The gap between foreign influencers and Japanese businesses has remained unbridged, despite the growth of the global creator economy, according to Ryusei Goto, Chief Operating Officer of APOC, an operator of marketing platforms for Japan’s tourism industry. 

“The market for connecting foreign influencers with Japanese businesses was almost nonexistent,” he reveals. “While there was clear demand for PR through overseas creators, barriers such as high communication costs and opaque pricing meant that very few matches were actually happening.” 

To address this disconnect, APOC developed UZU, a platform offering a standardized, transparent system, eliminating language barriers, payment uncertainties, and coordination difficulties. Through UZU, APOC aims to transform influencer marketing from a “special tactic” into an everyday, reliable advertising channel for Japanese businesses seeking international visibility.

The platform serves two distinct audiences: Japanese companies seeking to reach overseas audiences and foreign tourists, and international influencers in Japan looking for PR opportunities with fair and reliable compensation.

How UZU Works

UZU’s name derives from the Japanese word for “whirl,” symbolizing how awareness spreads outward like ripples expanding into waves. This concept underpins the platform’s approach to connecting vetted foreign influencers with Japanese businesses through two streamlined pathways.

The first option, Scheduled Visit, allows businesses to invite specific influencers and coordinate details through in-app chat. The second approach is the Instant Visit feature, launched in August, which eliminates the need for pre-coordination. Once a business posts a campaign, it appears on the UZU map, allowing vetted influencers to visit at their convenience without any prior arrangement.

“Some users have already completed three campaigns in just three hours, demonstrating a whole new level of convenience,” Ryusei notes, highlighting the system’s efficiency. Both options feature QR code check-ins at venues, with rewards instantly reflected in influencers’ UZU Wallets and available for payout as early as the next day. With built-in translation, businesses can communicate in Japanese while influencers respond in their own languages.

A Platform Built on Respect for Creators

Another key aspect of UZU that Ryusei highlights is the platform’s philosophy of respecting creators’ work and needs. “I’ve personally experienced video shooting and editing, and I once grew an account from zero to tens of thousands of followers. I understand firsthand how demanding that work is,” he explains.

This understanding translates into concrete features designed with influencers in mind: immediate payouts after check-in, the ability to visit venues without coordination, and standardized, fair compensation. 

“In Japan, however, I often feel that influencers are not given enough respect. That’s why at UZU we make a conscious effort to build products with influencers in mind, and we also communicate that mindset to the businesses using our platform,” Ryusei says.

The results of this creator-centered approach are evident in user feedback. One influencer who initially criticized the platform, saying “the rewards are too low,” now reports that after improvements, “I can actually earn a steady income on a monthly basis.” Another influencer visiting Niigata combined sightseeing with earnings opportunities, appreciating that “activities during the trip also turned into income.”

“We believe that creating an environment that is easy and reliable for influencers ultimately leads to better outcomes for businesses as well,” Ryusei says. This perspective drives continuous platform improvements that benefit both sides of the marketplace.

Delivering Value to Businesses and Influencers

For Japanese businesses, UZU eliminates the need for complex negotiations and coordination, lowering communication barriers while providing access to trustworthy foreign influencers at standardized rates. Companies can measure campaign results using the same metrics as other advertising channels: views, engagement, cost per view, and cost per like.

For international influencers, UZU facilitates access to Japanese marketing opportunities. The platform secures payments and simplifies the entire collaboration process, from discovery to compensation. “Influencers can simply scan a QR code when they visit, have their reward reflected instantly, and receive payouts as early as the next day, making it a secure and reliable way to work,” Ryusei says.

Beyond restaurants, UZU has expanded into diverse sectors, facilitating collaborations with “airlines, cultural experience venues, souvenir shops, shrines, game centers, pharmacies, e-SIM providers, theme parks, and even local governments.” This diversification enhances the platform’s value for both businesses seeking customer acquisition and influencers desiring varied content opportunities.

Inside Japan’s Creator Economy

Ryusei offers a candid assessment of the current creator economy in Japan, identifying considerable room for growth despite positive momentum. “In particular, for creators with fewer than 100,000 followers, monetization systems and evaluation standards are not yet fully developed, which makes it difficult for them to sustain their activities long-term,” he says.

The most pressing industry challenge, according to him, is the lack of trust and transparency. “Too often, deals still rely on superficial metrics such as follower or subscriber counts, while pricing and performance remain unclear,” Ryusei notes. “As a result, businesses struggle to feel confident in the outcomes, and influencers are not always evaluated fairly.”

To address these systemic issues, UZU has introduced several novelties in the Japanese market. The platform’s emphasis on standardized metrics and transparent pricing creates a foundation for sustainable growth. “The content influencers produce carries tremendous value and can greatly contribute to brand awareness and trust-building. However, many businesses are still not fully leveraging that potential,” Ryusei explains.

Predictions for Influencer Marketing in Japan

Ryusei expects Japan’s influencer services market to become more competitive, with well-designed platforms earning recognition and contributing to healthier industry growth. “Compared to global trends, however, Japan is still in a stage where influencers are not yet fully top-of-mind as a standard method for PR or brand awareness,” he observes.

Ryusei also anticipates Japan will follow international patterns of development, with increasing respect for influencers and improved measurement systems allowing the market to expand sustainably. “I believe Japan will follow the path of other countries where respect for influencers increases, and proper measurement and evaluation methods are put in place, allowing the market to expand in a sustainable and positive cycle,” he predicts.

For the immediate future, UZU is focusing on enhancing user experience and building on the excitement already emerging among early adopters. “By building on individual success stories and positive feedback, we aim to strengthen the overall trust and reach of the service,” Ryusei says. Rather than rushing expansion, the team prioritizes continuous quality improvement to ensure long-term success.

As Ryusei summarizes, “UZU empowers global influencers and Japanese businesses by removing barriers to cross-cultural collaboration, building simple and transparent connections that transform challenges into opportunities and create joyful experiences for everyone.”

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