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Review focus: Japanese customs, culture, Westerners, cultural sensitivities
Asian Business Code Words Index NTC/Contemporary Publishing Company Asian Business Strategy & Street Intelligence Ezine
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Despite a historical pattern of importing ideas, customs and products from abroad, Japanese invariably alter these imports to fit their own distinctive tastes. It oftens seems, however, that some of these adaptations are made without reason - just to "Japanize" the import. But this Japanization process goes beyond an arbitrary whim. There are several vital factors in the essence of Japanese culture that compel them to make changes to things, including many occasions when outsiders cannot see the rationale. Traditional Japanese culture was so comprehensive, so clear, that it created a virtually universal mind-set that controlled the reactions of the people to everything they saw or experienced. The cultural conditioning imposed upon them was also so pervasive that their reactions became automatic. This characteristic Japanese mind-set was founded on specific philosophies that covered materials, aesthetics, design and use, which in turn were based on standards that had been elevated to the level of fine arts. When the Japanese were exposed to any foreign product or idea that did not meet the exact guidelines they had been conditioned to follow, they instantly recognized the difference and felt compelled to reject it or to change it. Several of the abstract qualities that make the Japanese distinctive are summed up in the word ki (kee), which has a variety of related meanings, including "spirit, nature, heart, care, feelings, precaution, mood, flavor and atmosphere," depending on its usage. Japan's traditional culture has been watered down to the point that in the younger, urban generation it may not be visible at all, especially to foreigners. Enough of it remains, however, to continue influencing their attitudes and behavior in subtle but important ways. But most Japanese born and raised before 1960 have very much the same mind-set that has been typical for hundreds of years, particularly in identifying and judging the quality and value of non-Japanese things. Much of the cultural influence that keeps the Japanese traditional in their way of thinking and acting is bound up in the language - in words like ki, which is used daily in a dozen or more common expressions. When something or somebody suits the distinctive Japanese taste, it is described as ki ni iru (kee nee ee-ruu), which means it is "agreeable, suitable, acceptable". If something really catches a person's attention, a proper response is ki ni narimashita (kee nee nah-ree-mah-ssh-tah). A person who does not demonstrate an acceptable degree of goodwill, energy and spirit, especially in work situation, results in his or her co-workers feeling ki ni kuwanai (kee nee kuu-wah-nie), or that person is "distasteful". Because Japanese are conditioned to react in a very specific way that is frequently at odds with Western reactions, Westerners often have difficulty understanding and accepting Japanese behavior. This is of special concern when Westerners propose to export apparel and food items to Japan. Since apparel and food are especially subject to cultural sensitivities, it is vital that foreign businessmen wanting to sell such items in Japan find out how they are perceived by the Japanese as one of the first steps in their market research. Whatever it is, it must please ki to be successful in Japan. The only valid method of researching this aspect of marketing in Japan is carefully monitored testing of the products concerned. This same factor may also apply in varying degrees to foreign-made appliances, furniture and other personal-use items, not only in terms of style, but also in the materials used, the workmanship, and the scale. Foreign businessmen often seem to ignore the fact that Western size standards are substantially larger than those prevailing in Japan.
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Boye Lafayette de Mente is one of our regular monthly columnists at the 
| This month's column is excerpted from Japan's Cultural Code Words, by Boye Lafayette De Mente available from NTC/Contemporary Publishing Company |
© Boye Lafayette De Mente & the Asia Pacific Management Forum 1999
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