The Japanese industry has seen a surge in the creation and success of brands initiated by influencers. These ventures harness the followers and reach harnessed via social media to market products that resonate with their audience's lifestyle and preferences. The trend is growing and significantly impacting the economy as well as shaping societal trends, itself mirroring a global inclination towards influencer-driven brands.

Influencer culture is highly impactful in Japan, with their opinions and endorsements resonating deeply with the younger demographic. Online shopping trends show a spike in demand for products backed by popular influencers, signaling a shift in traditional marketing strategies. Additionally, it triggers legal aspects regarding the authenticity and quality of the products promoted.

Similar trends can be observed in the US and EU where influencers can create or break brands with their sway over public opinion. The growing power of these influencers sustains the debate on the ethics of influential marketing and the responsibility that influencers bear.