Mar 13, 2025 16:00:00

BeReal, a social networking site that lets users take photos and post them within two minutes of receiving a notification, has surpassed 4.5 million monthly active users in Japan, of which 83% are members of Generation Z, aged between 14 and 27.

BeReal , a photo-sharing SNS, is a service that randomly sends notifications to users to 'take and post a photo within two minutes' and asks them to share unedited photos as they are. If users do not comply with the notifications, some functions will be restricted, so they will desperately take photos, giving users a glimpse into their 'real everyday experiences.' Since its release in 2020, BeReal has gained users in many countries, and in March 2025, BeReal CEO Emeric Rofe reported that the number of monthly active users in Japan exceeded 4.5 million.

BeReal finds success in 'engaged' Japanese market, says CEO - Nikkei Asia
https://asia.nikkei.com/Business/Media-Entertainment/BeReal-finds-success-in-engaged-Japanese-market-says-CEO

The CEO of “BeReal,” a “deliberately unglamorous” social networking site that is popular among Gen Z, reveals its “unexpected” success in Japan | Mezamashi Media
https://mezamashi.media/article/15655483

BeReal is a social networking site where users must take and post photos within two minutes of receiving a notification. In addition, when taking photos with the app, users must take photos simultaneously with both the front and back cameras of their smartphones, and show their 'current location' and 'what they are doing' at the same time. In addition, the app does not include a photo editing function, so users can reveal their true selves.

BeReal, which depicts this 'realistic everyday life,' is popular primarily among 'Generation Z,' the generation born between the mid-1990s and the early 2010s.

What is 'BeReal', the social media that is rapidly gaining popularity among the younger generation? - GIGAZINE

CEO Rofe said, 'Japan is BeReal's second largest market after the United States.' According to CEO Rofe, BeReal has more than 4.5 million monthly active users in Japan, 83% of whom are Gen Z users aged 14 to 27. In addition, 90% of BeReal users in Japan actively publish content. 'Today, about 30% of high school students in Japan use BeReal every day. Our ideal is to reach 100%,' said CEO Rofe.

It has been reported that the number of active users, including Japan, Europe, and the United States, is 40 million, of which 70% are Generation Z.

According to CEO Rofe, Japanese users tend to use BeReal as a 'group experience' with friends, and are more likely to take and share photos with friends. Japanese users also make heavy use of the app's custom emoji feature.

In addition, in recent years, the age range and attributes of BeReal users have expanded, and age groups and companies other than Gen Z are also using BeReal. Therefore, CEO Roffé said, 'The BeReal market in Japan is developing rapidly, and many users are deeply involved in BeReal. Therefore, we wanted to open an office as soon as possible in a location close to not only our users, but also our partners in cooperation, such as Japanese brands, advertisers, and advertising agencies.' In fact, BeReal

opened its first office outside France in Japan in November 2024, and has attracted more than 200 advertisers to date, conducting campaigns in collaboration with Uniqlo, Shiseido, Nike, and others.

In fact, in Japan, BeReal is being used to advertise original dramas produced in collaboration with Netflix.

Regarding these efforts with companies, CEO Roffé stated, 'Many brands and advertisers need to build strong relationships of trust with their users, who are consumers. That's why BeReal, which gives users an insight into the real side of companies, is advantageous for use in promotions and PR. BeReal has the potential to become a large-scale social networking site that will last for decades. BeReal has the ability to connect users and creators in meaningful ways.'

BeReal has also appointed Dong Yin, an executive officer at ByteDance, the developer of TikTok, as head of customer solutions for Japan, and is taking various measures to actively expand its business in the Japanese market. He said, 'We will continue to grow further, including by strengthening recruitment.'