With a culture that sells itself globally, Japan delivers it all — from its world-famous pop culture and drool-worthy food to age-old crafts and breathtaking vistas (Mount Fuji is just the tip of the iceberg).
Still, there's a special appeal in experiencing Japan through the lens of non-Japanese who are exploring the country. Just imagine: the magic of experiencing Japan as an outsider — speeding through the countryside on lightning fast bullet trains, savoring iconic sushi made from the freshest sea catches and wandering beneath a canopy of delicate, pink sakura.
Add to that discovering plenty of cutting-edge vending machines at every turn and soaking in the peaceful hot springs at cozy ryokan (traditional Japanese inns) after a busy day.
No wonder influencer marketing in Japan is booming.
Japan is riding the wave of influencer marketing
At its core, influencer marketing is when brands collaborate with social media celebs to promote their products or services. Expected to reach an estimated value of US$52 billion by 2028, up from $35 billion projected for 2024, this once small corner of marketing is growing faster than ever.
In Japan, it is not just digital marketing that’s making big waves across industries. As more and more businesses jump on the digital ad train, they are also stepping onto the rocket that is influencer marketing.
Inside Japan's vibrant influencer scene
After several successful partnerships with influencers, ZenPlus — an export-only online Japanese marketplace — is on a mission to help local sellers and brands connect to the thriving influencer marketing scene.
Japanese companies listing their products on the website not only have the opportunity to get featured in online search ads, but also might be showcased by influencers on Instagram and video creators on YouTube.
A perfect example is Nicker, a small Japanese company of single digit staff count that produces paint colors used in anime and other artwork.
More than just colors, these paints serve as catalysts for artistic expression. They’ve earned the trust of professionals in calligraphy, design and animation — including the iconic Studio Ghibli (Spirited Away, Howl's Moving Castle and My Neighbor Totoro are just a few of their timeless movies).
Earlier this year, GeeXPlus, a Tokyo-based talent agency, was looking to find sponsors for a new YouTube channel called Spilled Ink, launched by established content creators Emirichu and Daidus.
ZenPlus jumped at the opportunity to spotlight Nicker on the channel and bring awareness to their marketplace at the same time.
The combination of great content, unique products and a focused audience made the decision to participate easy for ZenPlus. The fact that these U.S. content creators are now living and working in Japan only adds to the value for any local companies trying to reach across borders.
Japan’s hottest content creators
Content creators bring some unique and fascinating collaboration opportunities to the table. Onigirien, a cooking-focused YouTuber who blends virtual and real imagery, got to try out a chef’s knife made by Kyoto cutlery maker Kikuichimonji.
This local company with roots stretching back 800 years is now selling their cutlery on ZenPlus to countries all over the world. With the use of modern social media marketing, this traditional company can literally make Nathan in New York a part of the same centuries-long customer list as for that of its swords for the samurai.
For some time now, a group of talented content creators who call Japan home are making waves with their fresh takes on the country's varied cultural scenes. Channels like Abroad in Japan and Trash Taste are smashing it, delivering fresh content that has amassed a loyal subscriber base in the millions.
With a keen eye for the unique and the unexplored, these influencers bring everything to the table — from must-see culinary adventures and timeless traditions to the hottest pop culture trends (and boy, those trends never take a break).
Why Japan is a haven for global influencers
If you're looking to create fresh "only in Japan" content and follow in the footsteps of some of these massively successful creators, here's a dose of uplifting news: Japan is an ideal location where content creators can truly thrive.
With its eclectic mix of classic dishes, traditional and contemporary fashion, cutting-edge tech scene, timeless crafts and deeply ingrained Japanese values, Japan is a vibrant playground that boosts the creativity of global influencers. Their content not only meets but often exceeds audience expectations: like YouTuber Kim the Collector, an influencer who unboxes Pokemon cards from Japan.
YouTube is the king of content platforms
While Instagram and TikTok offer fun scrolling, as the world's second-largest search engine, YouTube stands out as the ultimate venue for content creators.
The platform’s ability to archive content means videos from years past can still draw new viewers who might stumble upon them, eventually becoming fans of what feels like their "new favorite show." This enduring impact is why most content creators consider it the king of all platforms.
A long history of successful team-ups — with more to come
ZenPlus's strategy of partnering with influencers has proven highly successful and its long list of collaborations is constantly growing. The opportunity for Japanese companies to reach a global audience without much risk or investment is unique — and hard for anyone who would like to expand beyond the local audience to pass up.
Among the many campaigns so far, a few stand out. Instagram influencer Cloudsjoo posted an unboxing video where she revealed a luxurious pre-loved Tiffany bracelet, sourced from ZenPlus's selection of high-end second-hand items. While the item itself might not be unheard of, the category of pre-owned luxury items is growing rapidly. The huge supply of items in Japan combined with the current low rate of the Japanese yen makes it a golden opportunity.
Other collaborations include Japan-based Spanish YouTuber Anshin Doyle who even made visits to some of the physical shops selling on ZenPlus. Pre-owned luxury goods seller Nishikino in Kyoto and confectionary brand Tsukigesho both received great exposure from her videos.
One of the key components in influencer marketing — besides reaching a brand's perfect audience — is the trust that the influencer brings to the table. When combined with an onsite store or factory visit to show the company and products up close, that trust grows exponentially.
ZenPlus is committed to continue working with content creators to help Japanese companies reach an international audience and expand their customer base beyond borders
- External Link
- ZenPlus https://zenplus.jp/en
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