Scaling Japan Podcast

In this episode of the Scaling Japan Podcast, we welcome Ignacio Dávalos, Content Strategy Director at AIM B2B (a Custom Media company), and an experienced marketer who has led multi-channel B2B and B2C strategies for global brands like L’Oréal, Gengo, and Lionbridge.Ignacio breaks down how LINE Ads work in Japan, why they are so effective across multiple industries, and how the platform differs from Western advertising tools like Meta. He explains the ad formats that perform best, how targeting works using Yahoo Japan’s data, and why the LINE Official Account is essential for converting and nurturing leads.He also shares B2C and B2B case studies, full-funnel strategies, CRM integration recommendations, and the most common mistakes foreign companies make when using LINE Ads.If you’re a marketer, founder, or advertiser looking to grow in Japan, this episode gives you a tactical, platform-specific playbook for succeeding with LINE.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing (LINE Ads, LinkedIn Ads, GEO, SEO)Account-based marketing (ABM) and paid mediaHubSpot-certified CRM & marketing automationData-driven implementation with cultural expertise🔗 Learn more about AIM B2B : https://hi.switchy.io/h7TM 01:35 – Guest Introduction 03:54 – Introduction to LINE’s role in Japan 05:08 – LINE vs Meta comparison 07:20 – Ideal industries for LINE Ads 08:24 – LINE's lead-generation features 11:42 – B2C & B2B case studies 15:32 – LINE ad formats (VOOM, Smart Channel, more) 18:06 – Best video ad length 19:01 – Targeting using Yahoo Japan data 24:48 – Full-funnel strategy with LINE 27:10 – LINE Official Account features 30:42 – CRM integration via LINE API 32:50 – Common mistakes foreign companies make 35:16 – Misconceptions about LINE 35:57 – Advanced B2B funnel (LINE → LinkedIn) 38:16 – Future of LINE (AI integration & B2B growth) 41:37 – Ignacio’s upcoming GEO seminarConnect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/ Looking to take your business to the next level?Let our host Tyson Batino help you scale your company from $100,000 to $10,000,000 with personalized coaching and advisory.🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Ignacio Davalos, Content Strategy Director at AIM B2B (a Custom Media company) and an experienced marketer who has led full-funnel B2B and B2C programs for brands like L’Oréal, Gengo, and Lionbridge.Ignacio breaks down how LinkedIn is actually used in Japan, who the real users are, what types of campaigns perform well, and why Western lead-generation playbooks often fail when applied to the Japanese market. He shares practical insights on localization, targeting, tool integrations, and campaign structure, backed by multiple real case studies.If you're a marketer, consultant, or B2B advertiser looking to run LinkedIn campaigns in Japan, this episode gives you a tactical, Japan-specific guide to what works and what doesn’t.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing (including LinkedIn Ads)Account-based marketing (ABM), paid media, GEO, and SEOHubSpot-certified CRM and marketing automationData-driven implementation with cultural expertiseLearn more about AIM B2B here: https://hi.switchy.io/h7TM 00:29 – Introduction 00:56 – Guest Introduction 03:03 – LinkedIn user numbers & growth 07:09 – User demographics in Japan 11:41 – Competitors to LinkedIn 14:10 – How Western companies use LinkedIn 15:50 – How Japan uses LinkedIn differently 18:34 – Japanese vs Western tool integrations 26:30 – French newspaper case study 28:50 – Strengths of LinkedIn as an ad platform 34:39 – Cybersecurity case study 37:29 – How to build a successful awareness-phase campaign 40:10 – Localization of messaging & targeting 48:23 – Japanese vs English ads 49:50 – Pitfall: MBA campaign with low results 51:16 – Common mistakes in follow-up and nurturingConnect with Ignacio Davalos on LinkedIn – linkedin.com/in/ignaciodavalos Link to GEO Strategy Online Webinar from AIM B2B: https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategy/ Looking to take your business to the next level?Let our host Tyson Batino help you scale your company from $100,000 to $10,000,000 with personalized coaching and advisory.🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Sam Bird, a marketing and communications executive with over two decades of experience in digital strategy, business development, and B2B marketing. He has served as COO of Custom Media and AIM B2B, and has trained executives and multinational teams across Japan.Sam breaks down how AI is transforming search behavior, and why traditional SEO tactics no longer guarantee visibility in AI-generated results from tools like ChatGPT, Bing Copilot, and Perplexity.He explains the growing importance of GEO (Generative Engine Optimization) and AEO (Answer Engine Optimization), what companies are getting wrong when adapting, and how businesses in Japan can take advantage of the current AI adoption gap.If you’re a marketer, consultant, or content strategist looking to stay ahead of the AI curve, especially in Japan, this episode is your inside guide to the future of search.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise⁠🔗 Learn more about AIM B2B ➜ https://hi.switchy.io/h7TM Link to GEO Strategy Guide from AIM B2B : https://aim-b2b.com/lp/the-master-generative-engine-optimization-strategyShow Notes: Show Notes:00:00 – Introduction02:19 – What is GEO and How is it Different from SEO?06:06 – Are GEO and AI Searches being done in Japan?08:01 – Can You Rank on Google and NOT Appear in AI Searches?14:47 – AI Adoption and Usage in Japan 18:23 – What LLMs are Popular in Japan?21:11 – Mistakes Companies Make Switching to GEO/AEO 26:01 – How LLM and GEO/AEO Fit in Content Marketing 31:51 – Best Practices for GEO/AEO 34:00 – GEO in B2B Strategy

In this episode of the Scaling Japan Podcast, we welcome back Kenneth Jeng, Product + Operations Lead at Persona, and experienced contributor to startup ecosystems in both Japan and the U.S.This is Part 2 of our conversation with Kenneth, recorded in November 2024, and focused on the human side of ecosystem building, community, culture, and mindset.Kenneth shares why Japan continues to struggle with early-stage adoption and authentic community building, and how individuals (not just public programs) must take initiative. He also gives a candid take on grant structures, founder engagement, and what real progress could look like.If you’re a founder, policymaker, or ecosystem builder working in Japan, this episode offers a unique lens on what’s still missing and what we can each do to contribute.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise⁠Learn more about AIM B2BShow Notes: 00:00 – Introduction 00:43 – Hot Take on Challenges and Gaps 14:00 – Why People are Involved in Startup Ecosystem and Why in Japan 16:20 – Building Network 22:15 – Early Adopters or Not? 27:10 – Contributing to the Community 36:20 – Grants and Funding for Startups 42:00 – Last Messages and Hot TakesLinks from Guest Appearance: 🔗 Connect with Kenneth Jeng on LinkedIn – https://www.linkedin.com/in/kennethjeng/Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we’re joined by Kenneth Jeng, a Japan Startup Ecosystem Veteran and a long-time ecosystem builder who has worked across the U.S. and Japan.This is Part 1 of a two-part series recorded in November 2024 with Kenneth.Kenneth shares hard-hitting insights on what’s really holding Japan’s startup ecosystem back — from the cultural and structural roadblocks to limited business development capabilities and lingering visa barriers for foreign entrepreneurs.He offers a rare comparison between Japan and the U.S. startup environments, outlining why IPOs in Japan don’t function like exits, how the country’s high living standards may be dulling entrepreneurial hunger, and why so many promising startups stall before reaching scale.If you're a founder, investor, or policymaker interested in Japan's startup space, this is a must-listen for understanding where things stand and what’s starting to change. Stay tuned for Part 2 where we go deeper into founder mindsets, investor culture, and the future of Japan’s startup growth.AIM B2B – Integrated Marketing & PR in AsiaThis 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 can help you with:- 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 & marketing automation- Data‑driven implementation with cultural expertiseLearn more about AIM B2B Show Notes:00:00 – Introduction02:55 – Differences in Ecosystems07:45– Current Narratives and Trends12:38 – IPO in Japan16:27 – Immigration and Visa for Startups in Japan18:57 – Living Standard in Japan for Entrepreneurs26:30 – Pros of Japan Startup Ecosystem31:20 – Venturing and Scaling41:42 – Comparing Growth Rate46:30 – Importance of Business Development & Team51:17 – Scaling in JapanLinks from Guest Appearance:🔗 Connect with Kenneth Jeng on LinkedIn – https://www.linkedin.com/in/kennethjeng/ Coaching with TysonLooking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome back Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, for Part 2 of our deep dive into Japanese communication and leadership culture.Rina breaks down two essential concepts that drive how people communicate and make decisions in Japan, Honne (true feelings) and Tatemae (public face). These cultural dynamics impact everything from feedback and trust to accountability and external negotiations.You’ll learn how to spot the subtle signs of Tatemae, how to encourage honest feedback (Honne) in your teams, and how to avoid miscommunication that could derail a project.If you’re a business leader, consultant, or team member operating in Japan, this episode is packed with real-world examples and practical strategies to help you build stronger, more transparent relationships in a culturally respectful way.AIM B2B – Integrated Marketing & PR in Asia This episode is sponsored by Custom Media, Tokyo’s leading integrated marketing and PR agency since 2008. They have recently rebranded to AIM B2B, helping global brands expand across Japan and APAC.• 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 & marketing automation • Data‑driven implementation with cultural expertiseLearn more about AIM B2B : hi.switchy.io/h7TM Show Notes:00:00 – Introduction01:47 – What is Ho-Ne and Ta-te-maye?15:16 – How does Ho-Ne and Ta-te-maye affect business?23:21 – Management, Ho-Ne and Ta-te-maye26:30 – How to balance Ho-Ne and Ta-te-maye in meetings30:31 – Applying it in external negotiation with companies34:20 – How do you know if someone is speaking Ta-te-maye?43:10 – Methods to gently express Ho-Ne46:30 – Accountability49:10 – Key NotesLinks from Guest Appearance: 🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/ 🔗 Coaching Leaders Japan – https://coachingleadersjapan.com/Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Rina Sakuraba, Founder and CEO of Coaching Leaders Japan, an executive coach and cross-cultural leadership expert who helps professionals build deeper communication and emotional safety inside Japanese companies.Rina breaks down the concept of ne-mawashi, Japan’s behind-the-scenes alignment process and why it’s essential for getting real buy-in from teams, not just silent nods.She shares how foreign managers and Japanese leaders can improve communication through coaching, build trust with quieter team members, and avoid the common pitfalls that cause ne-mawashi to backfire.One surprising insight: many teams mistake information-sharing for alignment. Rina explains how leaders can transform one-way communication into real consensus-building.If you’re managing a Japanese team, selling into Japan, or navigating cross-cultural leadership, this episode is packed with honest and actionable advice.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise Learn more about AIM B2B Show Notes: 00:00 – Introduction03:00 – Why Ontological Coaching is Important07:55 – What is Ne-mawashi15:02 – Purposes of Ne-mawashi in Japanese Culture25:05 – How to Set a Comfortable Environment for Sharing Concerns30:00 – Challenges Leaders Face with Ne-mawashi39:27 – Techniques for Better PracticeLinks from Guest Appearance: 🔗 Connect with Rina Sakuraba on LinkedIn – https://www.linkedin.com/in/rinasakuraba/Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we’re joined by Robert Heldt, CEO of AIM B2B, to explore how marketing in Japan is transforming.Robert shares exclusive data and insights from the 2025 State of Marketing report in Japan and across APAC. From skyrocketing AI adoption to a sharp dip in content marketing effectiveness, this episode unpacks what’s changing, why it matters, and how companies can adapt.If you’re a marketing leader, brand manager, or agency working in Japan, this episode is your inside guide to what’s working and what’s next.AIM B2B – Integrated Marketing & PR in AsiaThis episode is sponsored by AIM B2B, Tokyo’s leading integrated marketing and PR agency since 2008, formerly known as Custom Media. Helping global brands grow across Japan and the APAC region with:• Localized storytelling to build trust • Strategic performance marketing for measurable growth • Account‑based marketing (ABM), paid media, GEO, and SEO • HubSpot‑certified CRM & marketing automation • Data‑driven implementation with cultural expertiseLearn more: https://aim-b2b.com/Show Notes:00:00 – Introduction01:12 – Overview of the Podcast02:10 – Recap on 2024 Report03:10 – Surveys on Marketing Report06:15 – Significant Changes in Results: AI Usage for Marketing07:50 – Findings About Similarities: Storytelling, Content Objectives09:52 – Report Regarding Usage of Generative AI and AI in General14:00 – Significant Changes in Results: Content Marketing as A Strategy18:36 – Story of Rebranding AIM B2B from Custom Media24:50 – Finding that Impacted AIM B2B’s Strategy: Outsourcing39:07 – Types of Content from B2B Companies41:30 – Importance of Thought Leadership Content45:55 – Content Marketing Trends in Japan49:32 – Top 3 Skills Marketers Will Need50:45 – How AIM B2B is Scaling Clients’ Success52:33 – How to Connect with RobertLinks from Guest Appearance:Robert Heldt on LinkedIn : https://www.linkedin.com/in/robertheldt/Link to Report : https://aim-b2b.com/blog/longform/content-marketing-japan-2025-insights/AIM B2B Podcast : https://aim-b2b.com/podcast/AIM B2B: https://aim-b2b.comCoaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Learn more: https://scalingyourcompany.com🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Fariza Abidova, CEO of Trusted Corporation, and a seasoned expert in cross-border innovation, corporate partnerships, and global HR development.Fariza shares what’s really happening inside Japan’s corporate innovation ecosystem from the invisible blockers within large organizations to the cultural nuances that slow down high-potential projects. She dives into why open innovation often fails to scale, which Japanese cities are becoming more startup and innovation-friendly, and what kind of timeline expectations foreign partners should really have.She also pulls back the curtain on hard truth facts as: after 3/4 years of running pilot innovation projects, many companies shut them down if revenue isn’t produced, regardless of long-term potential.If you’re a startup founder, consultant, or part of a government innovation program working in or with Japan, this episode is your inside guide to navigating corporate innovation here.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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertise⁠Learn more about AIM B2BShow Notes: 00:00 – Introduction 03:05 – Why Accelerating Innovation in Japan 08:05 – Open Innovation 14:10 – Working with Japanese Corporations 19:45 – Innovation Challenges in Japanese Companies 23:05 – Secret Challenges Only Insiders Know 29:50 – How to Foster Innovation in Corporates 31:50 – Cities in Japan to Launch Innovation Projects 35:30 – Strategies for Accelerating Innovation 43:30 – Government Policy Shifts 50:10 – Tips for Engaging with Large Corporations 52:05 – Timelines: Japan vs Global 56:31 – Final Message from Fariza Links from Guest Appearance: 🔗 Connect with Fariza Abidova on LinkedIn – https://www.linkedin.com/in/fariza-abidova/Coaching with Tyson Looking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services. 📈 Visit here to learn how he can help🎤 Send in a voice message: https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message

In this episode of the Scaling Japan Podcast, we welcome Bela Schweiger, President and CEO of Enter Japan K.K. Bela brings over 20 years of leadership experience at global firms including The Coca-Cola Company, Nokia, Häagen-Dazs, and L’Oréal.Bela shares essential insights on how retail distribution works in Japan, including the roles of trading houses, drugstores, convenience stores, and corporate buyers. He also provides practical strategies for handling Japanese distributor inquiries and how to pitch your brand effectively in a market known for its high standards and relationship-driven business culture.If you're aiming to launch or expand your consumer product in Japan, this episode is a must-listen for learning how to enter and grow in Japan’s highly structured retail landscape.---AIM B2B – Integrated Marketing & PR in AsiaThis 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 can help you with:Localized storytelling to build trust in Asian marketsStrategic performance marketing for measurable growthAccount‑based marketing (ABM), paid media, GEO, and SEOHubSpot‑certified CRM & marketing automationData‑driven implementation with cultural expertiseLearn more about AIM B2BShow Notes:0:00 – Introduction1:11 – Overview of Retail Distribution in Japan8:03 – Major Beverage Brands of Japan15:35 – Role of Trading Houses (Sogo Shosha)26:01 – How to Handle Inquiries and Leads from Japanese Distributors33:57 – Comparing Corporate vs. Small Retail Partners37:18 – Growth of Drug Stores and Convenience Stores as Retail Channels40:21 – How to Localize Marketing for Japanese Consumers44:01 – Tips on How to Pitch Your Brand in Japan49:14 – Key Takeaways from Bela SchweigerLinks from Guest Appearance:📘 Intercultural Leadership: Exercises in Action by Sierk A. Horn – Read here🔗 Connect with Bela Schweiger on LinkedIn – https://www.linkedin.com/in/belaschweiger/ Coaching with TysonLooking to take your business to the next level? Let our host Tyson Batino help you scale your business from $100,000 to $10,000,000 with his coaching and advisory services.📈 ⁠⁠⁠⁠⁠Visit here to learn how he can help🎤 Send in a voice message:⁠⁠⁠⁠https://podcasters.spotify.com/pod/show/scalingjapanpodcast/message