Cultural Insights

Honne and Tatemae: The Two Faces of Communication

2025.07.20

In Japan, people often distinguish between their true feelings (honne) and the public face they present in social or professional contexts (tatemae). This isn’t deception, it’s a social tool used to maintain harmony and avoid conflict.

Instead of hearing a direct “no,” you might hear, “we’ll consider it,” or the classic, “that might be a little difficult.” This isn’t the moment to jump in with, “No, it isn’t – we can just do X, Y, Z.” Similarly, objections are often not voiced in meetings. They may surface later or be expressed in one-on-one conversations. Think everyone nodding in agreement means they’re on board? Not necessarily.

So, how do you decode these subtle signals and understand what your client is really thinking? Pay attention to facial expressions, tone of voice, and the overall mood. If you hear a vague response like “that might be a little difficult,” try gently asking, “Are there any areas you’re concerned about?” or “How do you feel about this part of the proposal?” Open-ended questions help uncover real concerns without making anyone feel pressured.

Practice Hou-Ren-Sou

You might not have heard of Hou-Ren-Sou, which is a combination of the kanji for report (houkoku), inform (renraku), and consult (soudan). Japanese clients expect regular, proactive updates, not just when they ask.

Be consistent. Share updates on timelines, small progress steps, and even minor issues. This kind of communication builds trust and reassures your client that you’re on top of things. If something is off-schedule or needs adjustment, inform them early and suggest a path forward. Don’t surprise them the day before. That’s a fast track to losing trust.

Key Takeaways

To succeed in Japanese enterprise sales, you’ll need more than a great product. You’ll need cultural insight. This means recognizing honne and tatemae, reading nonverbal cues, and proactively practicing Hou-Ren-Sou in your communication.