Totem：2025日本网红营销研究报告（英文版）（20页）.pdf

1、INFLUENCER MARKETING MINI-REPORTJAPANCOUNTRY SURVEYTOKYOJAPANJapans digital landscape is sophisticated,with high internet(83%)and mobile access.Consumers are digitally literate but cautious,with social commerce adoption lagging behind other Asian markets.Influencer marketing focuses on branding and

2、trust-building rather than conversion,aligning with Japans preference for quality and authenticity.LINE,YouTube,X and Instagram are key platforms,but livestream selling is less mainstream,with only 60%participating.Brands tend to rely on micro and mid-tier influencers,often through programmatic and

3、display advertising.Cultural nuance and long-term trust are essential for marketing success in Japan.INFLUENCERS&SOCIAL COMMERCEMALDIVESMALAYSIAPHILIPPINESTHAILANDVIETNAMINDONESIASOUTH KOREASINGAPOREHONG KONGTAIWANJAPANCHINA88%ARE INTERNET USERSPopulation123.6 MILLIONJAPANGLOBAL ECONOMY#4 RANKEDINDI

4、A97 Million Social Media UsersMovies,MusicElectronicsAutoSports GearGamingTravelF&BFashionBeautyMARKETSEnthusiasm for social commerce and influencers varies widely across Asia.We find some markets and categories which are centered around more basic channels,while others embrace a wide range of activ

5、ities and mix those activities in novel,innovative ways.The varying levels of enthusiasm in the region are a result of;(1)consumer habits,routines and culture,(2)sophistication of marketing tactics,and(3)the channels available per market.TikTok is a major driver of enthusiasm at a country/market lev

6、el.In markets where TikTok is established and fully functional(has“shops”),enthusiasm is higher.In markets where TikTok is limited(Japan&S.Korea)or banned(India),social and influencer enthusiasm is notably lower.Live CommerceMarketplacesWebsitesP2P SellingSocial ChannelsMessenger SocialHIGHLOWENTHUS