Since 2024, social media has begun exerting significant influence on election outcomes in Japan. Independent candidates and parties have leveraged online videos, with unverified information spreading and shaping key issues. Experts warn of the risks inherent in relying on such platforms.
In Japan, 2024 has been dubbed the "first year of social media elections," with people increasingly turning to these platforms for voting decisions. In the July 2024 Tokyo gubernatorial election, Shinji Ishimaru, running without party support, used social media to secure about 1.66 million votes and finish second. The October 2024 House of Representatives election saw the Democratic Party for the People, under Yuichiro Tamaki, achieve substantial gains through similar strategies. In November's Hyogo gubernatorial election, circulating online video clips—some containing unverified information—are believed to have aided the reelection of Governor Motohiko Saito.
During the summer 2025 House of Councillors election, the Sanseito party, with its "Japanese First" slogan, tapped into dissatisfaction over foreigner policies by spreading video clips on social media. A Yomiuri Shimbun analysis found that Sanseito's official videos received more views than those of any other party, contributing to a significant increase in its upper house seats.
Social media often features extreme claims or unverified information posted to attract views and generate revenue, with AI-produced false content expected to rise further.
Prof. Shinichi Yamaguchi of the Center for Global Communications at the International University of Japan stated, "Slander, defamation and emotionally charged content spread easily on social media, so it’s not a good place for deep political discussions. We must be mindful that relying solely on information from social media carries inherent risks."
These examples illustrate how social media is altering election dynamics, though ensuring information reliability remains a key challenge.
