In recent years, social media promotions featuring foreign influencers have been attracting attention as effective tools for marketing to overseas markets and for inbound tourism initiatives.
However, the costs involved — such as production, influencer fees, and management — can be significant, posing financial challenges for many companies and local governments.
To support such efforts, the national and local governments in Japan have established several subsidy programs aimed at promoting inbound tourism and digital transformation.
This article summarizes key subsidy programs related to the utilization of foreign influencers.
IT Implementation Subsidy
(Ministry of Economy, Trade and Industry / SME Support, Japan)
This program supports the introduction of IT tools such as SNS marketing systems and e-commerce site management platforms.
It can be used for introducing SNS analytics tools, reservation and promotional systems, CRM software, and similar technologies.
However, influencer compensation itself is not eligible; the subsidy is primarily intended for IT system implementation.
- Subsidy rate: 1/2 to 2/3
- Maximum amount: up to 4.5 million yen
- Source: 中小企業庁 IT導入補助金
Regional Tourism Attraction Enhancement Project
(Japan Tourism Agency)
This program supports the development of new experiential content and promotional activities that make use of regional resources.
Projects that invite foreign influencers to promote local attractions may be eligible if certain criteria are met.
Applications are evaluated based on factors such as regional collaboration, sustainability, and effectiveness of impact measurement.
- Subsidy rate: up to 1/2
- Maximum amount: approximately 10 million yen
- Source: 観光庁 地域観光魅力向上事業
Creator and Business Overseas Expansion Support Subsidy
(Ministry of Economy, Trade and Industry)
This program supports the overseas expansion of Japan’s content industries.
It can be used for overseas-oriented PR and production activities such as video creation and SNS promotion featuring foreign influencers.
Translation and localization costs may also be covered.
- Subsidy rate: up to 1/2
- Source: 経済産業省 コンテンツ海外展開支援事業
Municipality-Level SNS Promotion Subsidy Programs
Some municipalities have their own subsidy programs to support influencer utilization and SNS posting costs for regional PR.
For example, in Minami-Alps City, Yamanashi Prefecture, subsidies of up to 100,000 yen were provided for SNS-based promotional activities.
These small-scale programs are ideal for joint projects between local businesses and organizations.
- Source: 補助金ポータル（南アルプス市 事例）
Tips for Effective Use
Check eligible expenses: Each program has different coverage — such as fees, travel, or advertising costs.
Ensure purpose alignment: The “objective of the subsidy” must match your organization’s PR or promotional goals.
Manage the schedule carefully: Expenditures made before official approval are often ineligible, so confirm timing in advance.
Prepare for performance tracking: Establish a system to quantify SNS results (e.g., page views, visitor counts).
Summary
Utilizing foreign influencers is more than just advertising — it is a powerful initiative for promoting regional and brand identity internationally.
By combining subsidy programs effectively, companies and local governments can conduct strategic publicity and marketing while reducing financial burdens.
First, review the latest application guidelines for each program and select the support measures that best align with your goals.
