CAREER

My relationship with Japan started about nine years ago, when I first came as an exchange student to Keio University. At the time, I had already been studying Japanese language and culture for a few years, but experiencing Japan in person was very different. Many things felt new, unfamiliar, and at the same time deeply interesting — it was a period that left a strong impression on me and made me want to come back.

That experience eventually led me to apply for a MEXT scholarship, through which I returned to Japan and continued my studies at the University of Tokyo. My academic background was in linguistics and cross-cultural communication, and my research focused on how meaning, nuance, and context shape understanding between cultures.

After graduating, I joined WPP’s EssenceMediacom, where I worked in digital marketing and was involved in projects for large global companies, including major tech brands. This gave me a strong foundation in how marketing operates at scale across different channels and markets.

At first, it felt like a shift away from what I had studied. However, over time I began to realize how closely connected these fields actually are. Marketing, especially in an international context, is fundamentally about communication — how ideas are interpreted, how trust is built, and how subtle differences in language and framing can change perception.

Through this experience, I became increasingly aware of how unique the Japanese market is, and how global strategies do not always translate directly here. Rather than seeing this as a limitation, I saw it as an opportunity — to approach marketing not just as execution, but as a process of careful adaptation.

In parallel, I was also sharing my life in Japan through Instagram, documenting travel, cultural experiences, and everyday moments. This became another important learning experience, giving me a direct understanding of content, audience behavior, and storytelling.

These experiences eventually came together and led me to start 5&5 Studios — as a way to combine strategy, cultural understanding, and hands-on execution into one approach.

BUSINESS

At 5&5 Studios, we support international brands entering and growing in the Japanese market. Our work is built around the idea that Japan requires a more thoughtful and localized approach than many other markets, particularly when it comes to communication and customer perception.

We typically begin by helping brands define how they should position themselves in Japan. This includes identifying target audiences, understanding local expectations, and translating global value propositions into messages that feel relevant and natural. Rather than simply adjusting language, we focus on how ideas are framed and understood within a different cultural context.

From there, we support execution across digital marketing channels such as Meta, Google, and LINE, as well as social media and influencer marketing. In particular, we place strong emphasis on content — ensuring that what is created feels native to the platform and resonates with local audiences.

We also work closely with creators, from micro to larger influencers, depending on the objective, and manage the process from concept to delivery. The goal is not only reach, but credibility — creating content that audiences trust rather than ignore.

In many cases, one of the biggest challenges is not execution, but alignment — bridging the gap between global teams and the realities of the Japanese market. This often involves translating not just language, but intent: helping global teams understand how their brand is perceived locally, and what adjustments are necessary for it to resonate.

Acting as this bridge allows for more coherent decision-making and helps avoid situations where strong global strategies lose impact once they reach the local market.

Across different projects, this approach has contributed to outcomes such as scaling revenue to over €5M within 1.5 years and improving performance efficiency across channels, while maintaining a strong focus on long-term brand building.

Ultimately, our role is to help brands navigate the gap between global ambition and local reality — building a foundation for sustainable growth in Japan.

VISION

Looking ahead, I see 5&5 Studios growing as a bridge between global brands and the Japanese market — not only in terms of marketing execution, but in how brands understand and engage with Japan more thoughtfully.

Japan is often described as a complex or difficult market, but I believe the issue is not complexity itself — it’s how the market is approached. Many brands still treat Japan as an extension of their global strategy, assuming that what works elsewhere should work here with minor adjustments. In reality, even small gaps in communication, tone, or context can significantly impact how a brand is perceived.

At the same time, I see Japan as a market that, when approached correctly, can strengthen a brand beyond Japan itself. Because expectations around quality, trust, and communication are particularly high here, the process of adapting to Japan often leads to a clearer, more refined positioning overall. In that sense, succeeding in Japan doesn’t just unlock one market — it often forces brands to become sharper, and that clarity translates beyond Japan.

At a more personal level, I’ve also been exploring tea more deeply through the practice of tea ceremony. Over time, I’ve come to see it not only as a cultural experience, but as a form of communication — where meaning is conveyed through subtle details, timing, and atmosphere rather than direct explanation. This perspective has influenced how I think about brands and how they connect with people.

As a natural extension of this, I am currently working on developing a matcha brand — as a personal project that allows me to explore these ideas more directly, from both a cultural and business perspective.

Looking forward, I am interested in building a team and network that combines strategic thinking with cultural awareness, and in connecting with companies that value long-term growth over short-term gains.

Through opportunities like this, I hope to meet partners — brands, creators, and other professionals — who are willing to question assumptions and approach the Japanese market with curiosity, respect, and intention.

PROFILE

Anna is the founder of 5&5 Studios, a Tokyo-based marketing agency supporting global brands entering and growing in Japan. Originally from Russia, she has lived in Japan for over seven years and studied at Keio University and the University of Tokyo, with a focus on linguistics and cross-cultural communication.

Her work focuses on helping brands translate global ideas into locally relevant strategies, combining marketing expertise with a deep understanding of communication and cultural context. Alongside her business, she shares her perspective on Japan through Instagram, where she explores travel, culture, and everyday life.

▼ Nationality
Russian

▼ Hometown
Sochi, Russia

▼ College
Keio University (exchange) / The University of Tokyo

▼ 5&5 Studios website
https://www.5n5studios.com

▼ Instagram
https://www.instagram.com/anna_tabi_sabi