Developing a new market for brands is always a task with many unknowns. Only some of the questions that arise can be answered through preliminary research; then comes the time to formulate working hypotheses and test them. Global brands entering East Asian markets such as Japan, South Korea, and China must address how to adapt their marketing and brand communications to the unique mentalities, languages, communication channels, and even device preferences of these countries’ residents.
In this research article, you’ll learn how email marketing operates within East Asian markets, with a focus on multilingual communication, cultural and contextual localization, and the adaptation of global email strategies to local consumer behaviors, regulations, and digital ecosystems. We’ll also demonstrate ways to simplify this adaptation during the email production stage.
Key takeaways
- Each East Asian country has a unique approach to email marketing and distinct perceptions of brand emails. Statistics show that this channel is relatively popular in Japan and South Korea but sees minimal use in China.
- Email localization for Asian countries is essential and requires not just translation but also culturally relevant campaign adaptations, including the use of an appropriate tone of voice and the creation of culturally relevant content.
- Mobile-first email design, from layout to content, is critical to ensuring your emails are read.
- Gamification and interactivity in emails are means of responding to the preferences of Generation Z and the growing Generation Alpha.
- Businesses are developing data-driven strategies that utilize email marketing to gain real-time data analytics, particularly with the rise of eCommerce and trend-sensitive industries.
- Email marketing is primarily used as a communication channel by global brands. However, since each country prefers its own messaging app, it makes sense to build omnichannel communications and integrate email with local platforms, such as KakaoTalk in South Korea, LINE in Japan, and WeChat in China.
Email marketing in East Asian countries: Key insights
The Asia-Pacific market for email marketing is experiencing significant growth, driven by digital transformation and an increasing desire for personalized marketing strategies. The demand for tools for automating email marketing is rising as businesses focus on data-driven strategies and customer retention.
Key markets, such as China and Japan, are experiencing substantial growth, with China continuing to lead in terms of market value, according to KBV Research. Email marketing in South Korea is a rapidly growing market driven by a tech-savvy population and the increasing use of automation, AI, and personalization.
Email marketing in Japan
Email marketing is quite common in Japan, particularly in B2C settings. Japanese people mostly read emails on their phones, making it important for them to display well on mobile devices. Furthermore, plain-text emails are often preferred, as minimalism, brevity, and polite tone are influential elements of Japanese culture.
Popular brands and media outlets use co-branded newsletters. Japanese companies frequently employ email for customer loyalty and promotions (e.g., Rakuten, MUJI) due to the high level of consumer trust it commands.
Useful statistics on the popularity of email marketing in Japan:
- Japan has 104 million internet users (85% penetration), and over 70% of consumers check email daily;
- open rates are very high — 31.7% compared to 23% globally. According to Benchmark data, the average Japanese campaign open rate is 31.75% (click-through 1.30%), with a low unsubscribe percentage (0.15%);
- in terms of messaging apps, LINE has an 81% usage rate, while Instagram records 76%. As a result, Japanese marketers often use email in combination with LINE and social media.
Examples of email marketing campaigns in Japan
Here are a few examples of how brands in Japan are using email campaigns.
1. Nikkei
Japan’s largest business publication uses email marketing for welcome series, abandoned cart reminders, and post-purchase offers, tailoring content to subscribers’ interests.
(Source: MailCharts)
2. Uniqlo
Clothing brand Uniqlo utilizes email marketing to promote its seasonal collections and special offers, particularly during holiday periods, such as New Year’s.
(Source: Email from Uniqlo)
3. Volkswagen Japan
As part of its Mountain Day campaign in Japan, Volkswagen ran an email promotion featuring a contest that offered participants the chance to win prizes, thereby increasing engagement.
Email marketing in South Korea
Email marketing in South Korea remains a vital tool that is often integrated with other popular local platforms, such as Naver and KakaoTalk. Marketers must therefore focus on creating localized content that aligns with local trends, including those in eCommerce, K-beauty, and K-pop.
Email is an important communication channel for eCommerce, allowing customers to send reminders about orders, discounts, and personalized offers. Young people generally still check their emails, resulting in a high email open rate.
Key trends include AI adoption for security and engagement, a focus on data analytics, and government support for digital transformation and cybersecurity.
Useful statistics and facts about the South Korean market:
- internet penetration is 97% (50.3M users), but KakaoTalk dominates communication;
- approximately 42 million Koreans (80% of the population) use Kakao. Kakao marketing yields very high engagement (40% open rate), whereas typical email open rates average 21%. As a result, South Korean brands invest heavily in Kakao’s messaging channels: AlimTalk (for transactional alerts, such as order confirmations) and FriendTalk (for promotional messaging);
- South Korea’s email advertising market is experiencing rapid growth, with a focus on delivering personalized content to effectively engage tech-savvy consumers.
Examples of email marketing campaigns in South Korea
Here are a few examples of how brands use email marketing in South Korea.
1. Dyson Korea
Dyson Korea displays a subscription form on its website, allowing visitors to enter their email address to receive a link for 5% off their first purchase. The brand then sends promotional emails with exciting product offers.
This is what the subscription form looks like:
(Source: Dyson Korea)
Here’s an example of an email with a promo code sent after registration:
(Source: Dyson Korea)
2. Korean Air
The airline uses email marketing for welcome sequences, abandoned cart reminders, and post-purchase communications, providing personalized offers and information about special promotions.
(Source: MailCharts)
3. Feel the Rhythm of Korea
A tourism promotion campaign in South Korea included email newsletters with information about cultural events and attractions, which helped increase interest in the country.
Email marketing in China
When entering the Chinese market, international companies often face a distinct challenge: the local cultural and technological landscape does not prioritize email usage as it does in Western markets. With China’s unique digital ecosystem dominated by super apps such as WeChat and Weibo, along with the burgeoning influence of eCommerce giants like Alibaba and JD.com, traditional email marketing strategies must be rethought and adapted to resonate with Chinese consumers.
Chinese consumers generally prefer instant messaging apps such as WeChat for personal communication and social media platforms like Weibo for information and updates. These preferences are deeply ingrained in the culture, with the rapid pace of communication offered by these platforms aligning more closely with the expectations of Chinese users.
In China, foreign and domestic brands focus on social ecosystems; for example, companies build subscriber bases on WeChat Official Accounts, which have become the “email equivalent” in China.
Email open rates in China are low for several reasons. First, Chinese people are simply not accustomed to communicating via email, even for work-related matters. Since they don’t expect important messages, they simply don’t check their inboxes. Furthermore, due to the large amount of spam, users often ignore emails.
Emails are more commonly used in China by B2B companies and international brands targeting foreign customers.
Useful statistics and facts about the Chinese market:
- email usage is very low among consumers. Surveys estimate that less than 5% of Chinese internet users regularly check email;
- WeChat dominates, with 1.3 billion monthly users worldwide (90% in China), and 61% of users open it 10 times or more daily. In fact, a recent survey found that 90% of Chinese professionals prefer WeChat for business communications over email;
- email engagement statistics for China show an open rate of 28.68% and a CTR of 0.68%, with an unsubscribe rate of 0.14% (Benchmarks). However, these messages target niche audiences.
Examples of email marketing use in China
Here are a few examples of how brands are using email marketing in China.
1. Made-in-China.com
This B2B platform actively utilizes email marketing to support customers at every stage of the customer journey, including welcome series, abandoned cart reminders, post-purchase offers, and personalized recommendations.
(Source: MailCharts)
2. Voice of America (VOA)
In China, where censorship is strict, VOA uses email to deliver news and information directly to subscribers, circumventing website blocking and radio interference.
3. Chinese New Year email campaigns
International brands such as Uniqlo, Kate Spade, Clinique, Michael Kors, and many others are launching email campaigns with limited offers and festive designs using symbols and colors associated with the holiday. This trend is being utilized in email marketing worldwide, not just in China, and speaks more to the global penetration of Chinese culture than to the use of email in China.
(Source: Email from Clinique)
As you can see, when specific email marketing strategies are employed, email marketing can be an effective channel for customer acquisition and subsequent communication, particularly in Japan and South Korea. These strategies, useful for global brands entering the East Asian market, include three key areas: deep localization at all levels of meaning, mobile-first design, and interactivity.
Authentic localization beyond translation
Email localization for Asian countries is a must. This involves more than just translation; it also includes adapting campaigns based on cultural values, such as using the right tone of voice and creating culturally relevant content.
Here are the key points to consider.
Preference for local languages
The first question email marketers must address when entering new markets is which language to choose. Global brands are often tempted to use English as the lingua franca for communication. This is understandable from a resource-saving perspective, as localization can cost 20–40% more and add a couple of weeks to the process.
The problem for global brands is translating everything, and nailing the cultural details costs 20–40% more while adding a couple of weeks to the process. Sticking to English is cheaper and quicker, especially for brands targeting expats or running global campaigns, but it regularly feels off and doesn’t connect well.
However, for closer communication and stronger loyalty, it’s essential to consider the language of communication and, even better, regional preferences, as most Asian consumers aren’t comfortable enough with English to engage with it daily. For example, translate and adapt content to the language and cultural norms of your target country, such as using simplified Chinese for mainland China and traditional Chinese for Hong Kong.
This is supported by expert opinions:
In Asia, language choice is a decisive factor in email marketing. Unlike in Western markets, where English can typically serve as the default language, most Asian consumers are not yet comfortable enough with English to engage with it on a daily basis. In countries such as Korea and Japan, English-only emails are typically ignored, while fully localized campaigns in the local language tend to perform far better.
Global brands face a clear trade-off: full localization requires more resources, but it drives trust, higher open rates, and stronger customer loyalty. English-first strategies are faster and cheaper, but they risk alienating mainstream audiences and limiting reach to only a small, niche group familiar with English. In practice, the most effective approach is to localize fully for a general audience while using English selectively for premium or professional segments.
Email marketing is not as dominant in the Asian market as it once was. While global guidelines are generally set in English, we use the local language for each market to ensure proper localization. Moreover, it’s not just about translation — our marketing is grounded in local culture and context, which naturally makes the local language the primary medium for effective engagement.
When global brands decide which language to use for email marketing in South Korea, most of them opt for Korean because it feels more personal and yields significantly higher click-through rates, with approximately 30% of people opening an email in Korean compared to just 15% for one in English. Koreans are primarily accustomed to using KakaoTalk and SMS, so emails in Korean blend in better with how people already communicate.
Another important point regarding translations: according to experts, using automatic translators or AI is insufficient for translating content into local languages in East Asian countries due to large differences in languages.
In the end, AI translation can save time, but it is not enough for Asian languages. The structural gap between English and languages like Korean or Japanese is too large for a machine translation to sound natural. Native reviewing and editing are essential to ensure that messages feel authentic and trustworthy.
How to speed up localization and reduce team workload with Stripo
When creating emails in the Stripo editor, use the Modular Email Design feature. This allows you to build email elements just once and reuse them across multiple campaigns as often as needed. Modify the content as required, create and edit blocks for different languages and markets, create module libraries, and use them across teams.
Minimalism and politeness in tone
Across East Asia, email copy tends to be very polite and understated, quite unlike the hard-sell style often seen in Western marketing. Japanese marketing culture emphasizes subtlety and respectfulness; aggressive language is a turnoff.
For example, Japanese emails typically use honorific phrasing and soft exhortations (e.g., “please enjoy…”) rather than urgent “limited-time offer” buzzwords. This matches the clean, minimalist aesthetic, with layouts avoiding clutter and favoring generous margins and a few simple images.
The overall tone is humble and courteous, and the focus is on helpful information rather than pressure. For instance, MUJI and other Japanese brands are renowned for their minimalist, white-background newsletters. For a Japanese audience, this includes adjusting for levels of politeness and incorporating local cultural references.
Chinese emails strike a balance between formal greetings and well-wishes, although local brands may be more willing to run overt promotions. In general, all three markets use clean designs with respectful copy, in stark contrast to flashy, high-pressure Western CTAs.
Sometimes, Western brands rely on emotion, urgency, and catchy slogans. A more restrained yet personalized approach can stand out in emails and be perceived as more trustworthy. Therefore, use short, polite messages with a warm, respectful tone, and avoid shouting “90% OFF!” Limit the use of excessive images unless showcasing specific products.
Be careful with personalization in emails
Koreans tend to like personalization when it’s helpful and not creepy; it makes them feel valued in our busy world. Using their names, referencing past purchases, or offering local deals can significantly boost loyalty.
A significant aspect that global teams often overlook is Korea’s robust privacy culture, largely due to laws like PIPA [Personal Information Protection Act]. People are highly aware of their data rights and expect clear consent.
Excessive personalization in the Western model, such as dynamic names, purchase history, and emotional appeals, can reduce campaign effectiveness due to the cultural primacy of indirect value and a focus on collective relationships.
Korean subscribers are highly sensitive to privacy and data usage. Personalization works if it feels respectful, like using a name or referencing a recent trial request (if they agree), but overpersonalization can backfire. Global teams often underestimate that Asian consumers, many of whom are not comfortable with West-heavy personalization, may unsubscribe quickly if communication feels intrusive or culturally mismatched. It is not uncommon for subscribers to complain about receiving marketing emails even after opting in, highlighting the importance of clear opt-in/out processes, as well as transparent consent management, in this market.
Among the many channels available, email remains a default point of contact, since it is typically collected at the time of sign-up. Personalized emails are often used for post-purchase engagement and as an advertising tool. Today, subscribers are generally more open to sharing basic information, but open rates and click-through rates for emails have declined significantly.
In terms of driving conversions and revenue, in-app push notifications and SMS advertising tend to be far more effective. That said, data privacy is still a highly sensitive issue. This is a cultural and regulatory sensitivity that global teams sometimes underestimate, but it is critical to address in local strategies.
Another nuance worth noting is the culture of teamwork, in which the individual’s contribution is less important than the overall goal. This is a distinctive characteristic of Asian thinking.
In email marketing, this is reflected in the fact that branded emails are not typically signed with a single sender’s name and photo. At the same time, brand consistency takes on greater importance as a demonstration of a company’s affiliation with emails.
Holidays and symbols
Adapting emails to local holidays and cultural codes can make campaigns more human and relevant.
One of the most popular strategies in email marketing localization is the integration of themed campaigns into the cultural context. A typical example is Chinese New Year.
When using this strategy, keep the following key points in mind:
- include more than just discounts in promotional emails; be sure to incorporate the values, traditions, and aesthetics of the holiday;
- actively use symbols, colors, and traditional greetings.
Chinese New Year (Spring Festival) and other national holidays are prime themes in Asian email campaigns. These promotions are typically designed in red and gold, meaning luck and prosperity, and zodiac animals are prominently featured in Chinese New Year emails. Campaigns often include culturally resonant symbols, such as lanterns, dragons, plum blossoms, and holiday messaging.
(Source: Stripo template)
Similarly, in Japan, designers tailor emails to local holidays. For instance, Golden Week (from late April to early May) and the cherry blossom season are tied to special offers.
Korean brands run analogous campaigns for Chuseok (Mid-Autumn) and Hangeul Day, typically using traditional motifs and respectful language. In all cases, the email copy and art are localized — Western brands operating in Asia will consciously include these cultural references (e.g., seasonal imagery or zodiac animals) to resonate with local audiences.
If you also want to use the Lunar New Year as a marketing opportunity for your promotional campaign, Stripo email templates designed specifically for this holiday will help you.
Examples of cultural and contextual adaptation
The Philippines is an English-speaking country, but Filipino (Tagalog) is also widely used in daily life, which means that a simple translation is not enough. Our platform initially targeted travelers, but as the local user base grew, we recognized the need to reflect the local language and cultural context. For this reason, we planned to gradually add Filipino language support once a certain number of local users had been reached.
Our marketing approach also needed to be differentiated:
- for traveler-focused campaigns, we adopted a Korean-style design and messaging that emphasized familiarity and intuitive visuals;
- for local-focused campaigns, we prioritized vendors’ requirements and tailored the messaging to the everyday needs of local users, highlighting aspects such as affordability, convenience, and community connection.
Ultimately, the decisive factor for campaign success was not accurate translation but rather cultural adaptation that felt natural and trustworthy to the local audience. In particular, local users responded much more positively to messages that reflected their own contexts compared to generic global campaigns.
Mobile-first email design
When designing emails, focus on mobile devices and ensure all email campaigns are mobile-friendly, as mobile usage is high across Asia. Asian and global businesses generally take a mobile-first approach, developing email content and design for mobile screens before adapting them for desktops.
Japanese and Korean consumers overwhelmingly open emails on smartphones (over 80% in Japan), so emails are designed for vertical scrolling on small screens. The text is kept concise, font sizes are relatively large, and call-to-action areas are large enough for thumbs to be visible. Designers use lightweight, responsive HTML rather than image-heavy layouts since cluttered designs may be filtered out in Japan.
In short, Asian email campaigns prioritize fast-loading, single-column templates with ample white space and tappable buttons for a smooth mobile experience.
In the following example of an email from Uniqlo for the Japanese market, you can see the use of a mobile-friendly vertical layout with large images that displays consistently across all devices.
(Source: Uniqlo)
It’s important to remember that a mobile-first approach isn’t just about layout but is also about the content itself. The size of content blocks plays a role (excessively long text doesn’t work), including very short headlines, large fonts, CTAs above the fold, and much more.
Here is an example of how the mobile-first approach impacts email campaign results:
Consider the case of a U.S. skincare brand I worked with that attempted to launch in Korea. They simply translated their English email copy into long stories about the product’s backstory and science.
Engagement was low, with under 5% clicks, because Koreans are always on the go, checking emails mostly on their phones, and they want content that’s quick to scan. The dense text and non-mobile design just frustrated people.
What turned it around was adapting to the local style. We made emails extremely concise, with bold headlines that grabbed attention right away, bullet points highlighting key benefits, and large, tappable buttons. We also shifted the tone to be playful and trendy for younger people, using K-beauty words while maintaining a more respectful tone for older audiences. Native Korean writers polished it to sound natural, not robotic.
Ha Lim Jun, ex-Permobil APAC Marketing Specialist, shared another example of the simultaneous influence of several localization factors, including the prioritization of mobile design:
“In Korea, simply translating English email copy often misses the cultural tone that builds trust. Korean audiences are generally fast-paced and tend to skim emails, so the content has to be immediately clear and visually accessible. They prefer concise summaries in which the key message is immediately apparent. For example, in seminar invitations, the date, time, and value must be obvious at a glance. This differs from many Western markets, where longer, narrative-style copy may still perform well.
Another critical factor is design. Many companies overlook mobile optimization, resulting in small fonts or layouts that are difficult to read. Since almost all Koreans check email on their smartphones, poor mobile design can immediately reduce engagement.
You also need to match the tone to your target audience. If the campaign is aimed at Millennials or Gen Z, the language should reflect their style and digital culture. If the audience is older, the tone needs to be more formal and respectful. Using the wrong generational language can reduce trust and engagement, even if the translation itself is correct.”
How Stripo can help create mobile-friendly emails
In the Stripo editor, you can immediately view the mobile version of your email and edit individual blocks, their sequence, and format exactly as they will appear on mobile devices. All 1,600 free email templates are optimized for mobile devices. Stripo also offers an integrated email testing tool, Email on Acid, for fast and seamless email previews. Preview your email across 90+ popular combinations of major email clients and devices directly in the editor, thanks to our direct integration with Email on Acid.
Interactivity and gamification
Creative interactive elements in emails increase engagement and click-through rates. This is an international trend that has a proven track record in East Asian countries.
Half of Gen Alpha across the Asia Pacific region and 47% of Gen Z individuals in Singapore and Indonesia turn to gaming to improve their mental well-being. Vietnam has the highest percentage of youth who game, at 60%, followed by Malaysia and the Philippines, tied for second place at 56% (Marketing-Interactive).
Finally, many Asian emails targeting younger audiences (Gen Z) incorporate interactive elements. For example, luxury retailer Tod’s created a Lunar New Year email with a subtle animation of exploding lucky money and shifting imagery, mixing a red-gold design with playful motion.
Interactive elements add dynamism to emails. For example, here’s how the Japanese brand Nissan uses interactive elements, such as an HTML carousel that lets you switch colors directly in the email:
(Source: Nissan)
These kinds of microinteractions, including animated GIFs, hover effects, and embedded polls/quizzes, help hold the attention of digital-native consumers. While animated emails are still relatively novel in Asia, the trend is growing. Gaming and engagement are huge among Asia-Pacific youth, so marketers are experimenting with gamified content, even in email, using instant-win scratch cards, mini quizzes, or interactive carousels within the email body.
Many brands also use LINE or Kakao chatbots and mini-games linked from emails, blurring the line between email and messaging app engagement.
In Korea, emails with dynamic elements that trigger microinteractions are popular. Button animations, mini-games, and pop-up effects within emails generate interest, especially among younger audiences.
Young people in Japan and South Korea also prefer video apps when communicating. Therefore, incorporating embedded video into emails can enhance trust.
How Stripo helps create interactive emails and gamification
Stripo’s ready-made interactive modules make it easy to add gamification to your emails. This allows you to minimize the hassle of coding while creating the most engaging newsletters. Simply enter your text, and our generator will provide you with code you can use in any editor, including Stripo.
Integrating email with the messaging ecosystem
Email marketing in Asia often explicitly links to regional super apps. Japan’s top chat/payment app, LINE, is treated as a central channel, and brands invite email readers to follow their official LINE accounts for coupons or customer service. Likewise, in South Korea, KakaoTalk plays a similar role, while Chinese brands link to WeChat. In effect, email serves as a bridge to these local ecosystems.
More broadly, these apps dominate their respective markets, so savvy brands integrate email with them — for example, by adding calls to action to “scan the QR code to follow on LINE” or by promoting a Kakao loyalty chat. As a result, email functions as one channel in a tightly connected Asian digital ecosystem rather than a standalone billboard.
In China, when registering on websites, even for global brands, everything is confirmed via a phone number; email isn’t even offered. Further communication occurs via WeChat.
In South Korea, KakaoTalk dominates the messaging market share, integrating commerce, media, and daily life. Email primarily serves as a supporting or transactional tool rather than a primary channel. It’s used for official notifications — for example, receipts or account confirmations — or broadcasting promotions, such as limited-time offers, but lacks the personal, interactive vibe of KakaoTalk or LINE. Consumers view email as formal and less engaging, often skimming it for urgency, while KakaoTalk handles real-time chats, ads, and community building, leading to 3–5 times higher open rates in the app.
In omnichannel strategies, balance involves using email to complement Kakaotalk. Start with Kakao for personalized, conversational engagement (e.g., chatbots for queries) and then follow up via email for detailed confirmations.
Global brands are taking this influence into account and actively using messaging apps to promote their products. Here are the top five brands on KakaoTalk (South Korea):
(Source: Asiance 2024 Report)
The following are subscriber numbers for official brand channels on LINE (Japan):
(Source: Asiance 2024 Report)
Here are the characteristics of key players among East Asian apps, according to Ha Lim Jun, ex-Permobil APAC Marketing Specialist:
“In Korea, text messaging and KakaoTalk are the primary means of communication, as nearly everyone uses a smartphone. Brands often rely on text and KakaoTalk for quick and universal reach. Email is a secondary tool — less immediate yet valuable, since it is personal, cost-effective, and easy to archive. When customers provide their email, it signals interest and creates a lead that can be nurtured over time. Many companies underestimate its role, but email should not be ignored, as it can complement SMS and even serve as a direct community channel with users.
In Japan, consumer behavior differs significantly from that in Korea. LINE is the dominant messaging platform, but email also remains a preferred tool for communication. Unlike Korea, where SMS is widely used, Japanese consumers are more accustomed to email and expect brands to use it for both transactional and promotional messages.
In China, WeChat dominates daily communication, but the platform is restricted — only Chinese-registered entities can create official accounts. This makes it harder for foreign brands to operate directly, and in that gap, email becomes even more important, especially for B2B communication or cross-border engagement.”
These differences underscore the need for omnichannel strategies to be tailored to each country. The same mix of tools will not work equally well across Asia; success depends on aligning with the dominant platforms, cost structures, and consumer habits in each market.
Best practices for omnichannel marketing in East Asia:
- don’t view email as an isolated channel but as a funnel element connected to other platforms;
- understand the local landscape and familiarize yourself with major local players, such as KakaoTalk or LINE;
- add to emails QR codes that lead to mini-programs, chatbots, and messaging promotions;
- email footers should contain icons linking to all campaign channels.
(Source: Uniqlo)
We share campaigns through a variety of locally relevant channels that align with cultural habits. In Korea, for example, this includes Naver, KakaoTalk, Instagram, outdoor advertising, and even elevator ads tailored to local communities.
While we maintain the consistency of the global brand’s culture and values, we adapt the execution to closely reflect local culture and consumer expectations, ensuring that campaigns are engaging and attention-grabbing in each market. Since these efforts are directly tied to sales performance, campaigns that prove successful are often repeated annually as best-practice executions.
The fact that messaging apps are a preferred method of communication for many people in East Asia doesn’t signal doom for email marketing. Incorporate these channels into your strategy to create an omnichannel approach.
Legal compliance
Ensure your strategies comply with security and data protection regulations.
Prioritize compliance and trust. Adhere to local anti-spam laws, as a single violation can result in severe penalties, such as IP or domain blocking, particularly in countries like China. Ensure every email includes a clear opt-out link and a valid sender/subject line. Focus on building trust through compliant and valuable content.
Japan
In Japan, the Act on the Protection of Personal Information requires clear notification of the purposes for which data are collected and consent to use these data for new purposes. In email marketing, marketers must be transparent about how email addresses will be used, and marketing emails must offer an opt-out option and not mislead recipients.
Practical advice: When targeting Japanese audiences, ensure that the subscription form clearly states “receive marketing emails” and that the privacy policy is available in Japanese.
South Korea
The primary data protection laws in South Korea are the Personal Information Protection Act and the Act on Promotion of Information and Communications Network Utilization and Information Protection (Network Act).
Sending promotional email campaigns requires prior consent (opt-in) unless a specific exception applies, such as if the email address was obtained through a previous sale. Violations carry severe penalties, including administrative fines and possible criminal liability for managers.
Practical advice: If you conduct email marketing in Korea, ensure that you have explicit user consent and that the subscriber list is obtained legally. Also, provide a simple unsubscribe mechanism.
Korea’s strict privacy laws and high consumer awareness mean that trust must be earned at every step. The most effective strategy I’ve used is a transparent opt-in process combined with clear value exchange. For example, offering trial information or user guides in return for consent. When customers view email as a professional, reliable channel in their own language rather than as a pushy English-only sales tool, they will be more likely to continue subscribing.
Another important factor is simplicity. If an opt-in form requests too many details or feels intrusive, Korean consumers often abandon it due to frustration. Keeping the subscription process concise and transparent is crucial for building trust and obtaining consent.
It is also important to note that companies in Korea are required to send a personal data use agreement notice at least once a year. Laws and policies change rapidly, so marketers must stay vigilant and adjust their processes to remain compliant.
China
In China, email marketing is regulated by the Personal Information Protection Law, which imposes strict rules, including obtaining explicit consent, storing data within China, and imposing significant restrictions on cross-border data transfer. Commercial emails (email advertising) must clearly state that they are “advertising” and have an opt-out mechanism. Violations can result in very large fines or criminal liability.
Practical advice: If you collect email addresses in China or work with Chinese subscribers, ensure you obtain explicit consent, have a clear privacy policy, and verify how the data are stored and transferred. When sending from abroad, pay particular attention to cross-border requirements.
Practical tips for adapting global email campaigns to local expectations
All the key points outlined in this article work together to build trust in global brands among East Asian audiences. Here’s an excellent example of an email marketing strategy for these countries from an expert.
The biggest tension I’ve faced is when the global HQ pushes uniform creative and tone that don’t fit the local culture. For instance, a playful campaign designed in Europe felt too casual for Korean customers, and the heavy use of English made it feel distant.
Visuals are another sensitive area. When the HQ is based in the West, campaign assets often feature Western models and imagery, with very few Asian faces. Sometimes, this “Western look” can be seen as aspirational and positive, but at other times, it feels disconnected or unrelatable to local audiences. The key is to adapt visuals as well as copy, ensuring that the campaign feels inclusive and relevant while still respecting global brand guidelines.
Compliance is also a common source of friction. In Korea, for example, commercial emails must include “(광고)” in the subject line and provide a clear unsubscribe option. These details often don’t exist in global templates, so local teams have to modify the format before launch. What appears to be a minor change can actually be a significant adjustment when adapting campaigns for a new market.
My approach has been to maintain the brand’s core visuals, supplement them with localized images, rewrite the messaging in natural Korean, and ensure the format complies with local laws. This balance satisfies both the HQ’s need for brand consistency and local audiences’ expectations of cultural relevance.
Wrapping up
When creating email marketing campaigns for global brands in Japan, South Korea, and China, it’s crucial to consider the prevailing traditions of using email for information and the level of trust placed in it. While email marketing is a powerful communication channel in many parts of Asia, its effectiveness varies, particularly in China, where platforms such as WeChat have reduced reliance on email.
A key factor for success is authentic localization, which extends beyond translation to encompass cultural adaptation and adherence to local norms. Consumer preferences are shifting toward personalized and mobile-optimized content. Omnichannel marketing is key, given the diversity of messaging apps and social media platforms used.
Comprehensively utilize all the strategies that have evolved in email marketing for East Asian countries, and your marketing campaigns are sure to succeed.
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