Signage for a new Softbank concept store in Shimokitazawa targeted at Japanese consumers but written in English.

Given that most people reading this sign will have at least a basic awareness of what store operated by Softbank will offer, to what extent does it matter that it is written in the audiences non-primary language? In this context Softbank is stretching their brand to encompass more experience orientated objects and activities such as clothes, books and a cafe to what extent will non-English speakers appreciate the subtleties of this new broader offering?

And in a ever more connected world, how will the local perception of foreign cool change over time? When will we see Hindi or Russian Cyrillic or Chinese kanji?