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Baidu Thinks It Can Play in Japan

Faced with slower growth at home, China's No. 1 search engine looks to its island neighbor for new growth opportunities. Will it translate?

Facing slower growth and increased competition at home, (BIDU), the dominant search engine in China, is making its first foray overseas. On a call with analysts following the company's announcement of earnings for the fourth quarter, Baidu Chairman and Chief Executive Officer Robin Li said the company will spend $15 million trying to replicate its at-home success in Japan this year.

The company started investing in Japan last year and management argues that the same magic that made tops in China will give an edge in Japan. "We are very confident" about Baidu's ability to make an impact in the Japanese market, Li said in a conference call with analysts Feb. 15 from Beijing.