Japanese actor, Rento Nikaido has recently partnered with a Japanese beer brand, putting the spotlight on the local beer industry. Nikaido, known for his distinctive persona, is expected to elevate the brand's presence locally and internationally. This strategic move aims to promote the rich diversity and quality of Japanese beer.

Celebrity endorsements are common in Japanese advertising. They play an influential role in shaping market trends and consumer behaviour. In particular, celebrities tied to the alcohol industry have significantly contributed to the promotion of Japan's distinct drinking culture. Nikaido's endorsement is likely to enhance visibility and appreciation for Japanese beer, especially given his broad appeal to various demographics.

Like in the U.S., celebrity endorsements in Japan are instrumental in driving brand awareness and product sales. However, while Hollywood endorsements often target a global audience, Japanese endorsements tend to primarily focus on domestic consumers. Despite this, partnerships featuring popular Japanese personalities, due to their cultural influence, can garner attention globally.