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Kantar's 2026 Japan Brand Ranking Revealed

On February 3, 2026, Kantar, a leading marketing data and analytics company based in London, issued its latest findings on the Kantar BrandZ 2026 Japan Brand Ranking Top 50. This year's report showcases an impressive growth of 27% over the last two years, with the total value of the top Japanese brands soaring to $286 billion. This growth reflects a significant increase of around $60.5 billion compared to 2024, despite challenges such as a weak yen, high inflation, and geopolitical uncertainties.

In this year’s ranking, Toyota continues to reign supreme as Japan's most valuable brand with a valuation of $30.8 billion, achieving an 8% growth year-on-year. The company’s advancements in alternative energy vehicles, alongside its reputation for quality and reliability, have solidified its position against global competitors. A substantial portion of Toyota's sales is generated in international markets, enhancing its global scale and adaptability. Moreover, by consistently refreshing its model lineup, Toyota has adeptly catered to changing consumer needs, strengthening its presence both domestically and abroad.

Following closely is Sony, which maintained its second-place position with a brand value of $28.4 billion, marking a 41% increase from 2024. This growth is largely attributed to Sony's strategic pivot towards entertainment intellectual property and its strong global brand equity.

Uniqlo, renowned for its 'LifeWear' concept, witnessed one of the highest growth rates at 80%, reaching a brand value of $24.6 billion. Its swift international expansion in 2025 and anticipated fifth consecutive year of profit growth in 2026 reflect its strengthened global presence. Uniqlo's commitment to providing high-quality, sustainable, and stylish clothing has garnered significant trust among consumers worldwide.

Noteworthy Growth Brands

Among the standout performers, Asics ranks 14th with a staggering 310% increase in brand value, now at $4.9 billion. This accomplishment positions it as the leader in growth rate, driven by a strategic shift toward prioritizing profit margins over volume sales. Asics has focused particularly on the higher-priced running category, moving toward long-term brand equity development without relying solely on discounts or short-term profits.

Other notable financial services brands have also shown remarkable growth, such as Tokyo Marine & Nichido (18th, $3.9 billion, an increase of 110%) and Mitsubishi UFJ Bank (7th, $12.4 billion, +77%). Meanwhile, Nintendo has solidified its global leadership position, with its brand value increasing by 105% to $15.7 billion, thanks to the overwhelming success of the Nintendo Switch.

New Entrants and Resurgence

Joining the ranks for the first time are Bandai Namco (15th, $4.4 billion) and Konami (17th, $4 billion), highlighting the rapidly growing presence of media and entertainment brands, particularly in the gaming sector. The collective brand value in this domain has reached $24 billion, showcasing its cultural influence and commercial potential. Additionally, Lexus (24th, $3.3 billion) and Sompo Japan Nipponkoa (37th, $1.6 billion) made their debut ranking, alongside returning brands like Muji (27th, $2.4 billion) and Resona Bank (33rd, $1.8 billion).

Insightful Findings

The 2026 Kantar BrandZ report reveals several emerging insights:

• - New Growth Areas: Leading Japanese brands are revitalizing their assets across multiple categories, leveraging technological advancements to expand into new markets. This strategy creates distinctive values that competitors find difficult to imitate.
• - Meaningful Differentiation: The ability to create 'Meaningful Difference' continues to be crucial for brand growth. However, less than half of Japan's top brands exceed the global average in this metric, highlighting the necessity for ongoing emotional connections with consumers.
• - Cultural Relevance: Brands with unique cultural assets secure distinct competitive advantages, emphasizing the importance of investing in and communicating one’s cultural identity.
• - Re-defining Value: In light of persistent inflation and high-interest rates, successful brands are not merely relying on discounting. Instead, they are reconstructing value propositions through subscription models, enhanced digital experiences, and smarter rewards, adapting to evolving consumer expectations.

For more details on the 2026 Kantar BrandZ Japan Brand Value Top 50 Ranking and Report, visit Kantar’s website.

About Kantar

Kantar is a world-leading marketing data and analytics firm, trusted as a brand partner by top global businesses. We blend meaningful attitude and behavior data with deep expertise and advanced analytical techniques to unveil the mechanisms of people's thoughts and actions.