In a world of overshared selfies and overly curated lifestyles, social media app BeReal brings something different: honesty. Unfiltered and spontaneous, the platform has quietly gained traction in Japan.
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Now, Japan ranks as BeReal’s second-largest market with over 4 million monthly active users, just behind the United States. In fact, the overwhelming majority of those users are posting content daily. BeReal in Japan is at the forefront of a movement that could reshape the future of digital advertising.
Marketing professionals are faced with this unique point in time, coming to terms with the notion that approach-first marketing resonates more deeply with consumers when fueled by the right emotional drives. Japanese advertisers who get it stand to overhaul Japan’s complex engagement strategies.
What Is BeReal, Actually?
What makes BeReal different from other social platforms is its core feature. Every single day, users receive a notification to ask them to take a picture with both front and back cameras—right away, without filters or do-overs. This raw snapshot of daily life is very different from the carefully curated posts you often see on TikTok or Instagram.
This simplicity is not a gimmick. It shows a bigger change in society, especially among Gen Z who comprise many of BeReal’s 40 million monthly active users globally. They’re getting tired of content that looks too perfect and are shifting towards platforms that feel more authentic.
How Advertising Fits into the BeReal Culture
BeReal is bringing this same idea of authenticity to advertising. Instead of annoying pop-ups or super glossy sponsored posts, their ads are made to fit right into the feed, mixing very well and naturally with regular content. Companies such as Amazon, Nike, and Levi’s have jumped on board early and are seeing engagement rates up to 5 times higher than their usual social media efforts.
Japan’s Unexpected Role in BeReal’s Global Strategy
This phenomenon of BeReal’s growth in Japan showcases the country’s unique ability to apply global trends while transforming them into something more useful. What makes Japan so welcoming for BeReal? Examining the country’s online platforms reveals some clues. A sizeable portion of Japanese social media users are active with platforms, such as LINE, Instagram, and X.
However, Japanese users tend to be extremely conservative. There is a strongly rooted tendency to avoid standing out and projecting a sophisticated appearance.
BeReal serves as an escape from such a hassle. The platform gets rid of the aggressive competition associated with social media without the need to impress. Breaking free from stereotypes is made easy with only one prompt per day, no follower counts, no likes, and no algorithm. It encourages users to document their daily lives as it happens: unprepared, unfiltered, raw.
What This Means for Marketers
BeReal’s approach presents brands with a fresh perspective—one that values connection more than conversion, and storytelling above scale. As TikTok faces more regulatory checks in the U.S. and growing concerns over data privacy, many marketers are thinking again about where and how to reach Gen Z audiences.
BeReal is not trying to compete with TikTok and Instagram, but rather to complement them—offering a more laid-back, people-focused space to engage in a meaningful way.
In Japan, consumers play it safe and stick with brands they trust, so a fresh app like BeReal could shake up the routine. The low ad clutter around the feed gives messages room to breathe, drawing clear attention when a brand speaks. Because BeReal posts look like a casual snaps from friends, marketers have to toss out old templates and create new, everyday-style ideas.
Winning there won’t come from eye-catching graphics or aggressive promotions; it means telling thoughtful, culturally tuned stories that match the app’s mood. The waters are still shallow now, so brands that dip their toes in early can snag loyal viewers and learn what resonates with Japan’s evolving digital space ahead of the pack.
The Info Cubic Japan Advantage
Getting the hang of a new platform—one as unique as BeReal—takes more than just buying ad space. You need to understand the culture, have local insights, and understand how consumers think and act in that particular space. That’s where Info Cubic Japan steps in.
ICJ is a trusted digital ally for global brands looking to break into or grow in the Japanese market. We bring together experts who speak both languages and have spent years working in Japan. We know how to strike the perfect balance between authenticity, telling a good story, and carrying out smart plans—all of which results in success on platforms like BeReal.
Whether you want to test out a campaign, plan influencer collaborations, or create messages that fit Japan, our team will assist you in shaping your efforts to click with Japanese users, while also staying true to your brand’s image. Our data-driven approach makes sure you not only reach the right audience, but do so in a way that builds trust and long-term value.
As BeReal paves the way for fresh digital engagement opportunities, now is the perfect moment to rethink your strategy—and Info Cubic Japan stands ready as your ideal partner to guide you through. Partner with us for solutions that meet the shifting social media landscape.
Learn more about other native Japanese social media platforms that are viable marketing avenues.
