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When in Rome... or in this case Tokyo

Discover how localized translation can help improve the success of your imported products in Japan and ensure they exude an authentic "Made in Japan" feel. Overcome challenges, capitalize on opportunities, and outshine local competition with our expert assistance.

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When in Rome... or in this case Tokyo

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  1. When in Rome... or in this case Tokyo How "localized" translation can help stamp "Made in Japan" on your imported products

  2. Introduction 1 Tamaki Asada Representative Director, Japan • Founded in 2000, Privately-owned • 82 employees, global partnerships • ISO 9001:2008, ISO 13485:2012 and EN 15038 certified

  3. Introduction 2 Despite being a successful MLV, an on-going pain point was inconsistent Japanese success. We found Japanese reviewer feedback very puzzling. Puzzle #1: We translated the content into 25 languages following the same process for all. Why do we only receive complaints about Japanese? Puzzle #2: Our Japanese translators are as equally qualified as the other language translators. Why are only their credentials doubted? Puzzle #3: Japanese client reviewers often claim the translation sounds “too translated” and has “low readability”. What does this really mean?

  4. Introduction 3 Riddle Why is Japanese translation so special, so different? Answer from a wise man (a client) “If our product looks foreign to the customers, it is our defeat at that point. If manuals look translated, thus indicate the products are not made in Japan, there will be no chance for us in the market.” - Our client’s Japanese In-Country Reviewer

  5. 1. Opportunities 2. Competition 3. Challenges What are your opportunities in Japan? Sales opportunities in the medical industry

  6. 1-1 What are the opportunities Why invest in Japan? Japan is the world's 2nd largest medical market

  7. 1-1 What are the opportunities Japan is ranked # 1 in global life expectancy Men: 80.5 years Women: 86.8 years Life expectancy by country over time Percentage of population over 65 years-old 25% (2014) Why invest in Japan? Japan’s medical market is growing every year 8493 Hospitals More than 1.5 million hospital beds Source: World Bank

  8. 1-1 What are the opportunities Imported medical equipment and medicine in Japan Why invest in Japan? Almost 50% of medical supplies in Japan are imported (and it’s increasing) million JPY

  9. 1-2 Competition MADE IN JAPAN 日本製 Competition Domestic Japanese Products VS. Imported Products

  10. 1-3 Who are your competitors Competition WHEN IN TOKYO… How do you win the hearts of potential Japanese customers? Above all else, your products need to “look and feel” Japanese The toughest competition you face will come from the Japanese-based manufacturers

  11. 1. Challenges in localizing your products through translation • 2. “Wrong translation”, is it really? • 3. Analysis of complaints Challenges Where traditional localization falls short

  12. 2-1 Challenges in localizing your products through translation process Problem #1 • You provide translation into Japanese using your usual global supplier. But your Japanese colleagues are never satisfied. • Why you ask? • It sounds so “translated” • The document design is not appealing in the Japanese market Problem #2 • You seek feedback on how to fix the situation but your colleagues in Japan can never seem to give you clear answers and, in the end, they tell you that they will work with a local translation company. • Why? • Maybe because….. Challenges in localizing your products through translation

  13. 2-2 “Wrong translation”, is it really? As an example, let’s suppose that we need to translate the following text (2 paragraphs, 5 sentences): nlg has a documented quality system that is certified compliant with ISO 9001:2008 and EN 15038. We firmly believe in building quality into our processes, measuring the output to ensure predictability and minimal variability and continually improving over time. In addition to building quality into our processes, nlg may also implement linguistic quality assessment according to the SAE J2450. This metric originated about 10 years ago in the automotive industry and has since been successfully applied to the life sciences sector. We have been an active participant in the application of statistical linguistic quality assessment. Typical English into Japanese translation

  14. 2-2 “Wrong translation”, is it really? (2 paragraphs, 7 sentences): nlg では、更なる高上を目指し、作業工程の質改善にたゆまぬ努力をしております。また、結果を測定することで将来の作業結果を予測可能にし、安定した生産ができるよう尽力しております。その姿勢を証明するものとして、ISO 9001:2008 とEN 15038 という２つの国際規格の証明を受けております。 翻訳の質向上に向けた努力の一環として、更にSAE J2450 という評価基準を用いることもあります。これは言語の質を評価する国際基準です。もともとは10年ほど前に自動車産業で使われ始めたものですが、現在ではライフサイエンス（医療、薬学分野）でも取り入れられ、その成果が高く評価されています。nlgでは、この基準を積極的に使用し、翻訳の質を統計的に評価しています。 Translated text in Japanese with natural flow

  15. 2-2 “Wrong translation”, is it really? A closer look at the differences The word “nlg” only was moved at the end of the paragraph to give a better impact for the conclusion.

  16. 2-2 “Wrong translation”, is it really? The First in the World! The latest technology! Regulatory issues A powerful solution for xxx, with multi vitamins!

  17. 2-2 “Wrong translation”, is it really? Design and layout New Series of Catheters Product Catalogue

  18. 2-4 Analysis …and I don’t like the pictures… and… and… This doesn’t sound natural Japanese… …and is not according to the law…. Much easier to work with a local translation company….. Japanese reviewer …..

  19. 2-4 Analysis ….. • Project owners don’t understand why their Japanese colleagues aren’t happy with the translation which followed the same process as the other languages that had a successful outcome. • They do not understand why their Japanese colleagues cannot simply explain the nature of the issues. • They want to take control of the whole translation process globally, including version control, but they cannot control Japan. This translation company does not have qualified Japanese linguists! They are fired! Japanese reviewer HQ

  20. Solutions for: • 1. Linguistic Issues • 2. Complaining Reviewers • 3. Dissatisfied Clients in HQ How do we improve the situation?

  21. 3-1 Solutions for linguistic issues 1. Create a Japanese Style Guide and Glossary (Especially useful for technical documents) 2. Allow text to be edited outside of the source English structure 3. Add one more workflow step: copy-editing 4. Build strong relationships with translators and educate them on what quality means for the client 5. Create opportunities for translators and clients to directly communicate with one another Solutions for linguistic issues

  22. 3-2 Solutions for Complaining Reviewers 1. Build trust - Go and meet them as often as possible to show who you are and how much you care 2. Listen and be flexible 3. Become a bridge between them and their confused HQ 4. Establish a presence in Japan Solutions for complaining reviewers

  23. 3-3 Solutions for dissatisfied clients in HQ 1. Explain how their “global” concept may not apply equally 2. Explain how the strict reactions from the Japanese side are due to their passion to sell their products 3. Explain that it’s not a cultural barrier why their Japanese colleagues cannot express how to overcome obstacles, rather it’s because both sides consider their own way as a global approach 4. Become a bridge for them and their Japanese colleagues Solutions for dissatisfied clients in HQ

  24. Establish aworkflow that works for everyone Japanese reviewer Client - HQ MLV

  25. Tamaki Asada Representative Director, Japan THANK YOU

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