In the recent wave, political campaigns in Japan have been leveraging YouTube as a platform for election coverage and promotions. Candidates are confronted with the challenge of using the popular video-sharing platform for a competitive edge, balancing creativity and effectiveness in conveying their political agendas. The dynamic has shifted from traditional media to digital platforms, compelling politicians to embrace this new normal, which is fostering a revolution in how election campaigns are run in Japan.

Japan has been traditionally known for its conventional politics, where candidates campaign in person, often driving around cities with speakers. However, an increase in digital campaigning is a result of the pandemic’s impact, coupled with efforts to reach the younger population who are less likely to engage in traditional politics. Citizens are concerned about transparency, the accuracy of conveyed messages, as well as potentially spreading false information, reflecting Japan's societal values and rules around information dissemination and democracy.

Like in the US and the EU, digital campaigning in Japan is becoming more prominent but is facing several scrutiny over issues such as misinformation, voter manipulation and a fear of shallow politics based solely on social media charisma rather than substantive policy. However, there is a stricter control over campaign advertising in Japan compared to the US and EU.