Most games which will obviously get a large user base do whats called a "soft launch", basically they release the game in small well-developed English countries (mostly Australia or New Zealand) before a world wide release. It helps iron-out problems.
Also, soft-launches rarely have marketing behind them, so most people outside those countries don't know about it.
Just change your store to the Australian one (which is the most common first release region) and presto! I switch back and forth between the Australian, Japanese and American stores. Because not everything is available in every store. It's not illegal.