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 an official article, it is predicted that the number of YouTube users in Japan will reach 97.62 million by 2025. Also, a research on YouTube usage by age group revealed that approximately 80% of people in their teens to 30s, 70% in their 40s and 50s, 60% in their 60s, and 50% in their 70s use YouTube, showing that younger generations tend to use the platform more frequently.
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 2025
1. ISSEI
44.3M Subscribers
ISSEI is a popular YouTuber known for creating entertaining short videos centered on “challenge” and “try-it-out” concepts. He is admired for his humor, charisma, approachable personality, and strong communication skills, as well as his good looks. Posting three videos daily and actively collaborating with other popular YouTubers, ISSEI continues to expand his fan base through his dedicated and enthusiastic efforts.
2. Junya Official Channel
37.7M Subscribers
Junya is a popular YouTuber known for his unique “try-it-out” videos that bring laughter to a wide audience. His signature style involves short clips, typically around 10 seconds long, where he performs solo challenges in his room. The defining trait of his content is the physical humor, with each challenge culminating in exaggerated reactions.
Examples include wrapping rubber bands around balloons or fruit until they burst, dropping various objects onto his hand, ending with a dumbbell, or awkwardly jumping on a cushion while wearing a hoodie backwards and inevitably falling to the floor. While the concepts may sound absurd, the intentionally silly and over-the-top nature of his antics has become his hallmark, delighting viewers with their sheer ridiculousness.
3. Sagawa
34.3M Subscribers
Sagawa, who started YouTube in 2020 after leaving his job as a salaryman, was inspired by Junya, the second most-subscribed YouTuber in Japan, to begin his YouTube journey. His channel, Sagawa, is known for short, easy-to-understand, and highly entertaining videos that leverage YouTube Shorts. The channel has gained significant popularity, especially overseas, achieving a remarkable milestone of increasing its subscriber count by 4 million in just three months starting in September 2021.
4. Bayashi TV
30M 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.
5. Saito
24.6M Subscribers
Saito is a YouTuber with a large subscriber base, primarily known for short videos featuring recreations of international content and candy-themed topics. The focus is often on chocolates, gummies, and candies, with unique twists such as varying sizes based on the video’s theme. Some videos feature giant, seemingly homemade treats or rare sweets that capture viewers’ curiosity. The addictive nature of the content appeals to both kids and adults alike. Additionally, Saito’s distinctive editing style, including morphing illustrations at the end of videos, adds a creative touch that resonates with the audience.
6. HikakinTV
18.9M 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 nearly 20 billion, and he has over 21 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 55 million views.
7. Spider-VAMBI
18.5M Subscribers
Spider-Vambi is a video creator active on YouTube Shorts and TikTok, known for wearing a Spider-Man cosplay costume in his videos. He promised in his YouTube channel and video descriptions that he would reveal his mask once he reaches 10 million subscribers. After reaching this goal, it was revealed that he is actually Vanbi, a former member of the YouTuber group “Vanyun,” which brought him even more attention. Spider-Vambi content is characterised by a non-verbal (language-free) style, where his simple yet entertaining videos effectively convey humor.
8. HAYATAKU
17.9M Subscribers
HAYATAKU is a Japanese creator who has gained immense popularity on YouTube and TikTok for his unique short-form entertainment. His content is characterised by a non-verbal style, relying on gestures and facial expressions to deliver humor that transcends language barriers, making it enjoyable for audiences worldwide.
The YouTube channel HAYATAKU is particularly famous for its creative use of cardboard in unique and entertaining videos. This approach has not only captivated viewers in Japan but also attracted a large international following from countries like India, the United States, Indonesia, and Brazil. By maximising the visual appeal of his content, HAYATAKU has become a global sensation, resonating with diverse audiences.
9. Hajime
14.9M 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.
10. OHIOBOSS SATOYU
14.6M Subscribers
SATOYU is a popular TikToker known for his unique content, including impersonations of NPCs (non-player characters) from games and his “moon walk,” where he appears to be walking without actually moving. He also has experience driving a 12-meter truck and transporting large steel materials. Initially, his posts were made with cellphone recordings and voice impersonations, but his popularity skyrocketed after a video of him eating stew, where the sound effect closely resembled Arashi’s “Love so sweet.” This sparked a surge in his followers and brought further attention to his creative talents.
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 continue to 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 at the same scale.
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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