Discussing the Realities of Global Expansion — A Conversation Between Akira Morishita × Seiichiro Sano
On September 24, 2025, during Tokyo Game Show 2025 (TGS 2025), Meta hosted a special event featuring a dialogue between Akira Morishita, CEO of HARS Global Pte. Ltd., and Seiichiro Sano, COO / Head of Development at PONOS Corporation.
In this session, the two shared candid insights into the realities of expanding Japan-origin mobile games overseas — covering expectations, challenges, localization, and the organizational structures that drive global success.

Speakers

Akira Morishita (HARS Global Pte. Ltd. CEO)
A global marketing professional with extensive hands-on experience in app marketing, supporting the overseas expansion of Japan-made apps.

Seiichiro Sano (COO / Head of Development, PONOS Corporation)
Oversees development and operations at PONOS, and has led localization and global rollout efforts for hit titles such as The Battle Cats.

The Limits of the Domestic Market — and the Inevitability of Global Expansion

Morishita noted that Japan’s domestic app market is facing structural challenges: “Rising development costs and the dominance of top-grossing titles have made it increasingly difficult for new titles to grow.”
He added, “The business model that completes its revenue within Japan has reached its limit. Global expansion is no longer optional — it’s inevitable.”

Sano agreed, citing his own experiences: “When growth plateaued domestically, we began to feel new traction and excitement in overseas markets.”
He emphasized the practicality of a gradual approach: “Rather than going all-in from the start, it’s more realistic to test small and scale step-by-step.”

Localization and the “Discomfort” Barrier

Both speakers stressed the importance of localization quality.
Morishita explained:
“When we view ads for overseas products, even subtle inconsistencies — a slightly off font or awkward UI text — can significantly degrade user experience. In measurable terms, we often see ad CTVR drop as a result. From experience, we know these are mistakes we simply cannot make when expanding globally. That’s why collaboration with native local talent is indispensable.”

Sano shared a concrete example from The Battle Cats:
“Literal translations from Japanese didn’t resonate with users overseas. Once we entrusted native speakers to craft natural expressions, the response changed dramatically.”
He further noted that “Japanese perspectives alone often produce unnatural phrasing,” underscoring the need to account for cultural context when communicating globally.

Building Execution Structures and Making Smarter Investment Decisions

Morishita highlighted the importance of viewing business performance holistically:
“Rather than evaluating Japan and overseas markets separately, companies should integrate P&L management across all regions to optimize resource allocation. Evaluating only by overseas profit can lead to ‘local optima,’ where companies end up withdrawing from specific regions prematurely.”

Sano added his own experience from launches in Taiwan and Korea:
“We once delayed too long by striving for perfection. In reality, releasing an MVP, gauging reactions, and iterating quickly helped us stay competitive.”
Both agreed that speed, iteration, and data-driven improvement are more valuable than perfectionism in fast-moving global markets.

Message to Those Considering Global Expansion

“This conversation reminded me that while global expansion certainly comes with challenges, they are often less about language or culture — and more about the psychological distance or fear of the unknown.
What truly matters is listening carefully to local voices, taking small but consistent steps, and transforming setbacks into learning.
I hope this discussion serves as food for thought for your teams and inspires your next move toward the global stage.”
— Akira Morishita

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