Dentsu Announces “2015 Hit Products in Japan”

—Binge shopping / inbound tourism, professional tennis player Kei
Nishikori and the Japan National Rugby Team’s performance at Rugby World
Cup 2015 chosen as the top three—

TOKYO–(BUSINESS WIRE)–Dentsu Inc. (TOKYO:4324)(ISIN:JP3551520004)(President & CEO: Tadashi
Ishii; Head Office: Tokyo; Capital: 74,609.81 million yen) announced
today the release of its “2015 Hit Products in Japan” report. Produced
as part of a series that has been chronicling hit products since 1985,
the latest report examines major trends that represented the Japanese
people’s mindset in 2015. It is based on an Internet survey of the
general public in Japan carried out at the end of October and early
November 2015 by Video Research Ltd.

The following top 20 products (which include some popular content and
social phenomena) were selected from 120 popular items and services by
2,000 Internet survey respondents aged between 15 and 69.

2015 Hit Products

No. 1:   Binge shopping / inbound tourism
No. 2=: Kei Nishikori (Japanese professional tennis player)
No. 2=: Japan National Rugby Team’s performance at Rugby World Cup 2015
No. 4: Matsuko Deluxe (transgender Japanese celebrity)
No. 5:

Hibana (Akutagawa Prize-winning book written by Japanese
comedian Naoki Matayoshi)

No. 6: Universal Studios Japan
No. 7: Hokuriku Shinkansen (bullet train that started operations in March
No. 8: Premium product vouchers issued by local municipalities
No. 9: Hometown contribution tax system
No. 10: Instagram
No. 11: Drones
No. 12: Japanese Nobel Prize laureates
No. 13=: Selfie sticks
No. 13=: Food festivals
No. 15: Halloween
No. 16:

Futon (Japanese bedding) cleaners

No. 17: Shuzo Matsuoka (television sports commentator; former professional
tennis player)
No. 18: iPhone 6s
No. 19: Gaucho pants
No. 20: Monster Strike (mobile action role-playing game)

2015 was a year in which signs of change were evident. Although there
were some bright spots such as the emergence from deflation due to
rising stock prices at the beginning of the year and other factors, it
was also a year where uncertainty caused by cost-of-living increases and
concerns about future prospects created a less than favorable
consumption environment. The increase in inbound tourism consumption,
however, an example of which is binge shopping by Chinese and other
foreign tourists, had a considerable impact on Japan’s consumption
figures, and this is also reflected in this year’s hit product rankings.

Binge shopping / inbound tourism, which took first place in this year’s
rankings, drew attention to the Chinese New Year (also known as the
Spring Festival) holiday which was celebrated in February. Through the
mass media’s frequent reports on the buying of Japanese products by
foreign tourists on their holiday trips, attention was also drawn to
other holidays celebrated by people of other nationalities, such as the
National Day of the People’s Republic of China, and this media coverage
had a significant impact on the Japanese public. As their eyes were
drawn to the binge shopping by inbound tourists, the Japanese people
rediscovered the charm of Japan and once again focused on local
products, as can be seen in the No. 7 ranking for the Hokuriku
Shinkansen and the No. 9 ranking for the hometown contribution tax
system, which enables people to make a donation to the local or
prefectural government of their choice and receive gifts of regional
products in return.

The second equal ranking shared by tennis player Kei Nishikori and the
Japan National Rugby Team’s performance at Rugby World Cup 2015 shows
the Japanese public’s surprise at and admiration for their world-class
performances in areas where Japan felt that it was facing a big wall. It
can be said that with each success on the world stage, there were many
people who gained courage as they saw how their athletes competed
outside of Japan.

The following “2016 Expected Hit Products” list was compiled using the
products selected for the “It has been popular this year / It is popular
now.” category as a base and then focusing on those selected for the “It
will become popular.” category.

2016 Expected Hit Products

No. 1:   Hydrogen-powered automobiles
No. 2: 3D printers
No. 3: SIM-free mobile phones
No. 4: Communication robots
No. 5: Missed TV program webcast services
No. 6: 4D theaters
No. 7: Genetic testing kits
No. 8: Sharing services (such as cars and homes)
No. 9: The “My Number” social security and tax number system
No. 10:

Star Wars


Dentsu “Hit Product Recognition Survey” Overview

Survey period:   October 31 to November 2, 2015
Survey subjects: Men and women nationwide aged between 15 and 69
Sample size: 2,000 (responses received)
Survey type: Internet survey
Survey company: Video Research Ltd.
Survey content: Respondents were asked to indicate their level of agreement with the
following four statements about 120 items and services:
“It has been popular this year / It is popular now.”
“It will become popular.”
“It is not popular, and will not become popular in the future.”
“I have never heard of it.”

Top Five Hit Products in Earlier Years (2014 to 2005)


  1. Frozen (Walt Disney animated movie)
  2. Talking mascot characters
  3. Tokyo Skytree
  4. Free voice call apps (such as LINE)
  5. Yo-kai Watch (games, manga and toys)


  1. Tokyo Skytree
  2. Hybrid cars
  3. Smartphones
  4. Robot cleaners
  5. Vehicle collision prevention systems


  1. Smartphones
  2. Tokyo Skytree
  3. SNSs such as Facebook that require real name registration
  4. Robot cleaners
  5. Salted rice malt


  1. Smartphones
  2. LED light bulbs
  3. Tokyo Skytree
  4. Nadeshiko Japan (the Japan women’s national football team who won the
    2011 FIFA Women’s World Cup Germany™ tournament)
  5. AKB48 (48-member all-girl theater/idol group with its own theater in
    Akihabara, Tokyo)


  1. Smartphones
  2. Twitter
  3. Munchable chili oil
  4. Digital broadcasting-equipped widescreen flat-panel TVs
  5. Ryoma Sakamoto (1836–1867; popular historical figure and visionary who
    played a key role in bringing about the Meiji Restoration. “The
    Legend of Ryoma
    ” TV drama series also became a hit this year.)


  1. Hybrid vehicles
  2. Flu masks
  3. Low-priced domestic fashions
  4. Vehicles eligible for tax reductions and eco vehicle purchasing
  5. Eco-point energy-saving home appliances


  1. Innovative remote-controlled TV games
  2. Gake no Ue no Ponyo (Ponyo on the Cliff by the Sea)
  3. Digital broadcasting-equipped widescreen flat-panel televisions
  4. Bargain products (private brand products/outlet malls)
  5. Touch pen portable games


  1. Touch pen portable games
  2. Innovative remote-controlled TV games
  3. Billy’s BootCamp™
  4. Digital cameras
  5. Widescreen flat-panel televisions


  1. Brain training products
  2. Widescreen flat-panel televisions
  3. The Da Vinci Code
  4. HDD-equipped DVD recorders
  5. High-performance portable game machines


  1. Portable digital audio players
  2. HDD-equipped DVD recorders
  3. Blogs
  4. Widescreen flat-panel televisions
  5. Agar weed gelatin

[About the Dentsu Group]

Dentsu is the world’s largest advertising agency brand. Led by Dentsu
Inc. (Tokyo: 4324; ISIN: JP3551520004), a company with a history of 114
years of innovation, the Dentsu Group provides a comprehensive range of
client-centric brand, integrated communications, media and digital
services through its nine global network brands—Carat, Dentsu, Dentsu
media, iProspect, Isobar, mcgarrybowen, MKTG, Posterscope and Vizeum—as
well as through its specialist/multi-market brands including Amnet,
Amplifi, Data2Decisions, Mitchell Communications (PR) and 360i.

The Dentsu Group has a strong presence in 124 countries across five
continents, and employs more than 43,000 dedicated professionals. Dentsu
Aegis Network Ltd., its global business headquarters in London, oversees
Dentsu’s agency operations outside of Japan. The Group is also active in
the production and marketing of sports and entertainment content on a
global scale.


Dentsu Inc.
Shusaku Kannan, (813) 6216-8042
Communications Director