thermal7 said:
I have been living in Japan for about 9 months and I know the culture pretty well. The article Itsamii posted counters many of the statements in this thread, but here is my own take.
> They don't like American companies / patriotism
American companies are huge over here. The Japanese culture has a huge fascination with America. I think the brand power of most American companies is even stronger in Japan. As mentioned in the article the iPod sells very well here.
> The don't like Microsoft
Japan is one of Microsoft Windows strongest markets. There is a lot of negativety towards Microsoft (BSOD, Evil company) in the western world which to a large degree doesn't exist in Japan.
> The Japanese are brand Elitist. They buy things to show off.
Whilst it is true the Japanese do favor brands more than other countries, it's not like everyone is like this. Like my own country Australia, there is a percentage of people who wear clothes because of the brand and are shallow. This percentage is greater in Japan, but it is still a small subset of society. It is mostly girls and generally these people don't buy video games anyway.
It is true that people are more focused on appearance than most other countries. However, this is not about brand, it is just about being appealing/cool to others. I think it ties into a general cultural sensitivity to what other people think. It is also partly due to the Japanese focus on doing your best, whether its what you wear or your job or anything. However, this doesn't impact video games sales. People are not self-conscious to the degree that they want their living rooms to only show the most publically accepted brands. So basically I don't think this relates at all.
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So why then?
I think the reasons are very simple and equally applicable to other markets.
The Xbox is branded at the American market. It is supposed to appear powerful/masculine/ferocious. There is the whole theme of its raw green radioactive power glowing from within. The Japanese culture is not very masculine at all. The celebrities are easily mistakable for girls with their very thin frames, styled hair and luscious lips. Further more, as such a technological society, they are further along the style curve than America. I would say they have grown out of the alienware style powerful looking hardware, i they ever were attracted to it.
They prefer simple and aesthetic styles with the feeling of refinement. I mean not even refinement, the feeling of perfection. Just look at the wii or the DS and you can see what they go for.
The Xbox original was even further marketed towards American tastes and did not impress them. So you have to realise that the Xbox 360 is in a way starting from scratch (or maybe even behind scratch) again this generation.
And of course the games, the Japanese aren't big on FPS games which is the hallmark of the 360. Lastly, it was always going to be an uphill battle. The Sony and Nintendo brands are very rooted in Japan, much less so than America. So basically it is simply the brand, the offering and the market. It really doesn't have anything to do with an anti-american bias. |
I've been here in Nagoya, Japan (the 4th largest city) for about 3 months. I would agree with what you've said in general. I agree that the general looking cool and good thing is true, but here at the university I'm studying at, certain generally more expensive brands are pretty popular and what many people seem to want. This is just at one university. but a few of my teachers have stated that it can be fairly common in the larger cities. It is somewhat amusing sometimes. Some of the Japanese people I've talked to have said they'd really like to go studying abroad, but it's too expensive. They say this while having their $300-$500 dollar purse or wallet on them.
As for an actual conversation I had with with a Japanese guy, it went something like this.
Guy:I want a PS3
Me:Oh? What games do you want?
Guy:Minna no Golf and (I don't remember the other one).
Me:What are your thoughts on the x-box 360?
Guy:I'm not very interested in Halo 3 or shooters.
Me:How about Blue Dragon or Trusty Bell?
Guy:Oh! Yeah, I want to play those.
Me:So if I buy a 360, will you buy a PS3?
Guy:No, the PS3 is more expensive. How about you buy a 360 and I'll buy games?
So it seems to largely be a perception issue still.
