“That's why I choose my words carefully and make sure I don't use difficult words, so people who don't often read books can understand too.”
Kojima laid out his rules for writing recommendations: a review that does not persuade people to read or see the work is pointless, and the worst are blurbs without content that only name a celebrity, which says nothing beyond that the celebrity likes it. He chooses his words carefully, using super simple vocabulary so people who do not often read can understand, and aims for good rhythm and fluency; he structures the text around the world, the story, and a clear summary, trying to give a key to the work without spoiling it. He receives requests daily and selects which ones to accept — the most frequent requests come from the authors themselves, and it can be hard to refuse, although he sometimes declines because he is not a novelist. His final criterion is practical: there are four categories (what he likes and sells, what he likes and does not sell, what he does not like and sells, etc.), and he only recommends what he judges to be good and that he believes ordinary people will enjoy; personal enthusiasm alone is not enough.
“if the people who read it aren't persuaded to watch the movie, then there's no point. The worst is when you just use a celebrity's name […] I pay attention to using super simple words […] I get requests every day to write comments or reviews, but I choose which ones I want to do. […] If I don't think that the average person will find it interesting, I don't write recommendations for it.”