In 2022 it was 2.5 billion app downloads in Japan, and users spent 45 billion hours on them. So, if you have the application, localization to Japanese can boost the number of your users and revenue. Another reason for Japan's attractiveness for businesses is its robust economy. In recent years, Japan has kept third place as the strongest economy after China and the USA. Also, it has one of the world's largest e-commerce markets, with $144 billion in annual online sales projected to reach $156.30 billion in 2023. Based on these figures, Japan appears to be a promising market for entry. However, to succeed in this country, it is essential to understand the cultural context thoroughly and possess professional language knowledge. ## Top challenges for Japanese localization Localization involves translating and adapting an entire product, which can be challenging for your team when it comes to the Japanese language. The challenges range from bridging the gap between grammatical structures to using correct honorifics and idiomatic expressions, changing layouts for new fonts, and many more. Let's look at the main points of this question: 1. **Linguistic differences and loan words**. Japanese have significant differences in terms of grammar, sentence structure, and writing systems from the other languages. At the same time, the Japanese language is constantly enriched with new words borrowed, including from English, and sometimes these terms replace the Japanese words. One of the examples is the word "hotel." Besides the Japanese word 客舎 (*kyakusha*,) often you can hear/see ホテル (*hoteru*.) Using the wildly popular loan words in your content indicates that you are talking with the audience in the same language. 2. **Honorifics and politeness levels.** Japanese has a complex system of honorifics and different levels of politeness, which can be difficult to translate accurately. The polite language (丁寧語, *teineigo*); respectful language (尊敬語, *sonkeigo*), and humble language (謙譲語, *kenjōgo*.) Using the appropriate honorifics when addressing someone is crucial to avoid unintentional offense or disrespect. These honorifics vary based on the person you are speaking to.

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