Empowering international business at the crossroads of language and culture
Supporting Global Companies in Entering the Japanese Market
When foreign companies start doing business in Japan, they face not only language barriers but also challenges such as understanding business practices and legal regulations.
Our “Japan Market Entry Support” initiative goes beyond interpretation to provide hands-on business support that addresses these issues.
We embrace cultural and conceptual differences, engage in dialogue to clarify challenges, and work together as a team to support the endeavors of international companies.
Together with our trusted partner, Marcel Rasinger of Genten LLC, I, Mamiko Yasunaga, sat down to talk about the values, vision, and meaning of working as a team to support international business challenges.
“We Complement Each Other’s Strengths” — Yasunaga
Yasunaga:
The opportunity came through a mutual contact, who was working with a company preparing to expand into Japan. They needed local support, and that’s when we were introduced.
Rasinger:
At the time, I was already handling multiple projects and knew I couldn’t manage this one alone. I told our contact that if I were to take it on, I’d want to partner with someone I trust—and they suggested Yasunaga-san. Once we spoke and compared our perspectives, it was clear we should form a team.
Yasunaga:
Yes, our approaches aligned. Even though this was our first time working in the sports entertainment industry, we realized that by combining my expertise in business documentation with Marcel’s linguistic and cultural strengths, we could build a strong foundation.
Rasinger:
Exactly. While I can handle English and Japanese, when it comes to legal and contractual details, Yasunaga-san’s background is invaluable. It was reassuring to know that together, we could complement each other’s skills.
“What Clients Really Want Is Connection and Trust” — Rasinger
Rasinger:
Our client already had business partners lined up in Japan, but they faced challenges in moving to the next stage. They weren’t familiar with Japan’s unique business practices or the way relationships are built.
For example, in Japan, nemawashi—informal groundwork and consensus-building behind the scenes—is often essential. Constant communication with local partners is also critical. Because of cultural and linguistic differences, even the same words can be understood differently, and certain expressions may unintentionally come across as impolite.
Our role is to bridge those gaps—suggesting alternative wording when needed and ensuring smooth communication across cultural boundaries.
Yasunaga:
We also act as “traffic controllers of language and information.” Without clarity, communication stalls. By stepping in as neutral facilitators, we identify where conversations are stuck and guide both sides toward resolution.
Rasinger:
That’s why I don’t really call myself a consultant—I’m more of a facilitator. What clients seek is not abstract advice, but connections and trust.
Yasunaga:
This work draws on my past business experience and the sensitivity I’ve developed through international interactions. We help eliminate misunderstandings by clarifying the intent of documents and addressing cultural gaps. In a way, it’s like acting as a communication manager. What we do doesn’t really have a clear job title—it’s a role without a name.
On Partnership
Rasinger:
Yasunaga-san is someone I deeply trust as a professional. She always comes prepared, sees the essence of the matter, and can strategically chart a way forward. It’s a strength I truly admire.
Yasunaga:
Marcel, on the other hand, brings perspective. While I tend to dive deep into details, he helps me step back and see the bigger picture. His ability to handle multiple languages—English, Japanese, and even German—means he can engage in any discussion with accuracy and depth. That balance gives me confidence in our collaboration.
Rasinger:
Well, I’ll happily take that compliment! (laughs)
Looking Ahead
Yasunaga:
I feel fortunate to have met Marcel as a partner. Supporting overseas companies in Japan is challenging to tackle alone, but together, we’ve been able to make it real. I hope we can continue building on this work.
Rasinger:
I also had my doubts at the start. But through this project, I realized that with the right partner, we can overcome much more than we could individually. Our service isn’t about delivering a product—it’s about building trust.
Ultimately, that trust becomes a brand in itself: the confidence that even without meeting face-to-face, clients know they can rely on us. That’s the future we’re working toward.