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With the advent of the digital age

The "creator economy," in which individual creators form a new economic sphere, is rapidly expanding. Through platforms such as YouTube, Instagram, and TikTok, many creators are able to pursue their work freely, unconstrained by traditional revenue structures, and are building businesses worth billions of yen.

What is the Creator Economy?

The creator economy is an economic sphere in which individual creators, including not only YouTubers and TikTokers but also video producers and handmade artists, directly earn revenue by leveraging their own content, skills, and influence. It is a business model in which creators themselves become business owners, providing value directly to their fans and communities and receiving compensation in return.

In this new economy, creators are more than just content producers; they're entrepreneurs, building their own brands and sustainable businesses with multiple revenue streams.

Rapid expansion of market size

The market size of the creator economy continues to grow at an astonishing pace both domestically and internationally.

Domestic market trends

According to a 2022 survey on the domestic creator economy conducted jointly by the Creator Economy Association and Mitsubishi UFJ Research and Consulting Co., Ltd., the creator economy market in Japan is estimated to reach 1.8696 trillion yen in 2023, and if this growth rate continues, it is predicted to expand to over 2 trillion yen by 2024. This growth rate is significantly higher than traditional industries, and it is attracting attention as a new economic field.

Global market size

On a global scale, a 2024 Coherent Market Insights report estimates the creator economy market to be worth approximately $127.7 billion in 2023. It is also projected to grow from $202.56 billion in 2025 to $848.13 billion in 2032, at a compound annual growth rate (CAGR) of 22.7% over the forecast period. These figures demonstrate that the creator economy is no longer a passing trend, but an important economic sector poised for sustained growth.

The main monetization model for the creator economy

So, what are the specific revenue sources? We will introduce five main models.

• Advertising revenue: This is advertising revenue via platforms such as YouTube's AdSense and TikTok's Creator Rewards Program. Revenue is determined by the number of views and engagement rate, so the quality and continuity of content are important.
• Subscription model: They receive ongoing support from their fans through monthly or yearly subscriptions, and by using platforms such as Instagram subscriptions, YouTube memberships, Patreon, and Substack to provide exclusive content and community access, they have built a stable revenue base.
• Content Sales: Creators can realize high profit margins by commercializing their unique worldviews, expertise, and skills through direct sales of digital content such as audio, e-books, online courses, and photo books, as well as physical products such as recipe books and fashion goods.
• Consulting/Coaching: We provide one-on-one services that utilize the expertise of individuals. We offer high-value services through business consulting, life coaching, technical guidance, and more.
• Collaboration with companies: Brand sponsorships, ambassador contracts, and participation in product development are also ways to generate revenue. We leverage the influence and reach of creators to help companies achieve their marketing goals.

The background to the increase in "brand launches and product development"

Nowadays, many successful creators are starting their own brands and working on product production, but what is the background to this?

• Achieving higher profit margins: Compared to advertising revenue or platform-dependent revenue models, selling your own products can generate significantly higher profit margins. By eliminating the middleman and maintaining consistent control from manufacturing to sales, you can secure greater profits.
• Platform risk diversification: This reduces the risk of relying on a single platform like YouTube or Instagram, and allows you to secure an independent revenue stream that is not affected by algorithm changes or revisions to terms and conditions.
• Building direct relationships with fans: Your products allow you to build deeper relationships with your fans. Fans who purchase your products become more than just viewers; they become brand advocates, providing long-term customer value.
• Further business expansion potential: Successful brands and products can significantly increase sales by increasing production volume. This allows you to build a business model that generates revenue 24 hours a day, 365 days a year, going beyond the time constraints of content production. This allows you to expect more sustainable business growth, not only from existing fans but also from new customers who have become fans of the brand/product.

Success stories of overseas creators

Many creators overseas have already launched their own brands and are recording astounding sales. Here we will introduce three particularly noteworthy success stories.

MrBeast × Feastables

Feastables, the chocolate brand created by MrBeast, known as the king of YouTube with the world's most subscribers, has surpassed 433 million subscribers on its main channel as of September 2025. According to Bloomberg, Feastables recorded sales of approximately $250 million in 2024 and made a profit of over $20 million.

Product introductions in Mr.Beast's videos and interactive marketing techniques with fans proved successful, leading to sales not only online but also at major US retail chains such as Target, Walmart, Sam's Club, and 7-Eleven. At one point, the product became difficult to obtain, and users who found it took commemorative photos and posted them on social media, embracing it as an entertainment experience that goes beyond just being a chocolate product.

In addition, the brand has taken up feedback from users on social media about the difficulty of removing the product from shelves and has personally shared the process of improving the product on its official social media accounts. In this way, selling the product is not the end of the story; Mr.Beast himself is heavily involved in the growth of the brand, ensuring its long-term sustainability.

Image Source: https://feastables.com/ | https://www.instagram.com/p/DJW7ZrwxQJ6/ | https://vt.tiktok.com/ZSD8jVjoX/ | https://vt.tiktok.com/ZSD8jBLtB/

Logan Paul × KSI × PRIME Drink

PRIME, an energy drink brand co-created by popular American YouTuber Logan Paul and popular British YouTuber KSI, was launched in 2022 and, according to a Bloomberg report, is expected to reach $1.2 billion in annual sales in 2023, making it the "fastest-growing beverage brand in history."

PRIME's success is due to the huge follower bases of both creators and their strong fan engagement. By regularly interacting with fans on social media and responding to comments and messages, they have created an environment where fans feel a personal connection with the brand. They have also gained explosive recognition in a short period of time through collaborations with other influencers and partnerships with well-known sports brands and sports teams.

Furthermore, we used bright colors, including fluorescent colors, for the drink logo to make it stand out visually in stores and on social media, and we unified the worldview across all platforms, including the website, social media accounts, and package design. In addition to a consistent branding design, we intentionally created a sold-out state on the e-commerce site, increasing the product's scarcity and encouraging consumers to purchase.

Image Source: https://drinkprime.com/ | https://www.instagram.com/p/CYUpcKNPkt9/ | https://www.instagram.com/p/DGlXdrRR9lX/ | https://www.instagram.com/p/DJTD_pJTM91/

Emma Chamberlain × Chamberlain Coffee

Emma Chamberlain is popular for her down-to-earth, authentic style on YouTube and Instagram, focusing on vlogs, fashion, travel, and lifestyle. A huge coffee lover, she founded her own brand, Chamberlain Coffee, in 2019.

Thanks to a passion for coffee, love for the brand, and overwhelming support from millennials and Gen Z, the brand has established a unique position in the crowded coffee market, and according to Forbes, its estimated annual sales by 2023 are expected to reach $20 million.

By actively participating in everything from product development to branding and marketing, she is able to quickly grasp consumer needs and reflect them in her products. One of the keys to her success is her commitment to the brand, not just her role as producer. Strategic branding is also important, and by promoting the brand through her personal channels, she closes the gap between fans and new customers, creating a sense of familiarity. Chamberlain Coffee started online and is now sold in major retailers like Target, Erewhon, Whole Foods Market and Sprouts, with the aim of opening its first brick-and-mortar cafe in Los Angeles in early 2025. In addition to coffee, the company also offers seasonal merchandise such as matcha, mugs and tumblers, growing into a lifestyle brand.

Image Source: https://chamberlaincoffee.com/ | https://www.instagram.com/p/Cd3cLC0hTgu/ | https://www.instagram.com/p/B6b2bZ1gxmm/ | https://www.instagram.com/p/DJhBgNXxaM4/

Summary

The rapid growth of the creator economy and the success stories of brand launches show that the potential is immense. However, to achieve success in overseas markets, it is essential to understand the local market, build a network with creators, and develop a strategy that takes cultural differences into account.

Orinas offers the following comprehensive support services to Japanese companies considering expanding overseas.

• Matching with overseas creators: Building strategic partnerships with influential creators from around the world
• Market research and strategy planning: Detailed analysis of the target market and formulation of the optimal approach strategy
• Brand launch support: Consistent support from product development to sales channel construction
• Cross-border marketing: Implementing multilingual and multicultural marketing strategies

If you are a company looking to ride the wave of the creator economy and achieve success in the global market, please contact us. We will support you in achieving your business goals based on the latest industry trends and our extensive experience.

Please feel free to contact Orinas with any enquiries or questions regarding overseas expansion or creator marketing.