Notably, Nintendo itself secured the third position in the same youth ranking.
Japanese consulting firm Nikkei BP Consulting has released the results of its annual “Brand Japan 2026” study, which reveals generational differences in brand perception. The data highlights a significant divergence in preferences between younger and older audiences, particularly within the automotive and electronics sectors.
The report indicates a decline in popularity for traditionally strong Japanese brands like Toyota among individuals under 20. Similar trends were observed for Panasonic and Sony. While these brands hold 26th, 4th, and 10th places, respectively, in the overall ranking, their positions significantly drop among younger demographics, falling to 149th, 27th, and 40th.
Conversely, the study revealed a rapid surge in the influence of gaming and digital brands. Nintendo Switch, for instance, secured the 2nd position among respondents under 20, surpassed only by YouTube. It outranked other popular brands such as Nintendo (3rd place), Pokémon (7th place), and The Walt Disney Company (10th place).
Interestingly, in the overall brand ranking, Nintendo Switch holds only the 59th position, while Nintendo and The Walt Disney Company rank much higher at 12th and 14th place, respectively. This highlights significant intergenerational differences in brand perception.
The survey was conducted last November, encompassing over 37,000 respondents who evaluated more than 1,000 brands.