10 Best Fashion YouTubers in Japan in 2025
- info831035
- Jul 1
- 6 min read
If you're a fashion brand trying to penetrate the Japanese market, you've got to be in it to win it! Fashion YouTubers have become a key weapon in the marketing and advertising arsenal of brands in Japan, thanks to their proven effectiveness. Japanese consumers are addicted to online video platforms like YouTube, which has become a go-to destination for brand research. Plus, the vast majority of internet users in Japan follow influencers and experts on social media platforms, which gives brands a great chance to convert that interest into actual sales using influencer marketing as a strategy.
It's no secret that Japan is one of the most coveted international markets for brands looking to expand globally. It's a country where consumers take their fashion seriously and have deep pockets to back it up. In fact, Japanese consumers spent a staggering $38.8 billion on fashion products alone in 2024! (DataReportal) Whether it's clothes, shoes, bags, or accessories, the Japanese know how to splash the cash when it comes to looking good.
When it comes to fashion, the Japanese have a discerning eye for what's hot and what's not. That's why fashion vloggers, bloggers, and content creators have become the BFFs of fashion brands looking to break into the market. These influencers have the unique ability to connect with their audience in an authentic and natural way that traditional advertising just can't match. They know how to showcase a product without being too pushy, too scripted, or too aggressive. So if you're a fashion brand trying to make waves in Japan, partnering with these influencers is a no-brainer.
Fashion influencers exist not only on YouTube, but also on other social media platforms like Instagram, TikTok, and Facebook. To help your fashion brand create the best influencer marketing campaign possible, we have curated a list of the top fashion YouTubers in Japan. Let's take a look.
Top Fashion YouTubers in Japan ⬇️
Subscribers: 79.8K
Topics: Apparel for men, Styling
Ready for some fashion tips and tricks from the experts? Look no further than Yugo and Uruma, the dynamic duo behind SPU Channel. These two influencers are all about helping their fans elevate their style game, from sharing tips on how to rock the latest releases from top brands like Uniqlo, New Balance, Adidas, and Muji to offering insider advice on running a successful apparel shop. Whether you're a fashion newbie or a seasoned pro, you won't want to miss out on the wisdom these two have to offer.
9. Yubeshi
Subscribers: 115K
Topics: Fashion haul, Makeup, Lifestyle
Yubeshi is a lovely fashion YouTuber from Japan. She posts clothing hauls from different brands such as Uniqlo and GU! She also creates lookbooks, and even helps her viewers about all-things lifestyle and beauty! Follow her for everything for a full makeover!
Subscribers: 139K
Topics: Japanese style, Makeup
Meet Miyu, the Japanese fashion YouTuber and TikTok influencer hailing from Wakayama, Japan. With her unique fashion sense and bold makeup looks, Miyu has taken the internet by storm. Her style is a bold mix of vintage kimonos, traditional kimono handbags, and modern platform boots, all infused with a modern Japanese twist. If you're looking for some inspiration to spice up your wardrobe, Miyu's channel is a must-visit.
Subscribers: 143K
Topics: OOTDs, Lifestyle
If you're into Tokyo street fashion, you've got to check out AiAi, the queen of kawaii Harajuku. With her bright, candy-colored outfits and playful accessories, AiAi is a fashion icon in the making. She's known for her signature pastel colors and her ability to put together outfits that are equal parts stylish and adorable. If you're looking to add some whimsy to your wardrobe, AiAi's channel is the perfect place to start.
Subscribers: 416K
Topics: Thrifting, Make-Up, Fitness
Meet Usatani, the fashion model who's taking the world by storm. With her stunning looks and insider knowledge of the fashion world, Usatani is a true style guru. On her YouTube channel, she shares tips and tricks on how to elevate your fashion game, from reviews of the latest trends to tutorials on how to get the perfect makeup look. She even shows her followers how to transform their voices into a high-pitched tone, making her one of the most versatile fashion influencers out there.
Subscribers: 518K
Topics: OOTDs, Styling, Makeup, Hair
Momochi, also known as Momoko Ushie, is a content creator with a mission: to help women feel confident, comfortable, and independent. Not only is she a YouTuber with a wealth of knowledge on all things beauty and fashion, but she also runs her own business, producing apparel, cosmetics, food products, and lifestyle items. Her YouTube channel is a treasure trove of hair and makeup tutorials, as well as tips on how to create the perfect seasonal wardrobe. If you're looking to become your own boss and look great while doing it, Momochi is the perfect mentor to guide you along the way.
Subscribers: 755K
Topics: Styling, Lifestyle
Looking for a channel which is refreshing and light? We have Kobashi. Kobashi teaches women the best ways to style their clothes, do their makeup, take care of their skin, and pick the right food. She creates lifestyle content which her followers watch and aspire for. For fashion videos, she shows her subscribers the best clothing combos for different seasons in Japan.
Subscribers: 881K
Topics: Styling, Lifestyle
Asahi Sasaki is a YouTube sensation who posts videos about fashion, makeup, and beauty. She has gained popularity since she posted transformation makeup videos, such as Japanese empress, horror doll and Ninja Turtle, which have gone viral.
Her fashion content mainly focuses on teaching her audience body symmetry and color combinations when it comes to picking their clothes for the day. She also has brand haul videos from Zara, Uniqlo, and many more.
Subscribers: 1.06M
Topics: Styling, Lifestyle
Saaya is the ultimate beauty and fashion maven in Japan. On her YouTube channel, she's serving up a wide range of content to satisfy her followers' cravings. From makeup tutorials to styling tips, Saaya has got you covered. But what sets her apart from the crowd is her ability to engage with her audience. She frequently hosts Q&A sessions where she shares her thoughts and personal experiences. Besides, Saaya also launched her own fashion brand called "Lillua" and is still collaborating with some of Japan's leading clothing brands.
Subscribers: 1.12M
Topics: Tips, Styling
Meet Koga Genji, or simply Genji, the man who broke the myth that you need to spend a fortune to look stylish. Genji is one of Japan's top male fashion influencers, and he's all about achieving the latest trends without breaking the bank. His YouTube channel is packed with valuable tips on how to score great deals and absolute buy clothes, which he swears by.
Conclusion
Japan is an incredibly lucrative market for fashion brands looking to expand globally. But entering the Japanese fashion industry can be a tough nut to crack, especially when you're a new brand. That's where local fashion influencers come into the picture. In Japan, people rely heavily on social media research to make purchasing decisions, and fashion YouTubers are the go-to source for credible information. By collaborating with Japanese fashion influencers, new brands can get the much-needed exposure, sales, and ROI they need to succeed in the Japanese market.
Frequently Asked Questions
What are the most effective platforms for influencer marketing in Japan’s fashion industry?
YouTube, Instagram, TikTok, and Twitter (X) are the top platforms. YouTube is especially popular for fashion research and reviews, while Instagram and TikTok excel at visual storytelling and trendsetting among younger audiences.
How do Japanese consumers respond to influencer marketing compared to traditional advertising?
Japanese consumers trust influencer recommendations more than traditional ads, valuing authenticity, subtlety, and community engagement. Influencers who naturally integrate products into their content are especially effective at driving purchasing decisions.
What are the main challenges when working with Japanese fashion influencers?
Challenges include language and cultural barriers, finding influencers whose values align with your brand, navigating platform preferences, and ensuring content resonates with Japanese consumers. Overly scripted or aggressive promotions are less effective and may backfire.
Should I work with an influencer marketing agency when entering the Japanese market?
Partnering with a local agency can be highly beneficial for foreign brands. Agencies can help with influencer discovery, campaign management, legal compliance, and cultural adaptation, ensuring more effective and authentic campaigns.
How do I identify the right fashion influencers for my brand in Japan?
Brands should look for influencers whose audience matches their target demographic, focusing on factors like engagement rate, authenticity, credibility, content style, and previous brand collaborations. It's crucial to ensure the influencer’s followers align with your brand’s goals for maximum impact.
