A new survey finds that Nintendo Switch is more popular among Japanese teens than Disney, Pokémon, and even Nintendo itself

According to a new survey by Nikkei, Japanese teenagers and adults were asked to share their opinions on various brands to determine which ones hold the most influence in Japan.

The Brand Japan 2026 survey — now in its 26th edition — gathered responses from 37,000 participants and evaluated 1,000 brands across companies, products, and services.

The findings were divided into two rankings: one for respondents under 20, and another covering all age groups, highlighting clear generational differences in brand preferences.

Among younger respondents, Nintendo Switch ranked 2nd overall, behind only YouTube. Notably, it outperformed the Nintendo brand itself, which placed 3rd.

Other brands in the under-20 top 10 include Pokémon (7th), Amazon (9th), and Disney (10th).

However, the rankings shift significantly when all age groups are considered. Beverage company Suntory takes the top spot overall, despite ranking only 47th among teenagers.

In this broader ranking, Nintendo Switch drops sharply from 2nd to 59th, while Nintendo declines more moderately from 3rd to 12th. This suggests that while the Switch is especially popular among younger audiences, the Nintendo brand maintains stronger appeal across all generations.

Pokémon also sees a steep decline, falling from 7th among teens to 201st overall, indicating that despite its recent 30th anniversary, it remains primarily popular with younger audiences in Japan.

As noted by Nikkei, the generational divide is clear: older respondents tend to favor brands in automotive and electronics, while younger people are moving away from categories like cars and alcohol.

For example, Sony ranks 10th overall, but only 40th among respondents under 20.

Top 10 Brands (Under 20)

1. YouTube
2. Nintendo Switch
3. Nintendo
4. Daiso
5. Muji
6. LINE
7. Pokémon
8. Saizeriya
9. Amazon
10. Disney

Top 10 Brands (All Ages)

1. Suntory
2. YouTube
3. Daiso
4. Panasonic
5. Muji
6. Uniqlo
7. McDonald’s
8. Aeon
9. Google
10. Sony