How We Grew Instagram from 0 to 40,000 Followers in Japan (6-Month Breakdown)

Most Instagram growth guides for Japan share generic statistics and end with "just post consistently."

This isn't one of those guides.

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In January 2024, we launched Luxuwell, an Instagram account targeting European and American travelers visiting Japan. Six months later, we had 42,000 followers, with individual videos reaching 4 million views.

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But here's what makes this different: We didn't just grow one account.
We grew two: one in English targeting Europeans (Luxuwell, 42K in 6 months), and another in Japanese targeting local learners (10K in 3 months). Both used the same core framework.

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This is what actually happened : the failures, the breakthroughs, the exact tactics, and the framework you can replicate whether you're targeting Japanese consumers or international audiences from Japan.

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What you'll learn:

• Month-by-month growth trajectory with actual numbers
• The Month 3 content shift that changed everything
• Tactics that worked versus tactics that wasted our time
• Why PDCA cycles and hypothesis testing drive exponential growth
• The framework that works for both Japanese and international audiences
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The Japan Instagram Landscape

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Japan's Digital Population:

• Total population: 122.8 million
• Internet users: 104.4 million (84.9% penetration)
• Smartphone users: 97.5% of population

Instagram in Japan:

• Active users: 66 million (53.7% of total population)
• Gender split: 56% female, 44% male
• Japanese users search hashtags 3x more than global average
• High Stories usage (Japan is 2nd globally)
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The Challenge: Creating English content in a market where 98% of users are native Japanese speakers,
while also helping Japanese clients reach local audiences. We've successfully done both.

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Month 1: 100 Average Views and Hard Lessons

The Setup:

• Account: Luxuwell (Japan travel for European/American tourists)
• Content: 100% English
• Strategy: Post 5-6 times per week
• Content type: Scenic shots of temples, Mount Fuji, cherry blossoms

Month 1 Results:

• Average views: ~100
• Best video: 1,200 views
• Follower growth: Only 50 followers
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What Went Wrong:

1. Algorithm Problem: Instagram shows content to users near your location first. We were in Japan creating English content. Result? Japanese users who couldn't understand our captions saw it first. No engagement = algorithm kills distribution.

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2. Content Problem: Beautiful shots exist everywhere. We weren't solving problems: just adding to the noise.

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3. No Personality: Videos had no voice, no face, no human connection.

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The Painful Realization: After 30 days and 20+ videos, we had 50 followers.

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Lesson learned:
Great content ≠ Growth. Posting frequency doesn't matter if your content doesn't solve problems.

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Month 2: Testing Everything Until Something Worked

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After Month 1's failure, we stopped assuming and started testing systematically.

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Experiment 1: Added Personality

• Started appearing on camera
• Added voice-over narration
• Shared personal experiences
• Result: Immediate watch time improvement

Experiment 2: Collaborations

• Cold-DMed hotels and ryokans
• Asked for content partnerships
• Result: Insider access, authenticity

Experiment 3: Content Angle Shift

• Before: "Here's a beautiful place"
• After: "Here's what you need to know about this place"
• Result: Higher engagement

Month 2 Results:

• Best video: 20,000 views (20x improvement!)
• Followers: ~500 (10x improvement)

We were improving, but still thinking: "What do travelers want to see?"

We weren't yet thinking: "What problems do they have that they don't know to search for?"

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Month 3: The Video That Changed Everything

We posted a video about FamilyMart convenience stores.

Not temples. Not cherry blossoms. A convenience store.

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Results:

• 30,000-40,000 views (first viral moment)
• Hundreds of comments from Europeans
• High save rate
• Follower conversion finally happening

Why This "Boring" Topic Exploded:

It addressed unspoken traveler anxiety:

• "Where do I eat on a budget?"
• "What can I buy at a convenience store?"
• "How do I navigate when I can't read kanji?"

These aren't sexy topics. But they're real problems every European traveler faces.

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The Insight That Changed Everything:

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Before: "What content is popular in Japan?"

‍After: "What do Europeans unconsciously need but don't know to search for?"

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Examples of This Shift:

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❌ Before (Month 1-2):

• "10 Most Beautiful Temples in Kyoto" (oversaturated)
• "Best Restaurants in Tokyo" (generic)
• "Cherry Blossom Viewing Spots" (covered by thousands)

✅ After (Month 3+):

• "How to Use a Japanese Toilet (And Why the Buttons Matter)" (everyone needs, nobody talks about it)
• "What to Order at an Izakaya When You Can't Read Japanese" (specific, actionable)
• "Coin Locker Guide: Where to Find Them and How They Work" (practical, urgent)

Month 3 Results:

• Followers: ~2,000 (4x growth)
• Mindset shift: From "content creator" to "problem solver"

Core Learning: Viral content isn't about production quality or beautiful shots.

It's about addressing unspoken needs your audience can't articulate.

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Months 4-6: Exponential Growth

Once we found the formula, everything accelerated.

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Month 4:

• Followers: 2,000 → 7,000 (3.5x)
• Biggest video: 1.5M views
• Posted 3x per week (quality over quantity)

Month 5:

• Followers: 7,000 → 25,000 (3.6x)
• Biggest videos: 4M and 3M views in same month
• Added ManyChat automation ($15/month)

Month 6:

• Followers: 25,000 → 42,000
• Consistent 50K+ views per video
• Recognition: Stopped on the street by followers in Tokyo
• Business impact: Lead generation exploded

The Complete Growth Trajectory:

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Month 1: 50 followers (failing)
Month 2: 500 followers (experimenting)
Month 3: 2,000 followers (breakthrough)
Month 4: 7,000 followers (validation)
Month 5: 25,000 followers (exponential)
Month 6: 42,000 followers (established)

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What Enabled This:

1. Content formula: Identify unspoken need → Create 1-minute solution → On-camera + voice-over
2. Strategic focus: Problem-solving content over aesthetic content
3. Engagement: CTA comments ("Comment 'TRAVEL' for guide") + ManyChat automation
4. Algorithm understanding: Watch time > views, Saves > likes

What Worked vs. What Didn't

Let's be honest about what actually worked and what wasted time.

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❌ WHAT DIDN'T WORK

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1. Like/Follow Rounds

• Time wasted on following similar accounts
• Result: Maybe 5-10 followers, most unfollowed
• Lesson: Organic growth beats growth hacking

2. "Optimal" Posting Times

• Posted at "peak hours"
• Result: Zero measurable difference
• Lesson: Content quality matters 100x more than timing

3. Hashtag Strategies

• Researched and used "optimal" hashtags
• Result: No impact whatsoever
• Lesson: We stopped using hashtags after Month 3

4. Copying Competitors

• Replicated content that worked for other accounts
• Result: Our versions flopped
• Lesson: What works for them won't work for you. Different audience, voice, timing, algorithm history.
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✅ WHAT ACTUALLY WORKED

1. Systematic PDCA Cycles

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Plan: Hypothesize which topics will resonate based on audience research

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‍Do: Create and post content

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‍Check: Analyze watch time, drop-off points, engagement patterns

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‍Act: Iterate based on data, not assumptions

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This framework drove all our growth.

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Specific tactics:

• Tracked every video's performance in spreadsheet
• Identified patterns: "Practical guides get 3x more saves"
• Doubled down on what worked
• Killed what didn't

2. Audience Research: Interviews and Comment Analysis

• Read every comment and DM
• Interviewed European travelers in Tokyo
• Joined travel Facebook groups and Reddit
• Asked: "What are you worried about?"

Result: Endless content ideas we KNEW would resonate.

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Example:

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‍Comment: "I have no ideas where to eat ramen"→

Video: "3 hidden Ramen shops around Tokyo "→ Result: 500K views

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3. Random Collaboration DMs

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Cold-messaged hotels and attractions: "We have X followers interested in your region. Collaborate?"

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Result: 10-20% response rate, insider access, credibility.

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4. CTA Comment Triggers + ManyChat

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"Comment 'TRAVEL' for the full guide"

→ ManyChat instantly DMs downloadable resource

→ Result: Engagement skyrocketed, built email list

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5. Hypothesis Testing Over Best Practices

Treated every "expert advice" as hypothesis to test:

• "Post under 15 seconds" → Tested 15s, 30s, 60s, 90s → 60s won for us
• "Post daily" → Tested daily vs 3x/week → No difference; 3x/week more sustainable

Meta-Lesson: PDCA Everything

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Biggest mistake we see: Following tactics without testing them.

Your audience is unique. Your voice is unique. What worked for us might not work for you.

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The only way to know is to test systematically and let data guide decisions.

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Cross-Cultural Insights: Japanese vs. International Audiences

We grew two accounts with the same framework, different execution.

What Stayed the Same:

1. Identify unspoken audience needs
2. Create problem-solving content
3. Add personality and voice
4. Test systematically using PDCA
5. Double down on what data shows works

What Changed:

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Content Style:

• Japanese account: Polished, aesthetic, concise, subtle personality
• European account: Casual, voice-over heavy, personality-driven, detailed

Engagement Patterns:

• Japanese users: High save rates, fewer comments, prefer reference-able information
• European users: More comments, ask questions, want conversation

CTA Styles:

• Japanese: Softer, indirect ("I hope this was helpful")
• European: Direct, explicit ("Comment TRAVEL for the guide")

Algorithm Challenge for International Content:

Creating English content in Japan meant fighting the algorithm for 6-8 weeks. Instagram showed our content to local Japanese users first. Without engagement, distribution died.

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Solution: Create content that worked for BOTH audiences initially through universal visuals and topics until the algorithm learned our audience was international.

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Why This Matters for European Companies:

You can create Japanese content for local consumers OR English content for international audiences from Japan. Both work. The framework is identical. Choose based on your target market.

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The Framework: Your Replicable Roadmap

Phase 1: Foundation (Month 1)

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Week 1-2: Deep Audience Research

Don't create content yet. Understand your audience.

• Join Facebook groups, Reddit threads where your audience hangs out
• Read comments on competitors' posts
• Interview 5-10 people if possible

Questions to answer:

• What problems does my audience have that they can't articulate?
• What makes them anxious about [topic]?
• What information gap exists?

Output: 20-30 content ideas addressing specific problems.

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Week 3-4: Initial Testing

• Create 3-4 videos testing different problem angles
• Format: 1-minute, on-camera, voice-over
• Analyze: Highest watch time? Most saves? Comment patterns?
• Iterate: Create more of what performed best

Phase 2: Breakthrough (Months 2-3)

Stop asking: "What topics are popular?"

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‍Start asking: "What problems does my audience have that nobody else addresses?"

Exercise:

1. List 10 "popular" topics everyone posts about
2. List 10 "needed" topics your audience needs help with
3. Create content ONLY from the second list

PDCA Every Week:

• Track: Watch time, saves, shares, follower growth
• Analyze: Which videos overperformed? Why specifically?
• Hypothesis: "If X performed well, similar content will also perform"
• Test: Create and measure

Phase 3: Scale (Months 4-6)

After your first viral video (30K+ views):

1. Analyze deeply: Why did this work? What need did it address?
2. Create 10 more videos addressing similar unspoken needs
3. Add engagement: CTA comments + ManyChat automation
4. Collaboration outreach: Now you have leverage

Pattern Recognition:

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By Month 4-5, identify patterns:

• "Videos about X get 2x more saves than Y"
• "Content solving [specific problem] always outperforms general info"

Use patterns to guide future content.

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What We Actually Spent

Monthly Investment:

• Content creation: $0 (smartphone, free editing)
• ManyChat automation: $15/month (started Month 4)
• Paid advertising: $0
• Total: $15/month

Time Investment:

• 3-4 hours per video × 3 videos/week = 9-12 hours/week
• Engagement and analysis: 2-3 hours/week
• Total: 12-15 hours/week

Tools We Used:

• Instagram Insights (free)
• ChatGPT free tier (ideation, competitor analysis)
• Google Sheets (tracking)
• CapCut (free editing)
• ManyChat ($15/month)

Investment:

~$100 total for 6 months

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‍Result:

42,000 engaged followers + brand awareness + leads + partnerships

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Results & Business Impact

Quantitative Results:

• Luxuwell: 0 → 42,000 followers (6 months), videos hitting 4M views
• English Learning: 0 → 10,000 followers (3 months)
• Combined reach: Millions of impressions

Qualitative Impact:

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1. Brand Recognition: Europeans stopped us in Shibuya:

"You're from Luxuwell! We've been watching your videos!"
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2. Partnership Opportunities: Hotels and attractions started reaching out to US.
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3. Lead Generation: 42K engaged followers = qualified lead pipeline.
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4. Market Research: Every comment is free market research. We knew exactly what our audience needed.
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5. Authority Positioning: Became THE resource for European travelers to Japan in 6 months.

Cross-Account Validation:
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Replicating this framework across two different accounts (English → Europeans, Japanese → locals) proves:

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‍This isn't luck. It's a system.

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The One Thing That Made All the Difference

We stopped posting what WE wanted to create. We started posting what THEY unconsciously needed.

That single mindset shift changed everything.

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Why This Works

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Algorithms optimize for keeping users on the platform.

When your content solves real problems:

• People watch longer (watch time ↑)
• People save it (save rate ↑)
• People share it (share rate ↑)
• People comment (engagement ↑)

Instagram shows it to more people. More engage. Instagram shows it to even more.
This is the exponential growth loop.

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But it only works if you're solving real problems, not just creating pretty content.

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The Brutal Honesty

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Month 1 will be hard. Your first videos will probably flop.

But if you commit to:

1. Systematic audience research (what do they actually need?)
2. PDCA cycles (plan, test, analyze, iterate)
3. Data over assumptions (let metrics guide decisions)
4. Consistent value delivery (solve problems every video)

You will break through by Month 3. By Month 6, you'll have exponential growth.

We've done it twice, in two languages, for two audiences.

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The framework works. You just have to commit to the process.

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Your Next Steps

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You now have the framework we used to grow from 0 to 42,000 followers
(and 0 to 10,000 on a second account) in Japan.

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If you're a European company entering Japan:

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You can grow a Japanese audience with Japanese content OR build an international audience with English content about Japan. We've done both successfully. The framework is identical—only execution changes.

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What You Can Do Right Now:

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Today:

• Write down 10 specific problems your audience faces
• Choose the 3 most urgent/painful
• Outline one 1-minute video addressing each

This Week:

• Create your first 3 problem-solving videos
• Post them
• Analyze: Which gets the most watch time? Why?

This Month:

• Post 12 videos (3 per week)
• Track every video's performance
• Identify patterns
• Double down on highest-performing angles

In 90 Days:

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‍You'll have enough data to know exactly what resonates. That's when exponential growth begins.

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How We Can Help

At Pont Miyabi, we've built our approach around systematic, data-driven social media growth in Japan
whether you're targeting Japanese consumers or international audiences.

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As a French-Japanese bicultural team, we understand both Western business expectations and Japanese market nuances. We don't just create content, we build growth systems based on PDCA cycles, hypothesis testing, and continuous optimization.

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We specialize in:

• Instagram and TikTok growth strategies for the Japanese market
• Bilingual content creation (Japanese and English/French)
• Cross-cultural marketing campaigns
• Video production with VFX/CG capabilities
• Systematic audience research and testing frameworks

Our unique advantage:

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We've actually done this.
These aren't theories—this is the framework we used to grow real accounts to real results.

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Ready to build your Instagram presence in Japan?

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Whether you're entering the Japanese market or targeting international audiences from Japan, let's discuss your specific situation and create a customized growth strategy.

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Contact us for a free consultation

→https://www.pontmiyabi.com/contact

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Final Thoughts

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0 to 40K in 6 months isn't about luck, viral hacks, or expensive agencies.

It's about:

• Systematic audience research (understand unspoken needs)
• Problem-solving content (address what they can't articulate)
• PDCA cycles (test, measure, optimize, repeat)
• Data over assumptions (let metrics guide decisions)
• Consistent value delivery (build trust through usefulness)

If we could do it targeting Europeans from Japan with English content (and replicate it with Japanese content for locals), you can do it in any market, with any audience, in any language.

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The framework is universal. The execution adapts.

Start today. Test systematically. Let data guide you.

In six months, you'll have your own growth story.

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—

Hayate Yoshizawa,
Founder at Pont Miyabi🌏

🔗 Connect: LinkedIn | Website
📩contact@pontmiyabi.com

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