My guess would be that it depends on the length of the keyword. FEARSOME uses more characters than DEEP.
In fact, this is probably dynamic so that it can work in various languages. I guess Japanese keywords are probably shorter than French keywords and thus can display their label more often.
You got it. It is dynamic. I really think our game looks fantastic in character-based languages. I wish I could play it Korean, but sadly I can only read English. Ha ha!