Social networking sites catch on in Japan Japan Today
Mi-chan likes his coffee cold. Every morning, the Kyoto University athlete wakes up in his tiny apartment, washes his face in the sink and wanders over to the fridge, rubbing the sleep out of his eyes while reaching for a carton of pre-made Nestle coffee and milk to mix it with.

He wanted to find others like him, so he created a community on Mixi for those who start their day with a cup of Joe. In the first week since its inception in mid-August, Mi-chan’s community has a dozen members. Not a bad start for a guy who spends most of his spare time on the tennis court. Mixi is Japan’s biggest cybercraze. A community portal like the U.S.’s MySpace and Korea’s Cyworld, the two-and-a-half-year old site has quintupled its user base in the past year and now ranks third in page views nationwide, trailing behind Yahoo! Japan and Rakuten, but beating out the massive online bulletin 2ch.net. Mixi’s 5 million-strong user base comes nowhere near the 54 million unique users of MySpace or the 18 million of Cyworld, which amounts to more than a third of the population of South Korea. But a decade ago, the concept of a public forum where people shared ideas was virtually unthinkable in Japan. Today, networking sites are creating a new dimension of social interaction in Japan, bringing us in step with the netizens of the U.S. and Korea. And, like most other cultural trends that sweep the land, it’s happening in a uniquely Japanese way: it’s heavily mobile-based, it’s privacy-oriented, and it’s happening concurrently on both a mainstream and niche market level. When Mixi was launched in February 2004, critics were skeptical, but e-Mercury KK (now Mixi KK) was hopeful. “We aim to create an entertainment community site through which human connections can be understood intuitively,” the company declared. It referenced the then-dominant U.S. site Friendster.com as a model, but pledged to take it one step further by adding a blogging feature. Participation in Mixi would be by invitation only, and there would be a special emphasis on the ability to send and receive mail from your Mixi “friends” through the web interface. The objective of its creation was twofold — to increase traffic for the company’s extant job search portal Find Job!, and to sustain a stable, ad-supported community site via this larger user base. It was the first social networking website ever to be established in Japan. In the U.S., social networking sites (SNS) started on the niche level, especially among racially segmented forums like AsianAvenue, MiGente, and BlackPlanet. Until a couple of years ago, Friendster was the biggest mainstream site. But its owners quickly found that its zero tolerance policy for pages other than those for real individual humans (there were strict rules against dogs, ideas, groups, or “fakesters”) and its overloaded servers were not keeping up with demand.
MySpace takes sociological approachThat’s when MySpace, a site started by programmers Tom Anderson and Chris DeWolfe, stepped in. “We put all the things people are using the internet for in one place,” a MySpace spokesperson says. “While others were serving the niches, we were taking a more sociological approach.” Last year, Rupert Murdoch’s News Corp bought the site for $580 million, symbolizing the integration of new media into the ranks of traditional media and — with its continued dramatic growth since its acquisition — the legitimization of social networking online as a profitable business. What does social networking mean for the Japanese? An estimated 3.2 million people walk through Shinjuku station every day, but the chances of them interacting with anyone other than a travel companion are slim to none. Respect for personal space is of paramount importance in busy Tokyo, yet every day more and more of the city’s denizens are signing on to community sites to interact with strangers. In many ways, Japanese prefer interaction at a safe distance. This is, after all, a country where pickup lines are more often subtly typed into cell phone message windows than spoken face-to-face. In the beginning, Mixi’s growth was slow but steady, with 300,000 users signing on in the first year. By the end of 2005 that number had grown to 2 million, with another 3 million added in the first half of 2006. Today, Mixi is part of the lexicon, peppered into daily conversations by people asking each other if they “Mixi-ed” on their way to work that day. Sixty-two percent of Mixi enthusiasts are in their twenties, but over a million thirty-something’s and half a million teenagers also take part. Networking sites came to Japan at the apex of what University of Southern California anthropologist Mimi Ito calls the “always-on social culture.” About five years earlier, with the release of DoCoMo’s i-mode and Sky Mail from J-Phone (which became Vodafone and is about to become SoftBank), text messaging started to become the social standard for communication among Japanese teenagers. “What text messaging established is a sense that you’re constantly connected to your peer culture,” says Ito, who is conducting a study of portable device use in Japan funded by Intel. “In Japan, there was never that culture of having your own phone line, or of having friends over at home like in the United States. What mobile phones did was establish a low-level yet constant connection among groups of friends. They expect they should be able to reach each other all the time.” All of a sudden, the Japanese teenager was never alone — she could text friends for an opinion while shoe shopping, text her boyfriend on her way to school, check the weekend weather during Friday math class, or write a quick blog post as she waited for the train. Today, nine out of 10 Japanese mobile phone owners aged 12 through 59 use text messaging, and one fifth of all Internet users access the web from their mobile phones. The diversity of mobile functions is also expanding. Peer-to-peer communication like photo mail, video phone, and video mail are used by 40% of all mobile phone owners, but GPS navigation systems, ring tone downloads, games and credit-card like features are also attracting a large fraction of the population. “Cell phones will always have their niche. Commute times are long, and people tend to meet outside the home,” Ito explains. “There are also a lot of features of the handheld that are a lot better for private communication than the home PC where other family members are present.”
Privacy and portability key to successThe secret of Mixi’s success lies in part in its ability to address the importance of privacy and portability in Japanese culture. Like any other public forum, social networking sites can create vulnerable situations for those without street smarts. In July, Spa! magazine headlined a story on horrible SNS incidents. Sweet talkers, stalkers, murderers and rapists all lurk in these seemingly safe forums, the article warned with the kind of gasp-inducing humor common in Japanese entertainment. The paranoia goes beyond Japanese borders. Calling MySpace “a happy hunting ground for child predators,” a Pennsylvania congressman recently proposed an act that would ban access to these sites from schools nationwide. And with one in ten Koreans claiming to be victims of web-based assault, the Korean National Assembly is currently discussing the implementation of laws to prevent “cyberviolence.” Because participation in Mixi is by invitation only, there is a sense of safety and familiarity with everyone online. You can view the “footsteps” of all the people who have visited your site, making visitor history completely transparent and eliminating the threat of unwanted suitors or stalkers. Mixi took security one step further when, in July, it obtained a privacy mark from the Japan Information Processing Development Corporation. Most of Mixi’s features are mobile-friendly, too, so people can read others’ diaries or add to their own to kill time during their commute. Most importantly, users can post pictures taken with their camera phones directly onto their Mixi page with a simple email. But every user seems to cite a different favorite function:
- “I love looking at friends’ pictures and reading their diaries.”
- “It’s fun getting replies and comments to your diaries. Pretty soon, you get addicted.”
- “It’s like a virtual reunion every day. And the closed community makes me feel safe.”
- “I enjoy looking at the footsteps to see who’s checked out my site.”
“I like the maniacal communities.”It’s the “communities” on Mixi — like the one Mi-chan created — that have many users hooked. Today, Mixi has 900,000 communities based on topics ranging from schools attended to which character they like on MarioKart (28 pledge allegiance to Luigi, 72 prefer Yoshi, and 20 stick with Mario). There’s even a community for loyal Metropolis readers. Users can arrange the list of Mixi communities by popularity or by date created. The top 10 communities have over 70,000 participants and include groups for people who love sleep, lose things easily, can’t live without music, want to make their lovers happy, like to look at the sky, can’t motivate until the last minute, and are addicted to psychology tests, as well as forums for funny images and recipes. Mixi’s community feature reflects both the importance of hit charts, or rankings, and the creative ways in which people relate in Japan. (The MySpace “group” feature, by contrast, does not allow a search by popularity and neatly categorizes its groups by more conventional topics like entertainment, travel, and religion.) Dozens of other social networking sites have spawned in Japan over the past year. Yahoo! and Rakuten have their own general interest communities, and then there are the niche sites: Photo Zou and Buzznet for photo enthusiasts, Spolym and 89SNS for sports fans, Otaba and Filn for Akiba types, Nikibi Navi and Kirei Navi for the beauty-conscious, JointventureJP for businesspeople, and Sexi for the x-rated, among others. A navigation site called SNS Navi even allows eager community-seekers to search a database of over 300 social networking sites by genre to see which ones fit their fancy.
Online community craze in JapanInternational social networking giants have spotted the online community craze in Japan, but their sweeping popularity back home does not guarantee success here. Cyworld is almost as big as the internet itself in Korea, but the social networking site-cum-virtual world, which opened its doors in Japan in December, admits to having had its share of challenges in gaining legitimacy in the Japanese market. “The Japanese tend not to talk about personal topics online,” says Daisuke Kashiwakura, the public relations manager for Cyworld Japan. “So we’ve created friend grouping functions and the option of censoring who can see certain information for the Japanese market only.” MySpace refused to comment on its international expansion, but is reportedly launching its Japanese interface this fall. It’s just one of many popular internet services from abroad making their way here, customizing their products to meet the mobile and privacy-oriented market. One of the world’s hottest internet properties this year is YouTube, the U.S.-based site where people can share and watch homemade videos. YouTube has enjoyed a surge in Japanese users, with more than 4 million by May. At the same time, video-sharing recently went mobile via the social networking site Gree, to which members can upload MP4s for friends to see. And while just a couple of years ago people in Japan were asking, “What’s Guruguru?” when asked if they knew the leading U.S. search engine, Google has risen from its ranks following the launch of Google Video and other new services in Japan, increasing its page views at rates higher than those of Yahoo! and Rakuten. Google recently started offering services on KDDI’s EZWeb. To meet mobile users’ demands, each result page displays related ring tone sites and music stores in addition to the regular listings found on a PC Web search. And Japanese internet usage in general is widening its scope, with Wikipedia reaching a fifth of total internet users in the country and Amazon coming head-to-head with Rakuten in unique visitor numbers. Japan is a country of technological contradictions, where 9-year-olds have the most advanced cell phones in the world but still learn how to do multiplication tables on an abacus. But with companies customizing their products for the Japanese market, and with everyone from Buddhist monks to urban housewives warming up to the idea of an online society, we are diving into a new era of multidimensional communication. It’s almost midnight, and after a long day of tennis and studying, Mi-chan unwinds by typing his daily ramblings onto his MyMixi page and checking in on his coffee community. “Through Mixi, I’ve finally found a way to connect with people about the most random topics,” says Mi-chan. “I didn’t know about this until a teammate mentioned it, but it’s truly wonderful.” Tonight, he logs on at his desktop, but tomorrow night he might just check in on his cell phone if he’s out drinking with his friends. When he wakes up in the morning, he’ll have his cafe au lait, and he won’t feel alone.
By Lisa Katayama