Totem2025日本网红营销研究报告英文版

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

JAPAN

CHINA

SOUTH

KOREA

INDIA

THAILAND

TAIWAN

HONGKONG

PHILIPPINESVIETNAM

MALAYSIA

SINGAPORE

INDONESIA

JAPAN

123.6MILLION

Population

88%

AREINTERNETUSERS

97Million

SocialMediaUsers

#4RANKED

GLOBALECONOMY

ENTHUSIASM

ENTHUSIASM

LOWWebsitesMarketplacesSocialChannelsMessengerSocialP2PSellingLiveCommerceHIGH

MorePragmatic,SOCIALCOMMERCEMoreFun,

MoreStaticCHANNELS/ACTIVITIESMoreStatusSeeking

SOCIALCOMMERCE(INFLUENCER)ENTHUSIASM

EnthusiasmforsocialcommerceandinfluencersvarieswidelyacrossAsia.WefindsomemarketsandcategorieswhicharecenteredaroundmorebasicchannelsJwhileothersembraceawiderangeofactivitiesandmixthoseactivitiesinnovelJinnovativeways.Thevaryinglevelsofenthusiasmintheregionarearesultof;(1)consumer

habitsJroutinesandcultureJ(2)sophisticationofmarketingtacticsJand(3)thechannelsavailablepermarket.

TikTokisamajordriverofenthusiasmatacountry/marketlevel.InmarketswhereTikTokisestablishedandfullyfunctional(has“shops”)Jenthusiasmishigher.InmarketswhereTikTokislimited(Japan&S.Korea)orbanned(India)Jsocialandinfluencerenthusiasmisnotablylower.

AutoTravelGamingSportsGearMovies,MusicElectronicsF&BBeautyFashion

CATEGORIES

ranksseventhinoursocialcommerce

enthusiasmindexforAsia.

#7

JAPANS.KOREAINDIATHAILANDPHILIPPINESINDONESIACHINA

TikTok’srevolutionaryapproachtobundlinginfluencersJlivecommerceJ

contentandshopsispushingsocialcommerceforward-mostnotablyin

marketswhereitisfullyfunctional.

MARKETS

TikTokShop

pausedin2023

Re-enteredthru

Tokopedia

Douyin(2016)

isthetemplate

forgrowth.

JAPAN

TikTokShoptolaunchin2025

TikTokShoptolaunchin2025

TikTokbannedin2020

TikTokShopsince2022

TikTokShopsince2022

AVE.

JAPAN

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

relativelyslower,andisencounteringthehighestresistant&

scepticisminAsia.PlatformslikeInstagram,YouTube,Xleadin

influencercontent.Traditionalnews&mediachannelsstillholdtheheaviestweightininfluencingpurchasedecisions.Livecommerceisemerging,butculturalpreferencesforlow-pressureshopping

experiencesinfluenceitspace.

KEYDIGITALCHANNELS

(Influencer&SocialCommerceFocused)

EXPERIENCEWITHONLINESHOPPING

Brand’swebsiteSpecialitySites/AppsSocialMediachannelsMessagingapps

OnlineMarketplace SoldbyInfluencersUseAffiliate(discount)codeLive-streamSelling

Sellingasaffiliatemyself

TikTok‘Shop’isplannedforlaunchin2025.Afullfeaturedo仟eringfromTikTok

couldincreasesocialcommerceenthusiasminJapanbutgivenexistingsentiment

(&routines)withsocial,afull-featuredTikTokislikelytohaveonlyamodestimpact

onenthusiasm.

JapanAsia

JapanAsia

HOWTHEYFEELABOUTONLINESHOPPING

FunExperience KillTime ExcitementConvenience

DealsMoreproducts

Moreinfomation

TOPINFLUENCEFORPURCHASEDECISIONS

FriendsFamilymembers

lnfluencer/CelebritiesOtherusersonSocialmedia

News/Media ClosedSocialGroupslndustryAnalysts&Experts

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

SOCIALCOMMERCEENTHUSIASM

Index

9

28

JAPAN

HIGH

LOW

Average

lNFLUENCERPROFlLE&lMPACT-JAPAN

SKEPTICISMONINFLUENCERS

INVOLVEMENTINCOMMERCEIS

PRONOUNCED,WITHTHEHIGHEST

NEGATIVESENTIMENTTOWARDALLTYPES.INFLUENCERSACROSSTHE

BOARDHAVEARELATIVELYSMALLIMPACTONEVERYSTEPOFTHE

PURCHASEJOURNEY.

INFLUENCERS’IMPACTONPURCHASEJOURNEY

Ratedasahigh-impactactivity

Japan

AsiaDiscovery

Consideration

Purchase

INFLUENCERS’IMPACTONPURCHASEDECISION

“Pleaseratetheimpacteachtypeofinfluencershaveonyourpurchasedecisions”

CONSUMERS

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

Nanolnfluencers

%ofnegative%ofneutral%ofpositive

RakutenInsightGlobalxTotemSurveyJJun’25(Asia:n=3J813JJapan:n=515)

REASONSTOBUYFROMlNFLUENCERS-JAPAN

REASONSTOBUYFROMINFLUENCERS

“PleaseselecttheTop3reasonswhyyouwouldBUYorNOTBUYsomethingfromaninfluencer/affiliate?”

PRIVACYCONCERNSANDPRODUCT

QUALITYDOMINATEASBARRIERSINJAPAN,WITHTRUSTININFLUENCERSPRODUCTSELECTION,

DEMONSTRATIONSANDPRICINGLEADINGPURCHASES.

Japaneseconsumerswhoarebuyingfrom

influencerstrusttheywilloffercompetitivepricing.However,Japaneseconsumersarethemost

skepticalinAsiawhenitcomestoprivacy.

ThelackofaloyaltyprogramalsorankshighlyasareasonJapaneseconsumersmightnotbuyfrominfluencers.

Makesmefeelclosertotheinfluencerthemselves

TrustthemtopresentqualityproductsGottoseetheproductdemonstration(and/orseeitmodeled)

MakesmefeelmoreapartofacommunityGivesmeagoodstoryforfriends

Givesmeícred’

HelpsmefiltertheproductsthatareclosertomyinterestTrusttheyareo仟eringagooddeal

REASONSNOTTOBUYFROMINFLUENCERS

No“native”paymentsystem

JapanAsia

CONSUMERS

Toomanystepstocompletepurchase

Don’ttrustthequalityofproductstheyo仟er WouldwanttosearcharoundtogetthebestpossibledealsConcernedaboutthesafetyorprivacyofmyinformationprovided

Noloyaltyprogram(points/membership)

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

Source:TotemMedia“Brand”SurveyonInfluencersn=54

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?

Micro-Influencers(KOC)Mid-SizedKOLsLargeKOLsCelebrities

LINE34

Instagram32

YouTube30

X(Twitter)22

Mercari9

Totalsreflectthenumberoftoprankedvotesgivenforinfluencertype,perchannel.Respondentsonlygaverankingsonchannelstheyuseinfluencerswith/for.

TOPRANKEDGOALFORINFLUENCERS,BYCHANNEL

Awareness(Discovery)Consideration(Image)Conversion(Sales)Post-Purchase

LINE34

Instagram32

YouTube30

X(Twitter)22

Mercari9

REGIONALANALYSIS-JAPAN

“PleaseselecttheTop3channelswhereyouconsumeinfluencercontentforeachcategory.”

CONSUMERS

TOPPLATFORMSFORINFLUENCERCONTENTFacebookYouTubeTikTokInstagramXPinterestLINE

YouTubeandInstagramarethedominantplatformsforconsuminginfluencercontentacrossmostcategories,withYouTube

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

OtherOnlineContent.TikTokshowsstrongengagementinFood&BeverageandSportsGear,andXisnotableinMovies,

Video,OtherOnlineContentandSportsGear.LINEisparticularlyrelevantforElectronics&AppliancesandCars,while

FacebookandPinteresthavethelowestengagementacrossallcategories

FashionBeautyEletronics&AppliancesFood&BeverageSportsGearVideoGamesMovies,Video,OtherOnlineContentTravelCars(Auto)

ECOMSPEND (USD)

2023-24CHANGE

$18.0B

+92.9%

$23.8B

-18.6%

$38.8B

+21.8%

$2.88B

+5%

$48.2B

+40.6%

$12.8B

+7.9%

$28.0B

+8.4%

$54.6B

+5.2%

RakutenInsightGlobalxTotemSurvey,Jun’25(Japan:n=515)EcommerceSpend:WeAreSocial/Meltwater

LIVESTREAMING

TOPLIVESALESCHANNELS

JAPAN

EXPERIENCEWITHLIVESTREAMCOMMERCE

“Haveyouwatchedlivestreamsinthepast12months?”

60%

OFCONSUMERSIN

JAPANHAVE

WATCHEDAND/OR

BOUGHTFROMA

BRANDLIVESTREAM.

COMPAREDTOTHE

ASIAAVERAGEOF

84%

Brands

Celebrities

Megalnfluencers

Macrolnfluencers

Microlnfluencers

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:

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CHRISBAKER

BUSINESSSTRATEGY-ASIA

DAVEWONG

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