ArticleOpen Access http://dx.doi.org/10.26855/jhass.2025.12.007
A Study on the Language Localization Strategies of Japanese Brands in the Chinese Market—Taking UNIQLO’s Advertising as an Example
Xuyan Sun
Qingdao University, Qingdao 266071, Shandong, China.
*Corresponding author: Xuyan Sun
Published: December 26,2025
Abstract
In the market environment intertwined with globalization and localization, language localization has become a key strategic fulcrum for Japanese brands to enter the Chinese market. Based on cross-cultural marketing theory and Hofstede’s Cultural Dimensions Theory, this paper selects UNIQLO, a Japanese apparel retail giant, as the research object. By analyzing its advertising language strategies, application of cultural symbols, and communication effects, it explores the paths and logic of Japanese brands achieving language localization in the Chinese market. The study finds that UNIQLO has achieved precise alignment between its brand philosophy and Chinese consumers’ cognition through four major strategies: semantic adaptation, cultural symbol transcoding, emotional language construction, and multi-scenario language innovation. Its successful experience provides important reference for multinational brands to balance global consistency and local adaptability, and also offers a practical paradigm for Japanese brands to deepen their penetration into the Chinese market.
Keywords
Japanese brands; Chinese market; language localization; UNIQLO; advertising strategies
References
Anonymous. (2024). Case analysis of UNIQLO’s Spring Festival short film “One new outfit, one happy moment”. Digitaling. https://www.digitaling.com
Anonymous. (2025). Advertising localization strategies in cross-cultural marketing—Insights and research. Renren Wenku.
https://www.renrenwenku.com
Anonymous. (2025). UNIQLO Chengdu flagship store opening advertising case. ADGuider. https://www.adguider.com
Chaiwong, P., & Pokpermdee, P. (2016). Communication characteristics of a global brand’s store staff as a key CRM tool, and local customers’ satisfaction and intention to repurchase: A case study of UNIQLO Thailand. Journal of Communication Arts, 34(3), 79.
Hall, E. T. (1976). Beyond culture. Doubleday.
Hofstede, G. (2019). Culture and organizations: Software of the mind. China Renmin University Press.
Nielsen. (2019). Global Advertising Localization Trends Report 2019[Report].
UNIQLO. (2023). 2023 fiscal year group report [Report].
Zhang, X. (2024). Leading Japanese Cosmetics Companies in the Chinese Market: Perspectives on Cross-Cultural Advertising Strategies [Doctoral dissertation, University of Liverpool].
How to cite this paper
A Study on the Language Localization Strategies of Japanese Brands in the Chinese Market—Taking UNIQLO’s Advertising as an Example
How to cite this paper: Xuyan Sun. (2025) A Study on the Language Localization Strategies of Japanese Brands in the Chinese Market—Taking UNIQLO’s Advertising as an Example. Journal of Humanities, Arts and Social Science, 9(12), 2257-2261.
DOI: http://dx.doi.org/10.26855/jhass.2025.12.007