MySpace Faces Stiff Competition in Japan

Visit Japan's top social-networking site, the 8-million-strong "Mixi," and you'll see prim, organized columns and boxes of stamp-size photos _ not the flashy text and teen-magazine-like layout of its American counterpart, MySpace.com. The difference in appearance between the two online hangouts reflects a broader clash of cultures _ and illustrates the challenge News Corp.'s MySpace faces as it jumps into the Japanese market.

Mixi knows how to thrive off the nation's cliquish culture so different from the aggressive me-orientation prevalent in American culture.

"MySpace is about me, me, me, and look at me and look at me and look at me," said Tony Elison, senior vice president at Viacom International Japan, which is offering its own Japanese-language social networking service here. "In Mixi, it's not all about me. It's all about us."

Mixi Inc. President Kenji Kasahara, 31, and others say the services merely reflect the cultural differences.

While self-assertion is quick and direct on MySpace, with posted profiles upfront about personal views, Japanese tend to be more reserved and prefer to gradually get to know each other.

The messages on Mixi are surprisingly positive: You look great. It's so nice seeing you. I feel the same way. Kasahara calls it a "friendly mood that values harmony."

"I feel people speak their minds on MySpace," he said. "Japanese tend to like peaceful communication. We're often told how heartwarming Mixi is."

That doesn't mean MySpace won't try to compete. Analysts say MySpace, which arrived in Japan in November, has a chance for success because of its 50-50 partnership with Japanese Internet company Softbank Corp., which owns a part of Yahoo Japan and took over Vodafone's mobile business in Japan last year.

"The key is having a viable mobile strategy for MySpace in Japan," Ko Orita, a Seattle-based advertising consultant who gives advice on U.S.-Japan partnerships in the online media industry. "MySpace's openness has a very good application if you are a musician or a filmmaker and promote your content."

MySpace allows anyone with a valid e-mail address to sign up for free accounts. By contrast, Mixi requires an introduction from someone who is already a Mixi member, a bit like winning entry to an old-style club in this society long reputed as guarded against outsiders.

That feature, designed to give a sense of security and in-group feeling, has been critical in Mixi's success among shy and conformity-driven Japanese. Mixi soundly defeats domestic social networking rivals as well as all other sites except Yahoo and Google.

Understanding Mixi's appeal is easy when you watch Jun Yamagishi, a 27-year-old salesman, during his lunch break. He connects with old friends casually and less obtrusively than with e-mail or telephone calls, which are better for more direct communication.