TikTok Announces Economic Impact in Japan: Estimated Consumption of 346.8 Billion Yen Generated in 2025, Contribution of 680 Billion Yen to Nominal GDP, 2.35 Million Domestic Creators

Short-form video platform TikTok commissioned the Macromill Group to conduct a survey covering January to December 2025, and published the report 'TikTok Socio-Economic Impact Report: Economic and Social Impact in Japan' (issued June 2026), which analyzes the economic and social impact TikTok brings to Japanese society from multiple angles.

Approximately nine years have passed since TikTok launched its service in Japan, and its use has expanded into daily life, including information gathering, shopping, and travel destination selection. Globally, over one billion monthly active users enjoy the platform, and in Japan, the number of monthly active users has reached approximately 49.5 million (Note 1), penetrating widely across age groups and demographics. This report continuously visualizes and publishes the economic and social impact of TikTok on Japanese society based on data. This third release reveals that TikTok is evolving beyond a 'trend platform' into an information infrastructure rooted in people's daily lives.

In 2025, the age range and content categories of users expanded further, and the social and economic impact broadened, including purchases, visits, and regional promotion triggered by videos. At the end of June 2025, TikTok Shop also launched in Japan, creating a new consumption experience called 'discovery e-commerce.' This report analyzes these changes from three perspectives: 'economic value,' 'value as a creator economy,' and 'value for users' that TikTok brings to Japan.

(Note 1) As of the end of May 2026. Internal data. User count includes TikTok and TikTok Lite users (excluding duplicates).

Full report: 'TikTok Socio-Economic Impact Report: Economic and Social Impact in Japan' (issued June 2026) file download.

Economic Value: Estimated consumption generated through TikTok reached 346.8 billion yen (up 46% year-on-year). Contribution to domestic nominal GDP was 680 billion yen (up 40% year-on-year), and job creation expanded to 52,000.

In 2025, the estimated consumption generated through TikTok usage was 346.8 billion yen (previous year: 237.5 billion yen, up 46% (Note 2)). The background to this consumption expansion includes multiple factors, such as increased consumption in areas highly compatible with TikTok videos and the birth of a new consumption experience of 'discovery to purchase' through TikTok Shop, which launched in Japan at the end of June 2025.

Furthermore, the contribution to domestic nominal GDP reached 680 billion yen (previous year: 485.5 billion yen, up 40% (Note 2)). The breakdown is 316 billion yen in direct effects, 85.3 billion yen in indirect effects, and 278.7 billion yen in induced effects. Following last year, the ripple effect on employment is also high, with an estimated 52,000 jobs supported through TikTok (previous year: 42,000, up 24%). The economic impact triggered by TikTok in Japan has steadily expanded for three consecutive years.

(Note 2) Year-on-year comparisons for nominal GDP contribution and employment impact are noted as reference values for trends, as some estimation methods differ from the previous year.

Value as a Creator Economy: Estimated revenue of 138.9 billion yen, 2.35 million people creating on TikTok.

The number of creators engaged in creative activities through TikTok nationwide reached 2.35 million (previous year: 2.26 million, up 4%), and the estimated revenue from their economic activities was calculated at 138.9 billion yen (previous year: 119.7 billion yen, up 16%). The most common posting category among creators was 'Travel/Vlog' at 29.6% (previous year: 18.1%, up 11.5 percentage points). 'News/Social Issues' and 'Education/Learning' also increased, showing an expansion into categories beyond entertainment.

Value for Users: Becoming a daily-life fixture that creates encounters with information and drives action.

The percentage of people who watched TikTok within the past year was 32.4% (up 0.8 percentage points year-on-year), expanding for three consecutive years. Usage among those in their 30s was 34.1%, and among those in their 40s was 29.1%, showing penetration across a wide range of generations, not just young people. Meanwhile, the percentage of people who chose 'trendy' as their image of TikTok decreased to 36.3% from 45.0% the previous year, suggesting that its positioning is shifting from a 'trend source' to an 'everyday information infrastructure.'

Significant results also emerged in user behavior change. Among users who use TikTok at least once a week, 33.5% 'actually visited tourist spots or locations introduced on TikTok,' 45.9% feel that 'TikTok sparks interest in social issues and current affairs,' and 29.0% 'watched a movie introduced on TikTok at an actual cinema.' In 2025, the 'TikTok GO' feature, which allows users to check travel destinations, hotels, and tourist spots discovered on TikTok via video and access booking pages with one tap, began its rollout in Japan. Supported by such new features, TikTok has proven to function as a platform that connects users' interests and concerns to real-world actions.

'TikTok Socio-Economic Impact Report: Economic and Social Impact in Japan' (issued June 2026) TikTok video:

https://www.tiktok.com/@tiktokjapan/video/7648840601974230290

About the Presentation Event

Upon the release of this report, a presentation event was held on June 9, 2026, inviting TikTok creators, TikTok Shop sellers, and local government officials who participated in interviews for the report. The event was hosted by TikTok creator Ayan-nu 🍔🍊. TikTok Japan Executive Officer and Head of Public Relations, Toshina Saka, and TikTok Japan Executive Officer and Head of Public Policy, Nobuaki Yasunaga, explained the background and purpose of the report, as well as the trends and overview of this year's report. Subsequently, the Macromill Group, which was commissioned to conduct the survey, explained the highlights and survey methodology of the report. Among the interview participants, creators Kengo 📚 (Shishijo Kengo), Ayu Jinja, Yusaku Sports, and Majo Yuko 🧸, along with member of the House of Representatives Daichi Yamamoto, Wakayama Prefecture Tourism Promotion Division's Ikumi Mikami, and TikTok Shop seller IZULCA Co., Ltd.'s Yoshiki Enokihara, took the stage for panel discussions on two themes, sharing real changes triggered by TikTok from their respective perspectives.

In Part 1, 'Creator Economy and User Behavior Change Triggered by TikTok,' Ayu Jinja stated, 'We receive feedback that viewers' lives have changed for the better, such as looking forward to making lunch boxes in the morning or trying out recipes.'