Tag Archives: Rakuten

Twitch Teaches English

Japan is capable of incredible change, at an unbelievable pace. But the thing about speed, about power, strength and ability, you still need to know what you’re doing with it.

Right now, as the Japanese nation limbers up for the Olympics, getting itself into fine shape to once again introduce itself on the global stage through sport, industry, and Cool Japan culture, it’s been working on what every person in Japan knows to be important.

Aisatsu

And as demanded by the world, it’ll be doing them predominantly in the world’s lingua franca; English.

They’re taking it seriously too. In fact, Japanese industry has been taking it very seriously for a while now. Gone are the lackadaisical studies of the boom years. Engineers and Salarymen alike are hitting the books again in order to compete on even footing with the rest of the world. A rest of the world many an industry turned its back on in order to focus on the domestic market.

A few years ago, to much fanfare, Rakuten and Uniqlo both made bold moves in regards to English usage within the companies. Rakuten correctly noting at the time that if you want to expand globally you’re going to need English. Many Politicians and commentators bemoaned this fact suggesting that someone of greater ability in their job would be overlooked for a less able individual with better English skills.

That’s a fair point I suppose, especially when language skills often have more to do with exposure, experience and circumstance than academic ability.

However, it’s worth noting that more of these jobs would end up going to native speakers within the area these companies expand to should Japanese workers be uninterested in improving their language skills.

It’s a simple fact really; you speak the language of whatever nation you’re trying to sell to. And when you export, it tends to not be your own native tongue at play on foreign shores. Funny that…

Fortunately, most companies aren’t as daft as the average politician or pundit and realize that if that expansion is going to be Japanese in nature then its Japanese staff will have to be the ones doing both the walking and the talking.

So, there it is. A clear target. English for exporting the fruits of Japanese business prowess and English to greet the world when it arrives in Japan for the Olympics.

So what’s the problem?

Well, though the average person might suggest that we have a clear path ahead, the reality of how Japan is attempting to make its way there is rather more fuzzy.

It’s somewhat difficult to describe the overall approach to English study in Japan.

But let’s have a go.

And let’s do so using an analogy with a Japanese twist.

Twitch plays Pokémon. Yeah that’s it. That’ll do nicely.

Twitch plays Pokémon was, and still is, essentially an enormous crowd of people attempting to control one character and guide him along the correct path, past the obstacles of the game and on to victory. Almost everyone, bar the odd troll, is working towards the same goal and yet…

An Irish bar that specialises in Juice... I feel conflicted.

An Irish bar that specialises in Juice… I feel conflicted. How to reach my goal of feeling jolly and Irish? Juice or Porter?

And yet it’s like watching a drunk salaryman navigate his way home. He’ll get there eventually but in the meantime he’s going to trip over everything in sight, lose his bearings, spin in a circle before he finally arrives, a disheveled mess who has taken, not so much the scenic route as the one his sober brain and the eight glasses of beer and three highballs agreed on together; a real team effort.

And that’s what Japan’s national approach to English looks like.

Ok, not so much the drunk salaryman. That’s a mite unfair.

But crowd sourcing the controls of Pokémon. That works a treat.

A thousand people shout, this way, TOEIC tests and a one-hour weekly speaking class will lead us to our goal.

And another thousand… shout nothing at all actually. They’re busy reaching mastery of the English language through grammar, overly direct translation and the bare minimum of speaking.

Because, that’s how you pass the university entrance exam. Which is how you get into a good university so that when you graduate you can work for a big company that… wants you to speak English.

Oh my Twitch.