Social × Video Marketing
Social Media Management POV Studio Influencer PR Social Ads Management Inbound Tourism Marketing Full-Funnel Marketing Recruitment Marketing Japan Market Entry Marketing EC Operations & System IntegrationProduct × Travel
Travi Travel AppAI × R&D
AllRev AI Marketing Tool UGC Lab WORKS COLUMNS TEAM CONTACTInbound Solution for Construction
Inbound visitors don't come to a construction firm. We narrow it to two things: marketing for the inns and restaurants you built, and publishing in English and Chinese for overseas clients.
Instagram
TikTok
YouTube
Xiaohongshu (RED)
Numbers
740,667homes
New homes are being built at a 62-year low
Housing starts in 2025. The lowest since 1963, 62 years ago, and the domestic pool keeps shrinking
Ministry of Land, Infrastructure, Transport and Tourism, Statistical Survey on Building Construction Starts, published January 20264.12m
Foreign residents have passed four million
4,125,395 foreign residents at the end of 2025. A record for the fourth year running, and 3.3% of the population
Immigration Services Agency, as at the end of 202542.68m
Inbound visitors hit a record. Up 15.8% in a year
Inbound visitors to Japan in 2025. Demand for new and refurbished accommodation and commercial premises starts here
Japan National Tourism Organization (JNTO), 2025180k
Foreign workers on construction sites: 180,000
Foreign workers in construction, up 22.7% year on year. They make up 3.73% of the construction workforce, above the 3.4% across all industries
Ministry of Health, Labour and Welfare, Notifications of Foreign Employment, as of end October 202453.2%
What people look at is layouts and past projects
The most-referenced information on social media is floor plans, followed by past projects at 41.7%. Neither depends on language
Zenrin Tokai, February 2025 (n=810, people who built a detached home within the past five years)35.2%
Firms that post: still only one in three
Share of construction companies using social media externally. The ones who go first get found first
Teikoku Databank, Survey of Business Use of Social Media, September 2023 (n=1,022)Issues
01
Clients always ask whether anyone will come once it's built. Explaining the design and the build doesn't answer it.
The fixFor the client's premises, we take on everything from choosing target countries and platforms to the multilingual posting.
02
Different countries look in different places. Put out a straight translation of the Japanese and nobody stops.
The fixWe choose the target country from the location and clientele and rebuild it per market with native translation and subtitles.
03
Inbound visitors choose where to stay and eat before they leave home. With nothing to find on opening day, the first months of occupancy simply drop.
The fixWe publish multilingual pages and video before opening, and run the videos that got a response to coincide with the launch.
Solution
01
We pick the target country from the location and clientele, then assign the main battleground: Instagram, TikTok and YouTube for English speakers, RED for Chinese speakers.
02
We film the circulation through the client's premises, and the joinery and plastering by hand, in first person. Native translation, subtitles and voiceover go on top, then it extends into other languages.
03
We pick creators who fit the feel of the premises and its clientele. PR disclosure in line with the stealth marketing rules is agreed at the contract stage.
04
We install measurement on the client's booking engine or form and publish multilingual pages and video before opening. The videos that get a response run to coincide with the launch.
What we watchSaves, profile visits, link clicks
What we watchViews, average watch time, profile visits
What we watchViews from search, saves, profile visits
What we watchRetention rate, enquiries, branded searches
What we watchArrivals at the booking page, cost per booking
The combination is one example. Which platform comes first changes with the type of premises and the target country.
Process
From agreeing the objective through multilingual operations and repurposing into ads, taken on without a break
Phase01
First we make clear which conversation this is.
Launching marketing for the client's premises, or putting project work in front of overseas clients and architects. The objective changes the platforms, the languages and the set-up.
Phase02
We identify who, from which country, is looking, and where.
The leading sources are social media for China and video sites for Hong Kong, Taiwan, the US and Australia (Japan Tourism Agency, 2025). We narrow the markets against the location and capacity of the premises.
Phase03
Before any posting, we put the client's landing layer in order.
We set each platform's role and install measurement tags on the client's booking engine or enquiry form. The multilingual pages get prepared at this stage too.
Phase04
Built on footage that doesn't depend on words, then rebuilt per market.
For the client's premises we film the route from arrival to the room; for your own project work, the process of the handwork. Translation, voiceover and subtitles come after.
Phase05
Videos that got a response get pushed out through advertising and PR.
Multilingual operations and local KOC/KOL campaigns run in parallel. Monthly reporting lays out arrivals at the booking page, bookings, and enquiries.
FAQ
Most firms don't. What we can propose is for firms who build hotels or restaurants and want to see the marketing through after opening, and for firms wanting more enquiries from overseas.
Either structure works. We can contract directly with the client, or you can build it into your own proposal and we run it as a subcontractor.
It runs without them. Translation, voiceover, subtitles and comment handling sit with our native-speaker team, and filming and sharing material stays in Japanese.
When we meet, we talk through examples and the process from close industries like inns and restaurants. The results with numbers behind them are collected on the individual industry pages under inbound marketing.
If you build inns or restaurants, it helps. From everything we have run, footage from the stage where the structure and materials are visible makes a strong case for what the place is worth.
The location and clientele of the premises decide it. Going after Chinese-speaking markets, RED (Xiaohongshu) is unavoidable. If English speakers are the core, starting with Instagram and TikTok is the sensible order.
Services
End-to-end support from account strategy through filming, editing, posting and analytics
First-person short-form video. No cast, fast turnaround, low cost — and the experience comes through
Cast the right creators for your goal from a network of over 20 million combined followers
Small tests identify the winners first, so budget goes only where it drives traffic and revenue
Multilingual social marketing that maximizes the inbound visitors you attract
Awareness, conversion tracking and nurturing in one pipeline, powered by our playbooks and AI
Recruitment marketing that reaches the 94% job boards never touch, through short-form video ads made for you
End-to-end Japan market entry for overseas brands: localization strategy, official social accounts, POV video, PR and on-site activation
Shopify and BASE store operations, plus channel manager, LINE and Meta ads integration with your booking system, so your marketing has somewhere to land
Free consultations and quotes available
CONTACT