Pinterest officially founded Pinterest Japan this month and started operating on 12 November.Pinterest, currently one of the most popular social image sharing platforms, launched the SNS in Japan on both mobile and web versions of the application.

Former product manager at Google, Sadakuni Naoki, was assigned as country manager in Japan. In addition to a Japanese interface, Japanese search functions and over 100 categories and sub- categories have been added for the platform’s release.

A recent comScore publication revealed that the overall user number figure of Pinterest Japan placed at 53 million, 80% of whom are female. According to Sadakuni, categories and communities related to fashion, interior and food are the most popular among the Japanese Pinterest audience.

Sadakuni also mentioned that the newly introduced “promoted pins” (a paid version of pins pushed onto users dashboards) are currently being tested for the US audience, and won’t yet be rolled out for the Japanese version of the site.