10 Best Fashion YouTubers in Japan in 2022


10 BEST FASHION YOUTUBERS IN JAPAN IN 2022

Fashion brands in Japan work with fashion YouTubers for their marketing and advertising campaigns because of its proven effectivity. Online video platforms like YouTube are one of the main channels the Japan market uses for brand research. Moreover, majority of internet users in Japan follow influencers and experts on social media platforms. This goes to show that brands entering Japan have high chances of conversions and sales by using influencer marketing as a strategy.


Japan is a valuable international market for brands wanting global expansion. For fashion products alone, Japanese consumers spent $55.67 billion in 2021. Clothes, shoes, bags, and other accessories are the top products the Japanese consumers spend on online.


Ecommerce: Consumer Goods Categories Japan 2022

With this consumer behavior, along with high social media usage, fashion vloggers, bloggers, and content creators naturally became fashion brands' best friends. These influencers have the ability to bring a product closer to its audience in a authentic and natural manner; they're able to do this without being too pushy, too scripted, or too aggressive.


Fashion influencers exist not only on YouTube, but also on other social media platforms like Instagram, TikTok, and Facebook.


In Japan, YouTube is the 6th top website by traffic, which means that many internet users utilize it for online brand research. With the growing number of YouTube audience, running an influencer marketing campaign with YouTubers will give you wider reach, higher engagement, and greater ROI.


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 ⬇️

  1. Saaya

  2. Asahi Sasaki

  3. Kobashi

  4. Koga Genji

  5. Momochi

  6. Usatani Paisen

  7. AiAi

  8. Natalia Natchan

  9. SPU Channel

  10. Miyu



10. Miyu

Subscribers: 55,800

Topics: Japanese style, Makeup


Miyu is a Japanese fashion YouTuber and a TikTok influencer from Wakayama, Japan. Miyu gained popularity due to her unique fashion sense and bold makeup looks. She is known for her edgy makeup combined with vintage kimonos, traditional kimono handbags, and modern platform boots. Her fashion is heavily-influenced by modern Japanese culture.


9. SPU Channel

Subscribers: 75,300

Topics: Apparel for men, Styling



Our next influencers are Yugo and Uruma, a fashion duo managing SPU Channel. SPU Channel revolves around tips and tricks on styling, new releases from brands, and tips on running an apparel shop. This duo often posts about the most updated clothing lines from brands like Uniqlo, New Balance, Adidas, Muji, and many more.



8. Natalia Natchan

Subscribers: 136,000

Topics: Fashion haul, Makeup



Natalia Natchan is originally from St. Louis, Missouri. Natchan is an American girl who loves everything about Japan, from fashion, beauty, make-up, to culture. Besides studying fashion, she also studies hair and makeup at a vocational school in Japan. She often posts about clothes she, herself, created. She also posts videos about clothing hauls, Japanese culture, tourism, and food.



7. AiAi

Subscribers: 141,000

Topics: OOTDs, Lifestyle


AiAi is a Japanese YouTuber and model who is well known in the Tokyo street fashion scene. AiAi's signature style is kawaii Harajuku—known for bright, candy-colored outfits coupled with plenty of accessories. AiAi is known for her kawaii style in pastel colors.


6. Usatani Paisen

Subscribers: 404,000

Topics: Thrifting, Make-Up, Fitness


Usatani is a famous fashion model from Ranzuki magazine and is now one of the main models for Ageha. On her YouTube channel, she posts various fashion tips, reviews and makeup tutorials. She often teaches her audience what to look for in thrift stores. She also creates videos on complete character transformations where she shows her ability to change her voice into a high-pitched tone.



5. Momochi

Subscribers: 416,000

Topics: OOTDs, Styling, Makeup, Hair



Momochi, a.k.a. Momoko Ushie, is a content creator focused on makeing women feel confident, comfortable, and independent. Aside from being a YouTuber, she also has a business producing her own apparels, cosmetics, food products, and lifestyle products. Her YouTube channel is full of hair and makeup tutorials, as well as tips on how to mix and match clothes for different seasons.


4. Koga Genji

Subscribers: 719,000

Topics: Tips, Styling


Koga Genji, popularly known as Genji, is also one of the most popular male fashion social media influencers in Japan. He gained his popularity through his idea of looking stylish but still remaining within a low budget. On his YouTube channel, he often shares tips on how to look "in" with the newest trends. He also creates videos on "absolute buy" clothes which he recommends to his viewers.



3. Kobashi

Subscribers: 779,000

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.



2. Asahi Sasaki

Subscribers: 930,000

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.


1. Saaya

Subscribers: 1,160,000

Topics: Styling, Lifestyle


Saaya is a popular beauty guru and fashion influencer from Japan. On her main YouTube channel, she posts tutorial videos on hair and makeup as well as content related to fashion. Not only that, she engages more with her audience by frequently doing Q & A sessions.


After Saaya gained fame as a fashionista, she launched her own fashion brand called "Lillua". She still collaborates with different clothing brands like GU, Muji, Zara, and many others.



Conclusion


Japan is a valuable international market for fashion brands wanting to explore globally. The best way to make a booming entrance in Japan's fashion industry is to collaborate with their local fashion influencers. The Japanese market base their purchase decisions on social media research, and they follow content creators to get credible information. Thus, fashion YouTubers can help greatly in a new brand's exposure, sales, and ROIs.

Aside from fashion, influencers in Japan also help greatly in other industries such as anime, beauty, tech, and gaming.

We hope this list of top fashion YouTubers in Japan has helped you take a peek on the country's online fashion scene. If you wanna know more about marketing and advertising in Japan, visit the AJ Marketing Blog.



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