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Business trends

YouTubers hit the jackpot by sharing Japan with the world

Video stars from abroad spawn a thriving new industry

Canadian video-creating duo Simon and Martina boast 1.3 million followers and have drawn a total of 500 million views.

TOKYO -- They come from all over. They share an affinity for Japanese culture, be it quirky or conventional. They know how to handle a video camera. And the ones that play their cards right are raking in serious cash.

They are YouTubers -- creators who produce content for the video-sharing site. Japan has plenty of its own, but the country is also attracting a steady stream of them from abroad. With their ability to cross borders and cultural boundaries, these international video stars represent a potential gold mine for talent management startups and Japanese advertisers looking to reach an international audience.

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