Japanese Music Goes Global: How Memes Create 'New Export Channels'

Recently, a mid-sized manufacturer of music-related accessories shared this story with me. It offers profound insights into finding new overseas markets.

'Our record player suddenly started selling out on a Brazilian e-commerce site, out of nowhere. We looked into it and found a local TikTok creator had featured it in a video. We did absolutely nothing to trigger this.'

No ads. No local distributors. Yet, it sold.

This pattern is becoming increasingly common. The phenomenon where 'memes create sales channels' is happening quietly but surely around Japanese music content.

The Structure Behind the 'Accidental Success'

While it may look like a coincidence, there is a clear pattern if you break it down:

It usually starts with a specific track or sound going viral on TikTok or Instagram Reels. Japanese lyrics, iconic beats, and that distinctive 'anime-style' tone are discovered by global creators as 'easy-to-use formats.' When that sound is used in hundreds of thousands—or millions—of Reels, demand for related products (apparel, accessories, instruments, electronics) begins to swell.

What’s fascinating here is that music isn't just being 'consumed as content,' but is being 'exported along with its cultural context.'

A young Indonesian fan who loves an anime opening theme doesn’t just listen to the song; they fall in love with the 'worldview' of that anime. Consequently, this translates into purchasing behavior for related figures, cosplay costumes, and games.

What’s Actually Happening: Numbers and Cases

Let’s look at the data.

According to JASRAC, the Japanese copyright management organization, royalties collected from overseas have risen from approximately 1.9 billion yen in 2013 to 4.2 billion yen in 2022 (JASRAC Annual Report).

While this figure represents 'rights royalties'—not sales of physical goods—it clearly shows the structural growth of demand for Japanese music globally.

Even more interesting is that this increase isn't limited to a few specific countries. It is spreading beyond Asia to North America, Europe, and Latin America. This suggests a transition from the old 'niche anime fan' demographic to a broader 'casual music fan' segment driven by TikTok.

How TikTok Changed 'Discovery Routes' for Overseas Markets

Traditionally, global expansion meant signing contracts with local labels or distributors to get on radio or streaming platforms. That was only possible for companies with deep pockets.

TikTok changed the cost structure of discovery.

We have seen multiple instances where an indie artist uploads a song to SoundCloud, it is discovered by a global creator, used as background music in a reel, and subsequently enters the Spotify Viral Charts.

Of course, whether this can be 'planned and replicated' is another story. But the fact that the 'barrier to discovery' has dropped dramatically is a game-changer for SMEs and indie businesses.

The B2B Perspective: What Changes for Your Business?

Let’s shift the perspective here.

'Music going viral' isn’t just for content holders like labels or production companies. It acts as a signal for companies with related goods or services.

While organizing data for Rinda, we noticed that international buyers searching for keywords related to a viral song often start showing interest in product categories that seem unrelated to music at all.

Specifically, when Japanese City Pop saw a revival in the West, there was a spike in inquiries from distributors of record players and high-end earphones. The 'popularity of the music' fueled demand for the 'devices and experiences needed to listen to it.'

'We don't even sell music, so why are we getting inquiries from these buyers?'

When you hear stories like this, you realize that the demand ripple effect created by memes is not limited to those directly involved in the industry.

The Factor That Separates the 'Winners'

However, there is a clear divide between companies that ride this wave and those that don't.

Those that succeed share one trait: having an operational system ready to respond quickly once demand arises.

For example, within 24 to 48 hours of a viral hit, they already have:

Inventory for those products on their global e-commerce pages.
Product descriptions in multiple languages (English, Spanish, Indonesian, etc.).
Payment systems that accept Credit Cards/PayPal.

Without these three components, the wave of demand simply passes by.

Many companies fail because they 'start preparing only after demand hits.' Viral trends have a short shelf-life. The timing for preparation is essentially backwards.

How Should B2B Companies Approach New Global Markets?

Even if you think your company is 'unrelated to the music industry,' there is a framework you can use.

1. Read Music as a 'Culture Index'

Identifying which genres or artists are trending in a specific country serves as a signal for what that market's consumer segment is sensitive to.

For instance, the 'success of Japanese City Pop in Brazil' isn't just about music; it can be interpreted as data showing that 'Brazilians aged 25–35 have an affinity for 70s-80s Japanese culture.' If you want to sell retro design appliances or vintage-style stationery, the Brazilian market is worth considering.

Spotify’s 'Viral 50' charts are published in real-time for every country. They are free to view. Checking them regularly will show you the 'current heat levels' per country.

2. Place Your Product in the 'Context' of the Sound

This is more advanced, but it’s highly effective for viral marketing.

If the tone of a trending sound or artist matches your product, use that sound in your social media content. It doesn't have to be an official 'collaboration.' Simply 'placing yourself within that context' is enough.

Use a trending BGM from a cooking video to showcase your kitchenware. Use a BGM from a surfing video to feature your waterproof gear.

Aligning the 'product,' the 'scene,' and the 'sound.' That’s all it takes. This structure makes it much easier for your content to be picked up by global algorithms.

3. Add Cultural Context to Your B2B Outreach

This is the B2B approach.

When sending cold emails to overseas buyers, adding a single sentence like, 'Since Japanese X-genre music and culture are trending in your country, I thought our product would align perfectly with that context,' significantly changes your response rate.

From our observations, initial messages that highlight cultural connections tend to have higher reply rates than those purely focused on specs. The logic is the trust factor: 'This person knows my market.'

A company that can say, 'I know what’s trending in your country,' appears to a buyer as an 'easier partner to work with.'

Can You Turn 'Accidental' Success into a 'System'?

Returning to the record player story.

That sales spike was a coincidence. But how you move afterwards is the turning point.

Do you dismiss it as 'just a temporary spike' and do nothing?
Or do you investigate 'why it sold' and prepare for the next wave?

Those who organize their buyer lists, build shipping systems for those regions, and monitor local TikTok trends based on that experience are ready for the next viral hit.

Turning 'accidental sales' into a 'systemic overseas sales channel' isn't about having massive resources. It’s about the habit of observing what happens.

Demand created by memes may seem short-lived, but if accumulated, it has the effect of 'imprinting your brand' in a specific country. It’s the same structure that helped K-Beauty establish itself in the West through 'countless routine videos on TikTok.'

The ripple effect of demand created by Japanese music, content, and culture is expanding across the globe. Whether you view that as 'irrelevant to our business' or 'a potential gateway' will make a significant difference in the strength of your overseas sales channels 3–5 years from now.

Final Thoughts

Connecting music virality to your business might feel unexpected to some.

However, the principle that 'cultural heat drives consumption' applies to B2B buyers as much as it does to B2C consumers. Buyers are people, too, and they are sensitive to what is trending in their own countries.

Start by taking a look at the 'Viral 50' on Spotify today. You might begin to see which 'country and context' your product could fit into next.

If you have opinions or stories like 'we had an experience like this,' feel free to share them in the comments.

RINDA Japan Market Desk · Responsible for Go-to-Market in Japan for Korean Export Companies Editor: Korea-to-Japan B2B Market Entry Playbook

If you want to learn more about opening up overseas sales channels, click here: RINDA

FAQ

Q. Is it possible to pursue new overseas markets using viral marketing even if our product is unrelated to the music or entertainment industry?

A. Yes. The key is to think about 'what scene or context your product fits into.' By naturally combining your product with trending sounds or video formats, you can create content that aligns with global algorithms. Even without being a direct music product, we have many examples in categories like kitchenware, outdoor gear, and home appliances.

Q. What preparations are essential when overseas sales channels start moving due to TikTok activity?

A. 24 to 48 hours after a viral hit is the crucial window. You must have three things ready in advance: (1) Inventory secured on your global e-commerce site, (2) Product descriptions in major languages like English, Spanish, and Indonesian, and (3) Payment methods like credit cards and PayPal. If you start preparing after the demand hits, you will miss the expiration date of that viral wave.

Q. Why does adding cultural context to cold B2B outreach increase the response rate?

A. Buyers tend to trust partners who understand their market. Instead of just selling specs, adding a sentence like 'This culture is trending in your country right now' gives the impression that 'this company has researched my market.' Establishing that sense of trust at the initial point of contact makes subsequent business negotiations much smoother.

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