Facebook overcomes cultural challenges in Japan
Rajan attributes the change in attitude to the March 11, 2011, earthquake and tsunami. During the crisis and its aftermath, sites such as Facebook helped parents and children locate each other and allowed people post and find reliable information. “The real-name case has been answered,” says Rajan. “People are getting it now.”
Facebook has also benefited from high-profile users such as Kazuyo Katsuma, a popular author and businesswoman who joined the site in late 2010 and frequently mentions her Facebook page in media appearances. Jesse Eisenberg’s portrayal of Zuckerberg in the Oscar-winning 2010 movie The Social Network also helped boost awareness of Facebook among Japanese. Takanori Kobashi, a 26-year-old marine products wholesaler, started using Facebook last year after seeing the movie. “That guy is amazing,” he says of Zuckerberg.