First published in 2022, this article has been extensively updated for the latest business environment in 2025.

With the rise of AI, growing geopolitical complexity, and constantly changing work styles, how you gather and share information can determine business outcomes. As AI elevates newsroom research and editing workflows, PR professionals increasingly need the editor’s mindset—the ability to design clear news value that resonates with each outlet.

Tokyo-based B2B marketing & communications agency WONDERHOODS explains the 12 most influential business media in Japan that professionals rely on daily. Beyond a simple list, we outline each outlet’s focus, readership, and practical insights for B2B marketing and PR so global teams can plan effective, Japan-ready pitches.

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Key Trends in Japan’s Business Media (2025)

1. Digital-first & specialization: Even legacy newspapers and weeklies now operate robust digital verticals with audience and topic segmentation. Many brands run multiple specialist sites under one umbrella.
2. Emphasis on E-E-A-T (expertise & credibility): In an AI-saturated information era, outlets double down on original reporting and proprietary data.
3. Rising value of technical B2B media: As DX and deep tech (AI, semiconductors, manufacturing) accelerate, specialist media with strong industry literacy (e.g., Nikkan Kogyo Shimbun, Nikkei Crosstech) are increasingly critical for B2B promotion.

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High-Trust Newspapers, Weeklies, and Industry Papers

The Nikkei (日本経済新聞) — nikkei.com

Focus: Macro economy, corporate strategy, technology and markets—Japan’s most influential daily for business decision-makers.

Readership: Executives and senior leaders; finance, securities and policy professionals.

Insights for B2B PR: Very high bar for coverage. Standalone press releases rarely suffice—link your story to societal relevance and economic impact. Ideal for top-of-funnel executive trust and brand authority.

Nikkei Business (日経ビジネス) — business.nikkei.com

Focus: Weekly management journalism; deep features on strategy, organization and new business.

Readership: CxOs and functional heads (~late 30s to 50s) with decision authority.

Insights for B2B PR: Strong affinity with management themes. For interviews, emphasize leadership vision and concrete problem-solving for business challenges.

Toyo Keizai (週刊東洋経済 / Toyo Keizai Online) — toyokeizai.net

Focus: Financials, corporate performance, proprietary rankings and data journalism. The online edition excels at speed and topic-driven visibility.

Readership: Middle managers and professionals in finance/consulting; broader business audience online.

Insights for B2B PR: Print: Align your pitch to special-issue themes; bring original data and industry-shifting cases.
Online: Practical angles (e.g., how work is changing, tangible how-to) are effective for awareness.

DIAMOND (週刊ダイヤモンド / Diamond Online) — diamond.jp

Focus: Workstyle reforms, skills and organizational productivity—longstanding weekly with a modern lens.

Readership: Late-20s to 40s business professionals; high interest in career and upskilling.

Insights for B2B PR: Themes like leadership and DX skill sets perform well. Tie stories to employer branding and talent acquisition when relevant.

Nikkan Kogyo Shimbun (日刊工業新聞) — nikkan.co.jp

Focus: Manufacturing, technology and SMEs. Increasing coverage of GX, supply-chain resilience and SME productivity.

Readership: Manufacturing leadership, R&D and plant/engineering managers; academia and SME owners.

Insights for B2B PR: Prime outlet for industrial tech and B2B solutions. Concrete efficiency gains and technical breakthroughs drive qualified MQLs.

DIAMOND Harvard Business Review (DHBR) — dhbr.diamond.jp

Focus: Japan edition of HBR—rigorous management thinking with practical relevance for leaders.

Insights for B2B PR: Lands on the desks of executives by name; strong fit with executive thought leadership and ABM programs.

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Digital-First & Specialist Business Media

NewsPicks — newspicks.com

Focus: Original articles plus expert commentary; video studio and paid communities around deep-dive themes.

Insights for B2B PR: Excellent for early-stage awareness and social amplification. High affinity with digital-native formats and timely, debate-worthy angles.

ITmedia Business Online — itmedia.co.jp/business

Focus: Enterprise IT, DX, security, SaaS and business model analysis; frequent sector-specific series.

Insights for B2B PR: Direct access to IT and DX leaders. Provide comparative proof, deployment results and technical underpinnings.

Forbes JAPAN — forbesjapan.com

Focus: Global/local innovators and business models; high-impact rankings and features (e.g., entrepreneurs in Japan), with growing coverage of Web3 and sustainability.

Insights for B2B PR: Strong vehicle for innovation positioning and corporate citizenship. Rankings/features can significantly elevate executive branding.

Business Insider Japan — businessinsider.jp

Focus: In-depth coverage of ESG, careers and next-gen tech; fast, digital-native cadence.

Insights for B2B PR: Pitches with social significance or forward-leaning work/culture themes gain traction. Speed and clarity matter.

Nikkei Crosstrend (日経クロストレンド) — xtrend.nikkei.com

Focus: The nexus of digital, technology and marketing in Japan.

Insights for B2B PR: Highly compatible with case studies and white papers. Quantified business impact (KPIs, ROI) improves acceptance.

Nikkei Crosstech (日経クロステック) — xtech.nikkei.com

Focus: Technical verticals across IT, construction, manufacturing and more; read by engineers and technical decision-makers.

Insights for B2B PR: Works best when you can articulate technical differentiation, IP and concrete industry applications.

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Expert Take by WONDERHOODS: What Works for PR & B2B Marketing

Outlet Category	Coverage Tendencies & Effects	Hints for PR & B2B Marketing
Nikkei Group (and equivalents)	Very high bar; strong trust & authority.	Ideal for executive-level credibility and top-of-funnel brand trust.
Industry Specialist Papers	High bar; deep reach into technical/manufacturing audiences.	Anchor stories to societal problem-solving and technical proof for quality MQLs.
Weekly Business Magazines	Deep analysis for high-intent information seekers.	Bring original research and a “industry-shaping” perspective.
Digital & Social-native Media	Broader reach; strong conversation-starting potential.	Great for awareness. Align with timely trends and topics with high affinity to your message.

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Need a Japan B2B Media Strategy? Talk to WONDERHOODS

Japan’s business media ecosystem is sophisticated and highly specialized. For B2B, success depends on pairing expert content with the right outlet—and translating that visibility into sales-ready demand.

WONDERHOODS K.K. specializes in B2B marketing, media relations and content strategy for global companies in Japan. We localize global assets for the Japanese market and rebuild them into the news value that editors seek.

What We Do

• Strategic media relations: Targeted pitches and executive interviews across priority outlets (e.g., Nikkei Crosstech, Nikkan Kogyo Shimbun).
• B2B content production: Data-driven white papers and case studies designed for MQL/SQL generation.
• Executive branding: Programs that build leader credibility and trust in Japan.