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Advertising in Japan 2024 – everything you need to know

Japan is a captivating blend of tradition and technology and boasts a unique and dynamic advertising landscape.

In 2024, the Japanese market offers excellent chances for brands to connect with consumers. Experts predict that advertising spending will reach $55.85 billion. But navigating this intricate space can be challenging.

Let’s dive into everything you need to know about advertising in Japan in 2024.

Understanding the Japanese Consumer

Understanding the local audience is the key to success. Here are recent Japanese consumer trends marketers should pay attention to when crafting their 2024 strategies:

  • Cultural Nuances: Respect is paramount. Avoid using humour that could be misunderstood as offensive. Prioritize politeness and emotional appeal.
  • Loyalty & Trust: Building trust takes time. Rather than quick sales tactics, focus on quality, craftsmanship, and long-term relationships.
  • Tech-Savvy & Mobile-First: Embrace digital platforms, particularly mobile advertising. Japanese consumers spend significant time on smartphones, so create campaigns optimized for smaller screens.
  • Visual Storytelling: Invest in high-quality visuals and emotional storytelling. Japanese ads often feature heartwarming narratives or inspiring imagery.
  • Community & Trends: Consider leveraging popular influencers. Align your brand with the most recent trends to resonate with niche audiences.

Image of the city lights

The Evolving Landscape: 2024 Trends

Here is a list of trends we predict to dominate the Japanese market in 2024:

  • Digital dominance: Experts expect the digital advertising market to grow by 6% in 2024. Focus on search engine optimization (SEO), social media marketing, and video advertising.
  • Rise of Livestreaming: Livestreaming platforms like Showroom and Live Commerce are gaining traction, offering interactive shopping experiences and influencer-driven promotions.
  • Integration with AI & VR: Experiment with innovative formats like Augmented Reality (AR) and Virtual Reality (VR) to create immersive and engaging experiences.
  • Personalization & Targeting: Leverage data analytics to personalize messages and target specific demographics based on their interests and behaviours.
  • Focus on Sustainability: Consumers are increasingly environmentally conscious. Highlight your brand’s sustainability efforts and commitment to social responsibility.

Top Platforms in Japan in 2024

Platform selection is an essential step in creating a successful marketing strategy. In Japan, the digital platform landscape dramatically differs from what we are used to in the West.

  • Search Engines: Yahoo! JAPAN and Google dominate the search landscape. Invest in SEO and search engine marketing (SEM) to increase online visibility.
  • Social Media: LINE, Instagram, and X are popular social media platforms. Tailor your content to each platform’s unique audience and engage with users through interactive campaigns.
  • Mobile Apps: Utilize popular mobile apps like Mercari and Rakuten for targeted advertising and in-app promotions.
  • Out-of-Home: Leverage strategic placements on train stations, billboards, and digital signage in high-traffic areas.


Want to learn more?

Download our free media guides on Japan’s most popular platforms.


LINE Official Account

With diverse services and advertising opportunities, LINE Official Account is a powerful marketing tool.

Download our free media guide to learn how to reach 95+ million monthly active users and create a loyal fanbase.

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Yahoo! JAPAN

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Learn how to reach over 85 million monthly active users, target specific audiences, and leverage big data.

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Regulatory Considerations

Following local guidelines and regulations will ensure your ads can be delivered to a large audience.

  • Advertising Laws: Familiarize yourself with Japanese advertising laws, which are stricter than in some other countries. Ensure your ads comply with content, claims, and targeting practices regulations.
  • Data Privacy: Japan’s Act on the Protection of Personal Information (APPI) is comprehensive. Be transparent about data collection and usage and obtain proper consent from users.

Tips for Success

Partner with local experts. Find a reliable marketing agency with experience in the Japanese market to navigate cultural nuances and legal regulations.

Remember that localisation is critical. Don’t simply translate your existing ads. Adapt your messaging, visuals, and overall campaign to resonate with the Japanese audience. Embrace storytelling. Craft compelling narratives that connect with emotions and values. Japanese consumers appreciate authenticity and emotional engagement. 

Invest in quality production. High-quality visuals and audio are crucial for creating a positive brand image. Build long-term relationships. Be patient and focus on building trust with consumers. Loyalty and positive word-of-mouth are vital for success in the Japanese market.


Understanding the intricacies of the Japanese advertising landscape is crucial for marketers.

By embracing cultural nuances and utilizing the latest trends and platforms, brands can navigate the 2024 advertising landscape in Japan and capture the hearts and minds of consumers.

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At DMFA, our team of bilingual experts can help you make a great marketing plan for Japan.

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