Nintendo Switch Ranks Second Among Japanese Youth's Favorite Brands

The Nintendo Switch console has impressively secured the second position among the most popular brands for Japanese youth, according to a recent study. Notably, the corporate brand Nintendo itself landed in third place.

Japanese consulting firm Nikkei BP Consulting recently unveiled the findings of its annual "Brand Japan 2026" study. This comprehensive research delves into how different generations perceive various brands, revealing a significant disparity in preferences between younger and older demographics, particularly within the automotive and electronics sectors.

The report indicates a notable decline in popularity among individuals under 20 for traditionally dominant Japanese brands such as Toyota, Panasonic, and Sony. While these brands maintain strong overall standings (26th, 4th, and 10th respectively across all age groups), their positions dramatically fall among the youth demographic to 149th for Toyota, 27th for Panasonic, and 40th for Sony.

Conversely, the study highlighted a rapid surge in the influence of gaming and digital brands. Among respondents under 20, the Nintendo Switch console impressively secured the second spot, trailing only YouTube. It outperformed other well-known entities including the corporate brand Nintendo (3rd place), Pokémon (7th place), and The Walt Disney Company (10th place).

Interestingly, the Nintendo Switch holds a much lower position (59th) in the overall brand ranking across all age groups, while Nintendo and The Walt Disney Company rank considerably higher at 12th and 14th respectively. This disparity vividly underscores the substantial generational divides in brand perception.

The extensive research, conducted last November, surveyed over 37,000 respondents who evaluated more than 1,000 brands.