By Emma Regan
A certain breed of celebrities in Japan, or tarento (タレント), are media personalities appearing as guests on variety TV shows who often craft unique public personas to cater to certain demographics. They differentiate from mainstream celebrities and actors. An actor would feature on a variety TV show in order to present their latest venture, whereas a tarento would regularly appear on a variety TV show, sometimes with no promotional agenda at all.
However, that is not to say tarento are not influential in their own way. Many have captured domestic and even global audiences, helping products sell out due to their immense familiarity and impact.
Here, we give an insight into the exceptional world of tarento and why they are so popular in Japan.Read more “Celebrities in Japan: How ‘tarento’ Promote Strong Audience Engagement”