[Interview with Our Global Team Member] Bridging J-POP and the World Through the Eyes of an “Overseas Otaku”: Tackling the Challenge of Global Reach from the Front Lines

This time, we interviewed Yohana Hoetama, one of our global team members working in Indonesia!

Her love for Japan began with anime and music, leading her to study Japanese in university. Despite dreaming of using her Japanese skills professionally, opportunities didn’t come easily.

Then, by chance, she discovered Gridge. Today, she supports the global expansion of J-POP by combining her perspective as a devoted fan and her global background as an overseas team member.

If you’ve ever felt that "Japanese content isn’t reaching the world" and wished you could help fix that—this story will resonate with you.

Whether you’re from outside Japan and hoping to work in the Japanese entertainment industry, or you’re based in Japan and curious about Gridge’s global environment—we hope you’ll read to the end.

Table of Contents

• Five years after graduation with no opportunity to work for a Japanese company

• How Kamen Rider and Vocaloid opened the door to Japanese music

• Using her upbringing in Indonesia to support Japanese artists’ global outreach

• A flat, global team united by “Otaku” from all over the world
  

Five years after graduation with no opportunity to work for a Japanese company

▍What kind of work did you do before joining Gridge?

I worked at several different companies, but right before joining Gridge, I was working remotely for a Singapore-based company that managed e-commerce platforms. I was in charge of customer support.

Even then, I was based in Jakarta and worked entirely remotely.

▍So it wasn’t connected to Japan at all. Did you have any previous work that used your Japanese skills?

I majored in Japanese at university and graduated in 2018. After that, I worked as a freelance Japanese tutor. I really wanted a full-time job where I could use Japanese, but I couldn’t find one. So until around 2020, I did various freelance jobs.

▍What kind of company did you join after freelancing?

It was a major Indonesian company that runs media platforms. I couldn’t find a job using Japanese, so I decided to just try working there. I wrote English articles on topics like Indonesian news and events.

▍And after that, you moved to the e-commerce company in Singapore?

Yes. The commute at my previous job was very tough, so I switched to a remote role.

▍How did you end up finding Gridge?

That was around two years ago (2023). I still had time during my workdays, so I was looking for part-time work. A friend from university who also studied Japanese told me about Gridge.

Even though I wasn’t confident in my Japanese skills, the job listing said “No Japanese required,” so I decided to give it a try.

How Kamen Rider and Vocaloid opened the door to Japanese music

▍Was your main motivation to apply because it was a Japanese company?

Yes. I studied Japanese in university, but never really got to use it, so I wanted to brush it up. Also, I’m an otaku myself, so I was really interested in Gridge’s mission of “bringing Japanese music to the world.”

▍So you’re an otaku! Were you already into Japanese content back in high school?

Definitely. I loved anime and anime music. When I was a kid, my uncle introduced me to Kamen Rider, and I thought it was so cool. That led me to more anime.

Back then, Japanese content wasn’t officially distributed overseas, so it was hard to find. That’s why Gridge’s mission to promote Japanese content globally really spoke to me.

▍What kind of Japanese content did you like in high school?

I got into Vocaloid. I found it on YouTube by accident and was fascinated by the unique sound. Some songs felt nostalgic or had really catchy melodies. As I researched more, I realized they were Japanese.

I started using Nico Nico Douga to explore more Japanese music and anime. Many videos had fan-translated subtitles, which helped me understand the lyrics.

Japanese companies did not distribute content overseas, so I kept watching what someone else had uploaded.

▍So you were already aware of the gap in global outreach for Japanese content. What anime were you into?

Naruto Shippuden had just started around that time. I also loved Detective Conan.

▍Have you ever been to Japan?

Yes, I studied abroad in my third year of university. I spent about a year at a Japanese language school in Wakayama. I also visited Osaka’s Nipponbashi and other fun places.

▍How was your life in Japan?

I really enjoyed it! But adjusting was hard—especially to the cold weather! Jakarta is warm year-round, so experiencing below-zero temperatures was a challenge (laughs).

Using her upbringing in Indonesia to support Japanese artists’ global outreach

▍What kind of work did you start with at Gridge?

I mainly worked on translating lyrics—from Japanese into English and Indonesian. I also helped with video production and KOL marketing direction.

KOL = Key Opinion Leader, a type of influencer marketing.

▍Why did you decide to become a full-time employee?

Because I finally had the chance to work using Japanese, which I’d always wanted. I also got to see the behind-the-scenes of artists I love—what they do to reach fans. It was fascinating.

Also, Gridge has a very flat, non-hierarchical culture. No unnecessary drinking parties or rigid seniority, unlike many Japanese companies.

▍When did you become a full-time employee?

In July 2024, about a year after I started as a part-timer.

▍What’s your current role?

I mainly handle KOL marketing. I also support Japanese artists at concerts and festivals in Indonesia—interpreting and assisting as needed.

▍What do you do in KOL marketing?

When a Japanese artist wants to promote their music in Indonesia, I research suitable KOLs, create proposals, and pitch to clients.

Once a KOL agrees, I share info about the artist and the song, brainstorm promo ideas, and have them create content. I then check the final video and give the OK to post.

▍Any artists you've supported so far?

Yes, I supported an artist who sings a major anime theme song—very popular in Japan and globally. I also helped on-site during their concert in Indonesia.

▍What’s the hardest part of KOL marketing?

Language barriers, for sure. Some KOLs in countries like China or Vietnam don’t speak English, and I don’t speak their languages. I use ChatGPT to help bridge the gap.

Also, cultural differences are big. In Japan, people use polite language in business—even with influencers. But in Indonesia, that feels unnatural.

▍What kind of communication feels more natural in Indonesia?

Friendly, casual communication—like you’re talking to a friend. It makes things move faster, too.

▍You are able to leverage your strengths as someone who was born and raised in Indonesia.

A flat, global team united by “Otaku” from all over the world

▍You’ve been at Gridge for two years. What do you enjoy most?

The flat structure, definitely. Japanese companies often have strict hierarchies—my friends working at Japanese companies in Indonesia say the same.

But Gridge is flat and very comfortable. Also, meeting artists and seeing live performances is a dream come true! Even though I’m busy on concert days, getting to see shows for free is a bonus (laughs).

▍So your work blends with your passion—it feels like a continuation of your hobby. Any challenges working remotely from overseas?

Not really. I’m used to remote work. But I do want to visit Japan and meet everyone in person someday.

▍A lot of team members work remotely, so syncing schedules can be tough. Even Yunoki san said in her interview that she hopes to meet everyone in Japan!

Exactly. We’ve got team members from the Philippines, the US, Brazil, Korea, China… so many countries. I hope Yunoki san organizes a meetup soon (laughs).

▍What do you want to try next at Gridge?

Just one thing—I want to visit Japan and meet everyone. That’s all I want right now (laughs).

Working with people from different countries is so fun. I’d love to see the Gridge team in person.

I’m a little nervous about Japan’s hot summers and cold winters, but I think I can survive for two weeks (laughs)!

▍That desire to meet in real life really shows how strong your team bond is.

Yes! Working with international teammates is really exciting. Everyone has different experiences and perspectives, so I learn a lot just from talking to them.

These aren’t things you learn from a textbook—it’s real-world experience.

Also, I’m excited about helping spread Japanese music to even more countries. A lot of us—and people in the Japanese music industry—look at K-POP and think, “We want that kind of global success, too.”

Compared to K-POP, there’s still huge potential for J-POP globally. I want to help expand it further.

▍Thanks to members like you, Gridge can support high-quality global outreach.

Yes! As an Indonesian, I can point out things that might seem obvious to me, but not to Japanese people.

Even if a promotion works in Japan, it might not work in Indonesia. In those cases, I can explain why and offer advice.

▍Can you share an example?

For example, Japan has many "faceless artists" who don’t show their face. But in Indonesia, fans find that strange. They prefer artists who host fan events or live shows—who feel more accessible.

In Japan, people value perfection and often shy away from casual interaction. But in Indonesia, that’s not expected.

If an artist only posts polished, official content, fans may feel distant. So we might pair them with a local influencer for a casual, personality-revealing video.

▍Lastly, what kind of people would you love to work with?

Fellow otaku! (laughs) We’re delivering music to fans, so it helps to understand their feelings. If you love anime or Japanese music, you’ll definitely enjoy this job.

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How did you enjoy Yohana’s story?

She fell in love with Japan through anime and music—and now helps bring the music she loves to her home country, Indonesia. It’s a beautiful connection forged through J-POP.

As Yohana mentioned, Gridge has many overseas team members who are fans of Japanese pop culture. Their passion and global perspectives are the foundation of our work. To expand even further and bring Japanese music to more people worldwide, we’re strengthening our global team—and we’re hiring!

If Yohana’s story resonated with you—

“I feel the same. Japanese content isn’t reaching my country—I want to help.”

“I want to join a flat, global team and help spread Japanese music.”

—then we’d love to hear from you!

We’re hiring freelancers, full-time staff, and student interns in various roles.

And yes, we’re hiring Japan-based team members too. If you’re in Japan and want to work globally—come join us.

Thanks for reading!