Writing a Press Release for Japanese Media: Structure, Formats and Translation
A press release for Japan should be written for Japanese media, not just translated from English. Japanese releases follow a familiar structure: a headline that states the news, a short lead paragraph summarising who, what, when and why, the details, a company overview and a press contact who can answer questions in Japanese. Dates, company names and figures need Japanese formats, and the release works best when it is distributed through a Japanese newswire or sent directly to relevant reporters. Here’s how to prepare one.
The structure Japanese media expect
| Part | Japanese | What to include |
|---|---|---|
| Opening line | 報道関係者各位 | “To members of the press”, with the release date and company name |
| Headline | タイトル | The news in one line, often with a subheading |
| Lead | リード文 | Two or three sentences covering the essentials |
| Body | 本文 | Background, details, availability, a short quote, images |
| Company overview | 会社概要 | Name, location, representative, founding date, business, website |
| Contact | 本件に関するお問い合わせ先 | A contact person, email and phone, ideally Japanese-speaking |
Writing the headline and lead
Japanese headlines are often longer than English ones and pack in the key facts: the company, what is new and why it matters. Use the corner brackets 「」 for product names and put the most newsworthy point first. The lead should make sense on its own, because many reporters read only that far. If your news is aimed at Japan specifically, such as a Japanese launch, a Japanese partner or Japanese-language support, say so clearly. It’s what makes the story relevant to Japanese readers.
Formats to get right
- Dates: written as 2026年10月17日, often with the day of the week.
- Company name: decide on an official Japanese spelling in katakana and use it everywhere, with the English name in brackets the first time.
- Titles and names: give the person’s title before their name, as in 代表取締役CEO, and check how names are ordered.
- Prices and figures: state whether prices include consumption tax, if you sell in Japan.
- Embargo: clearly mark any embargo date and time in Japan Standard Time.
Translation or rewriting?
A direct translation of an English release often reads as foreign and too promotional. Superlatives like “revolutionary” or “world’s best” are treated with suspicion unless backed by evidence. Japanese releases are usually factual and modest in tone. Our guide to marketing to Japanese customers explains why, and our guide to Japanese proofreading covers what a native check catches.
Distribution and timing
Japanese newswire services distribute releases to media and news portals, and many companies also post releases on their own website. Send releases on weekday mornings Japan time, avoid national holidays such as Golden Week and the New Year period, and prepare Japanese images, a fact sheet and a Japanese-speaking contact before you send. Expect reporters to email or call with questions in Japanese.
Follow-up
If a reporter wants an interview with your team, an English–Japanese interpreter can make it possible over video. See our guide to online interpreting for video calls with Japan.
How Hanabuddies can help
We write and translate press releases for Japanese media, adapting the headline, tone and formats rather than translating word for word, and translate Japanese coverage back into English for your team. We can also interpret media interviews and press events live, in person or over video. Send us your release and your announcement date, and we’ll reply with a quote.