1. Cultural customization of websites for
Japanese subsidiaries of global
companies
s1180192
Masashi Hashimoto

2. What is Japanese Cultural
Customization
• Japanese Culture and online consumer
1. Collectivism
2. Uncertainty Avoidance
3. Power Distance
4. Masculinity
5. High Context

3. Japanese Culture and Values
It is very important that customization of websites for Japanese exploit
the concept of Japanese culture and values.
Japan is a traditional society with symbols , ritual , values and an
intricate contextual elements.
At a macro level, Japanese culture can be described five values.
1. Individualism-collectivism
2. Power Distance
3. Masculinity-Femininity
4. High-low context
5. Uncertainty

4. Collectivism
Japanese are very important community relations
and family. And they think much of the public
image.
For example Culture customization,
• If shop website would be better off Showing the
image that everybody can shop with a light
heart.

5. Uncertainty Avoidance
As Japan is very risk-averse society.
It is important to reduce risk, anxiety and
uncertainty that Japanese consumers
might have shopping online.

6. Power Distance
Japan is collectivism society and Japan is
rooted in tradition , hierarchy and both
social customs and role structure.
In this society being aware of social
hierarchal structure is important so many
Japan society official website display the
CEO’s message and depicts them with
high honor and respect.

7. Masculinity-Femininity
Many Japanese people want to succeed ,
challenge and at the same time conform
to the group norm a not stand out.
They want to attain the ultimate in my hobby
and something skill.

8. High Context
In Japanese culture is very hung up context
and accepting of graphics, color and image to add
depth and context to the communication. And In
Japan certain colors carry specific meaning. So
color image is different for different types of color
For example
– Red : the color of luck
– Yellow : the Japanese color of courage