ASO Updates – Latest ASO News


Google Play Store Japan title limit change will affect the ASO strategy in Japan! There are now two different title limits based on two different character shapes used in Japan. The title limit in Japan has changed to 15 characters if full-width characters are used, and 30 characters if half-width characters are used. For this reason, it is necessary to also check the character shapes in the meta-data updates prepared for Japan and make adjustments accordingly.

With the change noticed by ASOindex, it was revealed that the limit for full-width characters was set at 15 characters. The 30-character limit will continue to be used for half-width characters.

In order not to be affected by this change, you can check your current title or new title highlights with the tool below. You can also check for new meta-data updates immediately by adding the Tool page to your bookmarks!

Full-Size Katakana to Half-Size Katakana Converter

Enter full-width Katakana characters in the input field and click the "Convert" button.

Converted Half-Width Katakana:

Play Store Japan Title Limit Change: Full-width to half-width

The most recent update in Japan’s Google Play Store Metadata guidelines brings forth a seemingly minor yet substantial change. The focus of this shift centers on character limits within Google Play Store Titles. While the character limit for half-width characters remains at 30, the real game-changer here is the adjustment concerning full-width characters. In the past, both half-width and full-width characters shared the same character count limit, but now, the full-width characters are restricted to a mere 15 characters.

Understanding the distinction between half-width and full-width Characters

Full-width characters (全角文字, zenkaku mojji) are characters that take up two bytes of data, while half-width characters (半角文字, hankaku mojji) take up one byte of data. This is because full-width characters include Japanese characters, hiragana, katakana, and some punctuation marks, while half-width characters include English letters, numbers, and punctuation marks.

Japanese text introduces a unique typographical and encoding aspect that sets it apart from many other languages – the differentiation between half-width and full-width characters. These two variations may appear similar, but in the digital realm, they are entirely distinct. Half-width characters, also known as 1-byte characters, are characters that occupy half the width of their full-width counterparts. They typically align in width with Latin characters and are commonly used for alphanumeric characters, punctuation marks, and select katakana characters. On the other hand, full-width characters, also known as 2-byte characters, occupy the space equivalent to two half-width characters. They are typically reserved for more intricate Japanese characters like kanji, hiragana, and specific katakana characters.


Input: コミュニケーション
Output: コミュニケーション

Implications for ASO

For apps targeting Japanese users, localization becomes paramount. Adapting app titles and descriptions to adhere to the new character limits while preserving linguistic and cultural nuances becomes a more intricate process. This modification may also reshape the competitive landscape, offering an edge in search results to apps that adeptly adapt to the new regulations. Understanding and staying ahead of competitors’ ASO strategies is now of paramount importance.

In general, it is recommended to use full-width characters in your App Store listing for Japan, as this is the standard format for Japanese text. However, there are a few things to keep in mind:

  • Keyword relevance: If you are targeting a specific keyword, make sure to use the same character width in your keyword as in the App Store search results. For example, if the search results are displaying the keyword in full-width characters, you should also use full-width characters in your keyword.
  • Readability: Full-width characters are more readable than half-width characters, especially on mobile devices. Therefore, it is generally recommended to use full-width characters in the title, subtitle, and description of your App Store listing.
  • Space constraints: Full-width characters take up more space than half-width characters. Therefore, if you are limited on space, you may need to use half-width characters in some places, such as the keyword field.

Using full-width characters and half-width characters correctly can have a positive impact on your App Store Optimization (ASO) in Japan. For example, if you use full-width characters in your title, subtitle, and description, your listing will be more readable and engaging for Japanese users. This can lead to a higher click-through rate (CTR) and conversion rate (CVR).

In addition, if you use the same character width in your keywords as in the App Store search results, your listing will be more likely to rank higher for those keywords. This can lead to increased visibility and organic downloads for your app.

Overall, using full-width characters and half-width characters correctly in your App Store listing is an important part of ASO in Japan. By following the tips above, you can improve your listing’s performance and reach a wider audience of Japanese users.

Translating full-width characters to half-width characters

Translating directly from full-width characters to half-width characters should not lose meaning in Japanese. Full-width and half-width characters represent the same characters, just with different widths. For example, the full-width character “あ” (a) and the half-width character “あ” (a) represent the same Japanese character.

However, there are a few things to keep in mind when translating from full-width to half-width characters:

  • Punctuation: Some punctuation marks, such as the full-width period (。) and the half-width period (.), have different meanings in Japanese. For example, the full-width period is used to mark the end of a sentence, while the half-width period is used to separate decimal numbers. Therefore, it is important to use the correct punctuation mark when translating from full-width to half-width characters.
  • Spaces: Japanese text is typically written without spaces between words. However, when translating from full-width to half-width characters, it is important to add spaces between words to improve readability.
  • Context: In some cases, the meaning of a sentence can change depending on the character width used. For example, the sentence “私は学生です。” (I am a student.) can also be written as “私は学生。” (I am a student.). However, the second sentence has a more casual tone. Therefore, it is important to consider the context when translating from full-width to half-width characters.


To sum it up, the reduction in character limits for full-width characters in Japan’s Google Play Store Title metadata necessitates a more strategic, concise, and innovative approach to ASO. Developers and marketers must embrace these changes by concentrating on keyword optimization, localization, and continuous monitoring to ensure their apps maintain their competitive edge and visibility within the dynamic Japanese app market. Stay ahead of the curve to succeed in the evolving ASO landscape.

Share With Others

Leave a Reply

Recent Comments

No comments to show.