Welcome to our spotlight on the top Japanese YouTubers! YouTube has emerged as a powerful platform for brands to connect with audiences in Japan. Never before has a platform had such a wide range of user-generated content that educates, captivates and entertains. Each day, thousands of Japanese YouTubers pour their creative energies into creating a rich diversity of content. They don’t just upload videos; they shape the consumption habits of millions who trust their insights and opinions in making purchasing decisions.
According to Google’s own data, the number of YouTube users in Japan in 2023 (over the age of 18) is now over 70 million. Also, according to data from the Ministry of Internal Affairs and Communications, The platform is widely recognised by over 96% of the population, with data to suggest more than 65% of people in Japan use YouTube. This high level of awareness highlights the platform’s reach and influence within the country.
YouTube in Japan offers a diverse range of content that caters to specific age groups. This allows brands to tailor their marketing efforts and reach different demographics effectively. The different types of Japanese YouTubers and influencers, cover various verticals such as beauty, vlogs, cooking, VTubers, travel, gaming, tech, sports and fitness.
So after looking into the details of YouTube in Japan, let’s dive into the list of the most popular Japanese YouTubers.
Most Popular YouTubers in Japan 2023
1. Bayashi TV
13.1M Subscribers
Bayashi TV, the most subscribed Japanese YouTuber, is a famous food and Japanese cuisine creator who posts short cooking videos. Led by the famous YouTuber, Bayashi, the channel offers a variety of videos, including vlogs, comedy, challenges, and collaborations with other popular YouTubers. Bayashi is known for his entertaining food content and his love for fried food. His energetic and humorous personality has helped the channel amass a large and dedicated million subscribers. With its unique blend of humour and creativity, BayashiTV continues to entertain viewers and provide a fun escape from everyday life.
Not only does he have a massive YouTube channel in Japan, but he’s also a top 10 TikTok creator. Most of his videos have thousands and sometimes millions of views.
2. Sen, Momo, Ai & Shii’s Channel
11.3M Subscribers
Sen, Momo, Ai & Shii’s Channel is a multi-million subscribed channel featuring four entertaining YouTubers: Sen, Momo, Ai, and Shii. This channel is aimed at children and is the story of the daily life of 4 siblings. Viewers can see daily vlogs, family fun, toy reviews, cooking, travelling, and gaming. The videos are usually short and up to five minutes, so the audience can watch them endlessly. the child’s reactions are so innocent and pure, those watching cannot but find them charming.
With their engaging personalities and humorous upload and content, they have gained a large following. If you’re looking for enjoyable and relatable YouTube content, Sen, Momo, Ai & Shii’s Channel is the place to be.
3. HikakinTV
11.3M Subscribers
HikakinTV is one of the first and most popular channels in Japan, and this is the main account of Hikakin. With HIKAKIN, HikakinTV, HikakinGames, and HikakinBlog, the total number of views is over 15 billion, and he has over 18 million subscribers.
This Japanese YouTuber also has many popular Youtube friends and connections, as he is the co-founder of UUUM, a Japanese multi-channel network. What originally made him famous was a video he made beatboxing the soundtrack to Super Mario Brothers, which has now reached over 54 million views.
4. Hajime
10.5M Subscribers
Hajime, also known as “Hajime Syacho”, is a popular and entertaining Japanese YouTuber. Hajime is his main channel, but he also has a gaming channel with millions of subscribers. He has gained worldwide fame and celebrity status, with a vast network of connections in the entertainment industry.
Through his collaborations with famous influencers, TV actors like Yamada Ryosuke, and even NBA athletes, Hajime has expanded his reach and gained even more popularity. This strong following is the reason why his videos consistently receive millions of views.
5. Fischer’s
8.04M Subscribers
Fischer’s is a group of six YouTubers who were classmates in junior high school. They began their YouTube channel by filming and sharing fun memories to commemorate their graduation. What made them popular is the strong bond and genuine interaction between the members. Their closeness shines through in their videos.
They have had the opportunity to collaborate with well-known companies like Disney and Suntory. Additionally, they were featured in a promotional video for Pepsi Strong, further increasing their recognition.
6. Takilong
7.6M Subscribers
Takilog is known for reviewing and showcasing a wide range of kids’ toys, bringing joy and excitement to young viewers online. Takilong’s enthusiasm and expertise make the videos entertaining and informative, making the channel a go-to destination for toy-related content. From unboxing to videos to demonstrating features, Japanese Youtubers, “タキロン Takilong Kids’ Toys” offers a fun and imaginative experience for children and toy enthusiasts.
One of their most watched videos is called “Spider-Man Iron Man Captain America Marvel Avengers rushes into the red Spospo block box,” and it has been viewed 456 million times! The channel mainly focuses on creating content for kids in Japan and other parts of the world. There’s even a rumour that watching their videos can make kids stop crying within a few minutes.
7. TOKAI ONAIR
6.88M Subscribers
Unlike typical famous Japanese YouTubers, Tokai OnAir is a group of 6 members based in Nagoya, the third biggest city in Japan. 東海オンエア (Tokai OnAir) is known for its comedy skits, challenges, and vlogs. With their funny and energetic style, they have gained a large following on YouTube. Their online videos bring laughter and entertainment through relatable humour and everyday situations. These Japanese YouTubers are loved for their comedic timing and ability to connect with viewers, making them a popular choice for enjoyable content.
They are especially popular among Gen Z and Millennials, who can relate to their videos. Recently, they were assigned as judges for the brand campaign “CRAZY pino CONTEST,” created by Morinaga & Company. 178 challenge videos were created, and the total number of views exceeded 7.5 million.
8. SUSHI RAMEN (Riku)
6.75M Subscribers
Sushi Ramen Riku, is one of the most well-known Japanese YouTubers due to his fun prank content and experimental videos. One of his most popular videos, with 50 million views, involved an interesting experiment where he painted and taped himself to the ceiling to see if his grandparents would notice.
Taking advantage of his distinct brand identity, some companies have collaborated with him to increase brand awareness. For instance, Mineo, a smartphone company, conducted a successful Twitter campaign in partnership with Sushi Ramen Riku, attracting numerous participants.
9. HANEMARI Channel
5.25M Subscribers
HANEMARI Channel is a YouTube channel that focuses on the younger generation, making videos for families and providing educational content.
Run by Hane-chan, Mari-chan, and Hane Mari Papa, the channel offers a variety of videos that are suitable for all ages. With over 1.77 million daily views, HANEMARI Channel has gained millions of followers.
10.NAKATA UNIVERSITY
5.17M Subscribers
NAKATA UNIVERSITY is a channel hosted by Atsuhiko Nakata, a comedian from Oriental Radio. This Japanese YouTuber offers educational content on various topics, delivered in an engaging and easy-to-understand manner. Nakata’s energetic narration, use of visual aids like whiteboards, and relatable storytelling make complex subjects more accessible to viewers. With its growing subscriber base and entertaining approach, NAKATA UNIVERSITY has become a go-to channel for enjoyable learning experiences.
The channel covers a wide range of subjects, including politics, economics, literature, history, and philosophy. Nakata’s fast-paced delivery and catchphrases like “Isn’t this amazing?” and “Isn’t this interesting?” create memorable moments throughout the videos. The fixed camera angle and thoughtful conclusions leave viewers inspired to apply the knowledge they’ve gained. NAKATA UNIVERSITY’s popularity stems from its ability to make education entertaining and engaging for its audience.
Conclusion
As we have seen, the most famous YouTubers in Japan make many different types of videos, and many of these are watched again and again. YouTubers are also creating content with English Subtitles or Titles to gain an international audience. YouTube Shorts, like those on Instagram or TikTok, are becoming as popular as long videos, an indication that viewers also like short, quick videos.
We can expect YouTube in Japan to grow both in the number of viewers and creators. This is because the platform has focused on allowing users to get paid and rewarded for creating content. This is something other platforms have not succeeded in doing.
Brands who want to work with Japanese YouTubers, might be surprised to learn that they are often more expensive than in other countries. This is because the market is very niche, and there are many local companies who are willing to pay a higher asking price. These factors should be considered when making your ROI calculations.
This list is part of a series on social media marketing in Japan. You can also read more about the top Japanese top influencers on other platforms, such as Instagram and TikTok.
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