Nexxen Research Shows Japanese Brands Need More Than Consumer Trust to Grow Visibility in the U.S.

TOKYO, 4 August 2026 – Nexxen, the advertising technology platform powered by unique data and media, today released new research examining how Japanese brands are discovered, perceived and evaluated by U.S. consumers, designed to support Japan-based advertisers working to build familiarity in the U.S. market.

The research explores how Japanese brands compete for attention across a fragmented media environment spanning traditional TV, streaming, mobile and social platforms, and how Japan-based advertisers can better align media strategy, creative localisation and audience insight to support overseas growth.

Japanese brands enter the U.S. market with strong consumer appeal and meaningful growth potential, especially when advertisers understand where that interest is already taking shape. Product category, consumer age and channel differences reveal clear opportunities to build on existing traction while expanding visibility across emerging areas. For advertisers, the opportunity lies in identifying the audiences, sectors and media environments where Japanese brands already resonate and using those signals to drive broader awareness, consideration and long-term growth.

Key findings show where Japanese brands have existing strength and where visibility still needs to grow:

• 61% of U.S. consumers find Japanese brands appealing, with Gen Z 1.3x more likely to find them very appealing
• 67% of U.S. consumers view Japanese brands as more innovative than other international brands, while 62% associate them with higher quality and durability
• Category visibility varies widely, from electronics at 48% and cars at 47% to fashion at 22% and travel at 14%
• 73% of U.S. consumers cannot identify a Japanese travel brand
• U.S. consumers define local relevance through availability and clear English-language communication, both at 52%
• Only 33% of Japanese advertisers cite store and channel availability as a key localisation factor, while 48% prioritise pricing and promotions

“Japanese brands have strong advantages in the U.S., but growth depends on turning that interest into consistent recognition and engagement,” said Masatsune Shironishi, Vice President, Country Manager for Japan at Nexxen. “Our report gives Japanese advertisers a clearer view of receptive audiences, category-level visibility gaps and the signals U.S. consumers associate with local relevance. Those insights can strengthen market entry strategy across audience selection, creative localisation and cross-screen media planning.”

Conducted in partnership with PureProfile, the report surveyed 1,008 U.S. consumers and 262 Japan-based marketing decision-makers.

Nexxen’s “Unlocking Discovery for Japanese Brands in a Converged Media Landscape” is available now.