What made you decide to join ZenGroup?
I joined ZenGroup in March 2022. I was drawn to ZenGroup because of its international environment and global mission. At the time, the service operated in many languages, and I felt it would be a place where people from different backgrounds work together and where I could grow even if my Japanese was still developing.
I had lived in Tokyo during university, but I decided to move to Osaka for the job, and I quickly realized I loved Osaka’s warmth and friendliness. The work also felt like a good match: I wanted to support overseas customers (especially Chinese-speaking users) in accessing Japanese products, and ZenGroup felt like the best place to do that on a truly global scale.
Could you tell us about your daily responsibilities?
As a Marketing Team Leader, I manage and coordinate marketing across multiple language markets. My daily work includes holding meetings with language marketers, discussing and planning new campaigns, aligning priorities, and supporting team members so campaigns can move forward smoothly.
At the same time, I have continued to be hands-on in performance marketing, especially Google Ads, which I focused on deeply for a long time. This role requires balancing people management (team structure, processes, and mentoring) with practical marketing execution (campaign planning, analysis, and optimization).
I also support markets beyond Chinese, and that has been a very interesting challenge. Each market behaves differently, so I frequently compare performance and learn how different cultural backgrounds respond to advertising and messaging.
When is the busiest time of year for the marketing department?
The busiest season varies by market, but for the Chinese market, Singles’ Day (11/11) is the biggest peak of the year. What makes it especially demanding is that it overlaps with other major campaigns, Halloween, Singles’ Day, and Black Friday often fall in a similar period.
Because of that, preparation starts months in advance, with discussions and planning about what kind of promotions to run and how to execute them. There are also mid-year peaks such as 6.18, but the year-end period (especially around November) is the most intense.
How do you stay up-to-date with marketing trends and information?
In marketing, platforms and trends change quickly, so I actively learn through practical work and continuous research. I study analytics tools and performance data, and I also learn from the knowledge-sharing culture inside the team, members often share learnings, insights, and tips with each other.
As I work across multiple markets, I also keep learning about differences in user reactions by country. Even when running similar campaigns, some markets respond strongly while others require more trust-building and different approaches. Understanding those differences is a major part of my ongoing learning.
What do you think is the most important skill required for a marketer at ZenGroup?
The most important skill is adaptability. Our work changes constantly, campaign priorities shift, product categories change, and what works in one market may not work in another.
For example, one period might focus heavily on anime or trading cards, and another might focus on fashion, outdoor goods, or completely different product categories. In addition, marketing platforms themselves evolve quickly, so we need to keep learning and adjusting.
If you enjoy change, learning, and trying new approaches, ZenGroup marketing is a great environment.
What are some of the most popular products being bought from Japan?
Because ZenMarket allows customers to purchase almost anything from Japanese online stores, the range is extremely wide. Popular categories include anime and pop-culture goods, but demand is not limited to entertainment.
As I worked in multiple markets, I realized that many customers value Japanese products for their quality and reliability, even in categories like sports/outdoor gear, instruments (such as guitars), and daily necessities. Some customers also purchase simple everyday items like snacks they tried in Japan and want to enjoy again back home.
What kind of users use the service most often?
Our user base is very broad, and it differs depending on the product category. Generally speaking, it spans from around 18 to 50+.
For example, younger customers may be highly engaged in pop culture categories, while customers in their 40s and 50s may purchase hobby or premium-quality items that are difficult to find outside Japan. Across regions, a common theme is that many users trust Japanese brands and value “Made in Japan” quality.
Have you ever collaborated with any influencers?
Yes, though the approach differs greatly by market. For example, in China, many major global platforms are restricted, so influencer marketing requires using local platforms and working within strict regulations. Even setting up official accounts can take a long time, especially for overseas companies, but achieving it is very rewarding.
In recent years, collaboration has become more efficient through agencies, which can connect brands with a wide network of creators. Instead of reaching out to creators one by one, agencies help match us with suitable influencers at scale, making partnerships more realistic and sustainable.
What kind of fun digital marketing campaigns have you been a part of?
As a representative example, first, there is the Single’s Day (11/11) campaign for China. I moved the planning forward as the central figure during the early timing when ZenMarket began to seriously work on Single’s Day. We created limited-time discounts and special feature pages (e.g., “Anime Goods to Buy on 11/11”) and deployed countdown posts and short videos on Weibo and Bilibili. We also had cooperation from micro-influencers, and as a result, new registrations and the number of orders grew significantly, making it a campaign where I could feel that “preparation led to results.”
Also, the story project “From Japan to Me” is impressive. We focused on a user in Chengdu, China, and interviewed and visualized their background of liking Japanese fashion and using ZenMarket. It was for branding purposes rather than sales promotion, but the actual user experience was conveyed, and sympathy and engagement were high.
Furthermore, “Japan Shopping Spree” was also large-scale, including shooting arrangements in Osaka and participant recruitment, but the four videos were played and shared many times, making it a project that reached travelers and international students. These are different types of campaigns, but I learned that what is commonly important is to understand “what moves the users’ hearts.”
Could you describe the work environment and atmosphere in your team/office?
ZenGroup’s environment is very supportive and multicultural. Many colleagues are international, and there is a strong culture of respecting diversity. The company is also open to new ideas, if you propose something thoughtfully and seriously, people will support you and help make it happen.
That supportive atmosphere is important for marketing, because creative work requires freedom and a positive environment. Without that culture, it would be difficult to keep trying new approaches and building ambitious projects.
In what ways do you feel you have grown since joining ZenGroup?
I’ve grown from being a specialist focused mainly on one market to becoming a leader who supports multiple markets and team members. I’ve learned how to manage people, create processes, and guide projects forward, not just execute tasks.
I’ve also expanded my perspective by seeing how differently countries react to marketing and how strategies must change depending on culture and trust levels. That broader viewpoint has been a major area of growth for me.
Has ZenGroup supported your personal/professional growth?
Yes. ZenGroup provides an environment where learning is encouraged and where people share knowledge openly. I’ve received opportunities to focus deeply on a specialization (like Google Ads) and to take on meaningful responsibilities early in my career.
The culture is supportive, colleagues and leaders are approachable, and the company atmosphere makes it easier to challenge yourself and grow.
What are you currently studying or learning to improve your marketing skills?
I continuously study performance marketing and analytics, especially in areas like Google Ads, because platform updates and new tools appear quickly.
In addition, as I oversee multiple markets, I keep learning about cultural differences and how messaging needs to change by region. I also try to learn small pieces of other languages when possible, even if it’s just understanding key terms or context, because it helps communication and improves campaign planning.
What do you like most about ZenGroup?
What I like most is the combination of a strong global mission, an international team, and a workplace culture that values work-life balance.
It’s not only a place where you can work hard and build your career, people can also enjoy life in Japan, especially for those who have always wanted to live here. This kind of environment is rare, which is why I genuinely recommend ZenGroup to friends who are job hunting.
