Japanese fashion YouTubers have become important influencers, drawing millions of views, often from all over the world, into their unique fashion scene. With their videos, these fashion lovers share their personal styles, try out new fashion ideas, and show their deep love for fashion. They often mix classic Japanese looks with modern trends from around the world, setting new styles that inspire modern fashion fans.
In 2025, Japan’s fashion market is estimated to be worth ¥95.00bn Yen, ($607.9M USD), according to Yano Research. The largest share of the market is women’s apparel, with a market size of ¥49.95bn Yen ($337.5M USD). This growth is driven by Japan’s love of streetwear, global interest in its culture, and innovative fashion technology. At the same time the industry is boosted by influencers across YouTube, Instagram, TikTok and other social media platforms.
Japanese YouTube influencers serve as cultural representatives, highlighting Japan’s unique street fashion found in cities like Tokyo, Osaka, and Kyoto. Most popular fashion YouTubers in Japan wear modern and innovative clothes. However, some combine traditional clothes like kimono, yukata, and hakama with the latest trends, seamlessly merging old and new. Others showcase subcultures like Harajuku style, Gothic Lolita fashion, and cosplay, giving followers a special look into Japan’s lively fashion scene.
In this post, we will explore the world of Japanese fashion YouTubers, exploring their lives and content. Discover the secrets behind their success and their impact on shaping the global fashion landscape. Get ready to be inspired, informed, and immersed in the captivating universe of Japanese fashion through the lens of these talented Japanese influencers.
Top 10 Japanese Fashion Youtubers
1. Saaya
1.09M Subscribers
Category: Fashion, Vlog, Travel, Makeup, Hair
Ayaka Imai, also known as Saaya, is the most popular fashion YouTuber in Japan. Ayaka used to be a pop teen model and now makes fashion and Beauty videos on YouTube in Japan. Ayaka mostly posts makeup tutorials and shows off beauty products on her channel. She often includes her younger brother in her videos, which makes viewers like them more for their fun sibling relationship. People really enjoy her fashion videos, especially when she works with Hajime-sacho and others. Ayaka also reviews beauty products and does GRWM (Get Ready With Me) videos. Her knowledge of makeup and fashion makes her a good partner for related projects.
2. Genji
939.5K Subscribers
Category: Male Fashion, Style
Genji is one of the most famous male fashion influencers in Japan who shares stylish content on his YouTube channel. He offers outfit ideas and fashion hauls for men, showing off his sense of style. Genji inspires his viewers with trendy and unique clothing for different seasons. He updates followers on brands like Uniqlo and GU, focusing on men’s fashion. He also provides tips on sneakers, backpacks, perfumes, and cleanliness routines. His clear explanations and cool editing have earned him a loyal fan base among fashion fans. His channel is a popular destination for people in Japan looking for fashionable clothing.
3. NEO
899k Subscribers
Category: Fashion, Vlog, Makeup
Neo Yamazaki, known as “Neo,” is a popular fashion YouTuber who has gained strong support from Generation Z and has modeled for the magazine “Popteen.” She influences many young people with her style, which features carefully selected items and coordinated outfits. Her style is characterized by adult-girly coordinates that predominantly feature soft colors. By combining simple pieces with detailed designs, she achieves a polished impression. For instance, she often pairs turtleneck knits with tulle skirts and uses darker bags to add structure to her outfits. Neo also shares tutorials on her signature hairstyles and hair care methods. She warms her curling iron to 160 degrees Celsius and lets the curls cool completely before loosening them, resulting in long-lasting curls that maintain their shape throughout the day. Overall, Neo’s style and techniques inspire young people to express their individuality, providing valuable insights for those exploring their fashion choices.
4. Sasaki Asahi
888K Subscribers
Category: Fashion, Vlog, Makeup
Sasaki Asahi is a well-known Fashion YouTuber and TikTok influencer from Japan, famous for her original and amusing videos. She got to be part of the “YouTubers React to Mukbang” episode in the React series by The Fine Bros. Her channel is filled with fashion ideas and reviews of fashion brands, encouraging people with her unique style and fashion insights. She works with various fashion brands and designers, sharing the latest fashion trends. Sasaki Asahi also engages in creative challenges like the #pillowchallenge and #blanketchallenge, transforming everyday items into fashion statements and even putting together fashion shows at home. She once organized a fashion show featuring ZARA’s summer collection. Her creative projects and funny content have helped her attract a wider audience.
5. Seira
767K Subscribers
Category: Vlog, Fashion, Makeup
Seira, a ViVi model in Japan, offers weekly seasonal outfit ideas, makeup tips, and more on her YouTube channel. Known for her effortless, relaxed style, she pairs sophisticated clothing with casual sneakers to create a unique look. Among her most popular content are videos showcasing her latest fashion finds from high-end brands like Moussy. She shares practical styling tips and insights in these videos, helping viewers stay on top of trends and make informed purchasing decisions. Additionally, Seira’s beauty advice is highly sought after, featuring over 30 seasonal makeup looks that complement daily outfits. She also emphasises the importance of hydration, recommending drinking at least 3.5 litres of water daily.
6. Kobashiri
761k Subscribers
Category: Vlog, ASMR, Fashion, Makeup
Kobashiri is a leading Fashion content creator in Japan, offering a range of content from outfit ideas to fashion hauls on her channel. She captivates her audience with her keen fashion sense, featuring trendy outfits and covering various styles for different events. Kobashiri also shares shopping tips and recommends where to find chic clothing, providing guidance on fashion brands. She has highlighted SHEIN, known for its winter and summer collections in Japan, in her videos. Beyond fashion, Kobashiri delves into vlogging, sharing her adventures in travel and food. Her compelling fashion content and fashion expertise make her a popular figure in the fashion YouTube community.
7. HARUNA KOJIMA’s cat nap
643k Subscribers
Category: Vlog, Fashion, Travel, Makeup
Haruna Kojima is a former member of the female idol group AKB48 and operates her own lifestyle brand, “Her lip to.” After graduating from AKB48, she has primarily focused on her career as a fashion model and has also been active on YouTube, where she shares fashion coordination and Vlogs. This shift has allowed her to gain even more popularity among women than during her AKB48 days. Known for her beauty and fashion sense, Kojima has become an icon for many women, and her carefully selected cosmetics receive high praise. She frequently graces magazine covers and captivates fans of all genders. Her charm lies in her expression of “individuality,” which is reflected in her coordinated outfits. In terms of fashion, she prefers knit dresses and denim, emphasizing a silhouette that highlights her body shape. Since starting her YouTube “VLOG” in 2019, she has generated a lot of buzz, especially when the cosmetics she features quickly sell out.
8. Kumamiki
605K Subscribers
Category: Fashion, DIY, Makeup, Cooking, Vlog
Kumamiki is a well-known Fashion YouTuber in Japan celebrated for her unique and colorful style. Her channel is a treasure trove of fashion advice, from outfit inspiration to fashion hauls. She stands out with her use of bold prints, bright colours, and unique accessories. A highlight on her channel is a video where she transforms a men’s GU item into a stylish top for women, which was widely admired. Kumamiki often teams up with fashion brands and designers to bring exclusive looks to her audience. While fashion is her main focus, she also delves into beauty tips, travel vlogs, and lifestyle content, offering a comprehensive source of inspiration for her viewers.
9. Madebyaya
584K Subscribers
Category: Fashion, DIY
Madebyaya is a channel that features DIY fashion videos focused on making clothes and upcycling vintage items. Its charm lies in the gentle music and visuals that accompany each project. The channel has a large number of international subscribers, and its videos on handmade clothes, bags, backpacks, and pouches are particularly popular. The videos provide detailed instructions aimed at beginners, making it easy to follow along. While some viewers may stumble at various stages, watching the videos helps ensure a smoother crafting experience. Among the various upcycling projects showcased is a tutorial on transforming a pleated skirt into a stylish handle bag, making it a great resource for anyone who has items they no longer wear but don’t want to throw away.
10. Aoino
527K Subscribers
Category: Vlog, Fashion, Makeup
Aoino is a model and YouTuber who collaborates with top brands, wearing elegant outfits and sharing beauty tips. With her background in fashion, she expertly mixes oversized pieces for a polished look, paying close attention to the fit of her pants, the way she tucks in her shirts and her colour choices. Beyond style advice, she talks about her daily life, including her morning routine, simple makeup and skincare routines, and daily vlogs. Her content resonates with a wide range of people because of her relatable personality and approachable way of speaking.
Conclusion
YouTube is now one of the most popular platforms in Japan for creativity, fashion inspiration, and cultural discovery. Japanese fashion YouTubers have made a name for themselves and are strong candidates for successful partnerships.
If you’re a fashion brand aiming to boost your visibility in Japan, teaming up with these Japanese fashion content creators is a smart choice. Their loyal followers and high engagement rates offer a great chance to showcase your items or services to an eager audience. Knowledge from these partnerships can also guide your marketing plans and product creation to match the likes and trends of Japanese consumers.
If you’re looking to run an influencer marketing campaign in Japan, then please get in touch.
