[Latest 2025 Edition] 20 Successful Influencer Marketing Cases in Japan – Explained by Media Type
No matter how excellent a product or service may be, the results can vary greatly depending on “who you target and how you communicate.”
Nowadays, influencer marketing is becoming the central strategy in marketing efforts within Japan.
Moreover, these methods keep evolving across platforms such as YouTube, Instagram, TikTok, and X (formerly Twitter).
In this article, we introduce a comprehensive list of the latest successful model influencer marketing cases in Japan, along with detailed strategies and data.
We’ve selected 20 cases that didn’t just go viral, but also led to tangible business results.
“We want marketing tips by using influencers and models that can be applied to our own company.”
“we only would like to know about cases that actually worked. ”
If you’re a marketer or PR professional, this article is a must-read guide to your influencer marketing.
[YouTube] Model Influencer Marketing Case in Japan
Bringing food delivery closer to home
One of the most notable model influencer marketing cases in Japan is the promotion of the “Easy Meal Trial Set” by Pal System.
In this initiative, comedian Masahiro Ehara and his family, who run the YouTube channel “Ehara Family Channel,” were featured to promote the product through the lens of an everyday family breakfast scene.
The video gives a realistic introduction to the contents of the Pal System meal set with the cooking process.
The structure is designed to help viewers easily picture the product in everyday-life .
The video emphasizes on points such as “tastes,” “safety,” and “practicality for families” through the use of easily prepared ingredients (just microwave and ready to serve) and the natural reactions of the children.
The video now has 300,000 views, and with 4,113 likes, the campaign has clearly generated a noticeable response.
This is an example of the successful model influencer marketing cases in Japan, showing how relatable family content aligns perfectly with food delivery services.
The featured comedian’s portrayal as a stable family figure resonated with viewers, contributing to the campaign’s success.
Corroborating Convenience Store Foods with Cooking Youtuber
Amid the growing popularity of cooking video content, Lawson collaborated with culinary expert Ryuji to promote its chilled side dishes.
On his YouTube channel with over 2.65 million subscribers, Ryuji introduced an easy arranged recipe called “Kakuni Meshi,” using Lawson’s “Melty Braised Pork Belly.”
As a quick-to-make homemade meal, the video drew strong interest from viewers.
The video was praised for its convenience of preparation—using just a household rice cooker—and the extremely high quality dish, which overturned the typical image of convenience store food.
In cooking videos like this, featuring a culinary influencer like Ryuji as a model helps enhance both the replicability and credibility of the content.
Furthermore, a linked campaign on Twitter was also conducted, resulting in 3,376 retweets in just six days.
By spreading information across YouTube and social media, the campaign design successfully encouraged organic lovers’ engagement.
Enhancing Credibility Through Real-Life Usage
To effectively showcase home appliance usage, it is crucial to select a figure who can serve as a relatable model grounded in real life.
Roborock Inc, a robot vacuum cleaner manufacturer, focused on this aspect and collaborated with the YouTube channel “Kazu Channel.”
A video was released featuring the home of Kazu, a popular influencer with 1.83 million subscribers, to demonstrate the product’s performance.
The filming took place in a 50-year-old house, making it possible to visualize the vacuum’s capabilities in a complex architecture.
Although it was a promotional video, the format closely resembled a review, conveying a realistic user experience.
The video has been viewed 77,787 times since its release, and many comments mention specific features like “suction power” and “ability to climb over steps.”
In the marketing of tech products, providing explanations through influencers that tie into real-life scenarios proves to be an effective approach.
Entertainment × Product Promotion“The humor makes me stay until the end of this ad.”
Such a motivation for viewing was successfully drawn out through the collaboration between Simeji and YouTuber Yuyuta”.
Simeji is a free smartphone keyboard app that has widespread popularity, particularly among younger audiences.
The main goals of this campaign were to raise awareness of the service and increase the number of downloads.
In the video, Yuyuta—known for his piano performances and witty talk—introduces the appeal of Simeji through an original song he performs and sings himself.
By playing on the word “keyboard” as it applies to both the piano and smartphones, the video naturally matches with the app’s features.
This creative approach made the video feel less like an “advertisement,” which is believed to have contributed to a lower viewer dropout rate.
In fact, the video reached 460,492 views on YouTube and drew over 1,980 comments, clearly capturing strong user interest.
With the added influence of Yuyuta’s 1.66 million subscribers, the campaign significantly contributed to rapid brand awareness in a short period of time.
The key is “make it look easy”
Another model influencer marketing case in Japan in the financial services sector is the collaboration between Money Forward, Inc. and “BANK ACADEMY.”
This YouTube channel specializes in finance and investment topics and has 783,000 subscribers.
Its popularity stems from how it delivers educational content in a friendly and accessible way.
In this influencer marketing initiative, a promotional video for Money Forward’s budgeting app “Money Forward ME” was released and achieved 214,354 views.
In the video, the actual app interface was shown while explaining how to use it and highlighting its convenient features in a visually easy-to-understand manner.
What stands out in particular is the use of cute penguin characters and charts, creating a structure that helps viewers feel like they, too, can use the app with ease.
This plays a significant role in lowering the psychological barrier many people feel toward financial services.
Cases like this highlight the importance of influencers who can balance expertise with approachability in the Japanese marketing landscape.
[Instagram] Model Influencer Marketing Case in Japan
Achieving 8x E-Commerce Sales Growth Through Awareness
One model influencer marketing case in Japan that caught attention domestically is a campaign that achieved an eightfold year-on-year sales growth in just a few months.
The focus of this campaign was “pintkids,” a toy camera for children developed by Felicross Inc.
Throughout this Instagram-centered promotion, the campaign succeeded in both increasing awareness and boosting sales of the product.
In this initiative, parenting and lifestyle influencers were carefully selected, and they were asked to post Stories that included a 10% off coupon code.
The flow was designed to smoothly guide viewers toward making a purchase.
Additionally, the use of coupons led followers to create and share their own content (UGC: user-generated content), resulting in a ripple effect that expanded the campaign’s reach.
What is particularly noteworthy is how the influencers were selected.
Rather than simply choosing influencers with many followings, the selection was based on specific metrics such as average saves, reach, and follower gender ratio—enhancing the overall effectiveness of the campaign.
“Could My Pet Be a Model?” – A User-Participatory Campaign That Gained Buzz
A promotion that resonated with pet owners who thought, “I want others to see how cute my pet looks in this outfit,” gained attention on Instagram.
The promotional campaign for “Charapeti,” a pet apparel brand by Petio Corporation, is a standout model influencer marketing case in Japan that successfully elicited empathy and action from users.
The campaign used the influencer marketing platform “LMND (Lemonade)” to invite Instagrammers who regularly post pet photos to share try-on posts.
Each post included an original hashtag aligned with the brand’s world view, thoughtfully designed to encourage users to participate and post themselves.
As a result, one post received over 15,000 likes.
Moreover, coupon codes were organically spread through participant posts, creating a natural path from content to purchase.
What stands out is that this was more than just a collaboration—it functioned as a community-driven initiative that involved users directly.
Creating Imagination of the Product Experience
A well-paced Instagram post that covers how to use the product, impressions after use, and the final result—so much so that just reading it makes you feel like you’re using it yourself.
Such immersive Instagram content drew a strong response.
The product being featured is an organic shampoo by KOSÉ Corporation.
The post was made by influencer “Osshi,” who has 230,000 Instagram followers, and it was structured to visually convey the product’s unique feature—“high-concentration carbonated foam that deeply cleanses pores.”
This case is not merely a review; it’s constructed with the intention of “helping the viewer imagine the usage experience.”
It’s designed so that viewers think, “This might suit me” or “I want to try it.”
In other words, the post itself becomes the entry point to the product experience.
Expanding Cases into the Bridal Industry
The bridal industry places high value on glamorous visuals and storytelling.
Its compatibility with Instagram is exceptionally strong, and promotions that leverage visual appeal are particularly effective.
In this context, a marketing case involving a model influencer has gained attention.
Best Bridal Inc. invited popular model Instagrammer Mai Morishita to a special wedding venue experience event planned by the company.
Her post, shared with her 38,000 followers, featured a photo of her in a wedding dress along with her genuine impressions of the experience, receiving 967 likes.
This type of model influencer marketing centered on Instagram serves as a model influencer marketing case in Japan, offering a valuable approach for other companies in the bridal and event promotion sector.
An Era Where “Not Looking Like an Ad” Wins
This is a model influencer marketing case in Japan involving Toyota Motor Corporation, one of the country’s leading manufacturers.
At the heart of the post were a series of visually striking photos taken during an actual drive from Tokyo to Kyoto.
The images captured the unique light and atmosphere of each location, arranged in an impactful visual sequence.
The photographer behind the project was Hiroaki Fukuda, who has 537,000 followers on Instagram.
His posting style—traveling across Japan and the world, capturing the charm of landscapes from his unique perspective—has earned him a devoted following.
In product categories where visual information significantly influences purchasing decisions, cases like this show how collaborations with influencers possessing professional photography skills can be highly effective.
[TikTok] Model Influencer Marketing Case in Japan
A Brand×Trend Dance
When a brand name fits seamlessly with the rhythm of music and movement, it leaves a lasting impression without feeling out of place.
This clever approach creates the effect of making viewers forget they’re watching an advertisement.
In the TikTok promotion case for “Qoo10,” an e-commerce site operated by eBay, this technique received high praise.
In this campaign, a female influencer who enjoys strong support from female users appeared in a dance video.
She incorporated the name “Qoo10” naturally into a trending TikTok song and posted the video.
Rather than an obvious advertisement, the video was structured to feel like original content that could be enjoyed on its own.
As a result, the video reached 4.6 million views on TikTok, earning 28,000 likes and 245 saves—a highly positive response.
This shows that the video functioned not just as content with high views, but as a “well-liked advertisement.”
@emiiseyo Qoo10メガ割クーポン追加なの？？？😵💫😵💫😵💫財布が泣いてる〜💗#Qoo10 #qoo10メガ割 #メガ割 #韓国コスメ #美容 ♬ original sound – 8enzi3
A small Hope during Quarantine
Under the hashtag “#RefreshAtHome,” Coca-Cola Bottlers Japan launched a unique dance challenge that could be done at home.
Choreographies like “Paw Pad Boxing,” “Rice Ball Walk,” and “Guts Pose Twist” combined rhythm and impactful naming, generating buzz online.
In this initiative, not only several influential TikTok creators were featured, but their posts also sparked spontaneous participation from other influencers using the same hashtag.
This secondary wave of content accelerated user participation, creating a true “chain reaction of trends.”
Ultimately, the campaign video gathered 9,161 likes, serving as a catalyst for bringing the brand—once overshadowed during the COVID-19 pandemic—back into everyday life.
For companies considering re-engagement with dormant users, TikTok-driven communication like this is becoming an essential option that cannot be overlooked.
@k_five152322 肉球ボクササイズやってみたよ！楽しいからみんなもやってみて！#おうちでリフレッシュ#PR ♬ #おうちでリフレッシュ – チームコカ･コーラ
Human Connection Over Category Compatibility
When choosing influencers for promotions, aligning with the product category isn’t always the only correct answer.
In fact, the model influencer marketing case in Japan involving Pokémon Center demonstrates how an unexpected choice can lead to success.
The collaboration featured Sena Kimura, who has a total of 195,000 followers on TikTok.
Her usual content focuses on fashion and beauty.
However, in this campaign, she introduced Pokémon Center’s pop-up events held across the country.
The video reached over 370,000 views and became a hot topic.
What’s particularly noteworthy is that the natural engagement and empathy came not from a direct connection with the Pokémon IP, but from the influencer’s everyday trust-based relationship with her followers and the breadth of their shared interests.
In the comment section, viewers not only shared thoughts on the event but also asked questions about Kimura’s lifestyle and outfits, highlighting the diverse appeal of her content.
@kimura.sena ポケモンセンターで最初のパートナーとなる3匹と写真撮ってきた🫶🏻#ポケモンセンター #フォトパネル #ポケモンSV #ニャオハ #ホゲータ #クワッス #PR ♬ うたう – imase
Maximizing Reach by Account Interaction
The “Contest Package” provided by influencer marketing agency TORIHADA was utilized.
More than 700 TikTok creators affiliated with or partnered with PPP STUDIO were invited to participate by creating original videos.
Ajinomoto reviewed the submitted content and awarded prizes to selected winners.
Among the participants, one account—“Kenty Kento Daily Life of a Married Couple in Their 20s”—achieved over 1 million views.
The total number of video views across all submissions reached 5.5 million within two weeks, with 34 creators participating in the campaign, achieving remarkable results in both scale and quality.
What can be learned from this TikTok marketing case in Japan is that it’s not just about using influencers—the “mechanism” itself holds value.
Designing a reason for users to want to post is the key to driving both reach and trust.
@kenty_cook #PR #味の素KKコンソメ #コンソメる #味の素KKコンソメコンテスト ♬ オリジナル楽曲 – ケンティー健人/kenty
Travel Content That “Shows” the Experience
Content by travel influencer neotravelers, themed around using the Osaka Amazing Pass, was designed to go beyond a simple sightseeing introduction.
In the post, in addition to showcasing scenic spots and food experiences, detailed information such as “where to buy the ticket” and “actual expenses incurred” was clearly presented.
There is nothing missing in the information, and the structure made it easy for viewers to visualize planning the trip themselves.
Throughout the video, you can see thoughtful touches aimed at “lowering the barrier to travel.”
On TikTok, the video received 70,000 likes and over 100 comments.
Not only viewers from the Osaka area, but also followers from other regions commented saying things like “Now I want to go,” sparking interest across geographic boundaries.
This model influencer marketing case in Japan demonstrates that informative yet entertaining “practical content” performs strongly even on TikTok.
@neo.travelers このパスお得すぎて怖いぜ。13時から19時の間利用した実質金額は動画の最後！ #大阪旅行 #大阪観光 #NEO大阪旅 #旅行するならneoトラベラーズ #kkday旅 #pr ♬ オリジナル楽曲 – NEOトラベラーズ – NEOトラベラーズ【全国旅行🌏】
[X (former Twitter)] Model Influencer Marketing Case in Japan
Hiraki’s Twitter Marketing Campaign and Its Amplification Strategy
Hiraki Co., Ltd. launched a large-scale influencer campaign that spanned multiple social media platforms.
At the core was an integrated marketing strategy utilizing Twitter, Instagram, and YouTube.
A total of 232 influencers were involved, reaching a combined follower count of 15.5 million—a campaign of significant scale.
As a result of this initiative, the total number of views and impressions across posts exceeded 14.6 million, with 130,000 likes.
Additionally, traffic to the online store increased by 15% year-over-year during the same period, showing that content reach directly translated into user action.
A “School Campaign” promoting children’s indoor shoes was also implemented, contributing to sustained brand recognition rather than being a one-off effort.
This case demonstrates that on Twitter, the platform’s high potential for virality can spark a chain of word-of-mouth promotion.
Moving forward, Twitter is expected to serve not only as a tool for “selling” but as a core platform for creating “empathy-driven” campaigns.
4月から小学生になる息子#ヒラキ #入学準備 #新入学 #上履き #PRhttps://t.co/9DUracYags pic.twitter.com/VQBZPfvKqI
— むぴー (@mupyyyyy) February 28, 2022
Across “Genre Barriers”
Even with the same product, the way it’s presented can change the audience it reaches.
Lenovo Japan put this model into practice through a Twitter promotion.
Instead of targeting a single demographic, the campaign combined influencers from different genres to maximize its impact across a broad young audience.
The campaign featured collaborations with the popular YouTuber “Heisei Flamingo,” the family-oriented channel “Ouchigokko,” and the TikToker “Sobayu,” known for part-time job-themed content.
A collaborative video featuring these three influencers—each with followers of different attributes—was released on the official Twitter account.
In conjunction with the video’s spread, a giveaway campaign was held, offering a chance to win a laptop.
As a result, the campaign recorded approximately 40,000 retweets and garnered significant attention.
#レノボ の＜IdeaPad Duet 560 #Chromebook ＞はタブレットとしてもノートパソコンとしても使える２in１型のノートパソコン💻
— Lenovo Japan (@Lenovo_JP) February 21, 2022
仕事のときはノートPCで、映画や動画を観るならタブレットにして…と、場面に合わせた使い方ができますよ💁
➡️ https://t.co/brPqRctPDA#Lenovo #レノ96 #スイッチしよう pic.twitter.com/1nTAClGwdK
SHUGAR MARKET’s with Manga
The tasting bar “SHUGAR MARKET” is one model influencer marketing case in Japan that successfully generated buzz on Twitter.
The post was created by “Kejimeho,” a popular manga artist known for short comic strips.
The story humorously depicts a scene in which a light-drinking influencer tries out a bar where over 100 varieties of fruit liqueur can be sampled.
In just a few frames, the post effectively conveys the bar’s unique features while also drawing laughs and empathy from readers.
The Twitter post spread rapidly, gaining over 700 retweets and 26,000 likes.
It also received many positive comments such as “I didn’t know this place existed” and “I want to go next time,” effectively functioning as an indirect lead generator for customer visits.
酒めっちゃ弱いのに１００種類飲み比べし放題のお店のPR漫画依頼が来た話です。#SHUGARMARKET #SHUGAR #PR pic.twitter.com/fcdCAuxvuj
— ケメジホ (@kmjhknj) May 31, 2019
Philips Promotion Case Showcased Through Manga × Twitter
What if electric shavers existed in the Stone Age?
A manga that began with this outrageous concept gained attention on Twitter.
Behind the humorous storyline was a cleverly designed structure that naturally conveyed the features of Philips Japan’s electric shaver “S7000 Series.”
The post was created by manga artist and influencer Odeko Fujii, who has 131,000 followers.
Her content, which has even been adapted into anime, is rich in entertainment value and presents promotional messages in a way that doesn’t feel like advertising.
In this model influencer marketing case in Japan, the key point lies in how the campaign respects the influencer’s creative style while still achieving PR goals.
初めてのひげ剃りでも優しく深剃りできる電動シェーバー！フィリップスS7000シリーズhttps://t.co/LImC5IPdfl#フィリップス #S7000シリーズ #スキンIQ #PR pic.twitter.com/rNLK2Lwovz
— 藤井おでこ (@fuxxxxxroxxka) March 23, 2021
Soma City × Moeazu: A Twitter-Based Promotion Case
When renewing the “Michi-no-Eki Sōma” roadside station, Sōma City in Fukushima Prefecture appointed Moe Azuki, a popular influencer known as a competitive eating idol.
Her character and affinity with the theme of “food,” which lies at the heart of the region’s PR strategy, formed a strong foundation for the campaign.
The post featured not only a charming visual but also a vivid depiction of her enjoying local gourmet offerings, along with the dedicated hashtag “#もえあずin相馬市” (#MoeazuInSōmaCity).
This allowed users to easily access related content by following the hashtag.
Moreover, the structure of the campaign was designed not to be a one-off but to regularly communicate the appeal of the city.
This model influencer marketing case in Japan aligns well with Twitter’s nature of being “easy to read and highly shareable,” effectively broadening interest in regional names and local ingredients.
For local promotions like Sōma City’s, which use “gourmet” as a core appeal, partnering with influencers who have a strong interest in food and an empathetic follower base is key to successful marketing.
福島県相馬市にある『道の駅そうま』が2022年10月20日リニューアルオープン！！💓
— もえあず (@moeazukitty) October 15, 2022
それを記念して✨
これから毎月もえあずが【相馬市】へあそびにいってSNSで魅力を伝えていきます☺️💓#もえあずin相馬市 #PR pic.twitter.com/maZMorKRKM
How to Succeed in Influencer Marketing
Success in influencer marketing depends not only on who you work with, but also on which platforms you use and how you communicate your message.
As introduced in this article, many model influencer marketing cases in Japan have proven that with well-designed strategies, it’s possible to significantly boost both sales and brand awareness.
tIn hotice, we leverage these latest domestic case studies to propose the most suitable influencer strategies for your company.
With strategy design based on proven results can guarantee our quality.
Even if you’re at f “not knowing where to start,” please feel free to reach out for a consultation.
