The Rise in J-Pop

By Alexandra Chan
, Customer Success Associate
Customer Success Associate
May 12, 2023
— 3 min read
By Alexandra Chan
, Customer Success Associate
Customer Success Associate
May 12, 2023
— 3 min read

Japanese Pop, or J-Pop, has been taking the world by storm. For example, boy band Travis Japan became the first Japanese act with a debut single to break into the top 5 of the Global Excl. U.S. Chart in November 2022. If that’s not impressive enough, the top 10 streamed J-Pop acts globally earned a total of 17.3 Billion On Demand Total (audio and video) streams in 2022, +17.8% compared to the top 10 in 2022. Known for their upbeat, catchy beats and influences with Anime and Manga culture, the genre has the potential to become a global sensation. To get a better understanding of J-Pop, here are the top J-Pop artists of 2022, both in Japan and in the US.

Top J-Pop Artists of 2022. A table chart with the following headings is shown: 'Top J-Pop Artists in Japan', 'Total Japan On-Demand Streams (FY 2022)', 'Top J-Pop Artists in the U.S.', 'Total U.S. On-Demand Streams (FY 2022)'. The following data is represented in the table below the aforementioned headlines (respectively): Ado, 2.1B, Yoasobi, 111.5M; Official HIGE DANdism, 1.9B, Ado, 81.0M; YOASOBI, 1.7B, Fijii Kaze, 71.4M; Yuuri, 1.3B, Eve, 64.5M; King Gnu, 1.2B, LiSA, 61.4M

What’s interesting about this chart is that the top J-Pop artist in Japan is not necessarily the top J-Pop artist in the U.S. To break this down further, let’s look at their streams per region, based on the worldwide geographic regions that Luminate tracks.

On the left side of the image is a pie chart titled 'Ado % of Streams Per Region' with the sub-heading 'Total On-Demand Audio & Video Streams, YTD 2023'. The Data represented in the pie chart is as follows: 76% Japan; 9% Asia (ex Japan); 5% United States; 4% Europe; 7% All Other. On the left side of the image is a pie chart titled 'Yoasobi % of Streams Per Region' with the sub-heading 'Total On-Demand Audio & Video Streams, YTD 2023'. The data represented in the pie chart is as follows: 55% Japan; 24% Asia (ex Japan); 6% United States; 4% Europe; 10% All Other.
 *12/30/22 – 4/13/2023

While Ado has more streams in Japan, YOASOBI has more of an international presence. For example: a little under half of YOASOBI’s streams come from outside of Japan. Of that half, 24% of YOASOBI’s streams come from Asian countries, with 7% from Indonesia and 3.6% from Taiwan. It’ll be exciting to see what efforts J-Pop acts are making to expand into Western audiences this year.

The Power of J-Pop Fans
We can’t discuss J-Pop without mentioning how incredibly powerful its fanbase is. According to our U.S. Artist & Genre Tracker, J-Pop fans are +135% more likely than K-Pop fans, and +235% more likely than average U.S. Music Listeners to say they are very likely to purchase NFTs in the next 6 months. The below chart shows how dedicated J-Pop fans are and how willing they are to support their favorite artists through purchasing their merchandise.

A horizontal bar graph with the title 'Likelihood of Purchasing Artist Merch in the Next 6 Months' with the sub-heading 'Luminate Research Artist & Genre Tracker; Wave 4 (June 2022) - Wave 7 (March 2023).' The following data is represented in the graph: J-Pop Fans were 49%, K-Pop Fans were 24%, and Average U.S. Music Listeners were 13% very likely to purchase limited edition collectibles. J-Pop Fans were 47%, K-Pop Fans were 20%, and Average U.S. Music Listeners were 14% very likely to purchase NFTs. J-Pop Fans were 44%, K-Pop Fans were 25%, and Average U.S. Music Listeners were 16% very likely to purchase CDs. J-Pop Fans were 39%, K-Pop Fans were 18%, and Average U.S. Music Listeners were 12% very likely to purchase Vinyl.

Although it may seem like J-Pop and K-Pop fans are very different, they are very similar in the way they listen to music. Looking at the format penetration chart below, both genre fans heavily consume music through watching music videos clips or listening via music streaming services or CDs. J-Pop fans’ penetration surpasses K-Pop fans in each format, which again shows how passionate J-Pop fans are to music.

A horizontal bar graph with the title 'Ways Fans Listen to Music in a Typical Month' with the sub-heading 'Luminate Research Artist & Genre Tracker; Wave 4 (June 2022) - Wave 7 (March 2023).' The following data is represented in the chart: 77% of J-Pop Fans and 68% of K-Pop Fans use Music Streaming Services to listen to music in a typical month. 71% of J-Pop Fans and 57% of K-Pop Fans use Short Music Video Clips to listen to music in a typical month. 41% of J-Pop Fans and 24% of K-Pop Fans use CDs to listen to music in a typical month.

2023 is looking to be an exciting year for the J-Pop industry as we’ve already had some new tracks from YOASOBI, Ado, and the release of Yuuri’s debut album. Fujii Kaze is also going on his first ever international tour, hitting 6 cities across Asia this summer. As we kick off Asian Pacific American Heritage Month, we will continue to bring to light trends that we see among Asian music. For questions about Artist & Genre Tracker or how to access the data, please reach out to us here.

Upcoming

By Jimmy Doyle
July 12, 2024
— 4 min read

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