Times are shifting rapidly in the digital era, and even search engines are not immune to change. While search engines are still relevant, social media marketing is increasingly proving its value for reaching consumers. Companies should recognise how social‑media tag searching is evolving and incorporate it into their brand strategy to maximise reach.
In Japan, the use of social‑media tags and geotags—especially in the food and restaurant sector—is growing significantly. Many consumers now use hashtags such as #名古屋カフェ (#Nagoyacafe) rather than relying purely on a Google search. For Japanese residents, these searches are naturally carried out in Japanese. A recent article noted that 「お店はググらず、インスタで探す」 (“don’t Google the shop; find it on Instagram”) as a key shift in the information‑gathering habits of smartphone users.
For a brand or restaurant in Japan, being active on social media and encouraging existing customers to post with tags is vital. Such user‑generated posts increase discoverability and build trust. Moreover, the visual and personal nature of social postings often resonates more than traditional search‑engine results.
While the food & beverage industry is leading this trend, similar dynamics are likely to spread into other sectors. Encouraging pre‑existing users or customers to post on social media reinforces reach because their opinions are regarded as more trustworthy. Consequently, social media isn’t just an additional channel—it’s becoming a primary channel for discovery.
Lack of awareness of social‑media trends, or neglecting to monitor comments and hashtags linked to your business or industry, can lead to missed opportunities or even reputation issues. Staying up to date with local social‑media behaviour in Japan and the broader APAC region is essential when executing an international marketing strategy. At Mondo Marketing, we emphasise the importance of understanding regional patterns, tool usage, and platform behaviours for brands entering or growing in Japan and other Asian markets.