Size Matters: The Hidden Factor in Going Global

When expanding into a new market, the importance of size often goes unnoticed—but it shouldn’t. Size plays a critical role, whether it’s the dimensions of your product, the packaging, or even a call-to-action button on your website. These seemingly small details carry cultural and practical implications that can influence your success. Let’s dive into why size matters when going global, using examples from Japan and the U.S.

Cars: A Market Shaped by Roads and Lifestyles

In Japan, "kei-jidousya" (light cars) account for roughly 40% of the market. These compact vehicles, weighing under 2,400 pounds, are perfect for Japan’s narrow streets, small parking spaces, and tax incentives. They’re efficient, affordable, and designed to suit the needs of Japanese consumers.

Compare this to the U.S., where cars are big—and trucks and SUVs dominate the market. The Toyota Corolla, considered small in the U.S., is significantly larger than Japan’s light cars. Why the difference? The U.S. has wide roads, abundant parking, and a cultural affinity for spaciousness and status symbols. Trucks and SUVs are marketed as symbols of safety, family values, and rugged independence.

Japanese automakers quickly realized that small cars wouldn’t succeed in the U.S. Instead, they focused on larger models like the Toyota Camry and Lexus RX. These vehicles, regarded as premium in Japan, are mainstream in America. This adjustment highlights the critical role size plays in meeting local needs and preferences.

Toothbrushes: Precision Cleaning vs. Efficiency

The oral care aisle offers another striking example of how size reflects cultural priorities. In Japan, toothbrushes have small, slim handles and tiny heads, designed for precision cleaning. This preference stems from cultural and physical factors—smaller mouths, crowded teeth, and a strong emphasis on oral hygiene. Japanese consumers brush their teeth three times a day on average, often changing toothbrushes monthly to maintain effectiveness.

In the U.S., toothbrushes are larger and paired with an emphasis on abundant toothpaste usage. Here, brushing is less frequent (twice daily on average), and the focus is more on efficiency and visual appeal. Toothbrushes are designed to deliver quick, thorough cleaning for bigger mouths, often accompanied by toothpaste ads encouraging “more is better.”

For brands navigating these markets, understanding these nuances can shape not only product design but also marketing strategies. What works in one region might feel completely out of place in another.

Snacks: Solo Enjoyment vs. Shared Indulgence

Even the snack aisle reveals stark differences in size preferences. In Japan, potato chip bags are typically under 2 ounces, catering to solo consumption. Japanese consumers see snacks as occasional treats, enjoyed in moderation.

In the U.S., snack bags are larger—often 6 to 10 ounces—reflecting a culture of sharing and convenience. Snacks double as meal replacements, road trip companions, or even sandwich fillings. The bulk-buying mindset also plays a role, with consumers opting for bigger packages to save money.

This difference isn’t unique to snacks. Even global apparel brands like Uniqlo and Gap adjust their sizing across regions. An M size in Japan might be equivalent to an S in the U.S., reflecting differences in consumer body sizes and preferences.

IT and Digital Design: The Importance of Adaptation

Size matters in the digital realm too. Consider a website’s call-to-action (CTA) button. In the U.S., a bold, prominent “Buy Now” button might perform well, as direct communication aligns with cultural norms. But in Japan, where subtlety is valued, a softer approach might resonate more, such as a smaller, less intrusive CTA that aligns with the consumer’s decision-making process.

The size of text, images, and even white space on a webpage can carry cultural implications. Understanding these differences can be the key to engaging audiences across borders.

The Balance Between Global and Local

When entering a new market, size is more than just a practical consideration—it’s a cultural one. From cars to toothbrushes, snacks to websites, understanding the nuances of size can help you meet local expectations while maintaining global relevance.

The best approach? Spend time in your target market. Walk the aisles, try the products, and observe consumer behavior. Talk to locals and learn how size shapes their preferences and habits. These insights will help you strike the right balance between global ambition and local adaptation—and that balance is the foundation of success.