As a leading France-based photo editing software company prepared for its full-scale entry into the Japanese market, JAYID was responsible for developing and proposing its public relations strategy in Japan. While the company enjoys strong recognition and a solid user base globally, it had not previously established a dedicated PR function in Japan. As a result, its communications in the Japanese market were limited to short-term and fragmented initiatives. This meant that the product’s technical strengths and competitive advantages were not being fully conveyed, and the brand had yet to be positioned within the unique cultural and media context of Japan. Drawing on extensive experience supporting foreign and global companies entering the Japanese market, JAYID redesigned the core communication strategy, identifying story angles that genuinely resonate with Japanese journalists, creators, and users. Rather than focusing solely on product specifications or feature-driven messaging, JAYID proposed multiple strategic narratives based on key considerations, including: Why this product should be discussed in Japan now How it connects with Japan’s photography culture and creative community Which audiences need to understand its value, and at what level JAYID goes beyond localization, translating global brand value into locally meaningful narratives that resonate in Japan and support long-term brand building.