Wakuwaku (ワクワク) is an onomatopoeic word in Japanese that describes the feeling of bubbling, excited anticipation. In a business context, it represents a positive, forward-looking energy—a sense of being ‘heart-thumpingly’ excited about a new project, an upcoming partnership, or a creative breakthrough.
When you first enter the Japanese corporate landscape, you quickly realize that ‘professionalism’ is often synonymous with ‘stoicism.’ However, as you climb the ranks, you will notice that the most successful leaders in Tokyo, Osaka, or Fukuoka are not the ones who hide their emotions entirely, but those who know how to channel them. This is where wakuwaku comes into play.
Unlike the raw, nervous energy of doki doki, which can sometimes imply anxiety or heart-pounding tension, wakuwaku is consistently positive. It is the feeling of looking at a whiteboard full of ideas and genuinely feeling the potential for success.
The Nuance of Professional Enthusiasm
In a meeting with a client, you might hear a Japanese manager say, ‘Kono purojekuto ni wakuwaku shite imasu,’ (I am feeling wakuwaku about this project). This is a strategic move. It communicates that they are not just fulfilling a contract, but that they are personally invested in the outcome. It builds rapport. However, you must be careful not to overuse it. If you express wakuwaku too early in a negotiation, you might appear naive or easily swayed, which can weaken your position.
‘When pitching a new marketing strategy, don’t just state the facts. Use wakuwaku to describe your team’s mindset. It signals that we are ready to innovate, not just grind.’ – Senior Project Lead, Minato-ku.
If you want to master the art of being proactive without overstepping, read more in our guide on Sekkyakuteki: Mastering the Japanese Art of Being ‘Proactive’ Without Being Overbearing.
Common Mistakes Foreigners Make
The most common error is equating wakuwaku with ‘being happy.’ Wakuwaku is specifically about anticipation. Using it to describe a completed project is incorrect. It belongs in the planning and brainstorming phases. Furthermore, using it with a superior can sometimes be seen as informal if not paired with the correct keigo (polite language). Avoid saying ‘wakuwaku shita’ to a CEO unless you have a very well-established mentor-mentee relationship.
Slang Variations and Variations
While wakuwaku itself is an onomatopoeia, you will hear variations based on regional work cultures. In more laid-back startups, you might hear ‘Waku-suru’ as a shorthand. Avoid this in formal meetings. Stick to the full ‘wakuwaku shimasu’ to maintain your professional dignity. Remember, in Japan, how you package your excitement is just as important as the excitement itself.
Pro-Tip: Want to show you’re on board with a project? Instead of just saying ‘I agree,’ try: ‘Kono kachi no sozo ni wakuwaku shite orimasu’ (I am excited about the value creation of this project). It shows you aren’t just here for the paycheck—you are here for the vision.
