Top 10 Japanese Vloggers and YouTubers in 2023

Japanese vlogger recording daily video for subscribers in 2023

Despite the recent growth of TikTok, YouTube is still the largest market for influencer marketing in Japan, estimated to be ¥28.1 Billion (or US$186.7 Million) in 2023.

Within such a rich and diverse blogging scene, we explore the nation’s most popular YouTube channels from Bayashi TV to Mizutamori Bond.

Learn More About the World of Content Creation and Influencer Marketing In Japan

Influencer Marketing Size By Platform

PlatformMarket Size (In Billion Japanese Yen)
YouTube28.1
Instagram18.5
TikTok15
Twitter12.5

Source: Statista

Forecasted Growth of YouTube Influencer Marketing in Japan

YearAnnual Expenditure (in Billion Japanese yen)
202014
202119
202224
202328.1
202432.9
202538.1
202643.4
202748.7

Source: Statista

Top Japanese Vloggers and YouTube Stars

YouTube is Japan’s top streamlining platform and is used by millions of users each day to discover all kinds of content.

Many are drawn by the sheer variety of videos that can be found on the platform as well as the ability to interact with others as part of interest-based communities. Micro-communities, influencer pages, user generated content, comments and even live TV are all part of the platform’s appeal.

However, there are also some clear threads that emerge when reviewing the kind of content that enjoys the largest audiences with daily pranks, food porn, “experimental videos” and content for kids ranking highest among the nation’s best-known and most-watched videos.

Top Youtube Channels for Kids In Japan

Kids enjoying videos online created by Japanese vloggers on YouTube

Content made for kids is incredibly popular on YouTube in Japan. To the dismay of many, children have access to tablets and smartphones from a much younger age than they used to and YouTube has become a default channel for free children’s entertainment.

Many parents now use YouTube and other platforms as a tool to reward, distract and even educate kids with several accounts offering a reliable source of jingles, toy reviews, animations, pets, dances, puppets and more.

There is a massive demand for review and reaction content in Japan. This includes both serious analysis of products as well as funny opinion-based content.

KidsLine (@KidsLineKOYA – 13.1M)A family team of content creators where parents and kids play together, featuring silly games, daily life, pets, puppet shows and pranks.
Takilong (@TakiLong08 – 7.6M)A kids channel that became iconic for its Spiderman stop-motion video and the use of other popular Japanese toy characters in its content.
Boram Tube Play (@babizaocd – 9.3M)Boram Tube Play is a Korean variation of the popular KidsLine, run by Korean child YouTuber Boram and her family. The account features reviews of toys, real-life segments of children playing.
Sen, Momo, Ai & Shii’s Channel (@oyabakatousan – 11.3M)An account that centers on 4 siblings that features an array of family fun, toy reactions, travel vlogging, game recordings and more.

HB Pro Tip: The “soft sell” works better than the “hard sell” in Japanese marketing and advertising. Brands do well when they offer something that is uniquely engaging or rewarding in the hope to strike a positive connection with an audience, which may then turn into brand loyalty and sales. Transparent attempts to prompt an immediate sale, especially on kids’ channels like the above, may appear aggressive and have a negative impact on a brand.

Top Japanese Vlogging Trends in 2023

Woman watching YouTube content from Japanese vloggers on train in 2023
  • Long-Form vs Short-Form – Since YouTube launched its Shorts feature, it has been a direct competitor to TikTok and Instagram Reels in Japan. The platform now endeavors to cater both to those who want short doses of video content in a mobile-friendly vertical format, as well as those who want more comprehensive and long-form content such as tutorial content.
  • Review Content – There is a massive demand for review and reaction content in Japan. This includes both serious comparisons of products as well as funny opinion-based content. It’s natural for people to look to their peers before making a purchase and no doubt YouTube plays a key role in the purchasing journey of many individuals.
  • Responsive Creativity– Creators are adapting the content they create to match the emotional and psychological needs of their audience more today. This dynamic became entrenched during the pandemic when viewers would look to their favorite vlogger for advice, support and inspiration, but continues to be an important aspect in the content of Japanese vloggers.
  • How-To Content – How-to videos are somehow better in Japan. As well as offering viewers a practical tutorial, they tend to be rich in sound effects, pleasing visuals, charismatic instructors and general charm. There’s no better example than Japanese mukbang videos that showcase YouTubers preparing and then demolishing a range of meals in front of the camera.
  • Community Content – From K-pop and manga to the Yomiuri Giants and Taylor Swift, communities big and small thrive on YouTube. These online spaces give fans a way to dive deeper into their interests. Many Japanese vloggers first become famous within a specific community niche through the publishing of reviews, criticism or even parodies of a specific topic, group or individual in Japan.