Insights >
Using LINE for advertising your business in Japan
New: 2026 Japanese Marketing Calendar | download for FREE >>
Are you a brand owner who wants to enter the Japanese market but doesn’t know where to start? Do you work at a digital marketing agency, and your clients wish to increase their online presence in the country? Using LINE for business in Japan remains one of the most effective ways to reach the Japanese audience.
Foreign companies can use the platform to support their marketing campaigns in Japan in several ways. Here is the ultimate guide for using the LINE app to advertise your business in Japan.
LINE is Japan’s most popular messaging and social media platform.
Table of Contents
Like WhatsApp or WeChat, it lets users send messages and make free calls. But it is much more than a messenger. It is a super app with integrated services such as news, shopping, manga, games, payments, and more.
Discover why LINE is Japan’s favourite social media platform in our most popular blog article →
In Japan, LINE continues to play a unique role compared with other social media platforms. Many users treat it as a daily communication tool rather than a platform they “follow” in the same way they use Instagram, Facebook, or TikTok.
This makes LINE especially valuable for brands that want to build direct, recurring communication with consumers. If your digital marketing strategy does not include LINE, you are likely missing a major part of the Japanese mobile audience.
LINE offers a service called LINE Official Account. An Official Account is a branded profile that users can add as a friend, allowing brands to communicate with them directly.
It is one of the best digital tools for nurturing customer relationships in Japan. Brands can use it to share promotions, post updates, send direct messages, distribute coupons, and keep customers engaged over time.
Download our free LINE Official Account Media Guide to discover the full scope of features and possibilities here →
LINE remains a major channel for reaching Japanese consumers on mobile, but the advertising ecosystem has changed. LINE is now part of the LINE Yahoo Corporation advertising structure, and paid media is being reorganised under the LY Corporation umbrella.
For advertisers, this means LINE inventory is no longer something to think about in isolation. Instead, it sits within a broader ad ecosystem that also includes Yahoo! JAPAN inventory, with a more unified platform structure for display and search buying.
In practical terms, this matters because it can improve campaign management, simplify media planning across placements, and make it easier to work within one connected system. It also means advertisers should stay aware of account migration and product naming changes as the platform continues to evolve.
The platform still offers strong targeting options and high-visibility placements, including premium in-app formats. You can also run friend acquisition campaigns to grow your Official Account audience.
Download our free LINE Ads Media Guide for details on placements, ad formats, targeting options, and more →
You may have many questions if you are new to advertising on the platform. We gathered the most frequently asked questions our clients ask in a single blog post here →
Before you can start running ads on the platform, you must open a LINE Official Account and create a LINE Business ID. You cannot skip this step.
The setup process remains relatively straightforward, but some steps may still require support from a trusted partner who understands the Japanese market and the platform’s requirements. Our team can help you with this process.
Our team can help you with this process. Contact us to receive a free LINE Ads Set Up Guide.
Please note that some steps require a connection to the Japanese internet – you will need a trusted partner to help with the account setup process.
Read our LINE Ads Starter Guide here →
According to LINE’s advertising guidelines, several types of businesses and services are prohibited from using the platform for advertising. Please check if your business is eligible before opening an advertising account.
Examples of industries and services that are not allowed to advertise on LINE app in Japan:
The biggest change for advertisers in 2026 is that LINE is now part of the LINE Yahoo Corporation ecosystem.
That means advertisers should think in terms of a broader ad stack rather than a standalone LINE-only product. Display inventory and search buying are increasingly organized under the LY Corporation structure, which gives advertisers a more unified approach to media buying, campaign management, and measurement.
For brands, the practical takeaway is simple: LINE Official Account remains important for CRM and community building, while paid media is becoming more integrated with Yahoo! JAPAN inventory and LY’s broader advertising environment. If you are running campaigns in Japan, this is a good moment to review naming, account structure, and any migration requirements in your current setup.
We are official overseas media reps for LINE Yahoo! advertising products. We provide clients with 100% free support, a dedicated account manager, and the latest market insights.
Click here to contact our team and discuss how we can support your brand in Japan.
