日本名人和粉丝群体分析报告-培训课件外文版2024.5

INDUSTRIES

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MARKETSCelebritiesandfandominJapanCHAPTER

01OverviewSalesrevenueofthemusicindustryinJapanfrom2013to2022(inbillionJapaneseyen)MusicmarketsizeJapan2013-2022350312.1307.4304.8301.5299.8297.9298.5289.330025020015010050283.2272.7020132014201520162017201820192020202120223Description:ThemusicindustryinJapangeneratedmorethan307billionJapaneseyeninsalesrevenueviarecordedanddigitalmusicin2022.Asabreakdownofthesalesrevenuebyformatshows,digitalmusic,whichconsistsofdownloads,streams,andotherformats,accountedforabout105billionyenduringthatyear.ReadmoreNote(s):2013to2022;recordedanddigitalmusicsalesSource(s):RecordingIndustryAssociationofJapanTotalsalesofthebroadcastingindustryinJapaninfiscalyears2011to2020(intrillionJapaneseyen)BroadcastingmarketsizeJapanFY2011-20204.53.933.923.933.933.943.913.893.883.864.03.53.02.52.01.51.00.50.03.5520112012201320142015201620172018201920204Description:ThetotalsalesofthebroadcastingindustryinJapanamountedto3.55trillionJapaneseyeninfiscalyear2020.Figuresdecreasedbyabout310billionyencomparedtothepreviousyear.

ReadmoreNote(s):Japan;fiscalyears2011to2020;theJapanesefiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;salesofprivatebroadcastersandNHKSource(s):MinistryofInternalAffairsandCommunications(Japan);NHKCharacterbusinessmarketsizeinJapanfromfiscalyear2014to2022withaforecastuntil2023(intrillionJapaneseyen)CharacterbusinessmarketsizeinJapanFY2014-20233.02.652.612.592.532.522.492.442.452.432.412.52.01.51.00.50.02014201520162017201820192020202120222023*5Description:ThecharacterbusinessmarketinJapanwasestimatedat2.61trillionJapaneseyeninfiscalyear2022.Itwasexpectedtoincreaseto2.65trillionyenbyfiscalyear2023.Themarketconsistsofthecharactermerchandisingandthecharacterlicensingbusiness.ReadmoreNote(s):Japan;fiscalyear2014to2023;theJapanesefiscalyearstartsonApril1ofthestatedyearandendsonMarch31ofthefollowingyear;combinedvalueofmerchandisingandlicensingbusiness**;*Forecast.**Merchandisingreferstothe[...]

ReadmoreSource(s):YanoResearchPeopleandtopicsthatwerepopularinJapanin2022PeopleandtopicsthattrendedinJapan2022Shareofrespondents0%5%10%15%20%25%ShoheiOhtaniSPY×FAMILY20.5%18.2%17.2%FIFAWorldCupQatar2022LacticfermentedbeveragesNationaltraveldiscountprogramSDGs13.5%12.9%11.7%10.7%9.8%OnePieceFilmRedChiikawaSilent(TVseries)8.8%8.3%The13LordsoftheShogun6Description:AccordingtoasurveyconductedinNovember2022,ShoheiOhtaniwasthemostpopularpersoninJapanin2022.Around20.5percentofrespondentsnamedtheprofessionalbaseballplayerwhenaskedabouttopicsandpeoplethattrendedin2022.About18.2percentofrespondentsnamedSPY×FAMILY,aJapanesemangaandanimeseries.ReadmoreNote(s):Japan;November28to30,2022;46,048respondents;13yearsandolder;mobilewebsurveyamongLINEusers;uptothreeanswerspossibleSource(s):LINEResearchPopulartopicsamongGenerationZinJapanasofJune2023TrendingtopicsamongGenZinJapan2023Shareofrespondents0%2%4%6%8%10%12%14%16%OshinoKo14.9%Chiikawa3.9%TikTok3.2%GamesAnimeK-popSnowman2.3%2.2%2.2%1.9%Genshin(GenshinImpact)TheLegendofZeldaProjectSekaiColorfulStagefeat.HatsuneMikuDemonSlayer1.8%1.7%1.7%1.5%Idol(Yoasobisong)1.5%1.4%1.4%YouTubeMisokinSplatoonseries1.2%7Description:AccordingtoasurveyconductedinJune2023,OshinoKowastrendingamongGenerationZrespondentsinJapan.Almost15percentofrespondentsnamedOshinoKo,aJapanesemangaandanimeseries,inafree-answersurveywhenaskedaboutrecentpopulartopicsandpeople.AroundfourpercentnamedthemangaseriesChiikawa.ReadmoreNote(s):Japan;June1to3,2023;4,419respondents;15-24years;mobilewebsurveyamongLINEusers;free-answersurveyquestionSource(s):LINEResearchCHAPTER

02OtakumarketAverageannualamountspentperotaku(geek)onhobbiesinJapanasofAugust2022,bycategory(inthousandJapaneseyen)OtakuexpenditureonhobbiesinJapan2022,bycategoryAnnualspendinginthousandJapaneseyen050100150200250MaidserviceandcostumeplaysPCassembling/creatingelectronicdevicePopularidols231.47132.3193.7Minicars82.5CollectiveCardGameModelrailroads72.5971.34Disney-relatedAnaloggaming53.2751.32Onlinegaming48.5Military(toyguns/survivalgames)Figures44.2343.96Anime35.835.23Voiceactorsandactresses9Description:AccordingtoasurveyconductedinJuneandAugust2022inJapan,otakusthatwereintomaidserviceandcostumeplaysspentonaverageabout231.5thousandJapaneseyenindulgingintheirhobbyinthepastyear.Thiswas,accordingtothesurvey,themostcostlyotaku-relatedhobby,followedbythePCassemblingandpopularidolsrubrics.ReadmoreNote(s):Japan;JunetoAugust2022;10,380respondents;multipleanswerswereallowedSource(s):YanoResearchEstimatednumberofotakus(geeks)inJapanasofAugust2022,bycategory(in1,000s)EstimatednumberofotakusinJapan2022,bycategoryEstimatednumberofOtakusinthousands2,000

3,000

4,00001,0005,0006,0007,0008,000AnimeManga6,8506,480Onlinegaming4,540Popularidols3,610LightnovelsModelfiguresCoteriemagazinesPlasticmodelsVoiceactorsandactressesDisney-related1,3601,2801,160920920770PCassembling/creatingelectronicdevice700650480Boys'loveModelrailroads10Description:BasedonasurveyconductedinJapanbetweenJulyandAugust2022,thenumberofotakusintheAnimesegmentwasestimatedat6.85millionpersons.TheestimatedpopulationofotakusforMangawas6.48million.Accordingtothesamesurvey,maidservicesandcostumeplayswereotakuactivitiesonwhichrespondentsspentthemostmoney.ReadmoreNote(s):Japan;JulytoAugust2022;10,000respondents;15to69years;multipleanswerswereallowedSource(s):YanoResearchAverageannualspendingofotaku(geeks)inthevoiceactorsandactressessegmentinJapanfrom2020to2022(in1,000Japaneseyen)AverageannualexpenditureofvoiceactorandactressesotakuinJapan2020-20224035.3235.23353025201510516.81020202021202211Description:AccordingtoasurveyconductedinJapanbetweenJulyandAugust2022,otakuthatwerefansofvoiceactorsandvoiceactressesonaveragespentabout35.2thousandJapaneseyenperyearontheirhobby.Basedonthesamesurvey,thenumberofotakuinthethissegmentwasestimatedat920thousandpeopleduringthatyear.ReadmoreNote(s):Japan;2020to2022;10,000*;15to69years;*NumberofrespondentsinsurveyconductedbetweenJulyandAugust2022.Samplesizeofprevioussurveys:August2020:n=10,380August2021:n=10,000Otakuaredefinedasthosewho[...]

ReadmoreSource(s):YanoResearchEstimatednumberofotaku(geeks)inthevoiceactorsandactressessegmentinJapanfrom2020to2022(in1,000s)EstimatednumberofvoiceactorsandactressesotakuinJapan2020-20221,000900920830800700600500400300200100070020202021202212Description:BasedonasurveyconductedinJapanbetweenJulyandAugust2022,thenumberofotakuinthevoiceactorsandvoiceactressessegmentwasestimatedat920thousandpeople.ꢀAccordingtothesamesurvey,otakuthatwerefansofvoiceactorsandactressesonaveragespentaround35.2thousandJapaneseyenperyearontheirhobby.ReadmoreNote(s):Japan;2020to2022;10,000*;15to69years;estimatesbasedonsurveyresults;*NumberofrespondentsinsurveyconductedbetweenJulyandAugust2022.Samplesizeofprevioussurveys:August2020:n=10,380August2021:n=10,000[...]

ReadmoreSource(s):YanoResearchDomesticshipmentvalueofthemodelrailroadsmarketinJapanfromfiscalyear2014to2021withaforecastfor2022(inbillionJapaneseyen)ModelrailwaymarketinJapanFY2014-20221412.211.81210811.511.31110.510.510.510.2642020142015201620172018201920202021202213Description:Infiscalyear2022,thedomesticshipmentvalueofthemodelrailroadsmarketinJapanwasforecasttoincreasetoover12billionJapaneseyen.PopularmodelrailwaymanufacturersoperatingintheJapanesemarketincludeKatoPrecisionRailroadModelsandTakaraTomy,offeringminiaturemodelsofrailtransportsystems,suchassteamlocomotives,privatetrainsandJapaneseshinkansenbullettrains.

ReadmoreNote(s):Japan;fiscalyears2014to2021;theJapanesefiscalyearstartsApril1ofeachstatedyearandendsMarch31ofthefollowingyear;themarketsizeisbasedonthedomesticshipmentvalue;*Forecast.Figuresinclude3Dlandscapes.[...]

ReadmoreSource(s):YanoResearchCHAPTER

03IdolmarketValueoftheidolmarketinJapaninfiscalyear2018withaforecastuntil2022(inbillionJapaneseyen)IdolmarketsizeinJapanFY2018-202235030029030025020015010050280275265020182019202020212022*15Description:TheidolmarketinJapanwasvaluedat265billionJapaneseyeninfiscalyear2021.Themarket,whichinthiscasewasbasedonuserconsumption,wasforecasttoreachmorethan280billionyenbyfiscalyear2022.

ReadmoreNote(s):Japan;fiscalyears2018to2021;theJapanesefiscalyearstartsonApril1ofeachstatedyearandendsMarch31ofthefollowingyear;basedonuserconsumptionamount;*Forecast.Theidolmarketinthiscasewastreatedasbeingpartof[...]

ReadmoreSource(s):YanoResearchEstimatednumberofotaku(geeks)intheidolsegmentinJapanfrom2020to2022(inmillions)EstimatednumberofidolotakuinJapan2020-20224.03.653.613.53.093.02.52.01.51.00.50.020202021202216Description:BasedonasurveyconductedinJapanbetweenJulyandAugust2022,thenumberofotakuintheidolsegmentwasestimatedat3.61millionpeople.ꢀAccordingtothesamesurvey,idolotakuonaveragespentaround93.7thousandJapaneseyenperyearontheirhobby.ReadmoreNote(s):Japan;2020to2022;10,000*;15to69years;estimatesbasedonsurveyresults;*NumberofrespondentsinsurveyconductedbetweenJulyandAugust2022.Samplesizeofprevioussurveys:August2020:n=10,380August2021:n=10,000[...]

ReadmoreSource(s):YanoResearchAverageannualspendingofotaku(geeks)intheidolsegmentinJapanfrom2020to2022(in1,000Japaneseyen)AverageannualexpenditureofidolotakuinJapan2020-202212097.1110080604020093.767.6720202021202217Description:AccordingtoasurveyconductedinJapanbetweenJulyandAugust2022,idolotakuonaveragespent93.7thousandJapaneseyenperyearontheirhobby.ꢀBasedonthesamesurvey,thenumberofotakuintheidolsegmentwasestimatedat3.61millionpeopleduringthatyear.ReadmoreNote(s):Japan;2020to2022;10,000*;15to69years;estimatesbasedonsurveyresults;*NumberofrespondentsinsurveyconductedbetweenJulyandAugust2022.Samplesizeofprevioussurveys:August2020:n=10,380August2021:n=10,000[...]

ReadmoreSource(s):YanoResearchMostpopularfemaleidolgroupinJapanasofOctober2022MostpopulargirlgroupJapan2022Shareofrespondents0%1%2%3%4%5%6%7%Nogizaka466.4%MomoiroCloverZ5.1%5%PerfumeNiziU4.7%Twice3.3%Blackpink2.4%ShojoJidai2.1%BiSHAKB481.8%1.8%Sakurazaka46(formerlyKeyakizaka46)1.6%18Description:AsurveyconductedinOctober2022showedthatNogizaka46wasthemostpopularfemaleidolgroupinJapan,with6.4percentoftherespondentsstatingthattheylikedNogizaka46themostamongfemaleidolgroups.ThegroupwasfollowedinpopularitybyMomoiroCloverZ,Perfume,andNiziU.ReadmoreNote(s):Japan;October1to3,2022;47,153respondents;15-69years;onlyoneanswerpossible;amongLINEusersSource(s):LINEResearchMostpopularmaleidolgroupinJapanasofOctober2022MostpopularboygroupJapan2022Shareofrespondents0%1%2%3%4%5%6%7%BTS6.1%Tokio4.5%King&Prince3.8%KinKiKids3.6%Exile3.1%KanjaniEight2.8%2.8%SnowManSandaimeJSoulBrothersfromExileTribeNaniwaDanshi2.7%2.4%Dish//1.9%19Description:AsurveyconductedinOctober2022showedthattheSouthKoreanboybandBTSwasthemostpopularmaleidolgroupinJapan,with6.1percentofrespondentsstatingthattheylikedBTSthemostamongmaleidolgroups.BTSwasfollowedinpopularitybytheJapanesebandsTokio,King&Prince,andKinKiKids.ReadmoreNote(s):Japan;October1to3,2022;47,153respondents;15-69years;onlyoneanswerpossible;amongLINEusersSource(s):LINEResearchMostpopularmusicsinglesinJapanin2022,basedonsalesvolume(in1,000units)LeadingmusicsinglesJapan2022,basedonsalesvolumeSalesvolumeinthousandunits200

300

40001005006007008009001,000941.29910.75877.62862.02843.55OrangeKiss(SnowMan)BrotherBeat(SnowMan)SecretTouch(SnowMan)Sukitoiunowarockdaze!(Nogizaka46)I(INI)M(INI)773.67Actually...(Nogizaka46)736.84726.92Tsukiyomi/Irodori(King&Prince)MidnightSun(JO1)664.55TheAnswer/Sachiare(NaniwaDanshi)631.420Description:"OrangeKiss"bytheJapaneseboybandSnowManwasthebest-sellingmusicsingleinJapanin2022,withmorethan941thousandunitssoldintheperiodfromNovember2021toNovember2022.Itwasfollowedby"BrotherBeat"and"SecretTouch,"whichwerealsoproducedbySnowMan.ReadmoreNote(s):Japan;November29,2021toNovember27,2022;physicalsalesSource(s):BillboardJapanCHAPTER

04Fandom(oshikatsu)Shareofpeopleengaginginfanactivities(oshikatsu)inJapanasofJanuary2023,byagegroupShareofpeopleengaginginfandomactivitiesinJapan2023,byage30%24.9%25%20%15%10%5%17.3%10.2%8.3%4.8%2.5%0%20-29years30-39years40-49years50-59years60-69years70-79years22Description:InasurveyconductedinJapaninJanuary2023,closetoone-quarterofrespondentsaged20to29reportedengaginginfandomactivities(oshikatsu).ꢀThesharewassmalleramongoldergenerations,withlessthanfivepercentofpeopleintheirsixtiesstatingtheyengagedinfandom.Accordingtothesamesurvey,womenweremorelikelytosupportafavoritepersonality,character,orobjectthroughoshikatsuactivities.ReadmoreNote(s):Japan;January17to19,2023;22,352respondents;20-79yearsSource(s):NeoMarketingShareofconsumersconsciouslyspendingmoneyonactivitiestosupportcelebritiesandcharactersinJapanasofNovember2022,byagegroupShareofconsumersspendingmoneytosupportcelebritiesinJapan2022,byage30%26.5%25%20.9%20%15%9.1%10%5%5.2%2.9%1.3%0.4%0%15-19years20-29years30-39years40-49years50-59years60-69years70yearsandolder23Description:InasurveyconductedinNovember2022,overone-quarterofconsumersaged15to19inJapanreportedtoconsciouslyspendmoneyonactivitiestosupportcelebritiesandfictionalcharacters.Whileatotalof5.4percentspentmoneyonactivitiesaimedatsupportingafamousperson,character,orobject,thisformofconsumerbehaviorwasmorecommonamongyoungconsumers.

ReadmoreNote(s):Japan;November1to16,2022;5,634respondents;15yearsorolder;amongJapanesenationals;questionnairescouldbeansweredonlineormailedSource(s):CAA;ShinJohoCenterMostpopularsubjectsoffanactivities(oshikatsu)inJapanasofJanuary2023MostpopularsubjectsoffandomactivitiesinJapan2023Shareofrespondents0%

10%20%30%40%50%60%70%80%78%90%Actualpersons(idols,artists,(voice)actorsandactresses,sportsprofessionals,historicalfigures,etc.)Characters(anime,games,manga,mascotcharacters,vocaloids,Vtubers,etc.)44.8%Thingsotherthanacutalpersons(swords,facilities,buildings,railways,Buddhiststatues,animals,etc.)24.8%Others2.2%24Description:AccordingtoasurveyconductedinJanuary2023,fandominJapanwasmostlydirectedatactualpersons.Around78percentofrespondentswhoengagedinfandomactivities(oshikatsu)supportedrealpersonsrangingfromidolsandactorsandactressestohistoricalfigures.Atthesametime,one-quarterengagedinfandomactivitiesrelatedtothingsandobjectssuchasrailways.Oshikatsu,acombinationofthewordsoshi(afavoritememberofaband,sportsteam,etc.)andkatsu[...]

ReadmoreNote(s):Japan;January17to19,2023;2,355respondents;20-79years;amongrespondentswhoengageinfandomactivitesSource(s):NeoMarketingMostpopulartypesoffanactivities(oshikatsu)inJapanasofJanuary2023MostpopulartypesoffandomactivitiesinJapan2023Shareofrespondents0%10%20%30%40%50%60%70%80%74%CollectinginformationonlineBuyinggoods55.6%Participatinginevents43.2%Joininganofficialfanclub,etc.37.3%WatchingapaidlivestreamofthesupportedsubjectSharinginformationonsocialnetworkservices29.3%25.1%23.7%Visitingplacesrelatedtothesupportedsubject(birthplace,filminglocation,placesfeaturedinanimes,etc.)Visitingthesupportedsubject'scurrentlocationandtakingpictures20.7%19.1%14.6%JoiningacommunityCreatingimagesorvideosaboutthesupportedsubject25Description:AccordingtoasurveyconductedinJanuary2023,collectinginformationonlinewasthemostcommonactivityamongrespondentsinJapanwhoengagedinfandomactivities(oshikatsu).While74percenthadpreviouslygatheredinformationontheinternet,over55percentoftherespondentssaidtheyhadpurchasedgoods.Amajorityofsurveyparticipantsreportedspendingupto10thousandyenonfanactivitieseachmonthinthesamesurvey.Oshikatsu,acombinationofthewordsoshi[...]

ReadmoreNote(s):Japan;January17to19,2023;1,104respondents;20-79years;amongrespondentswhoengageinfandomactivitesSource(s):NeoMarketingMonthlyaveragetimespentonfanactivities(oshikatsu)inJapanasofJanuary2023MonthlyaveragetimespentonfandomactivitiesinJapan202340%36.3%35%30%25%22%20.6%20%13.8%15%10%5%7.3%0%5hoursorless5to10hours10to15hours15to20hours20hoursormore26Description:AccordingtoasurveyconductedinJanuary2023,36.3percentoftherespondentsstatedthattheyspendamonthlyaverageoffivehoursorlessonfan-relatedactivitiescalledoshikatsu.Acombinationofthewordsoshi(afavoritememberofaband,sportsteam,etc.)andkatsu(activity),oshikatsudescribesactivitiesaimedatsupportingafavoritepersonality,character,orobject..ReadmoreNote(s):Japan;January17to19,2023;1,104respondents;20-79yearsSource(s):NeoMarketingAveragemonthlyexpenditureonfanactivities(oshikatsu)inJapanasofJanuary2023AveragemonthlyexpenditureonfandomactivitiesJapan2023Shareofrespondents30%

40%0%10%20%50%60%70%80%0to10kyen10kto30kyen30kto50kyen50kto100kyenOver100kyen74.5%14.4%6.5%2.6%2%27Description:AccordingtoasurveyconductedinJanuary2023,themajorityofrespondentshasstatedthattheyspendanaverageoflessthan10,000Japaneseyenforfan-relatedactivitiescalledoshikatsu.Acombinationofthewordsoshi(afavoritememberofaband,sportsteam,etc.)andkatsu(activity),oshikatsudescribesactivitiesaimedatsupportingafavoritepersonality,character,orobject.ReadmoreNote(s):Japan;January17to19,2023;1,104respondents;20-79yearsSource(s):NeoMarketingCHAPTER

05PopularpersonalitiesLeadingpersonalitiesinJapanin2022,bynumberofTVcommercialswithdifferentbrandsLeadingcelebritiesinJapan2022,bynumberofTVcommercialappearancesNumberofcompanies024681012141618ManaAshidaHarunaKawaguchiTsubasaHondaMioImada17161615EikoKoike111111RinoSashiharaAliceHiroseSatomiIshiharaRyunosukeKamiki101029Description:ManaAshidawastheleadingpersonalityinJapanin2022basedonthenumberofbroadcastTVcommercialswithdifferentbrands.BetweenJanuaryandNovember2022,theactressandsingerappearedinTVcommercialsof17differentcompanies.HarunaKawaguchiandTsubasaHondafollowedinsecondplacewith16companieseachpromotingtheirproductswiththepersonalities.ReadmoreNote(s):Japan;January1toNovember20,2022;onlyincludingentertainerswith10ormoredifferentappearancesSource(s):NihonMonitor;PRTimesLeadingTVpersonalitiesinJapanin2022,bynumberofprogramappearancesforbroadcastersintheKantoregionLeadingentertainersintheKantoregioninJapan2022,bynumberofTVperformancesNumberofepisodes0100200300400500600OsamuShitara(Bananaman)AkiraKawashima(Kirin)548536528ToshiakiKasuga(Audrey)OsamuHayashi479ShoheiOsada(ChocolatePlanet)KenjiYamauchi(Kamaitachi)ShunMatsuo(ChocolatePlanet)EijiKotoge(Viking)448444442436435430MasayasuWakabayashi(Audrey)RyuichiHamaie(Kamaitachi)30Description:OsamuShitarawastheleadingentertainerinJapanin2022,basedonthenumberofappearancesontelevisionprogramsintheKantoregion.Theentertainer,whoispartofthecomedyduoBananaman,appearedin548episodesofTVprogramsairedbybroadcastersintheKantoregion.AkiraKawashimafollowedinsecondplacewith536episodes.ReadmoreNote(s):Japan;January1toNovember30,2022;onlyincluding10leadingentertainersSource(s):NihonMonitor;PRTimesLeadingTVpersonalitiesinJapanin2022,bynumberofprogramappearancesforbroadcastersintheKansairegionLeadingentertainersintheKansairegioninJapan2022,bynumberofTVperformancesNumberofepisodes0100200300400500600AkiraKawashima(Kirin)RyuichiHamaie(Kamaitachi)KenjiYamauchi(Kamaitachi)DaikichiHakata(HakataHanamaru-Daikichi)TaichiKokubun(TOKIO)529494477424392385Nobu(Chidori)TomonoriJinnai377367358348HanamaruHakata(HakataHanamaru-Daikichi)ToshiakiKasuga(Audrey)MiyuIkeda31Description:AkiraKawashimawastheleadingentertainerinJapanin2022,basedonthenumberofappearancesontelevisionprogramsintheKansairegion.Theentertainer,whoispartofthecomedyduoKirin,appearedin529episodesofTVprogramsairedbybroadcastersintheKansairegion.TalentandmodelMiyuIkedawastheonlywomenamongthe10leadingentertainers.ReadmoreNote(s):Japan;January1toNovember30,2022;onlyincluding10leadingentertainersSource(s):PRTimes;WireActionMostpopularathletesamongpeopleinJapanasofSeptember2023MostpopularathletesinJapan2023Shareofrespondents0%5%10%15%20%25%30%35%ShoheiOhtani(baseball)KaoruMitoma30.7%13.4%YoshidaMasatakaRikakoIkee(swimming)YuDarvish9.1%9%8.9%32Description:AccordingtoasurveyconductedinSeptember2023,baseballplayerShoheiOhtaniwasthemostpopularathleteinJapan,with30.7percentofrespondentsvotingforhim.ShoheiOhtanialsoplacedfirstinthepreviousyears.

ReadmoreNote(s):Japan;September15to17,2023;2,000respondents;15-69years;multipleanswerspossible;excludingmiddle-schoolersSource(s):Macromill;MitsubishiUFJResearchandConsultingMostpopularsumowrestlersinJapanasofApril2023FavoritesumowrestlersinJapan2023Shareofrespondents0%2%4%6%8%10%12%14%TakakeishoEndo12.6%7.5%TakayasuWakatakakageTobizaruTerunofujiEnho5.6%5.2%5.1%4.9%4%Ura3.3%3.2%AbiMitakeumi3%33Description:InasurveyconductedinApril2023inJapan,12.6percentofrespondentsnamedTakakeishotheirfavoritesumowrestler.TakakeishoisthecurrentlyhighestrankedsumowrestlerofJapaneseorigin,secondonlytoTerunofuji,incumbentYokozuna,whohailsfromMongolia.ReadmoreNote(s):Japan;April7to16,2023;1,187respondents;20yearsandolderSource(s):CentralResearchServicesMosttrustedinfluencersandcelebritiesamongyoungpeopleinJapanasofMarch2023MosttrustedinfluencersandcelebritiesamongyoungpeopleinJapan2023Shareofrespondents3%0%1%2%4%5%6%7%HikakinNanako6.4%2.1%ComDot1.8%TokaiOnAirHiroyuki1.6%1.6%MatsukoDeluxeHousedust1%1%HeiseiFlamingoTwice0.9%0.8%0.7%FutarimenoEga-chan34Description:AccordingtoasurveyconductedamongyoungpeopleinJapaninMarch2023,morethansixpercentoftherespondentsstatedthattheytrustedorreferredtotheYouTuberHikakinthemostamonginfluencersandcelebrities.Themake-upinfluencerNanakorankedsecond,with2.1percentofparticipantsreportingtotrustherorrefertoherthemost.ReadmoreNote(s):Japan;March1to2,2023;3,461respondents;15-24years;respondentswereusersoftheLINEappSource(s):LINEResearchCHAPTER

06WorkplaceharassmentExperiencewithharassmentintheentertainmentindustryinJapanasofDecember2022,bytypeofharassmentExperiencewithharassmentintheentertainmentindustryinJapan2022,bytypeShareofrespondents0%5%10%15%20%25%30%35%40%40.5%45%SomeoneatworktoldmesomethingthatmademefeelhurtIwaspunched,kicked,beatenorshoutedatbysomeoneatworkSomeoneatworktouchedmemorethannecessary16.2%6.6%Iwaspressuredintoasexualrelationship6.6%IwasmadetoexposemybodytotheextentthatIfeltembarrassedIhadtodoasexualperformancethatmademefeelshame3.5%2.4%36Description:HurtfulverbalcommentswerethemostcommonformofharassmentexperiencedintheentertainmentindustryinJapan,accordingtoasurveyconductedbetweenOctoberandDecember2022.Over40percentofrespondentsstatedtheyhadbeentoldsomethinghurtfulbysomeoneatwork.Closetosevenpercenthadbeenpressuredintoasexualrelationship.ReadmoreNote(s):Japan;OctobertoDecember2022;637respondents;among327menand297women;multipleanswerspossibleSource(s):MHLW(Japan);NationalInstituteofOccupationalSafetyandHealth,JapanShareofpeopleintheentertainmentindustrywhohavebecomevictimofphysicalviolenceinJapanasofDecember2022,byoccupationExperiencewithphysicalviolenceinentertainmentinJapan2022,byoccupationShareofrespondents0%5%10%15%20%25%30%35%Actors/actresses,stuntmenVoiceactors/actresses,announcersWriting,creators28.7%22.9