The 2026 Kantar BrandZ Top 50 Most Valuable Japanese Brands have collectively reached a total brand value of $286 billion, marking a 27% increase over the past two years. This performance highlights the global competitiveness, innovation and international momentum of leading Japanese brands.
Key highlights from the report, based on insights from over 83,000 consumer interviews, include:
- Toyota remains Japan’s No.1 Most Valuable Brand, growing 8% to $30.8 billion, supported by its global scale, leadership in hybrid technology and strong brand trust
- Sony advances to No.2, with brand value rising 41% to $28.4 billion, driven by its expanding entertainment IP ecosystem and strong international equity
- UNIQLO climbs to third place, increasing 80% to $24.6 billion thanks to rapid global retail expansion, consistent product quality and its commitment to sustainability
- Asics is the highest riser, up 310%, while Nintendo (+105%), Tokio Marine & Nichido (+110%) and MUFG (+77%) also show strong momentum
- 21 of Japan’s Top 50 brands now generate more than half of their revenue outside Japan, reflecting wider global relevance and demand.
2026 Kantar BrandZ Most Valuable Japanese Brands
Discover the strategies propelling Japan’s most valuable brands forward
Infographic
Explore Japan’s brand landscape in this infographic. The Top 5 Most Valuable Japanese Brands in 2026 are:
No.1 Toyota – US$31 billion
No.2 Sony – US$28 billion
No.3 UNIQLO – US$25 billion
No.4 NTT – US$20 billion
No.5 Nintendo – US$16 billion
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The Power of Meaningful Difference
Brands that unite difference with deep relevance consistently outperform their peers. In Japan, those strengthening both qualities have delivered exceptional brand value growth. These brands don’t just stand out; they connect meaningfully with consumers, driving loyalty and premium value. Watch the countdown video to discover Japan’s most valuable brands.
Methodology: how we measure brand value
Kantar BrandZ uses a consumer-centric approach combining Financial Value (corporate earnings linked to brand assets) and Brand Contribution (driven by Demand Power, Pricing Power and Future Power). This approach is powered by over 4.5 million interviews across 54 markets. Kantar’s Meaningful Different and Salient framework is endorsed by the Marketing Accountability Standards Board (MASB) and ensures accurate, actionable insights into what truly drives brand growth. Learn more
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Highlights from this report, which is based on the opinions of more than 68,000 respondents on 1,833 brands across 137 categories, reveal:
• Toyota retains the top spot as Japan’s most valuable brand, worth $28.5bn
• Uniqlo (No.4; $13.7bn) enters the Top 5 with a brand value increase of 26%
• Apparel brand GU joins the ranking for the first time at No.33
• Automotive and Telecom Providers deliver most value in the Japanese Top 50
• Retail and Apparel brands increase their presence, with ASICS (No.42; $1.2bn) and Gyomu Super (No.36; $1.5bn) also entering the ranking for the first time
The Kantar BrandZ Top 50 Most Valuable Japanese Brands 2023 have grown by 16% in the past two years, as the country’s top brands bounced back from the worst disruptions of the COVID-19 pandemic. The Top 50 have gained almost $32 billion, to reach a total brand value of $234 billion.
Instead of Japanese brands returning to business as usual, they have embarked on a new journey to growth, led by sustainability, global expansion, and powerful consumer connections.
Toyota has retained its number one place as the most valuable Japanese brand ($33.0bn; +17%), followed by NTT (No.2; $25.6bn;). Four brands – Sony, 7-Eleven, JAL and Panasonic – lead the list of the fastest risers, growing by more than 40%. Ten new brands have joined the ranking, led by food and seasoning brand, Ajinomoto (No.24; $2.2bn).
To progress on their journey to drive value in the future, Japanese brands have an opportunity to strengthen connections with consumers that are meaningful and different.
This year, the combined value of the BrandZ™ Top 50 Most Valuable Japanese Brands declined by 9 percent. Beyond this headline rate, however, lie the stories of leading Japanese brands that have protected their brand reputations – and sometimes even increased their brand valuations – amidst the most difficult of circumstances. What these brands have in common is that authentic and distinct brand building remains the key to economic resilience.
Toyota has retained its place as the most valuable brand in Japan, with a brand value of $28.4 billion. Telecom provider NTT ($20.3 billion) remains second, with Sony ($12.0 billion) taking third place.
At no.8, Nintendo ($8.6 billion) stood out as a leading disruptor and innovator in the ranking.
Communications platform LINE (No. 13, $4.3bn) was the fastest riser, up 34%, followed by leading online retailer Rakuten (No. 23, $2.5bn), up 22%.
Download the Kantar BrandZ Most Valuable Japanese Brands 2021 report
Download the Kantar BrandZ Most Valuable Japanese Brands 2021 infographic – English
Download the Kantar BrandZ Most Valuable Japanese Brands 2021 infographic – Japanese