10 Keys to Effective PR for Overseas Brands in the Japanese EC Market— A Local Success Guide for Southeast Asian Companies Based on the Latest Japanese Business Cases

Japan’s e-commerce market was valued at 22.7 trillion yen in 2023 (according to METI). With its high digital literacy, consumer sophistication, and strong emphasis on brand value, Japan is one of the most competitive markets in the world. For Southeast Asian companies, gaining recognition and building loyal fans in Japan can significantly elevate brand value across Asia. Here are 10 actionable PR strategies based on real-world examples from Japanese brands.

1. Build Multi-Touchpoint Omnichannel Experiences: UNIQLO

UNIQLO has integrated its physical stores, e-commerce site, and official app, allowing customers to choose personalized shopping experiences. Features such as in-store pickup and app-exclusive content increase customer loyalty.

2. Storytelling E-Commerce: Kurashi no Dougu-ten

This brand creates "emotional marketing" through articles and videos that convey product stories, successfully building empathy and engagement.

3. Social Media Campaigns × Influencer Marketing: ZOZOTOWN

By utilizing influencer content, live streams, and outfit showcases, ZOZOTOWN effectively expands brand recognition among younger audiences.

4. Trial Campaigns: Embryolisse (Simplified Reference)

While Embryolisse is a real French brand, there's no clear evidence of “free trial set” campaigns during its Japan entry. References have been toned down accordingly.

5. Membership & Fan Clubs: D2C Apparel Strategies

Offering member-only events and content helps cultivate enthusiastic fan communities, which become valuable PR channels.

6. Video Content by Staff: Adastria’s Omnichannel Approach

By having store staff present recommended outfits via video, Adastria strengthens trust and authenticity in their online shopping experience.

7. Original Content & Storytelling: Food & Agriculture EC

Regularly updated content such as “harvest diaries” and cooking videos boost brand storytelling and foster recognition.

8. SEO Optimization & Multilingual Ad Strategies

Effective use of SEO in both Japanese and local languages, alongside targeted digital ads, boosts visibility and customer reach.

9. OMO Experiences: MUJI’s Seamless CX

MUJI integrates its online store, physical locations, and app to provide experiences beyond transactions, enhancing brand perception.

10. Embracing Japan’s Gift Culture: SNS-Based Campaigns

Gift-oriented promotions like LINE Gifts increase organic recognition through user sharing and social buzz.