Like much of the world, online media has long been on the rise in Japan. The disruptive force of the Covid-19 pandemic, however, has certainly further catalysed this shift towards digitalisation.

Not only is the Internet a larger part of everyday life in Japan now, but with more Japanese users on various online media platforms, there is a greater opportunity for businesses to reach out to Japanese consumers in new ways as well.

Successfully establishing a brand in Japan often requires a skillful combination of online and offline media advertising strategies, as will be seen in the case of Genshin Impact, an action role-playing game by Chinese developer miHoYo.

In this article:

• Japan's Social Media Landscape
• Japan Video/Advertising Strategy
  
• 2 Successful Business Examples