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In this episode of the Scaling Japan Podcast, we’re joined once again by Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, for Part 2 of our deep dive into Japanese communication culture.
This time, we explore Honne (true feelings) and Tatemae (public façade) the silent yet powerful forces that shape how communication, trust, and decision-making unfold in Japanese business settings. These cultural dynamics can be difficult to detect for foreign professionals, but they are essential to understand if you want to lead, collaborate, or negotiate effectively in Japan.
Rina explains how Honne and Tatemae show up in meetings, management layers, and cross-cultural business situations. More importantly, she shares practical ways to spot when Tatemae is being used, and how to create space for Honne to be shared without causing offense or discomfort.
Whether you’re managing Japanese staff, dealing with corporate partners, or trying to drive honest communication in complex projects, this episode will equip you with the cultural literacy needed to succeed in Japan.
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Show Notes:
00:00 – Introduction
01:47 – What is Honne and Tatemae?
15:16 – How does Honne and Tatemae affect business?
23:21 – Management, Honne and Tatemae
26:30 – How to balance Honne and Tatemae in meetings
30:31 – Applying it in external negotiation with companies
34:20 – How do you know if someone is speaking Tatemae?
43:10 – Methods to gently express Honne
46:30 – Accountability
49:10 – Key Notes
Links from Guest Appearance:
Connect with Rina Sakuraba on LinkedIn
AIM B2B – Integrated Marketing & PR in Asia
This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008, helping global brands expand across Japan and APAC. They have recently rebranded to AIM B2B.
AIM B2B offers:
• Localized storytelling to build trust in Asian markets
• Strategic performance marketing for measurable growth
• Account‑based marketing (ABM), paid media, GEO, and SEO
• HubSpot‑certified CRM and marketing automation
• Data‑driven implementation with cultural expertise
Coaching with Tyson
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