.

For more SEO Tips and Insights for the Japanese Market, check out our Guide on Japanese SEO 

The Prevalence of “Download Documents” in Japan

Japanese companies frequently use the “Download/Request Documents” CTA alongside other options like “Try for Free” or “Request a Demo.” For instance, SmartHR, a prominent cloud-based HR solution in Japan, prominently features “Download Documents” and “Try for Free” on its homepage. In contrast, Rippling, a global HR platform, uses “See Rippling,” leading to a demo booking page. This pattern is consistent across other Japanese companies such as Sales Marker, an AI-driven sales enablement platform, which uses “Request a Demo” and “Download Document,” while its global counterpart Outreach focuses on demo bookings.

Reasons Behind Japan’s Preference for Document Downloads

1. Informed Decision-Making: Japanese buyers prefer to understand the product thoroughly before engaging with a sales representative. Downloading detailed documents allows them to enter demos with a solid grasp of the service being offered.
2. Internal Review Process: The practice of sharing documents internally for review and approval (known as the Ringisho process) is common in Japan. Documents facilitate communication and decision-making across different levels of the organization. These documents are often the first point of contact for decision-makers, making their quality and comprehensiveness crucial.

Cultural Norms: In Japan, a formal company introduction is often a mandatory part of the internal review process (Ringi process). Having detailed documents readily available aligns with this cultural expectation, aiding in the smooth progression of the purchasing process.

Effective Content Marketing strategies for lead generation in Japan

Content marketing remains a cornerstone of lead generation in Japan, especially in 2025, as buyers expect high-value, culturally adapted, and easily accessible information across multiple touchpoints. To be effective, your content must align with Japan’s business culture, decision-making pace, and preferred communication styles. If you need more assistance, visit our guide to Digital Marketing in Japan.

Below are updated content marketing formats and strategies tailored for the Japanese market:

Articles

Articles serve as informative content that can cover a wide array of topics, from industry insights to how-to guides.

In the Japanese market, well-researched content that demonstrates understanding of local challenges or provides practical insights tends to perform better. There’s growing preference for articles that combine business context with actionable perspectives, especially when aligned with industry trends or case-based storytelling.

White Papers

White papers are in-depth reports that provide comprehensive solutions to specific problems. They showcase your expertise, educate readers, and persuade stakeholders, making them powerful tools for generating leads and establishing authority in your industry.

Japanese B2B buyers value downloadable resources that can be reviewed internally during the Ringisho (consensus-building) process. These assets often act as a company’s first serious impression within larger organizations.

Video Contents

Videos offer visual and auditory engagement, making them a highly effective medium for retaining audience attention and increasing reach. They can demonstrate products, share customer testimonials, and provide educational content, thereby boosting engagement and lead generation.

Many companies now supplement core marketing campaigns with localized video content across platforms such as LINE, YouTube, and TikTok, reflecting the broader shift toward visual-first communication.

Short videos (<90 seconds) perform best across platforms like LINE, YouTube, and TikTok. For localizing and branding, adding native subtitles and embedding trust cues (logos, awards, client quotes) can be a good strategy.

Japanese customers usually prefer :

• Product demos
• Customer success stories
• Executive interviews
• Event recaps (e.g. trade shows, webinars)

Pro tip: Use LINE video push campaigns and embed videos into landing pages and email newsletters.

Email Newsletters

Personalized email newsletters keep your audience informed about updates, news, and special offers. They help build and maintain relationships with potential leads by delivering relevant content directly to their inboxes. 

In 2025, businesses increasingly use email to maintain ongoing dialogue, highlight new offerings, and share educational content tailored to user interests. While open rates remain modest across the board, strong segmentation and consistent value delivery help maintain relevance.

Press Releases

Press releases are official statements distributed to media outlets to announce significant news or events. They can enhance your visibility and credibility by ensuring your message reaches a wide audience through trusted media channels.

Webinars

Webinars have become more commonplace in Japan in recent years, offering a space to exchange knowledge, showcase expertise, and foster interaction. They are particularly effective for nurturing leads further down the funnel, especially when participation includes both presentation and follow-up content in Japanese. There’s also growing interest in co-hosted webinars that bring together aligned brands or industry voices.

Landing Pages

Landing pages are specifically designed to convert visitors into customers. Trust-building elements such as downloadable brochures, client logos, or bilingual navigation are common features. While global design trends lean toward minimalism, the Japanese market often favors pages rich in helpful content and company background. 

When promoting particular products or services, pages should include compelling calls-to-action and be optimized to drive conversions through targeted marketing campaigns.

Market Observations

The most effective content strategies in Japan reflect a mix of consistency, cultural understanding, and platform-specific adaptation. While trends such as AI-assisted content and automated personalization are growing globally, Japanese audiences still respond best to material that feels human, credible, and considerate of their expectations.

Let us help you 2x-5x your business in Japan

We can help you scale your company in Japan and internationally through one on one and group coaching, online courses, and a marketing agency service.

SEE OUR CASE STUDIES

Effective Social Media Marketing strategies for lead generation in Japan

Effectively leveraging social media platforms is crucial for successful lead generation in Japan. Visit our site about Social Media Marketing Agency in Japan.

Optimize for Strategic Social Media Platforms

Boost your brand by focusing on Japan’s leading social media platforms like LINE, Instagram, Twitter, and Facebook. These platforms have integrated e-commerce features that enhance the shopping experience for consumers, making it more accessible and engaging. Additionally, leverage e-commerce giants such as Amazon Japan, Rakuten, and Yahoo! Shopping to complement your social media efforts, ensuring a seamless shopping journey. By strategically integrating these elements into your marketing campaigns, you can maximize engagement and drive sales effectively.

Implement a Mobile-First Approach

Given the mobile-centric nature of Japanese users, it’s crucial to prioritize mobile-friendly content. Ensure your website design and marketing materials are optimized for mobile devices to provide a seamless and enjoyable user experience, enhancing your brand’s reach and engagement.

Master Language and Cultural Nuances

To resonate deeply with the Japanese audience, create content that reflects the local language and culture accurately. Collaborate with native speakers and cultural experts to ensure translations are not only precise but also culturally relevant. Building an emotional connection with your audience through culturally attuned messaging can significantly enhance your brand’s impact.

Leverage Influencer Marketing

Influencer marketing is highly effective in Japan. Partner with local influencers to tap into their established audiences and build trust in your brand. Strategic collaborations with influencers can amplify your reach, increase brand awareness, and foster loyalty among Japanese consumers.

Conduct In-Depth Market Research

Thorough market research is vital for success in Japan. Understand the preferences and behaviors of your target audience by developing detailed customer personas. Use this data to create a content strategy that aligns with their interests and needs. Tailoring your content to the Japanese market will enhance engagement and conversion rates, setting your brand up for success.

The Importance of Trade Shows for lead generation in Japan

Cultural Significance in Business

Trade shows are one of the most effective lead generation channels in Japan, particularly in B2B, tech, manufacturing, and consumer goods sectors. These events are not just about showcasing products, they’re a critical part of building trust, gathering market intelligence, and forming long-term business relationships.

Cultural Value and Business Etiquette

In-person engagement continues to carry weight in Japan’s business culture. Formal rituals such as exchanging business cards with both hands and maintaining modest, respectful communication play an important role in establishing credibility. Trade shows provide a structured setting for these culturally significant interactions.

Venue for Business Development

Trade shows offer a high-trust environment where companies are evaluated not only by their offerings but also by their professionalism, punctuality, and presentation. Buyers often use these events to assess potential partners in real time, making them a key opportunity for early relationship-building.

Efficient Market Research

Participating or attending allows companies to observe competitor positioning, gauge buyer interest, and monitor emerging trends. The scale and style of booths, the technologies on display, and audience reactions all serve as useful indicators for future strategic decisions.

Customer Education

Japanese buyers often prefer to explore a product in detail before engaging in negotiations. Trade shows provide a venue for physical demos, detailed materials, and direct Q&A sessions. These touchpoints help educate prospective customers and build familiarity in a lower-pressure setting.

By participating in trade shows, businesses can effectively network, conduct market research, and educate potential customers, making these events a vital component of a successful lead generation strategy in Japan.

Practical Considerations in 2025

While participation requires planning and investment, the potential ROI remains high. Total costs for a standard small-to-mid-sized booth typically range between ¥1.2 to ¥5 million, covering space rental, production, logistics, and promotional materials. With thoughtful preparation, companies can maximize visibility and engage meaningfully with high-intent prospects.

Trade Show Booth Exhibition Costs in Japan 2025

Understanding Trade Show Costs and Strategies for Lead Generation in Japan

Space Fees

Booth space rental is one of the core costs of exhibiting in Japan. Fees vary based on event size and booth location, with simple layouts costing less and premium events like AWS or Salesforce Japan often charging more. Typical rates range from ¥30,000 to ¥80,000 per square meter.

Booth Production Costs

This includes all visual and branding elements such as banners, panels, signage, and printed materials, as well as staff involved in design and setup. Production costs usually fall between ¥500,000 and ¥3,000,000, though simpler booths can be assembled for under ¥500,000.

Booth Setup Costs

Setup involves transporting and assembling your booth at the venue, typically 1–2 days before the event. Costs vary by complexity, especially if audio-visual equipment is involved. Setup usually ranges from ¥100,000 to ¥500,000, often bundled with production in vendor packages.

Additional Trade Show Costs

Operational support fees for services like visitor guidance and customer service can add about ¥50,000 to ¥150,000. Booth space sizes in Japan commonly include 3m x 3m, 3m x 6m, and 6m x 6m configurations, and the choice of booth size should be made in consultation with the event organizers to meet your specific needs.

Finding Trade Shows

English Resources

JETRO: This government-related organization promotes trade and investment between Japan and other countries, offering various support resources, including trade show information.

USA International Trade Administration: Provides support for U.S. companies exploring business opportunities in Japan, including a comprehensive list of upcoming trade events.

Trade Fair Dates: A website that summarizes trade fair dates across Japan, categorized by date and industry.

Japanese Resources

Nikkan Kogyo Shimbun: A Japanese news platform specializing in industrial and business news, offering details about trade show events in Japan.

Adluck Square: A platform providing design and printing services while also offering information on trade shows related to product design.

Notable Trade Show Venues

Tokyo Big Sight: Hosts major global events in Tokyo.

Makuhari Messe: Known for its regional advantages and accessibility.

Yokohama Pacifico: A waterfront venue near Tokyo.

Aichi and Osaka: While attendance may be lower than in Tokyo, these locations offer increased chances for focused conversations with regional specialists.

Identifying the right trade shows is a key step in building a successful lead generation pipeline in Japan. In 2025, businesses have access to a growing number of curated directories and platforms that make it easier to discover relevant events by industry, location, and timing.

Key Sources

• JETRO Event Calendar: The Japan External Trade Organization offers a regularly updated calendar of major domestic and international trade shows held in Japan.
• Exhibition Center Websites: Major venues like Tokyo Big Sight, Makuhari Messe, and Intex Osaka list upcoming shows by sector and scale.
• Industry Associations: Many sectors, including electronics, food, and automotive, publish official exhibition schedules (e.g., Japan Electronics Show, FOODEX, Japan IT Week).
• Global Aggregators: Sites like Trade Fair Dates and 10times provide English-language listings tailored to the Japanese market, helpful for foreign exhibitors.
• Business Chambers & Embassies: Foreign chambers of commerce and embassy commercial sections often promote trade fairs relevant to international companies seeking local partners.

Approaching Targets at Trade Shows

Fishing: Setting up a booth to attract distributors and potential partners, providing a platform to pitch your products and receive real-time feedback.

Hunting: Actively seeking out and approaching potential targets without a booth, allowing for flexibility and cost savings by not incurring booth expenses.

Preparing for Trade Shows as a Visitor

Floor Map: Familiarize yourself with the event layout, key exhibitors, and booth locations to maximize meaningful interactions.

Booth Information: Study the exhibitor list and booth sizes to target companies that align with your goals. Small booths often offer direct access to decision-makers, medium booths balance marketing budget and access, and large booths may present challenges in reaching key personnel.

Approach Strategy: Start conversations by inquiring about the other party’s products to gauge interest and ensure you’re speaking with the right person. Asking about partnership opportunities can often lead to introductions to higher-ranking staff. When discussing your business, highlight how your offerings align with their industry needs to make a compelling case.

[cp_popup display=”inline” style_id=”25985″ step_id = “1”][/cp_popup]

Effective Email Marketing strategies for Lead Generation in Japan

Email marketing is still a core channel for lead generation in Japan, especially within relationship-driven sectors like B2B tech, finance, and education. In 2025, email’s effectiveness remains strong when paired with proper segmentation, local compliance, and multi-channel support.

Market Trends and Performance

Japanese users still regard email as a reliable communication method, particularly for business interactions. According to 2025 benchmarks:

• Open rates range from 20% to 23%
• Click-through rates (CTR) average around 2.5% to 3.2%
• Appointment rates increase significantly when combined with follow-up calls or targeted content

Email performs best when used to deliver timely updates, share educational resources, or provide personalized offers that align with the user’s stage in the buying process.

Cold Outreach and Multi-Touch Strategies

While cold outreach alone yields lower response rates, it remains effective when executed with clear value propositions and supported by additional touchpoints. A multi-channel approach email followed by a phone call or a LinkedIn message can raise appointment rates to 2–5%, compared to 0.5–0.7% for email alone.

Timing is critical. Emails sent ahead of a phone call often increase brand recognition and improve receptivity during follow-up conversations.

Segmentation and CRM Integration

In 2025, successful campaigns increasingly rely on CRM-driven segmentation and behavioral data. Grouping contacts by activity such as downloads, webinar attendance, or industry type, enables more targeted and relevant communication. Integration with marketing automation tools popular in Japan supports lead scoring and performance tracking.

Compliance and Best Practices

Email marketing in Japan must align with APPI (Act on the Protection of Personal Information) and JFTC guidelines. Opt-in consent remains essential, and messages must include clear disclosure of sender information and data usage. Localized ESPs familiar with Japan’s regulations can help ensure compliance.

Ideal Use Cases

Email is especially effective for:

• Sharing product updates or new features
• Sending follow-up content after trade shows or webinars
• Delivering personalized offers or trial invites to high-intent leads
• Supporting complex sales cycles where detailed documentation is needed

Explore more insights on Email Marketing Strategies in Japan

KPIs for Email Marketing

There are several key performance indicators (KPIs) that are crucial for email marketing, and the recommended ones include the following:

Engaging Cold Leads for lead generation in Japan

Cold leads might not be aware of their need for your product. Therefore, communication strategies should focus on educating these leads and warming them up. Start by reviewing and refining your Ideal Customer Profiles (ICPs), then personalize your connection requests with a brief, tailored note. Regardless of whether they respond, follow and engage with their content by liking and commenting thoughtfully. This approach helps build rapport and gradually makes these leads more aware of your service offerings.

By efficiently balancing the volume and quality of emails, using a combination of emails and phone calls, and engaging thoughtfully with cold leads, you can enhance your lead generation efforts in Japan and increase your chances of securing valuable appointments.

Conclusion

Effective lead generation in Japan requires a tailored approach that respects local business culture, buyer behavior, and platform preferences. Success depends on aligning with trusted CTAs like document downloads, investing in localized content, and integrating digital channels such as LINE, SEO, and email with in-person touchpoints like trade shows.

By leveraging the right tools and techniques such as optimizing for local search engines, tailoring content to Japanese cultural nuances, and utilizing the strengths of CRM systems, businesses can build strong, trust-based relationships with potential customers. These efforts should be complemented with strategic use of social media, effective email marketing, and in-depth market research to create a comprehensive lead generation strategy.

Whether you are a startup aiming to establish a foothold in Japan or an established company seeking to expand your reach, implementing these insights and best practices will be crucial. By doing so, you can ensure that your lead generation in Japan efforts are not only effective but also sustainable, ultimately leading to long-term success in the Japanese market.

2X-5X YOUR BUSINESS IN JAPAN

Subscribe to our bi-monthly newsletter to stay updated on the latest podcast episodes, and get notified on our free monthly seminar featuring experienced entrepreneurs and experts.

!

SUBMIT

Something went wrong. Please check your entries and try again.