by Meta’s social media platform Threads is extending its popular “Trending Now” feature to Japan, marking a significant step in its effort to grow internationally and challenge X (formerly Twitter) in one of the world’s most active online markets.
The decision follows the successful rollout of “Trending Now” in the United States earlier this year, where it quickly became one of the most engaging features on the platform. By highlighting discussions that capture public attention in real time, Meta aims to make Threads a hub for spontaneous, meaningful, and local conversations — something that has traditionally been a stronghold for X.
Adam Mosseri Confirms Expansion Following User Demand
The announcement came directly from Instagram CEO Adam Mosseri, who oversees the development of Threads. Mosseri confirmed that users across the globe had been asking for the feature since its initial debut in the US.
“Many people outside of the US have been requesting the ‘Trending Now’ feature,” Mosseri said.
His acknowledgment reflects Meta’s growing awareness of global demand for localized experiences. Japan, known for its vibrant online communities and trend-driven digital culture, represents a natural next step in the app’s global rollout.
How “Trending Now” Works on Threads
The “Trending Now” feature curates topics and hashtags that are generating the most buzz on the platform in real time. This allows users to quickly discover what people in their region are discussing, from breaking news and cultural events to viral memes and entertainment updates.
In Japan, where online users are highly engaged with real-time conversations, the feature aims to tap into the same cultural energy that has made platforms like X and LINE so influential. The goal is to make Threads not just a place to post updates, but a dynamic space for live discussion and collective discovery.
By promoting trending discussions through popular hashtags, Threads also aims to showcase regional interests — from anime and pop culture to politics, sports, and technology — helping users feel more connected to their local communities.
Threads’ Challenge to X in Japan
Japan is one of the few countries where X (formerly Twitter) has maintained a dominant position despite global competition. The platform’s simplicity, character limits, and emphasis on trending topics have long resonated with Japanese users.
However, Threads sees an opportunity to compete. Meta’s strategy appears to focus on reinvigorating the social media experience with cleaner design, a friendlier atmosphere, and AI-assisted discovery. By introducing “Trending Now,” Meta is directly addressing one of the key engagement drivers that keeps users loyal to X — real-time awareness.
If successful, this move could dramatically shift user behavior and attract those looking for a more stable and less chaotic alternative, particularly as X continues to face backlash over policy changes, content moderation issues, and advertising concerns under Elon Musk’s ownership.
Threads’ Origins: A Strategic Launch Against X
Meta launched Threads on July 5, 2023, as a direct response to rising user frustration with X. The timing was deliberate — X was undergoing controversial updates and technical issues, leading many users to seek an alternative space for microblogging and conversation.
At launch, Threads featured a simple and clean interface that allowed users to share text posts, photos, and videos, while interacting through likes, replies, and reposts. The platform was tightly integrated with Instagram, allowing users to easily import their profiles and connect with their existing followers.
Over time, Threads began adding more advanced features, including:
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Post scheduling for creators and brands.
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Improved discovery algorithms for personalized content.
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Integration with the Fediverse, an open social networking protocol that connects different platforms.
This steady evolution reflects Meta’s long-term plan to make Threads more than a “Twitter clone” — instead, positioning it as a next-generation conversation app with better cross-platform integration and enhanced user safety.
Growth and Performance: From Launch Hype to Steady Momentum
Threads had one of the fastest app launches in history. Within just five days of its release, it nearly reached 100 million sign-ups, largely fueled by Instagram’s massive user base. However, as with many viral launches, activity dipped after the initial excitement.
Despite that early decline, Threads has shown impressive resilience. According to Meta CEO Mark Zuckerberg, the app had over 150 million monthly active users by April 2024 — and that number reportedly grew to 175 million by July 2024, just three months later.
While it still trails X, which boasts around 250 million daily active users, Threads’ growth trajectory indicates a solid and loyal user base, especially in regions where users are seeking fresh alternatives to the noise and unpredictability of X.
Why Japan Matters for Threads’ Global Strategy
Japan plays a pivotal role in the global social media landscape. The country is home to one of the most engaged online audiences in the world, with high smartphone penetration and a strong affinity for social platforms that foster conversation and community.
For Threads, Japan offers an opportunity to prove that its AI-enhanced, real-time engagement tools can succeed outside of Western markets. By introducing “Trending Now” there, Meta hopes to:
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Boost local engagement through region-specific topics.
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Encourage creator participation by highlighting popular content.
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Position Threads as a trusted alternative to X.
If the feature gains traction, it could serve as a blueprint for expansion into other key markets such as South Korea, India, and Europe — where similar demand for trend-based features exists.
A Battle of Culture and Technology
While Threads and X share structural similarities, their underlying philosophies differ significantly. X, under Elon Musk, emphasizes open expression with minimal moderation — a stance that has sparked both praise and controversy. Threads, on the other hand, prioritizes safety, positivity, and algorithmic balance, avoiding the toxicity that often plagues social media discourse.
The “Trending Now” feature could become a defining battleground between these two philosophies. By emphasizing community-driven trends and responsible curation, Meta is betting that users will prefer a cleaner, less divisive environment for public conversation.
The Road Ahead for Threads
As Meta continues to refine Threads, the expansion of “Trending Now” represents just one step in a broader roadmap. Future updates are expected to include advanced analytics for creators, AI-generated topic summaries, and cross-platform notifications that bridge Instagram and Threads more seamlessly.
If Meta’s strategy succeeds in Japan, it could mark the beginning of a global resurgence for Threads — transforming it from a promising alternative into a true rival for X in the arena of real-time social engagement.
For now, the “Trending Now” rollout is a clear signal that Meta is committed to listening to user feedback, responding to market demand, and building a platform that thrives on relevance, authenticity, and community.
