The 3rd "TikTok Ad Awards 2026 Japan" Entry Acceptance Begins! Recognizing Excellent Ad Campaigns That Generated Results on TikTok

TikTok for Business has started accepting entries today for the "TikTok Ad Awards 2026 Japan," which recognizes advertising campaigns that have made an impact on business and society through high creativity, targeting advertisers and advertising agencies.

This award is held as the Japanese version of the "TikTok Ad Awards" conducted globally by TikTok, and this year marks its third iteration. Through the "TikTok Ad Awards 2026 Japan," we will widely recognize excellent initiatives that demonstrate the unique marketing possibilities of TikTok.

The number of monthly users in Japan, combining TikTok and TikTok Lite, exceeds 42 million*, growing into a platform used by approximately one in three people in Japan. TikTok, with its mission to "Inspire creativity and bring joy," has evolved as a platform where companies, users, and creators connect through entertaining content.

*Company research. User count is the total of TikTok and TikTok Lite (excluding duplicates).

Over 480,000 advertisers are running ads on TikTok in Japan, with many companies and organizations utilizing TikTok as a starting point for their marketing activities. The phenomenon known as "TikTok-sell," where encountering products on TikTok leads to purchases, has also become a staple. Furthermore, with TikTok Shop launched in Japan in 2025, a new shopping experience is emerging that seamlessly connects content discovery to purchase.

As content creation-related technologies, including generative AI, rapidly spread, what resonates with users is content with "Authenticity" based on real experiences and voices. On TikTok, new relationships between brands and users are born as creators and communities share and spread brand messages within everyday contexts. Advertisements are also accepted as part of the content, creating marketing experiences that lead to discovery, empathy, and even purchasing actions.

The "TikTok Ad Awards 2026 Japan" seeks a wide range of campaigns that leverage these platform characteristics of TikTok and excel in both creativity and business results. Through this award, we aim to recognize outstanding initiatives and widely share best practices, providing new insights to advertisers and agencies considering TikTok utilization. The judging will be conducted by experts from various positions, including advertisers, advertising agencies, and creators.

"TikTok Ad Awards 2026 Japan" Overview

The "TikTok Ad Awards 2026 Japan" will award the 'Grand Prix' to the campaign that best embodies TikTok's mission of "Inspire creativity and bring joy." and has generated a significant business impact.

In addition, this award has the following five categories, and entries can be made for each category.

01: Greatest Full Funnel Impact Category

Campaigns that strategically placed TikTok at the core of all phases—awareness, consideration, and acquisition—and contributed comprehensively to business growth through consistent communication design.

02: Greatest Branding Category

Campaigns that utilized TikTok brand advertising to achieve expanded brand awareness and image transformation through broad reach and a unique worldview, building deep relationships with the brand.

03: Greatest E-Commerce & Performance Category

Campaigns that utilized TikTok's advertising and commerce solutions to generate concrete results directly linked to business goals, such as increased e-commerce sales, app installations, lead generation, store visits, and member registrations.

04: Greatest TikTok Creator Collaboration Category

Campaigns where advertiser involvement created unique appeal and virality that could not have been achieved by creators alone, solving brand challenges.

05: Greatest Innovative Category

Campaigns that presented new experiences or methods that overturned conventional advertising wisdom through the creative use of new features, including generative AI functions like TikTok Symphony, or existing features.

Judges (Chief Judge and below, in alphabetical order)

The judges include leading figures from various fields such as advertisers, advertising agencies, and TikTok creators, who will evaluate excellent creatives that lead to business results and articulate their value.

｜Chief Judge

Ryohei Manabe: Executive Officer, Executive Creative Director, Dentsu Inc.

｜Judges

Gakuto Akashi: CEO, One Media Inc.

Tamami Obuchi: Planner/Art Director, CX Creative Center, Dentsu Inc.

Mai Osada: Director, SHIBUYA109 lab., SHIBUYA109 Entertainment Inc.

Tatsuro Kobayashi: Brand Director, Skincare Business Division, Kao Corporation

Naoki Shinohara: Executive Officer/Head of Creative Design Center, Hakuhodo Inc.

Mei Sugiyama: Creative Director, Creative Bureau, Hakuhodo Inc.

Yu Taniguchi: Director, Media & Digital Content Division, Sendenkaigi Co., Ltd. & Editor-in-Chief, Monthly "Sendenkaigi"

Naenano: Talent/Actor, affiliated with seju

Hiroshi Fuchinobe: Executive Officer, Marketing, Recruit Co., Ltd.

Maako Honoue: Director, AI Creative Division, Internet Advertising Business Headquarters, CyberAgent, Inc.

Application Deadline

June 1, 2026 (Monday) 23:59 JST

Campaigns delivered using TikTok for Business ad menus between January 1, 2025, and December 31, 2025, are eligible. (Limited to campaigns delivered on TikTok.)

*Campaigns submitted for this award cannot be resubmitted for similar awards in subsequent years.

How to Apply

Please confirm the application guidelines on the "TikTok Ad Awards 2026 Japan" website and submit your application by filling in the required information on the application form.

"TikTok Ad Awards 2026 Japan" website: https://tiktok-ad-awards.jp/

For questions regarding the application process, please contact the TikTok Ad Awards 2026 Japan Application Secretariat (info@tiktok-ad-awards.jp).