Reports
Knowledge Base
Welcome to our resource hub for insightful industry trend reports focused on Japan. Here, you'll find in-depth analyses covering key sectors like technology, travel, e-commerce, and more.
Our reports are designed to provide a clear understanding of the evolving Japanese market landscape, identifying emerging opportunities and potential shifts.
Retail & Seasonal
Black Friday in Japan
This trend report provides an analysis of Black Friday’s remarkable evolution in Japan from a foreign retail concept to a significant driver of digital commerce growth.
Content overview:
- Market performance & growth;
- Historical timeline & evolution;
- Consumer behaviour analysis;
- Category performance data;
- 2025 consumer insights;
- Senior market opportunity;
- Platform strategy deep-dive;
- 2026 market predictions;
- Strategic implementation guide.
Retail & Seasonal
Black Friday in Japan
This trend report provides an analysis of Black Friday’s remarkable evolution in Japan from a foreign retail concept to a significant driver of digital commerce growth.
Content overview:
- Market performance & growth;
- Historical timeline & evolution;
- Consumer behaviour analysis;
- Category performance data;
- 2025 consumer insights;
- Senior market opportunity;
- Platform strategy deep-dive;
- 2026 market predictions;
- Strategic implementation guide.
Travel
Japanese Travel Industry Trend Report
Stay ahead of the curve in the dynamic Japanese travel sector with our latest trend report.
This essential resource provides invaluable insights into:
- international arrivals to Japan in 2026 and 2026 forecasts;
- monthly travel patterns and the busiest times of year;
- where tourists are coming from and how source markets are shifting;
- inbound tourism spend and 2026 spending outlook;
- Japanese tourism industry challenges;
- Japan’s outbound travel recovery and key destination trends;
- Japanese traveller profiles, motivations, and spending behaviour;
- how to advertise travel industry services in Japan using LINE Yahoo Ads.
Social Media
2026 Social Media in Japan
Are you looking to tap into the vibrant Japanese social media market? Our new white paper offers a comprehensive overview of the most popular platforms, the latest trends, and insights.
This white paper contains an overview of:
- 2026 Japanese consumer demographics;
- 2026 Japanese digital landscape;
- 2026 social media landscape;
- Overview of most prominent platforms: LINE, YouTube, X, Instagram, Facebook, TikTok, Pinterest, LinkedIn, Threads, Snapchat, and Reddit.
Consumer Insights
2026 Japanese Consumer Behaviour
Learn about who Japanese consumers are and how to apply this knowledge to enrich your digital marketing strategy in Japan.
This white paper contains an overview of:
- Overview of Japan’s consumer demographics in 2026;
- Key traits and influences shaping Japanese consumer behavior in 2026;
- Insights into Japan’s 2024 e-commerce boom;
- Financial factors affecting online shopping habits;
- Weekly patterns in online shopping activity;
- Breakdown of 2025 e-commerce spending by product category;
- Main factors influencing online purchase decisions;
- Introduction to Japan’s 3 key consumer segments for 2026;
- Predictions for consumer trends in 2026.
Retail & Seasonal
Golden Week = Golden Opportunity
Golden Week has reaffirmed its position as Japan’s premier retail and advertising period, with 2025 direct consumer spending hitting roughly ¥5 trillion and travel ecosystem impact approaching ¥10 trillion. This new report breaks down what that means for your 2026 media and campaign planning.
Content overview:
- Market size, growth trajectory & 2026 forecast across key categories;
- 2026 calendar analysis;
- Mobile-first behaviour insights and why LINE + Yahoo! JAPAN should anchor your channel mix;
- Sector playbooks for travel, apparel, beauty, and electronics;
- 4 core trends and what to do with them in media plans;
