On December 6, the Nikkei MJ (Marketing Journal) released its traditional ‘banzuke’ listing, revealing this year’s hit products. The Nikkei MJ, a renowned publication covering retailing and marketing, dedicated its front page to a sumo-style ranking sheet known as the Hitto Shohin Banzuke.
Since 1971, the Nikkei MJ has compiled a yearly list of the most popular products. This tradition began when the publication decided to rank the top hits of that year using sumo-style rankings, a move that garnered positive responses from the public and popularized the term hitto shohin (hit products).
Over the years, Japan’s market dynamics have shifted from manufacturer-driven to consumer-driven, with a growing focus on niche markets. Consequently, the Nikkei MJ’s banzuke now encompasses both tangible and intangible hits. Topping the East column of this year’s list is Generative Artificial Intelligence, with an estimated worldwide market value of 2 trillion yen. Notably, San Francisco-based OpenAI’s ChatGPT chatbot, launched just two months prior, already boasts an impressive 100 million monthly users.
In the West column, the top spot is occupied by Los Angeles Angels’ superstar Shohei Otani, along with Japan’s triumph in the World Baseball Classic. Additionally, the Hanshin Tigers’ long-awaited victory in the Japan Series after 38 years solidifies Japan as a nation with fervent baseball fans, as demonstrated by the massive turnout of 1 million supporters at the victory parade.
The West column also includes another sport that gained popularity this year – Japan’s male professional basketball league. Game attendance witnessed a remarkable 30% year-on-year increase, and the animated movie The First Slam Dunk, released in 2022, has earned a staggering $258 million, making it the fifth highest-grossing anime film of all time.
The Nikkei MJ banzuke acknowledges not only domestic successes but also successful imports that have made an impact in Japan. Three notable imports featured on the list are the Chinese compact hatchback BYD Dolphin e-vehicle, available at an astonishingly low price of under ¥3 million; Singapore’s I JOOZ vending machines, which freshly squeeze cups of orange juice on the spot; and Dyson’s V12s Detect Slim Submarine, a versatile floor cleaner capable of wet and dry cleaning.
In terms of tangible hits, Asahi Beer introduced the low-alcohol (3.5%) version of its long-selling beverage, named Super Dry Dry Crystal, which shipped over 1 million cases in its first week of sales. Panasonic’s compact electric shaver Lamdash Palm In received acclaim for its compact dimensions, weight of just 145 grams, and the ability to be recharged via USB cable, appealing to travelers. Bandai’s Tamagotchi Uni virtual pet also made the list, showcasing its Wi-Fi connectivity that allows owners to participate in online events.
Furthermore, Japan experienced a significant surge in inbound visitors due to favorable currency exchange rates. In the July to September quarter alone, these visitors contributed to a record-breaking ¥1.3904 trillion in economic activity. Department stores’ duty-free sales and hotel revenues continued to skyrocket through October.
To add to the nation’s achievements, the Azabudai Hills complex, located between Roppongi and the Tokyo Tower, now boasts Japan’s tallest building, soaring at 330 meters.
The Nikkei MJ’s banzuke has compiled a comprehensive list of this year’s hit products, both tangible and intangible, from various industries. It reflects the evolving consumer-driven market and highlights key successes in Japan and noteworthy imports. This annual ranking serves as a testament to the ingenuity and innovation seen throughout the year.
