TikTok has become one of the most important platforms for social media and influencer marketing in Japan, with a unique blend of short, engaging videos that appeal to a diverse audience, particularly among younger generations. From food creators to comedians and dancers, TikTok has helped Japanese influencers break international barriers and reach a global audience. In this article, we'll dive into the TikTok scene in Japan, examining its rise, key influencers, and the demographics that drive its popularity.
TikTok's Popularity in Japan: Who Uses It?
In Japan, TikTok’s popularity continues to soar, with over 17 million users in 2024, making it the sixth most popular social media platform in the country. Its user base is especially concentrated in the Gen Z and millennial demographics. According to Statista, TikTok’s penetration rate is highest among younger users, particularly those in the 13-19 and 20-29 age groups. This younger audience is drawn to TikTok’s fast-paced, easy-to-consume content, and the platform has become a hub for entertainment, dance, and lifestyle content.
Brands looking to target these younger age groups in Japan will find TikTok to be a powerful tool. Not only does it allow for high engagement, but it also provides an opportunity to connect with an audience that is constantly online, looking for fresh, fun content.
Key TikTok Influencers in Japan
Japan’s TikTok influencers come from a range of categories, including cooking, comedy, dance, and beauty. Some of the top influencers have gained millions of followers, using the platform to showcase their talents and collaborate with both local and international brands. Here are a few top influencers driving TikTok’s success in Japan:
@bayashi.tiktok キャンペーン詳細はサイトをチェック！ 応募は9/1（日）23:59まで！ @コカ•コーラ公式 #コカコーラ #PR #肉にはコーク #バヤシのオフ会 #焼肉きんぐセット ♬ オリジナル楽曲 - バヤシ🥑Bayashi
1. Bayashi (55.5M followers)
Bayashi, the most popular TikTok influencer in Japan, specializes in food content. Known for his cooking videos and ASMR-style presentations, Bayashi often collaborates with big names like Tastemade Japan and Asahi. His success lies in the fact that food content transcends language barriers, allowing him to engage both Japanese and international audiences.
@junya1gou #junyacolaballon ♬ オリジナル楽曲 - Junya/じゅんや
2. Junya Gou (44.3M followers)
Famous for his pranks and challenges, Junya Gou has earned a reputation as one of Japan’s top comedic TikTok creators. His eccentric videos attract attention, often focusing on stunts and situations that defy social norms, which has earned him the title of the “King of TikTok Japan.”
@michael.jackton.official Is this the guy called Muzan?😮 (Demon Slayer)👹🚶🏻➡️ . #michaeljackton #moonwalk #demonslayer #muzan #mj #michaeljackson ♬ オリジナル楽曲 - michaeljackton.official
3. Michael Jackton (12.7M followers)
An impersonator of the legendary Michael Jackson, Michael Jackton entertains fans with dance and performance videos. His tribute to the King of Pop has garnered a large following, both in Japan and globally, demonstrating the power of niche content on TikTok.
@kageihina 四捨五入して大成功！！
♬ Into The Thick Of It! - The Backyardigans
4. Hina Kagei (10.6M followers)
Hina is the most-followed female influencer on TikTok Japan, focusing on beauty, fashion, and lifestyle content. Her appeal among Gen Z, particularly for her “kawaii” aesthetic, makes her a top influencer for beauty and skincare brands.
Content Categories and Trends on TikTok Japan
TikTok's short-form video format makes it perfect for fast-paced and varied content, and certain categories have risen to the top in Japan:
- Entertainment and Comedy: Japanese creators love sharing humorous content, and comedy influencers like Junya Gou have turned everyday life into entertainment gold. Japanese comedy often includes over-the-top pranks and reactions, making it highly engaging and shareable.
- Food and Cooking: Cooking content, especially those that focus on visually pleasing food presentations, has exploded on TikTok Japan. Influencers like Bayashi and Sumibi Club post short cooking tutorials and ASMR-style videos that draw millions of views.
- Fashion and Beauty: Beauty influencers such as Hina Kagei dominate the Japanese TikTok scene by creating tutorials, skincare routines, and fashion content that appeal to younger audiences. These influencers collaborate with global brands, making TikTok a prime platform for beauty marketing in Japan.
- Dance and Music: TikTok’s dance challenges are wildly popular, and Japanese influencers like Michael Jackton take part in viral trends, creating their own dance routines that garner massive attention.
Why TikTok Is So Successful in Japan
TikTok's explosive growth in Japan can be attributed to several key factors:
1. Mobile-First Content
Japan is a mobile-first society, where people spend a lot of time on their smartphones. TikTok's short, engaging videos are perfect for mobile consumption, making it easy for users to watch content on the go.
2. Cultural Trends
Japan has a long history of innovation in entertainment, especially in creating engaging and unique content. The rise of Kawaii culture, with its emphasis on cuteness, plays a huge role in TikTok’s success. The platform offers an avenue for creators to express themselves in a quirky and playful way that resonates with Japanese audiences.
3. Highly Engaging Content
The algorithm behind TikTok prioritizes engagement, ensuring that users are constantly exposed to content they are interested in. In Japan, this includes everything from lifestyle and beauty videos to comedic skits and cooking tutorials. The variety and speed of the content keep users hooked.
4. International Appeal
While TikTok Japan is huge domestically, the platform also allows creators to reach international audiences. Influencers like Bayashi and Michael Jackton have become popular beyond Japan because their content transcends language barriers. This makes TikTok an effective platform for brands wanting to connect with both Japanese and global consumers.
TikTok for Brands: A Platform for Influencer Marketing in Japan
For brands looking to make an impact in Japan, TikTok is a powerful platform. The ability to connect with Japan’s youth, combined with TikTok’s focus on engaging, short-form content, creates opportunities for high levels of interaction.
Brands in sectors like fashion, beauty, food, and entertainment can benefit immensely from working with Japanese TikTok influencers. For example, beauty influencers like Hina Kagei create product demos that can drive immediate engagement and interest, while food influencers like Bayashi offer visual, mouthwatering promotions that appeal to wide audiences.
If brands want to succeed on TikTok in Japan, they should consider the following strategies:
- Collaborate with Influencers: Partnering with the right influencers is key to reaching target demographics effectively. Influencers like Saito or Shun Oshima have large followings and are known for promoting products in ways that feel natural to their audiences.
- Leverage Trends and Challenges: Participating in viral challenges or creating brand-specific hashtags can help brands generate organic reach.
- Use TikTok Ads: TikTok’s advertising platform offers a range of options, from in-feed video ads to branded hashtag challenges, which can amplify a brand’s visibility.
Conclusion: TikTok’s Growing Impact in Japan
TikTok has firmly established itself as one of Japan's most popular social media platforms, particularly among younger users. With its ability to reach large audiences quickly, TikTok offers brands a unique opportunity to engage with consumers through highly visual and interactive content.
Whether through influencer collaborations, viral challenges, or creative product placements, brands can utilize TikTok to strengthen their presence in the Japanese market. As TikTok continues to grow in Japan, it remains a platform that marketers cannot afford to overlook.
Why Choose Krows Digital?
If you’re looking to tap into the growing potential of TikTok in Japan for your brand, now is the perfect time to get started. With the platform’s focus on short-form, engaging content and a user base of millions—particularly among younger audiences—there's a huge opportunity for businesses to make an impact. At Krows Digital, we specialize in helping brands navigate social media in Japan, connecting you with the right influencers and strategies to grow your presence.
Reach out to us to elevate your social media game in Japan!
