Market Report: Japan

The live music outlook in Japan is good, with some much-needed venues scheduled to open over the next few years. However, “ticket prices have risen in Japan, and a decline in the working population could impact purchasing power,” admits Daisuke Yokoyama, executive officer of corporate strategy at e+.

Primary ticketing
Japan’s ticketing industry continues to be dominated by the “big three” — e+, Ticket PIA, and Lawson HMV Entertainment, with CN Playguide a credible 4th.

“Most major ticketing companies are investing in biometric facial recognition”

“Most major ticketing companies are investing in biometric facial recognition, mobile number authorisation, and deferred fulfilment to increase security,” says Yokoyama. The government’s failure to convince its citizens to adopt a controversial My Number ID card scheme has led to proposals to make the use of My Number mandatory when purchasing event tickets.

Japan’s primary ticketing companies are still yet to invest in APIs and are still unwilling to share data, so international promoters will likely experience frustrations.

While dynamic pricing has been adopted for some sports events, the practice has yet to be applied to live music. “Ticket prices are published when tours are announced, making it extremely difficult to go back and change prices on a whim,” explains Martin Davis, director of concert promoters Hayashi International Promotions.

“Ticket prices are published when tours are announced, making it extremely difficult to go back and change prices on a whim,”

Distribution of sales
While digital ticketing is becoming more common, most tickets are still in paper format, collected in person and paid for at CVS stores (some of which are owned by Lawson) or for international buyers, tickets are collected at the venue.

Value of market
According to a Ministry of Economy, Trade and Industry report published in July, the estimated figure is around $2.5bn.

Secondary ticketing
Prior to hosting the 2020 Summer Olympics, Japan introduced the Ticket Resale Prohibition Act. However, punishment or investigation for those breaking the law is rare.

“You can return your tickets at face value, you can sell your tickets at face value, but it’s illegal to sell them at a higher price”

“You can return your tickets at face value, you can sell your tickets at face value, but it’s illegal to sell them at a higher price,” says Davis.

International/domestic splits & genres
In terms of popularity by genre, according to a report published by All Japan Concert & Live Entertainment Promoters Conference, J-Pop, K-Pop, and J-Rock still rule the roost at large-scale venues and smaller ‘live houses.’ International artists make up just 6% of the market despite Japan’s status as a hub for touring artists.

Cultural analysis
Very few venues engage in exclusivity deals with ticketing companies as most are government owned. New venues are planned and some are undergoing renovations.

“One of the hardest things to do in Japan as a promoter is to book a venue”

“One of the hardest things to do in Japan as a promoter is to book a venue,” says Total Ticketing sales director Martin Haigh. “Promoters also often want to rent venues on weekends and holidays, there is more demand than supply,” adds Yokoyama.
Promoters enjoy the luxury of being able to select a ticketing company of their own choice.

Taxes & charges
Ticket prices include a 10% consumption tax in Japan. Ticket company charges vary greatly between 0% and 12%.