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.
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Influencer Marketing Size By Platform
| Platform | Market Size (In Billion Japanese Yen) |
| YouTube | 28.1 |
| 18.5 | |
| TikTok | 15 |
| 12.5 |
Source: Statista
Forecasted Growth of YouTube Influencer Marketing in Japan
| Year | Annual Expenditure (in Billion Japanese yen) |
| 2020 | 14 |
| 2021 | 19 |
| 2022 | 24 |
| 2023 | 28.1 |
| 2024 | 32.9 |
| 2025 | 38.1 |
| 2026 | 43.4 |
| 2027 | 48.7 |
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 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.
1. Bayashi TV (@BayashiTV_ – 12.9M)
It’s not just that Bayashi publishes an endless array of delicious meals on his YouTube account, it’s the way that he does it that makes him so popular. Combining satisfying close-ups, accessible ingredients (sometimes as simple as pot noodles and sliced cheese), smooth frame transitions, and ASMR sound effects that please the senses, his content works for so many people in Japan.
His style, sometimes referred to as ‘Mukbang’ in Japan and Korea (where an individual addresses the camera directly while eating or preparing food) does incredibly well here. Foodies and content creators alike will do well to take inspiration from Bayashi TV.
2. HikakinTV (11.3M – @HikakinTV)
Games, pranks and pointless experiments play a big role in the kind of content that “HikakinTV” produces. He will also review food and create mukbang videos, but he will do so with distinctive foolishness and recklessness that his viewers find hilarious.
As he has grown in popularity over the years, eventually becoming a household name, his vlogs have become “bigger” and more bizarre. Yet, as is common with many Japanese vloggers, his content still remains accessible and relatable to the average viewer.
Whether it’s the locations he chooses or the materials he uses in his pranks, there is still a touch of the every day in Hikakin’s YouTube content.
3. Hajime (10.5M – @hajimesyacho)
Hajime is known for his often outrageous videos, yet still manages to be relatable to a wide audience of subscribers. Similar to Hakakin, his content is funny but also respectful of all ages and demographics—introducing light humor into people’s daily life; his content is family-friendly and enjoyed by children and adults alike.
A few examples of his most popular content include prank videos, stunts, eating large amounts of food and attempting world records. Although surpassed in audience size by Hakakin, Hajime has a significant following in Japan and has won several awards for his content.
4. Fischer’s (@Fischers – 8M)
Groups of influencers contributing to a shared channel is a more recent trend in Japan on YouTube. This often involves several individuals, each with their own persona and separate channels, combining forces and publishing content that is even crazier and bizarre.
In this case, Fischer’s is a group of six YouTubers who were classmates in the same junior high school. They have an impressive catalogue of videos showcasing all manner of things from their day-to-day lives and friendship milestones to the creation of pranks, challenges and food competitions.
The draw for many subscribers is the genuine nature of the friendship between the members and the natural way their content is produced with minimal editing work.
5. Tokai On Air (@TokaiOnAir – 6.9M)
Tokai On Air is another example of group content creation on YouTube with this team combining together to produce a range of videos from pranks to challenges that result in severe penalties for the loser.
Based in Nagoya, the group was named “Tokai On Air” as all members hail from Aichi Prefecture in Japan’s Tōkai region. They are particularly popular among Gen Zs and are quick to take up social media trends as soon as they emerge.
6. Sushi Ramen Riku (@SUSHIRAMEN-Riku – 6.7M)
Sushi Ramen Riku is widely known in Japan for the creation of videos that are bizarre and experimental. One of his most recognised pranks was to dress himself in a white bodysuit and tape himself to his grandparent’s ceiling to see how long it would take them to notice he was there.
This combination of everyday life with the unusual has captured the attention of millions of viewers in Japan and his style continues to influence the activities of other content creators today.
7. Yuka Kinoshita (@kinoyuu0204 – 5.4M)
Kinoshita, a self-described “professional competitive eater,” has impressed her followers with a shocking ability to consume vast amounts of food from burgers to ramen—-all while managing to remain healthy and petite throughout her career as one of Japan’s most popular YouTubers.
For food brands, she is an obvious choice for partnerships and is highly sought after by both Japanese food brands and Western brands entering the Japanese market. However, it is still evident in her work that much of what she does is simply for the sake of creating engaging and funny content for her fans.
8. SeikinTV (@SeikinTV – 4.5M)
Older brother to Hikakin, Seikin offers content that is often similar in style but with a heavier leaning towards daily life and classic vlogging. He is also an avid product reviewer and combines candid opinions with humorous commentary on everything from confectionary treats to children’s toys.
9. comdot (@comdot – 4.1M)
Comdot is a five-member YouTube group especially popular among high school students in Japan. Their channel centers on the daily life of these five childhood friends and the ways that they spark humor, conflicts, challenges and joy.
For Gen Z viewers, their content is relatable and honest and the team will often share personal stories, motivational messages and honest opinions about life in Japan. They also travel a lot in the country and document their experiences with the people they encounter.
10. Mizutamori Bond (@mizutamaribond – 4M)
Mizutamari Bond is a Japanese YouTuber duo, consisting of Kanta and Tommy. They are probably best known for their pranks and experiments, but also document their exploration of certain topics and ideas for their viewers. This can range from the mundane to trending urban legends.
Prank culture is well established in Japan and videos featuring pranks were enjoyed on TV shows well before YouTube became popular. These groups like Mizutamari Bond simply extend this tradition and offer more reliability and relevance to a younger audience—with kids pranking adults often playing a role in their content.
That said, vloggers often achieve long-term success by making sure their videos don’t alienate anyone, no matter what age. Offering something for multiple age groups, the true measure of a vlogger in Japan is if their content is suitable for family viewing.
Top Youtube Channels for Kids In Japan
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.
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Top Japanese Vlogging Trends 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.
