Episode #410: Why the First Question Matters - The Role of “Sakura” in Japanese Business Events

Why Do Speakers Use “Planted Questions” in Events?

In politics, they call it a “Dorothy Dixer.” It’s when someone from the same side asks a friendly, planned question to allow the speaker to give a strong, prepared answer.
In Japan, a similar idea exists — called “Sakura (サクラ)” — where someone asks the first question at an event to make the session feel active and encourage others to participate.

At business events, silence after the Q&A call can feel awkward and make the speaker look uninteresting. A Sakura helps prevent that by asking a genuine question early to start the conversation.

Mini-summary: A Sakura or “Dorothy Dixer” helps the speaker control the energy of the session and make the event feel engaging.

In Japan, audiences often hesitate to speak up first. Many people worry about standing out, being misunderstood, or making the speaker lose face.
When you ask the first question, you help others feel safe to follow. You also help the speaker look confident and ready to engage.

Mini-summary: Being the first to ask breaks silence, shows leadership, and helps create a more open discussion culture.

Using a Sakura is not dishonest — as long as it’s done right. The purpose is to get the Q&A started, not to block real questions.
Avoid fake praise like “Why are you so amazing?” Instead, the Sakura should ask something that adds depth to the topic or invites further insight.

Mini-summary: A good Sakura asks serious, relevant questions — not soft praise — to encourage open dialogue.

In Western business culture, asking questions shows interest and intelligence.
In Japan, however, people may worry it sends the wrong message — for example:

1. The speaker wasn’t clear.

2. The listener didn’t understand.

3. The questioner wants attention.

4. The question is unnecessary.

5. (Less common) The questioner truly wants to learn more.

Because of this, silence often follows a presentation. A Sakura can break that silence and give others permission to engage.

Mini-summary: Cultural norms make many Japanese audiences quiet, so a Sakura helps create momentum.

If silence continues, the speaker can ask and answer their own question:

“A question I’m often asked is…”

This keeps the energy going and shows leadership in guiding the discussion. In this case, the speaker becomes their own Sakura.

Mini-summary: When needed, become your own Sakura to maintain flow and engagement.

• A Sakura (サクラ) is a prearranged questioner who helps start the Q&A session.

• It’s acceptable — if done with honesty and purpose.

• The goal is to encourage learning and dialogue, not to avoid tough questions.

• Silence in Japan is cultural, not lack of interest — so a Sakura can help unlock audience participation.

Founded in the U.S. in 1912, Dale Carnegie Training has supported leaders worldwide for over 100 years.
Our Tokyo office, established in 1963, continues to empower both 日本企業 (Japanese companies) and 外資系企業 (global companies in Japan) through world-class リーダーシップ研修 (leadership training), 営業研修 (sales training), プレゼンテーション研修 (presentation training), and エグゼクティブ・コーチング (executive coaching).