BRAND GROWTH PARTNER
A brand loved around the world won’t automatically win in Japan.
We reframe your brand into reasons to buy in Japan — hands-on.
Let’s start with a conversation
[Photo — 金曜に本番写真を挿入]
Do any of these sound familiar?
You’re not sure who to turn to.
Left to a local agency, the brand’s world fell apart.
Agencies pitch, but you can’t have a real discussion in English.
You’re looking for a brand expert who can act as a local COO.
Not big enough for a full-time hire — but you need more than an adviser.
Japan is a major market — yet famously singular, and hard to read.
Facing the world’s most discerning consumers, concepts and tactics that worked elsewhere won’t necessarily land. Culture, history, and habit change what makes people buy.
In Japan, meaning lives between the lines.
YOUR MARKETS
—Low-context
Meaning is stated explicitly. Clear, logical, spelled-out messaging wins.
→
JAPAN
— High-context
Much is unspoken — read from context, nuance, and the space between words.
What lands in low-context markets won’t automatically land in Japan.
We reframe it into the meaning, experience, and context Japanese customers buy.
Turning your brand into the reasons Japanese customers actually buy — not words, but meaning, experience, and context. Your brand’s essence stays intact; what changes is why people want it.
“Reframing” = turning an overseas brand, while protecting its essence, into the words, experiences,
and context that make Japanese consumers want it.
1
Listen first, together
Map your brand’s goals and assets with you to set the foundation.
2
Go straight to the real voice of Japanese consumers — not desk research.
3
Reframe the home-market world for the Japanese context.
4
Build the strategy
Design the concept, channels, and experience.
5
Align HQ, agencies, and in-house teams — hands-on, on the ground.
30 years of world-class brand management, across six arenas.
1
P&G (the global standard of brand management)
2
J. Walter Thompson (building global brands on consumer insight)
3
Guerlain / LVMH (led Japan-market marketing)
4
Founder → Exit (built, ran 11 years, sold)
5
De Beers Forevermark (Board Member, No.2 of the brand)
＋
Growth driven by “Reframing” and hands-on “Execution.”
Guerlain (LVMH)
+30% buyers in their 20s–30s; a younger brand.
De Beers
“Bond” concept — a breakout hit in 6 overseas markets.
Nail salon (launch)
Profitable in month 1
11 years without a loss, then sold.
Childcare operator
80% of enrolled 3-year-olds joined.
— Natsu Murakami, Founder, Serendip / Brand Growth Partner
This is for you if…
-You're a global brand entering — or growing in — Japan.
You need a trusted, senior partner who can act as a local COO.
You want to protect your brand’s world while making it land in Japan.
You need more than an adviser, but less than a full-time hire.
Core
Core
(the Japan partnership)
Ongoing reporting on Japanese-market insight
Briefing & debating Japan’s market and consumers
Turning your HQ brand strategy into a Japan strategy
Directing agencies and in-house teams
Backing you up in partner negotiations
As needed
Management (vision, strategy, new business)
Org & talent (hiring, development, evaluation)
Sales & marketing (strategy, metrics)
Product development (concept)
Consultation
Let’s start with a conversation.
For brand leaders serious about Japan — I’ll propose a plan in a 60–90 minute session.