#Japan #food delivery #Shibuya #Instagram #Otoriyose Net

Social Media-Driven Food Delivery Surges in Japan

A recent survey conducted by Island Co., Ltd., which runs the popular Japanese food delivery and retrieval site Otoriyose Net, reveals that the percentage of consumers purchasing food through social media platforms has climbed to an impressive 64% in 2025, marking a significant increase of 10 percentage points from the previous year. This trend underscores the growing importance of leveraging social media to drive food purchases in Japan.

Key Findings from the Survey

1. Increased Engagement via Social Media

The survey, aimed at those who have experience with food delivery through the internet, shows that 64% of respondents reported having made purchases influenced by social media. This signifies a strong upward trajectory in how platforms like Instagram and YouTube are shaping consumer behaviors. In 2024, this figure stood at 54%, indicating an ongoing trend towards higher social media engagement in food purchasing decisions.

2. Instagram Leads the Purchases

Among the social media platforms, Instagram emerges as the leader, accounting for 65% of the purchases made, displaying a substantial increase of 18 percentage points compared to 47% in 2024. Meanwhile, YouTube also gained traction, growing from 26% to 35% in the same period. These statistics demonstrate the effective persuasive power of visual content, such as tantalizing photos and engaging videos, on consumers' willingness to buy.

3. Visual Appeal and Reviews Matter

When asked what influenced their purchases, approximately 70% of respondents stated that "the product images looked delicious,” which remains the most significant factor. In addition, those who referenced reviews and ratings as a decisive factor rose from 38% to 43%, highlighting a shift towards more information-driven decision-making processes. This trend suggests that consumers are increasingly relying on both visual appeal and community feedback as they navigate their buying choices online.

4. Motivations for Purchase

The survey highlighted that the primary reasons for ordering food online stem from wanting to treat oneself or to gift others. Notably, 62% of respondents purchased items for friends or family, while 58% indulged in food deliveries for personal enjoyment. These motivations reflect a balance between self-care and social giving, indicating that both scenarios play a vital role in the current food delivery market landscape.

Survey Methodology

The findings were drawn from a comprehensive survey conducted between December 1 and December 22, 2025, targeting consumers who have engaged with food delivery services. A total of 306 participants provided valid responses, emphasizing the demographic spread with 77% women and various age distributions, strengthening the reliability of the results.

The Impact of Otoriyose Net

The Otoriyose Net website showcases a vast array of delicious items for retrieval and has become a go-to platform for multiple reasons. It offers users the ability to search through reviews sorted by genre and situation, as well as featuring recommendations from food influencers, enhancing both user engagement and satisfaction. Launched in November 2003, it has become one of Japan's premier destinations for gourmet food discovery.

With the burgeoning influence of social media in food retail, trends indicate that platforms will continue shaping consumer habits as visually appealing content garners attention and spurs purchases. As the industry evolves, both suppliers and marketers will need to consider the growing influence of platforms like Instagram and YouTube to engage effectively and tap into consumers' desires for both aesthetic appeal and trustworthy recommendations in food delivery.