Japan

View Japan's Top 100 brands for 2021, plus analysis of consumer and media trends in the market by Campaign staff and industry contributors.

‘Nesting consumption’ gives Japan’s legacy home electronics brands new life under Covid

Panasonic remains tops among Japan's top 100 brands, as Sony, Sharp and Hitachi all push higher alongside global online giants like Google, Amazon and Uber.

Japan sticks to its favourite local brands through the pandemic

JAPAN’S TOP LOCAL BRANDS: Toyota remains tops for the fourth straight year with no change whatsoever to the top five. But Rakuten, Mitsubishi and Nissan make big gains.

Japan Rankings

1
Panasonic

Panasonic

Rank (2020): 1
2
SONY

SONY

Rank (2020): 4
3
Apple

Apple

Rank (2020): 2
4
SHARP

SHARP

Rank (2020): 7
5
Meiji

Meiji

Rank (2020): 3
6
Kao

Kao

Rank (2020): 8
7
Suntory

Suntory

Rank (2020): 5
8
Hitachi

Hitachi

Rank (2020): 10
9
Google

Google

Rank (2020): 14
10
VISA

VISA

Rank (2020): 9
11
Nissin Foods Co. Ltd

Nissin Foods Co. Ltd

Rank (2020): 12
12
Chanel

Chanel

Rank (2020): 13
13
Nike

Nike

Rank (2020): 15
14
Amazon

Amazon

Rank (2020): 21
15
Twitter

Twitter

Rank (2020): 19
16
UBER

UBER

Rank (2020): 27
17
Morinaga

Morinaga

Rank (2020): 6
18
Canon

Canon

Rank (2020): 18
19
TOSHIBA

TOSHIBA

Rank (2020): 24
20
Johnson&Johnson

Johnson&Johnson

Rank (2020): 20
21
LINE

LINE

Rank (2020): 25
22
YAHOO

YAHOO

Rank (2020): 28
23
Asahi

Asahi

Rank (2020): 31
24
Honda

Honda

Rank (2020): 35
25
Lotte

Lotte

Rank (2020): 26
26
Demae-Can

Demae-Can

Rank (2020): Nil
27
Shiseido

Shiseido

Rank (2020): 17
28
Starbucks

Starbucks

Rank (2020): 23
29
Otsuka Foods

Otsuka Foods

Rank (2020): Nil
30
Kellogg's

Kellogg's

Rank (2020): 36
31
Kuroneko Yamato

Kuroneko Yamato

Rank (2020): 29
32
Nitori

Nitori

Rank (2020): 44
33
ANA

ANA

Rank (2020): 41
34
Adidas

Adidas

Rank (2020): 30
35
Microsoft

Microsoft

Rank (2020): 11
36
McDonald's

McDonald's

Rank (2020): 47
37
Sony Play Station

Sony Play Station

Rank (2020): 59
38
7-Eleven

7-Eleven

Rank (2020): 33
39
Line Taxi

Line Taxi

Rank (2020): Nil
40
Japan Airlines (JAL)

Japan Airlines (JAL)

Rank (2020): 57
41
Gucci

Gucci

Rank (2020): 73
42
Toyota

Toyota

Rank (2020): 42
43
Samsung

Samsung

Rank (2020): 99
44
UberEATS

UberEATS

Rank (2020): Nil
45
Bridgestone

Bridgestone

Rank (2020): 34
46
Lion

Lion

Rank (2020): 39
47
MUJI

MUJI

Rank (2020): 48
48
Sapporo

Sapporo

Rank (2020): 86
49
Calbee

Calbee

Rank (2020): 40
50
Nestlé

Nestlé

Rank (2020): 22
51
DAIKIN

DAIKIN

Rank (2020): 66
52
YouTube

YouTube

Rank (2020): 83
53
Nintendo Switch

Nintendo Switch

Rank (2020): 128
54
Uniqlo

Uniqlo

Rank (2020): 50
55
Idemitsu

Idemitsu

Rank (2020): 95
56
Cartier

Cartier

Rank (2020): 38
57
MASTERCARD

MASTERCARD

Rank (2020): 32
58
Mitsubishi Motors

Mitsubishi Motors

Rank (2020): 96
59
Philips

Philips

Rank (2020): 108
60
Haagen-Dazs

Haagen-Dazs

Rank (2020): 52
61
IKEA

IKEA

Rank (2020): 67
62
Rakuten travel

Rakuten travel

Rank (2020): 77
63
LG

LG

Rank (2020): 219
64
Coca-Cola

Coca-Cola

Rank (2020): 16
65
NTT

NTT

Rank (2020): 51
66
Epson

Epson

Rank (2020): 60
67
Koikeya

Koikeya

Rank (2020): 68
68
Tiffany & Co.

Tiffany & Co.

Rank (2020): 79
69
Nippon Rentacar

Nippon Rentacar

Rank (2020): 82
70
Nippon Oil Corporation (NOC

Nippon Oil Corporation (NOC

Rank (2020): 54
71
Burberry

Burberry

Rank (2020): 65
72
Jalan

Jalan

Rank (2020): 94
73
Toyota Rentacar

Toyota Rentacar

Rank (2020): 75
74
Aohata

Aohata

Rank (2020): 43
75
DHC

DHC

Rank (2020): 78
76
Sagawa

Sagawa

Rank (2020): 46
77
Animal Crossing

Animal Crossing

Rank (2020): Nil
78
Ajinomoto

Ajinomoto

Rank (2020): 227
79
Gusto

Gusto

Rank (2020): 100
80
Lawson

Lawson

Rank (2020): 93
81
Kirin

Kirin

Rank (2020): 87
82
Sapporo Ichiban

Sapporo Ichiban

Rank (2020): Nil
83
Nissay

Nissay

Rank (2020): 111
84
Pampers

Pampers

Rank (2020): 63
85
Maruha Nichiro

Maruha Nichiro

Rank (2020): Nil
86
Christian Dior

Christian Dior

Rank (2020): 84
87
Glico

Glico

Rank (2020): 53
88
Yamaha

Yamaha

Rank (2020): 74
89
Nippon Professional Baseball

Nippon Professional Baseball

Rank (2020): 110
90
Saizeriya

Saizeriya

Rank (2020): 88
91
FamilyMart

FamilyMart

Rank (2020): 85
92
Samsonite

Samsonite

Rank (2020): 91
93
Attack

Attack

Rank (2020): 102
94
Bvlgari

Bvlgari

Rank (2020): 69
95
Pocari Sweat

Pocari Sweat

Rank (2020): 37
96
Contac

Contac

Rank (2020): 153
97
AEON Stores (HK) Ltd

AEON Stores (HK) Ltd

Rank (2020): 71
98
Ariel

Ariel

Rank (2020): 103
99
Aquarius

Aquarius

Rank (2020): 55
100
Fujitsu

Fujitsu

Rank (2020): 113