2025日本网红营销研究报告 JAPAN INFLUENCER MARKETING MINI-REPORT -Totem

JAPAN

INFLUENCERMARKETINGMINI-REPORT

JAPAN

INFLUENCERS&SOCIALCOMMERCE

Japan’sdigitallandscapeissophisticated,withhighinternet(83%)andmobile

access.

Consumersaredigitallyliteratebut

cautious,withsocialcommerceadoptionlaggingbehindotherAsianmarkets.

Influencermarketingfocusesonbrandingandtrust-buildingratherthanconversion,aligningwithJapan’spreferencefor

qualityandauthenticity.

LINE,YouTube,XandInstagramarekeyplatforms,butlivestreamsellingisless

mainstream,withonly60%participating.Brandstendtorelyonmicroandmid-tierinfluencers,oftenthroughprogrammaticanddisplayadvertising.

Culturalnuanceandlong-termtrustareessentialformarketingsuccessinJapan.

TOKYO

r

JAPAN

CHINA

SOUTHKOREA

TAIWAN

INDIA

HONGKONG

PHILIPPINES

VIETNAM

THAILAND

MALAYSIA

SINGAPORE

INDONESIA

JAPAN

123.6MILLION

Population

88%

AREINTERNETUSERS

97Million

SocialMediaUsers

#4RANKED

GLOBALECONOMY

#7

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

JAPAN

ranksseventhinoursocialcommerce

enthusiasmindexforAsia.

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.Wefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannels,whileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovel,innovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habits,routinesandculture,(2)sophisticationofmarketingtactics,and(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”),enthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India),socialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

ENTHUSIASM

ENTHUSIASM

LOW

HIGH

Websites

LiveCommerce

MarketplacesSocialChannelsMessengerSocialP2PSelling

MorePragmatic,

MoreStatic

MoreFun,

MoreStatusSeeking

SOCIALCOMMERCECHANNELS/ACTIVITIES

MARKETS

JAPAN

TikTokShoptolaunchin2025

S.KOREA

TikTokShoptolaunchin2025

INDIA

TikTokbannedin2020

O

AVE.

THAILAND

TikTokShop

since2022

PHILIPPINES

TikTokShop

since2022

INDONESIA

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

CHINA

Douyin(2016)

isthetemplate

forgrowth.

TikTok’srevolutionaryapproachtobundlinginfluencers,livecommerce,

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

JAPAN

Japan’ssocialcommerceenthusiasmismorereservedcomparingtoitsneighbouringmarkets,shapedbyconsumers’cautionintrust,brandloyalty,andhighcontentstandards.Influencermarketingis

relativelyslower,andisencounteringthehighestresistant&

scepticisminAsia.PlatformslikeInstagram,YouTube,Xleadin

influencercontent.Traditionalnews&mediachannelsstillholdtheheaviestweightininfluencingpurchasedecisions.Livecommerceisemerging,butculturalpreferencesforlow-pressureshopping

experiencesinfluenceitspace.

TikTok‘Shop’isplannedforlaunchin2025.AfullfeaturedofferingfromTikTok

couldincreasesocialcommerceenthusiasminJapanbutgivenexistingsentiment

(&routines)withsocial,afull-featuredTikTokislikelytohaveonlyamodestimpact

onenthusiasm.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannelsMessagingapps

OnlineMarketplace SoldbyInfluencersUseAffiliate(discount)codeLive-streamSelling

Sellingasaffiliatemyself

JapanAsia

JapanAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience

KillTime

Excitement

Convenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

Friends FamilymembersInfluencer/Celebrities

OtherusersonSocialmedia

News/Media ClosedSocialGroupsIndustryAnalysts&Experts

RakutenInsightGlobalxTotemSurvey,Jun,25(Asia:n=3,813,Japan:n=515)

SOCIALCOMMERCEENTHUSIASM

Index

9

28

JAPAN

HIGH

LOW

Average

INFLUENCERPROFILE&IMPACT-JAPAN

SKEPTICISMONINFLUENCERS

INVOLVEMENTINCOMMERCEIS

PRONOUNCED,WITHTHEHIGHEST

NEGATIVESENTIMENTTOWARDALLTYPES.INFLUENCERSACROSSTHE

BOARDHAVEARELATIVELYSMALLIMPACTONEVERYSTEPOFTHE

PURCHASEJOURNEY.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

Discovery

Consideration

Purchase

JapanAsia

INFLUENCERS’IMPACTONPURCHASEDECISION

CONSUMERS

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

Celebrities

MegaInfluencers

MacroInfluencers

MicroInfluencers

NanoInfluencers

n%ofnegativew%ofneutralm%ofpositive

RakutenInsightGlobalxTotemSurvey,Jun,25(Asia:n=3,813,Japan:n=515)

REASONSTOBUYFROMINFLUENCERS-JAPAN

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

PRIVACYCONCERNSANDPRODUCT

QUALITYDOMINATEASBARRIERSINJAPAN,WITHTRUSTININFLUENCERSPRODUCTSELECTION,

DEMONSTRATIONSANDPRICINGLEADINGPURCHASES.

Japaneseconsumerswhoarebuyingfrom

influencerstrusttheywilloffercompetitivepricing.

However,JapaneseconsumersarethemostskepticalinAsiawhenitcomestoprivacy.

ThelackofaloyaltyprogramalsorankshighlyasareasonJapaneseconsumersmightnotbuyfrominfluencers.

MakesmefeelclosertotheinfluencerthemselvesTrustthemtopresentqualityproducts

Gottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesme‘cred’

Helpsmefiltertheproductsthatareclosertomyinterest

Trusttheyareofferingagooddeal

REASONSNOTTOBUYFROMINFLUENCERS

No“native”paymentsystem

JapanAsia

CONSUMERS

ToomanystepstocompletepurchaseDon’ttrustthequalityofproductstheyoffer

WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovided

Noloyaltyprogram(points/membership)

RakutenInsightGlobalxTotemSurvey,Jun,25(Asia:n=3,813,Japan:n=515)

THEBRAND-SIDEVIEW

From

BRAND&MARKETING

MANAGERS

LINEisthetopchannel,withInstagramandYouTube

closebehind;XandMercariaresecondary.Reflectinga

mixofmessaging-first,visualstorytelling,video

authority,real-timeconversation,andmarketplace

adjacency.

Brandsmostlydeploymicro/midcreatorsonLINE/Instagram,witha

tilttolargerKOLsonYouTube/Xwhenreachandauthorityare

needed.

Althoughbrandsleverageinfluencersspanthefull

funnel,socialplatformslikeInstagramandXare

leaningtowardstopfunnelactivities-awareness&

consideration.LINEandYouTubespans

considerationtoconversion,andMercariisused

moreforlower-funnelmoments.

WHATSIZEOFINFLUENCERDOYOUUSEPERCHANNEL?

nMicro-Influencers(KOC)Mid-SizedKOLsnLargeKOLswCelebrities

LINE34

Instagram32

YouTube30

X(Twitter)22

Mercari9

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.

Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

nAwareness(Discovery)Consideration(Image)nConversion(Sales)wPost-Purchase

LINE34Instagram32

YouTube30

X(Twitter)22

Mercari9

Source:TotemMedia“Brand”SurveyonInfluencersn=54

REGIONALANALYSIS-JAPAN

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTFacebookYouTubeTikTokInstagramXPinterestLINE

YouTubeandInstagramarethedominantplatformsforconsuminginfluencercontentacrossmostcategories,withYouTube

leadinginElectronics&Appliances,SportsGear,andBeauty,whileInstagramismostpopularforFashionandMovies,Video,

OtherOnlineContent.TikTokshowsstrongengagementinFood&BeverageandSportsGear,andXisnotableinMovies,

Video,OtherOnlineContentandSportsGear.LINEisparticularlyrelevantforElectronics&AppliancesandCars,while

FacebookandPinteresthavethelowestengagementacrossallcategories

Fashion

Beauty

Eletronics&Appliances

Food&Beverage

SportsGearVideoGamesMovies,Video,OtherOnlineContentTravel

Cars(Auto)

ECOMSPEND(USD)

2023-24CHANGE

$18.0B

+92.9%

$23.8B

-18.6%

$48.2B

+40.6%

$2.88B

+5%

$28.0B

+8.4%

$12.8B

+7.9%

$54.6B

+5.2%

$38.8B

+21.8%

RakutenInsightGlobalxTotemSurvey,Jun,25(Japan:n=515)

EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

JAPAN

60%

OFCONSUMERSIN

JAPANHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

Brands

Celebrities

MegaInfluencers

MacroInfluencers

MicroInfluencers

NotWatchedorBoughtWatched,notboughtWatched&Bought

RakutenInsightGlobalxTotemSurvey,Jun,25(Japan:n=515)

SURVEY&RESEARCH

ABOUTTHE

RESEARCH&REPORTS

ASIAINFLUENCERSURVEYS

METHODOLOGY

WithanticipatedincreasesinsocialcommerceandinfluencermarketingacrossAsiafor

2025/26,Totemsoughttobetterunderstandcurrentperceptionsandusageacrosskey

marketsintheregion(andinJapan).The

highlightofthisreportisthecomprehensivereviewofconsumersacrossAsia(n=3,813)-surveyresultsprovidedbyRakutenInsightGlobal.

BRANDSURVEYCONSUMERSURVEY

(JAPAN)N=34(JAPAN)N=515

ThebrandsurveywasconductedinJuly2025byTotem:

TotalSampleSize(n=):54

Theprofileofbrand-siderespondentisthatofasenior(MarketingDirector,CMO),covering

multipleregions/countriesacrosstheregion.

Therespondentscoveredarangeofindustries

including;fashion,beauty,gaming,travel,autoandelectronics.

3,3

TheconsumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

SurveyDataBy:

INFLUENCERREPORTS

AsapartofourresearchonInfluencersinAsia,Totemhascreatedaseriesofreports,goingintogreaterdetailforspecificmarkets,countriesandindustries.

Getthemainreportoninfluencers

inAsia,coveringregionaldata,

insightsandtrendsforChina,Japan,

COUNTRYREPORTINFLUENCERSJAPAN

SouthKorea,Philippines,Thailand,

IndonesiaandIndia.

Haveaspecificquestionrelatedtoanindustry,marketoraudiencesegment,reachouttoourteam.

Email:

info@

INDUSTRYREPORTONINFLUENCERSINFASHION

COUNTRYREPORTONINFLUENCERSININDIA

INDUSTRYREPORTONINFLUENCERSINFASHION

TOTEM

TOTEM

CONTACTUS

Email:

info@

COMPREHENSIVEPLANNINGANDGROWTHFRAMEWORKSFORBRAND

SUCCESSINCHINA.

EVALUATINGTHERISEOFSOCIALCOMMERCEINNORTHAMERICA-

WITHFOCUSONGENZ,TIKTOKANDOTHERAGENTSOFCHANGE.

INSIGHTS,ANALYSISANDGROWTHFRAMEWORKSFORDIRECT-TO-

CONSUMERBRANDS-WITHGLOBALANDU.S.FOCUS.

RANKINGOFCHINA’STOPCONSUMER,RETAILBRANDSGROWINGONTO

THEWORLDSTAGE.INSIGHTSONIF/HOWTHEYARESUCCEEDING.

MARKETINGINSIGHTS

TotemhasamissiontosupportandprovidetheinsightsthatC-Levelmarketersneedinplanningthegrowthoftheirbrands,inChina,AsiaandGlobally.

Assuch,Totemhascreatedawidesetofreportsaboutthekeyissuesbeingencounteredattheleadingedgesofmarketing.The70+reportscreatedbyTotemhavebeenviewedoveramilliontimesbyglobalmarketingleaders.

Totemreportscovertopicsonthefrontlinesofdigitalinnovation,offeringin-depthinsightintothefutureofmarketing,including;ChinaandAsiatrends,globalDTCstrategies,socialcommerce,influencermarketing,newmarketanalysesandAIforbrands.

/asia-insights

TOTEM

TOTEM

CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

BRANDCREATIVE-ASIA

KARENLEE

BRANDPLANNING-CHINA

GARFIELDWANG

CREATIVESTRATEGY-ASIA

SUMMERFENG

INSIGHTS&PLANNING-ASIA

JONATHANLIU

AI&AUTOMATION-ASIA

LESTERNG

BRANDSTRATEGY-ASIA

MOONYWU

INSIGHTS&PLANNING-CHINA

RONWARDLE

COMMERCESTRATEGY-ASIA

PAIGENI

CREATIVE(ART/DESIGN)

OURWORKATTOTEM

TotemworkswitharangeofbrandsinAsia,ChinaandGlobally.

Projectsforourclientsaddresscriticalmarketingandgrowthissuesincluding;

-Brandstrategy,positioning,categorydesign

-Influencerplanningandbooking,

co-creationofbrandedcontent,events

-Marketandcompetitiveintelligence,datainsights&analytics

-Audienceresearch,targeting,andgrowthplanning

-Socialanddigitalchannelmanagement,contentandcampaigns

-Channelstrategies,audits,digitalcapabilities/innovation

Totem’sclientsrangeacrossindustries,including;retail,fashion,beauty,travel,entertainmentandfinance.

Email:

info@

b

CONSUMERSURVEYDETAILS

The“influencer”consumersurveywasconductedinJuly2025byRakutenInsightGlobal,coveringthefollowinggroupsacrossAsia:

ABOUTRAKUTENINSIGHTGLOBAL

Forover25years,RakutenInsightGlobalhasbeenattheforefrontof

TotalSampleSize(n=):3,813

SevenCountriesCovered:China,Japan,S.Korea,Indonesia,Philippines,Thailand,India

GenderAim50:50:1,848female,1,965male

GenZ(16-28yrs)=25%

Millennials(29-44yrs)=25%GenX(45-60yrs)=25%

Boomers(61-79yrs)=25%

consumermarketresearchdatacollection.Bycombiningourfirst-partydatawiththehighestlevelsofqualityassuranceprocesses,RakutenInsightGlobalhasremainedourclients’trustedresearchpartnerfo