Discover Japanese SNS Apps: Popular Platforms For Japan's Generation Z
Five apps to look out for
LINE may be the most popular app with Japanese consumers (Time to get into LINE), but there are several other SNS apps specific to Japan, which you may not be aware of - yet! Let us introduce you to some Japanese-originated SNS apps currently gaining popularity, particularly among the nation’s Generation Z. Without further ado, let's dive in!
NauNau
NauNau is a new location-sharing SNS app from Suishow Inc. - a startup founded by students from the Universities of Tokyo and Waseda. It initially gained attention as a substitute for the popular Zenly app, which ceased operation in February 2023. Remarkably, NauNau surpassed the milestone of 2.7 million users within just three months of its release. The app allows users to share their location information with friends and family, chat and share stamps.
Yay!
Yay! chat service launched in January 2020. It allows users to find friends who share similar interests or discover people who are currently available to chat. Approximately 85% of its user base are Gen Z, ranging from teenagers to young adults. Despite some early associations with criminal activities, it has successfully shaken off its past after enhancing the safety features. It now has over 6.5 million users who can chat one to one, or in interest groups called Circles.
mixi
Considered a pioneering force in Japan's SNS boom, mixi was born in 2004. To join the platform, you need an invitation from an existing registered user and a Japanese mobile number. It remains a popular SNS platform with a diverse user base, and has had more than 5 million downloads. Recently it has been rediscovered by a young generation wanting to connect with new people through their hobbies and shared interests.
Bonfire
Bonfire offers an alternative to those seeking a break from the pressure of some SNS apps. Users post their thoughts and views anonymously. There is no reply function, only the ability to ‘Like’ posts. It is trying to create a relaxed community, evoking the image of sitting by a campfire and chatting. Bonfire is sustained through advertising revenue and optional subscriptions. By subscribing to its paid premium service, users can enjoy it ad-free and have the option to choose which posts they want to see. Bonfire developers claim they have exceeded 70,000 users looking for a more laid back space.
crepu
crepu is an SNS app aimed at anime and manga enthusiasts - known as 'otaku’. It allows users to easily share samples of manga, illustrations, novels and doujinshi (self-published works). It also has a clipboard to keep track of your favourite posts. The app is still developing so currently only available as a trial version.
Hidden treasures for new marketing opportunities
These apps are still relatively unknown among older adults in Japan, however, they present a good opportunity for businesses. Imaginatively using these platforms for marketing purposes could potentially lead to great success. Additionally, due to their specific user groups, strategically targeted advertisements can reach target audiences very effectively.
Our brief exploration of the unique Japanese SNS apps favoured by Generation Z gives just an idea of the influence of social media on younger consumers. If you're interested in trying out new and innovative social platforms, give these apps a go!
Pointblank Promotions can provide tailored support to companies wishing to use Japanese specific apps for marketing purposes. Please feel free to contact us to discuss your needs using the enquiries link below.
Contact us — Pointblank Promotions Ltd
This article was created in partnership by ChatGPT and humans from Pointblank
For more information about the use of social media in Japan, please refer to our previous blog: https://pointblankpromo.com/en/news/en/2022/0525/sns-marketing