Japanese Customer: Foreign advertising placed in Japan must be adapted to local tastes

Photo: Office Buildings in Yokohama

"Japan is a very inward-looking market.
It's very hard to take advertising that is developed outside of Japan and just dub it and run it. There is very much a shared understanding in this market."

Source: New life into old brands,
by Chris Betros, Japan Today, October 18, 2002
http://www.japantoday.com/jp/executive/102


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