BuzzFeed to create Japanese-language version of its site with Yahoo Japan
BuzzFeed is joining forces with Yahoo Japan to create a Japanese version of the site as the viral news and entertainment hub continues to expand its international footprint.
The move marks a distinct departure for BuzzFeed, which has traditionally wholly owned and operated its investments in other countries.
Yet in a company blog post, BuzzFeed cited Yahoo Japan as the “dominant digital force” in the country, “reaching almost every Japanese internet user.”
As part of the joint venture, Yahoo Japan will advise BuzzFeed on cultural matters, help drive traffic to the new site, and own its sales channel.
Yet the new site will look and feel very much like BuzzFeed, and users will have to use a BuzzFeed URL to access it.
It will also operate under the same philosophy and process for developing both editorial content and native ads.
The digital publisher said Scott Lamb, vice president of international, is in the process of looking for an editor-in-chief to build out a team in Tokyo.
According to BuzzFeed, 45 per cent of its traffic came from outside the US in July. The company has expanded into many countries including Brazil, France, and India.