2026 Hiring and Job Market Trends in Japan: Tech Sales and Marketing

With greater implementation of AI profoundly affecting the tech sales and digital marketing sector, many companies have been undergoing substantial restructuring, resulting in layoffs at some organisations that are shifting their focus away from legacy product lines and towards AI opportunities. Particularly in the digital sector, companies pivoting to AI use showed less demand for human capital in 2025, scaling back hiring by roughly one third amid uncertainty about where future roles would be needed. The slide towards AI hasn’t been entirely continual, however. Among companies who attempted to cut costs by using AI to automate tech sales functions, a significant number saw this strategy result in poor service and frustrated clients, causing them to reverse course and re-hire customer service staff, though larger legacy companies are still keen to become AI-focused firms.

The overall number of tech job vacancies has been rising, fuelled by strong demand from foreign firms wanting to enter or expand their operations within the Japanese market. Despite some organisations cutting staff, many mid-sized firms are showing increased interest in hiring account managers and executive roles. Online sales and marketing roles are an exception, however, with major companies having laid off workers and not replacing them. Some major companies have significantly scaled back their digital marketing and e-commerce hiring, preferring instead to focus on internal talent development over recruiting new employees.

This isn’t to say there aren’t salary growth opportunities. In 2025, candidates who changed jobs within the industry saw average salary increases of 15–20 per cent, while those moving into roles in the app sector earning 20–25 per cent more. These trends are expected to continue in 2026.

Demand for young, bilingual professionals

Within the digital sector in 2026, companies will look to heavily recruit junior candidates in the under-30 age group, especially for e-commerce positions. Hunter sales account executives, who can actively identify and form relationships with new customers, should see strong employer interest, as will performance marketing managers who can pinpoint high-value targets and develop data-driven marketing plans as AI takes on more SEO work.

New tech startups building out their sales teams have been hiring on a contract basis for the past year and appear ready to stay on track in 2026. AI-focused tech startups show flexibility regarding candidates’ level of AI experience, with some willing to bring in professionals with backgrounds in cloud computing to fill sales positions.

Bilingual communication skills are rising in importance - a shift from the norms of the past two years where candidates who only speak Japanese were more acceptable. With a number of smaller companies entering the industry, workers need to be able to report effectively to non-Japanese counterparts at overseas offices. Ideal candidates for online sales and marketing positions will have at least business-level English and native or near-native Japanese language skills. Within e-commerce, however, there are some positions for which Japanese proficiency isn’t required at all.

Employers - tech companies in particular - are showing a growing eagerness to hire female candidates for leadership positions.

Better compensation and quicker interviews key to securing talent

With the Japanese economy experiencing uncharacteristically high inflation rates, cost-of-living increases have become a major concern among job seekers who want to be able to absorb higher prices through higher earnings. Many companies have been slow to raise salaries, so those that move early can make themselves more attractive to job seekers. In addition to higher base salaries, RSUs (restricted stock units) can also be part of a competitive compensation package, especially when offered by foreign firms whose stocks are valued in US dollars.

Remote work opportunities have become even more desirable as some organisations push for a return to the office - with many candidates viewing the lack of flexible options as a deal breaker when considering a job change. Upward mobility within the company is seen as a major plus, with many applicants interested in non-Japanese firms hoping for a path to work at overseas offices in the future.

Finally, a simple fact often overlooked in the tech sector is that candidates want to be wanted. Many employers have lengthy hiring processes with multiple interview rounds, but those that can streamline and extend offers more quickly can secure the talent they need while other organisations are still tied up in lengthy processes.

Whether you’re growing your team or navigating your next career step, our 2026 Salary Survey Guide gives you the insights you need to have the right team in place to keep your business moving forward.

You can access our Salary Survey Guide (PDF) here.