Recently, Japan’s consumer trend has shifted from koto shōhi (value-centered purchasing) to toki shōhi (experience-centered purchasing). Rather than asking “What kind of value does this product offer me?”, consumers are now more concerned with “What kind of experience will this product provide?”
Japanese shoppers, who value original and personal lifestyles, are beginning to seek completely new brands and products that offer differentiated experiences. This shift brings a whole new level of opportunity for global brands.
Check now if your product falls into the top 10 high-potential categories.
Today, we’ll introduce five of them.
❚ 1. Vitamins & Supplements
Why it is popular:
Japanese consumers have traditionally been known for their cautious and closed approach. Especially in health-related areas, there has been a strong belief that “only Japanese people truly understand Japanese bodies.”
That mindset is changing. Excessive focus on safety led to an overflow of low-dose products in the market. Now, Japanese consumers want to experience daily health improvements by taking globally recognized supplements.
What to watch out for:
Japan’s health food regulations remain extremely strict, and the entry process is complex.
Reach out to us—we offer full support based on our successful experience in launching Swiss and U.S. supplements in the Japanese market.
❚ 2. Fashion & Apparel
Why it is popular:
Have you heard of “Harajuku girls”? Japan is the fashion hub that leads trends across East Asia. Individualistic Japanese consumers are now in search of new trends.
They’re ready to meet more differentiated designers and brands—from streetwear to high-end fashion, from minimalism. Now’s your chance to bring your fashion to Japan.
What to watch out for:
It's not only young, edgy designers who succeed.
A 50-year-old French brand has drawn renewed attention via Korea and is growing again in Japan.
Consider multiple strategic approaches and enter the Japanese market wisely.
❚ 3. Beauty
Why it is popular:
Japanese influencers, celebrities, and K-pop idols dominating social media have convinced consumers of the importance of high-quality skincare.
In particular, Korean cosmetics are steadily increasing their export volume to Japan by around 30% each year.
What to watch out for:
Keep the packaging design simple, but focus on transparency around product quality and ingredients.
The trust factors that drive the success of the supplement industry apply equally to beauty.
❚ 4. Small Home Appliances
Why it is popular:
Japanese consumers are among the most cautious and detail-oriented planners in the world.
They constantly simulate various “what-if” situations that could arise around them.
Inside the bags of many Japanese people, you’ll find power banks, portable fans, pocket heaters, and more.
Do you have a product that can trigger that “aha” moment for Japanese consumers?
What to watch out for:
Low-cost appliances are entering the Japanese market aggressively.
These are often treated as single-use, disposable items.
Your innovative product can win fans through strong customer support and easy returns.
Not sure what kind of support model works best? Let’s talk.
❚ 5. Sustainable Products (Biodegradable & Recycled)
Why it is popular:
Modern, urban Japanese citizens enjoy spending weekends in nature.
As much as they enjoy the outdoors, they are also deeply interested in preserving it.
Just visit any UNIQLO store—the recycling boxes for used clothing are overflowing.
What to watch out for:
Verification is key when doing business in Japan. But don’t worry—you don’t need to bury yourself in paperwork. All you have to do is clearly show customers where your efforts are making an impact. Let nature speak for the results.
