We’ve already seen that toki shōhi—experience-driven shopping—is now at the heart of Japanese consumer behavior. What matters today is whether your product can offer real, measurable value at the moment of purchase and at the moment of use.
But there’s still more to explore. Let’s take a closer look at the remaining five product categories that continue to see rising demand in Japan.
❚ 6. Kitchenware
Why it is popular:
In Japan, the culture of food doesn’t end with eating. From the origin of the ingredients to the craftsmanship of the tools used to prepare them, every part of the process matters.
Food is seen as a complete art form—one that includes the feeling of wellness after the meal is digested.
Japanese consumers want their meals to be perfectly executed, beautifully finished, and supported by the right tools.
What to watch out for:
Many products are still OEM-based. In today’s information-rich world, that fact is no longer something brands can hide.
Instead of avoiding it, face it directly. Emphasize your brand’s history and heritage, and clearly communicate your commitment to quality control.
❚ 7. Gaming gear
Why it is popular:
We all know where the world’s most powerful Intellectual Properties—Mario, Donkey Kong, and Pokémon—were born.
Even if no one says it out loud, everyone knows Nintendo is Japanese. It’s no secret: teenagers and young adults are deeply hooked on games like Splatoon.
And as any FPS gamer knows, the difference in quality between headsets, monitors, mouse pads, and keyboards can mean the difference between victory and defeat.
What to watch out for:
Although average body size in Japan has grown over the years, some global product sizing still doesn’t fit the local standard.
Make sure your gear offers enough sizing options to fit all users comfortably.
❚ 8. Food & Beverage
Why it is popular:
Sometimes, a strong message can change everything.
In Tokyo’s bustling Meguro district, a fresh juice bar has stood strong for years by promoting a message: "We support the youth of modern life."
Despite countless larger beverage chains, this tiny independent shop has built a loyal following. Their dedication to health-first values helped them quietly become a serious player in the e-commerce space—with tens of thousands of followers—even though they still have just one physical location.
What to watch out for:
Understand that cancel culture is global. In Japan especially, where honesty is taken seriously, your brand messaging must be built on truth and transparency.
❚ 9. Parenting goods
Why it is popular:
Even in the long-running trend of low birth rates, Japanese parents follow one golden rule: “We give everything to this one child”. Japanese babies today are enjoying some of the world’s most premium strollers, clothing, and toys.
What to watch out for:
Anywhere in the world, parents care most about what touches, goes in the mouth of, or is consumed by their child.
Do you have the proper documentation and safety certifications to prove your product is safe?
❚ 10. Mystery Boxes & Gift Sets
Why it is popular:
If you think Japan is all about calm, order, and predictability—think again. Japanese shoppers love the thrill of opening something unexpected.
Take fukubukuro, for example. These “lucky bags” are a unique cultural tradition where brands pack assorted items into sealed bags based on category (e.g. men’s clothing by size) without revealing the contents.
What to watch out for:
Don’t make the mistake of thinking this is just a way to dump old stock. As of 2020, Japanese consumers used an average of 35 mobile apps per month, including countless fashion and brand apps.
If your mystery box feels like a clearance dump, they’ll know—and they’ll spread the word fast.
