Contents
Introduction
In Japan, where the digital landscape is marked by a unique blend of tradition and innovation, Yahoo! continues to hold a significant presence as a prominent search engine. Despite the global dominance of Google, Yahoo! maintains its relevance as the second most widely utilized search platform in the country. What did the Japanese people search for in the year 2023?
In a celebration of the most searched individuals and works in 2023, LINE Yahoo has unveiled the winners of the “Yahoo! Search Award 2023.” The awards, based on the sharp increase in search numbers compared to the previous year, showcase the rising stars and trending topics that captivated the Japanese audience. Let’s delve into the notable winners and the reasons behind their surge in popularity.
Winners Across Categories:
Grand Prize and Athlete Category: 大谷翔平 (Shohei Ohtani)
- Reason for Surge: The MLB’s Los Angeles Angels player, Shohei Ohtani, achieved a historic feat as the first Japanese and Asian-born player to become a home run king. His remarkable dual-role performance in pitching and hitting, along with contributions to Japan’s WBC victory, fueled searches throughout the season.
Actor Category: 山田裕貴 (Yuki Yamada)
- Reason for Surge: Leading roles in dramas like “ペンディングトレイン―8時23分、明日 君と” and movies such as “キングダム 運命の炎” propelled Yuki Yamada to the top. His diverse roles and captivating performances triggered increased searches.
Musician Category: 新しい学校のリーダーズ (ATARASHII GAKKO!)
- Reason for Surge: Their EP “一時帰国” and the viral “オトナブルー” dance on social media contributed to New School Leaders’ rise. Claiming to be the youth representative of Japan, they secured the top spot with addictive music and charismatic performances.
Comedian Category): とにかく明るい安村 (Tonikaku Akarui Yasumura)
- Reason for Surge: Making history by reaching the finals of the UK’s “ブリテンズ・ゴット・タレント,” Akamura Atsushi returned to Japan, appearing on various TV shows like “踊る！さんま御殿!!” and “マツコ会議,” sparking a surge in searches.
Voice Actor Category: 宮野真守 (Mamoru Miyano)
- Reason for Surge: Voicing Mario in the hit movie “ザ・スーパーマリオブラザーズ・ムービー” and roles in anime like “鬼滅の刃” contributed to Mamoru Miyano’s increased searches. His versatility, including drama appearances and variety show participation, added to his popularity.
Top Works Across Categories:
Anime Category: 推しの子 (Oshi no Ko)
- Reason for Surge: Serialized in “週刊ヤングジャンプ,” this anime’s shocking plot twists and the hit opening theme “アイドル” by YOASOBI fueled its popularity, making it the top-searched anime.
Movie Category: 君たちはどう生きるか (“The Boy and the Heron“)
- Reason for Surge: Studio Ghibli’s director Hayao Miyazaki returned with this animated masterpiece. The film, featuring a star-studded cast and the theme song by Kenshi Yonezu, captured the audience’s attention without traditional promotion.
Game Category: ゼルダの伝説 ティアーズ オブ ザ キングダム (“The Legend of Zelda: Tears of the Kingdom”)
- Reason for Surge: Breaking the Guinness World Record for the fastest-selling Nintendo game, the introduction of the new ability “ウルトラハンド,” and the freedom it offered in gameplay made this game a standout, driving searches.
Drama Category: VIVANT
- Reason for Surge: Unprecedented in scale and featuring an impressive cast, VIVANT intrigued viewers with its mysterious storyline. Minimal pre-release information and active social media discussions contributed to its popularity.
Music Category: アイドル (“Idol”) – YOASOBI
- Reason for Surge: Serving as the theme song for anime [推しの子] (Oshi no ko), YOASOBI’s “アイドル” became a sensation with over 3.5 billion YouTube views, marking the first Japanese song to top the Billboard “Global Excl. U.S.” chart.
Special Category
The “スペシャル部門” (Special Category) recognized notable figures, including:
- Shunfuku Okada: For leading the Hanshin Tigers to their 18th league championship in 18 years.
- Hideki Kuriyama: As the coach of WBC Japan, leading the team to its third championship in three decades.
- Sota Fujii: Making history by becoming the youngest ever shogi master. We also wrote how Sota Fujii made the keyword “Shogi” show up in Apple’s App Store Discover suggested keywords this year. He indeed shook up the internet with his battle to his 8th crown in the world of Shogi.
Next Breakthrough Category:
In this category, emerging personalities and products are acknowledged:
- #KTちゃん (KT-chan): A rising female rapper known for her participation in major freestyle rap battles and collaborations with renowned artists.
- シクフォニ (SIXFONIA): A 2.5-dimensional artist group formed through auditions, gaining attention for their unique performances on platforms like TikTok and YouTube.
- Yu Ito: A dancer renowned for his dynamic performances on stage, attracting attention on social media.
In the product category:
- 赤ちゃんスクイーズ (Baby Squishies): Soft, stretchy baby dolls gaining popularity on SNS for their distinctive expressions and textures.
- ぬいポーチ (Plush Pouch): Transparent pouches designed to carry favorite plushies, catering to fans who want to carry their beloved characters without getting them dirty.
- ビヨット (Byotto): Korean yogurt featuring various toppings, challenging the traditional notion of pairing cereal only with milk.
Wrap-up
As we delve into the intriguing insights unveiled by the Yahoo! Search Award 2023, one cannot help but notice the emergence of new faces and trends that have captured the curiosity of the Japanese audience. If these names seem unfamiliar now, it might be worthwhile to keep a keen eye on them. Their rapid surge in searches not only reflects the current pulse of Japan but also signals the potential to shape trends well into the coming year and perhaps define the digital narrative of 2024. In the dynamic realm of digital culture, these rising stars may very well become the influencers and trailblazers of tomorrow, steering the course of popular interests and discussions in the ever-evolving landscape of Japan’s online sphere.
Data source: Yahoo! JAPAN 検索大賞.
