2025日本网红营销研究报告（英文）-

JAPANINFLUENCER

MARKETING

MINI-REPORTCOUNTRYSURVEYJAPANINFLUENCERS&SOCIALCOMMERCEJapan’sdigital

landscape

issophisticated,

with

high

internet(83%)and

mobileaccess.Consumersaredigitally

literate

butcautious,withsocialcommerceadoption

lagging

behindotherAsian

markets.Influencer

marketingfocuseson

branding

andtrust-building

ratherthanconversion,

aligningwithJapan’s

preferenceforqualityandauthenticity.LINE,YouTube,Xand

Instagramare

key

platforms,but

livestreamselling

is

lessmainstream,withonly60%

participating.

Brandstendto

relyon

micro

and

mid-tier

influencers,oftenthrough

programmatic

anddisplayadvertising.Cultural

nuanceand

long-termtrustare

essentialfor

marketingsuccess

inJapan.TOKYO123.6MILLION88%97MillionSocial

Media

Users#4RANKEDGLOBALECONOMYrJAPANAREINTERNETUSERSSOUTH

KOREAPopulationHONG

KONGPHILIPPINESCHINASINGAPOREINDONESIAMALAYSIATHAILANDVIETNAMTAIWANJAPANINDIAMARKETSJAPANTikTokShoptolaunch

in

2025S.

KOREATikTokShopto

launch

in

2025INDIATikTokbannedin

2020O

AVE.

THAILANDTikTokShopsince

2022PHILIPPINESTikTokShopsince

2022INDONESIATikTokShoppausedin

2023Re-enteredthruTokopediaCHINADouyin(2016)isthetemplatefor

growth.SOCIALCOMMERCE

(INFLUENCER)

ENTHUSIASMEnthusiasmfor

socialcommerceandinfluencers

varies

widelyacrossAsia.Wefindsomemarketsandcategories

whicharecenteredaroundmorebasicchannels,whileothersembracea

widerangeof

activitiesandmixthose

activitiesinnovel,

innovative

ways.The

varyinglevelsof

enthusiasmin

theregionarearesultof;

(1)consumerhabits,

routinesandculture,(2)sophisticationof

marketingtactics,

and(3)thechannelsavailablepermarket.TikTokisamajordriverof

enthusiasmatacountry/marketlevel.Inmarkets

where

TikTokisestablishedandfullyfunctional(has

“shops”),enthusiasm

is

higher.In

markets

where

TikTok

is

limited(Japan&S.Korea)or

banned(India),

socialandinfluencerenthusiasmisnotablylower.#7Marketplaces

Social

Channels

Messenger

Social

P2P

SellingTikTok’srevolutionaryapproachtobundlinginfluencers,

livecommerce,contentandshopsispushingsocialcommerceforward-mostnotablyinmarkets

whereitisfullyfunctional.JAPANranks

seventh

in

our

social

commerceenthusiasm

index

for

Asia.Auto

Travel

Gaming

Sports

Gear

Movies,

Music

Electronics

F&B

Beauty

FashionCATEGORIESMore

Fun,More

Status

SeekingSOCIALCOMMERCE

CHANNELS/ACTIVITIESLOWHIGHMorePragmatic,MoreStaticENTHUSIASMENTHUSIASMLive

CommerceWebsites

JAPANJapan’ssocialcommerceenthusiasm

is

more

reservedcomparing

to

its

neighbouring

markets,shaped

byconsumers’caution

intrust,

brand

loyalty,and

highcontentstandards.Influencer

marketing

isrelativelyslower,and

isencounteringthe

highest

resistant&scepticism

inAsia.Platforms

like

Instagram,YouTube,Xlead

ininfluencercontent.Traditional

news&

mediachannelsstill

holdthe

heaviestweight

in

influencing

purchasedecisions.Livecommerce

is

emerging,butcultural

preferencesfor

low-pressureshoppingexperiences

influence

its

pace.Brand’swebsiteSpecialitySites/Apps

Social

Mediachannels

MessagingappsOnline

MarketplaceSold

by

Influencers

UseAffiliate(discount)code

Live-streamSellingSelling

as

affiliate

myself

Japan

AsiaHIGH289JAPANLOWFriendsFamily

members

Influencer/CelebritiesOther

usersonSocial

mediaNews/MediaClosedSocial

Groups

IndustryAnalysts&

ExpertsTikTok‘Shop’

is

plannedfor

launch

in2025.Afullfeatured

offering

from

TikTokcould

increasesocialcommerceenthusiasm

inJapan

butgivenexistingsentiment(&

routines)withsocial,afull-featuredTikTok

is

likelyto

haveonly

a

modest

impactonenthusiasm.Fun

ExperienceKill

TimeExcitementConvenienceDealsMore

productsMore

infomationTOPINFLUENCEFORPURCHASE

DECISIONSHOW

THEY

FEEL

ABOUT

ONLINE

SHOPPINGKEYDIGITALCHANNELS(Influencer&Social

Commerce

Focused)Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Asia:n=3,813,

Japan:n=515)EXPERIENCE

WITH

ONLINE

SHOPPINGSOCIALCOMMERCE

ENTHUSIASM

Japan

AsiaAverageIndexSKEPTICISMON

INFLUENCERSINVOLVEMENT

INCOMMERCE

ISPRONOUNCED,WITHTHE

HIGHESTNEGATIVESENTIMENTTOWARDALLTYPES.INFLUENCERSACROSSTHEBOARD

HAVEA

RELATIVELYSMALL

IMPACTON

EVERYSTEPOFTHEPURCHASEJOURNEY.INFLUENCERS’IMPACTONPURCHASEJOURNEYRatedasahigh-impactactivityDiscoveryConsiderationPurchase

Japan

AsiaCelebritiesMega

InfluencersMacro

InfluencersMicro

InfluencersNano

Influencers“Pleaseratetheimpacteachtypeof

influencershaveon

your

purchasedecisions”CONSUMERS

n%of

negative

w

%of

neutral

m

%of

positiveINFLUENCER

PROFILE&

IMPACT-JAPANINFLUENCERS’IMPACTONPURCHASEDECISIONRakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Asia:n=3,813,

Japan:n=515)PRIVACYCONCERNSAND

PRODUCTQUALITYDOMINATEAS

BARRIERS

IN

JAPAN,WITHTRUSTIN

INFLUENCERS

PRODUCTSELECTION,DEMONSTRATIONSAND

PRICINGLEADING

PURCHASES.Japaneseconsumers

whoarebuyingfrominfluencerstrusttheywilloffercompetitivepricing.However,

Japaneseconsumersarethemost

skepticalinAsia

whenitcomestoprivacy.Thelackof

aloyaltyprogramalsorankshighlyasa

reasonJapaneseconsumersmightnotbuyfrom

influencers.Makes

mefeelclosertothe

influencerthemselvesTrustthemtopresent

quality

productsGottoseetheproductdemonstration(and/or

see

it

modeled)Makes

mefeel

morea

partof

a

community

Gives

meagoodstory

for

friendsGives

me‘cred,Helps

mefilterthe

productsthatarecloserto

my

interestTrusttheyareoffering

a

good

dealToo

manystepstocomplete

purchaseDon,ttrustthequalityof

productstheyofferWouldwanttosearcharoundtogetthe

best

possible

deals

Concernedaboutthesafetyorprivacyof

my

information

providedNo

loyaltyprogram(points/membership)REASONSTOBUYFROMINFLUENCERS“Pleaseselectthe

Top3reasons

why

you

wouldBUY

orNOT

BUY

somethingfromaninfluencer/affiliate?”CONSUMERS

Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Asia:n=3,813,

Japan:n=515)REASONSNOTTOBUYFROMINFLUENCERSREASONSTO

BUYFROM

INFLUENCERS-JAPANNo“native”

paymentsystem

Japan

AsiaWHAT

SIZE

OF

INFLUENCER

DO

YOU

USE

PER

CHANNEL?n

Micro-Influencers(KOC)Mid-Sized

KOLsnLarge

KOLswCelebritiesLINE

34Instagram

32YouTube

30X(Twitter)

22Mercari

9Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,

perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencers

with/for.TOP

RANKED

GOAL

FOR

INFLUENCERS,BY

CHANNELn

Awareness(Discovery)Consideration(Image)nConversion(Sales)wPost-PurchaseLINE

34

Instagram

32YouTube

30X(Twitter)

22Mercari

9THE

BRAND-SIDE

VIEWFromBRAND&MARKETINGMANAGERSLINE

isthetopchannel,with

Instagramand

YouTubeclose

behind;Xand

Mercariaresecondary.

Reflectingamixof

messaging-first,visualstorytelling,videoauthority,real-timeconversation,and

marketplaceadjacency.Although

brands

leverage

influencersspanthefullfunnel,social

platforms

like

InstagramandXareleaningtowardstopfunnelactivities-

awareness

&consideration.LINEandYouTube

spansconsiderationtoconversion,and

Mercari

isusedmorefor

lower-funnelmoments.34Brandsmostlydeploymicro/midcreatorson

LINE/Instagram,with

atiltto

larger

KOLsonYouTube/Xwhen

reachandauthorityareneeded.Source:

Totem

Media

“Brand”Survey

on

Influencers

n=54YouTubeand

Instagramarethedominant

platformsforconsuming

influencercontent

across

most

categories,withYouTubeleading

in

Electronics&Appliances,SportsGear,and

Beauty,while

Instagram

is

most

popularfor

Fashionand

Movies,Video,OtherOnlineContent.TikTokshowsstrongengagement

in

Food

&

Beverage

and

Sports

Gear,andX

is

notable

in

Movies,Video,OtherOnlineContentandSportsGear.

LINE

is

particularly

relevant

for

Electronics

&

Appliances

and

Cars,whileFacebookand

Pinterest

havethe

lowestengagementacrossallcategoriesTOP

PLATFORMS

FOR

INFLUENCER

CONTENT

Facebook

YouTube

TikTok

Instagram

X

Pinterest

LINE“Pleaseselectthe

Top3channels

where

youconsumeinfluencercontentforeachcategory.

”CONSUMERS

Rakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Japan:n=515)EcommerceSpend:

WeAreSocial/MeltwaterSports

Gear

Video

Games

Movies,Video,Other

Online

Content

TravelREGIONALANALYSIS-JAPANEletronics&Appliances$54.6B+5.2%$28.0B+8.4%$48.2B+40.6%$38.8B+21.8%$2.88B+5%$23.8B-18.6%$18.0B+92.9%$12.8B+7.9%ECOM

SPEND

(USD)2023-24

CHANGEFood&

BeverageCars

(Auto)BeautyFashion60%OFCONSUMERS

INJAPAN

HAVEWATCHEDAND/ORBOUGHTFROM

ABRAND

LIVESTREAM.COMPAREDTO

THEASIAAVERAGEOF84%

NotWatchedor

BoughtWatched,notboughtWatched&

BoughtRakuten

Insight

Global

x

Totem

Survey,

Jun

,25

(Japan:n=515)BrandsCelebritiesMega

InfluencersMacro

InfluencersMicro

InfluencersEXPERIENCEWITHLIVESTREAMCOMMERCE“Have

you

watched

livestreams

in

the

past

12months?”TOP

LIVESALES

CHANNELSLIVESTREAMINGJAPAN本报告来源于三个皮匠报告站（）,由用户Id:659839下载,文档Id:993101,下载日期:2026-02-15SURVEY&

RESEARCH

ABOUT

THE

RESEARCH&REPORTS

Thebrandsurveywasconducted

in

July2025

byTotem:Total

Sample

Size

(n=):54The

profileof

brand-side

respondent

isthatofa

senior(Marketing

Director,CMO),coveringmultiple

regions/countriesacrossthe

region.Therespondentscoveredarangeof

industriesincluding;fashion,

beauty,

gaming,travel,

autoandelectronics.3,

3TheconsumersurveywasconductedinJuly2025

by

Rakuten

InsightGlobal,coveringthefollowinggroupsacrossAsia:Total

Sample

Size

(n=):

3,813Seven

Countries

Covered:

China,Japan,S.

Korea,

Indonesia,

Philippines,Thailand,

IndiaGender

Aim50:50:1,848

female,1,965

maleGenZ(16-28yrs)

=

25%Millennials(29-44yrs)

=

25%GenX(45-60yrs)

=25%Boomers

(61-79yrs)

=25%SurveyDataBy:Withanticipated

increases

insocialcommerce

and

influencer

marketingacrossAsiafor2025/26,Totemsoughtto

betterunderstand

current

perceptionsand

usageacross

keymarkets

inthe

region(and

inJapan).

Thehighlightofthis

report

isthecomprehensivereview

of

consumers

across

Asia

(n=3,813)

-

survey

results

provided

by

Rakuten

Insight

Global.ASIA

INFLUENCERSURVEYSMETHODOLOGY(JAPAN)

N

=34

(JAPAN)

N

=515BRAND

SURVEY

CONSUMER

SURVEYCOUNTRYREPORTINFLUENCERSJAPANINFLUENCERREPORTSAs

a

part

of

our

research

on

Influencers

in

Asia,

Totem

has

created

a

series

of

reports,

going

into

greater

detail

for

spec

ific

markets,countriesand

industries.Have

a

specific

question

related

to

an

industry,

market

or

audience

segment,

reachoutto

our

team.Email:info@totemmedia.netGetthemainreportoninfluencersinAsia,coveringregionaldata,insightsandtrendsfor

China,

Japan,South

Korea,Philippines,Thailand,IndonesiaandIndia.TOTEMINDUSTRYREPORTON

INFLUENCERS

IN

FASHIONINDUSTRYREPORTON

INFLUENCERS

IN

FASHIONCOUNTRYREPORTON

INFLUENCERS

IN

INDIA

TOTEM

CONTACTUSEmail:info@www.talktoTotem

has

a

mission

to

support

and

provide

the

insights

that

C-Level

marketers

need

in

planning

the

growth

of

their

brands,inChina,Asia

and

Globally.As

such,

Totem

has

created

a

wide

set

of

reports

about

the

key

issues

being

encountered

at

the

leading

edges

of

marketing.The

70+

reportscreated

by

Totemhavebeenviewedover

a

million

times

byglobal

marketing

leaders.Totem

reports

cover

topics

on

the

frontlinesofdigital

innovation,offering

in-

depth

insight

intothefutureof

marketing,

including;ChinaandAsiatrends,

global

DTC

strategies,

social

commerce,

infl

ue

nc

er

marketing,

new

market

analysesandAI

for

brands./asia-insightsMARKETINGINSIGHTSRANKINGOFCHINA’STOP

CONSUMER,RETAIL

BRANDS

GROWING

ONTOTHEWORLDSTAGE.

INSIGHTSON

IF/HOWTHEYARESUCCEEDING.EVALUATINGTHE

RISEOFSOCIALCOMMERCE

IN

NORTHAMERICA

-

WITH

FOCUSONGENZ,TIKTOKANDOTHERAGENTSOF

CHANGE.INSIGHTS,ANALYSISANDGROWTH

FRAMEWORKS

FOR

DIRECT-TO-CONSUMER

BRANDS-WITHGLOBALAND

U.S.

FOCUS.COMPREHENSIVE

PLANNING

AND

GROWTH

FRAMEWORKS

FOR

BRANDSUCCESS

INCHINA.TOTEMOURWORK

AT

TOTEMTotem

works

witharangeofbrands

in

Asia,Chinaand

Globally.Projectsfor

our

clients

address

critical

marketingandgrowth

issues

including;-

Brandstrategy,positioning,category

design-

Influencer

planningand

booking,co-creationofbrandedcontent,events-

Marketandcompetitive

intelligence,

data

insights&analytics-

Audience

research,targeting,and

growth

planning-

Socialanddigitalchannel

management,

contentandcampaigns-

Channelstrategies,audits,digital

capabilities/innovationTotem’s

clients

range

across

industries,

including;

retail,

fashion,

beauty,

travel,

entertainmentandfi

nance.Email:info@totemmedia.netMOONYWUINSIGHTS&

PLANNING-

CHINASUMMER

FENGINSIGHTS&

PLANNING-

ASIARONWARDLECOMMERCE

STRATEGY-ASIAGARFIELDWANGCREATIVE

STRATEGY-ASIAJONATHAN

LIUAI&AUTOMATION

-

ASIACHRIS

BAKERBUSINESS

STRATEGY-ASIAKAREN

LEEBRAND

PLANNING-

CHINAPAIGE

NICREATIVE(ART/DESIGN)LESTER

NGBRANDSTRATEGY-ASIADAVEWONGBRANDCREATIVE

-

ASIATOTEMbhttps://insight

com/rig

sales@mail.rakuten.-.rakuten.comLinkedIn:

Rakuten-InsightTwitter:@Rakuten_InsightABOUTRAKUTEN

INSIGHTGLOBALForover25years,Rakuten

InsightGlobal

has

been

at

the

forefront

ofconsumer

market

researchdatacollection.Bycombiningourfirst-party

data

withthe

highest

levelsofqualityassurance

processes,Rakuten

Insight

Global

has

remainedourclients’trusted

research

partnerforAsia,

US

&

Beyond.Our

proprietary,doubleopt-inonline

panels

have

beendevelopedthroughout12

majorAsian

markets&the

US.Allofthe

panels

are

managed

byd