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Key points
- In the Japan Tourism Agency's 2025 survey, 72.7% of visitors bought sweets and snacks — a top pick in almost every country — followed by clothing (47.9%), food and drinks (41.7%), cosmetics and perfume (34.6%) and medicines (27.0%). For many European and North American visitors, clothing comes first.
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🌏 All visitors · 🇰🇷 South Korea · 🇹🇼 Taiwan · 🇭🇰 Hong Kong · 🇨🇳 China · 🇹🇭 Thailand · 🇸🇬 Singapore · 🇲🇾 Malaysia · 🇮🇩 Indonesia · 🇵🇭 Philippines · 🇻🇳 Vietnam · 🇮🇳 India · 🇬🇧 United Kingdom · 🇩🇪 Germany · 🇫🇷 France · 🇮🇹 Italy · 🇪🇸 Spain · 🇷🇺 Russia · 🇺🇸 United States · 🇨🇦 Canada · 🇦🇺 Australia
🌏 All visitors
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 72.7% | ¥11,127 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 47.9% | ¥27,160 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 41.7% | ¥11,078 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Cosmetics & perfume | 34.6% | ¥21,128 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 5 | Medicines | 27.0% | ¥11,882 | Eye drops, pain-relief patches, stomach and cold medicine |
| 6 | Shoes, bags & leather goods | 24.5% | ¥38,311 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Alcohol | 22.0% | ¥11,462 | Sake, whisky, shochu, umeshu |
| 8 | Health goods & toiletries | 13.2% | ¥16,223 | Toothbrushes, bath salts, supplements, sanitary products |
🇰🇷 South Korea
Top for South Korea: Sweets & snacks (83.4%). Bought far more than average: Alcohol (+15.3 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 83.4% | ¥6,844 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Alcohol | 37.3% | ¥9,528 | Sake, whisky, shochu, umeshu |
| 3 | Medicines | 37.1% | ¥6,111 | Eye drops, pain-relief patches, stomach and cold medicine |
| 4 | Other food, drinks & tobacco | 33.9% | ¥6,029 | Matcha, green tea, furikake, seasonings, instant noodles |
| 5 | Clothing | 28.5% | ¥17,253 | Uniqlo, GU, anime T-shirts, select shops |
| 6 | Cosmetics & perfume | 25.0% | ¥7,894 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Shoes, bags & leather goods | 10.3% | ¥20,917 | Onitsuka Tiger, ASICS, Porter bags |
| 8 | Health goods & toiletries | 6.4% | ¥8,768 | Toothbrushes, bath salts, supplements, sanitary products |
🇹🇼 Taiwan
Top for Taiwan: Sweets & snacks (79.0%). Bought far more than average: Medicines (+16.9 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 79.0% | ¥12,221 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 52.6% | ¥22,504 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Medicines | 43.9% | ¥15,102 | Eye drops, pain-relief patches, stomach and cold medicine |
| 4 | Other food, drinks & tobacco | 41.8% | ¥8,609 | Matcha, green tea, furikake, seasonings, instant noodles |
| 5 | Cosmetics & perfume | 35.0% | ¥19,046 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Shoes, bags & leather goods | 28.6% | ¥30,626 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Health goods & toiletries | 28.2% | ¥16,918 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 15.8% | ¥10,137 | Sake, whisky, shochu, umeshu |
🇭🇰 Hong Kong
Top for Hong Kong: Sweets & snacks (70.7%). Bought far more than average: Clothing (+8.0 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 70.7% | ¥12,713 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 55.9% | ¥30,180 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Cosmetics & perfume | 38.5% | ¥23,308 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 4 | Other food, drinks & tobacco | 32.6% | ¥10,732 | Matcha, green tea, furikake, seasonings, instant noodles |
| 5 | Medicines | 32.0% | ¥12,765 | Eye drops, pain-relief patches, stomach and cold medicine |
| 6 | Shoes, bags & leather goods | 31.4% | ¥47,274 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Health goods & toiletries | 14.7% | ¥14,497 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 11.6% | ¥12,393 | Sake, whisky, shochu, umeshu |
🇨🇳 China
Top for China: Sweets & snacks (76.4%). Bought far more than average: Cosmetics & perfume (+19.8 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 76.4% | ¥12,038 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Cosmetics & perfume | 54.4% | ¥31,951 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 3 | Clothing | 45.4% | ¥38,141 | Uniqlo, GU, anime T-shirts, select shops |
| 4 | Other food, drinks & tobacco | 41.6% | ¥10,768 | Matcha, green tea, furikake, seasonings, instant noodles |
| 5 | Medicines | 34.1% | ¥16,293 | Eye drops, pain-relief patches, stomach and cold medicine |
| 6 | Shoes, bags & leather goods | 26.8% | ¥63,108 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Health goods & toiletries | 20.1% | ¥21,561 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 11.4% | ¥13,163 | Sake, whisky, shochu, umeshu |
🇹🇭 Thailand
Top for Thailand: Sweets & snacks (85.9%). Bought far more than average: Cosmetics & perfume (+13.5 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 85.9% | ¥16,372 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 51.2% | ¥22,681 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Cosmetics & perfume | 48.1% | ¥21,482 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 4 | Shoes, bags & leather goods | 37.3% | ¥39,929 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Other food, drinks & tobacco | 33.3% | ¥13,798 | Matcha, green tea, furikake, seasonings, instant noodles |
| 6 | Alcohol | 13.8% | ¥14,466 | Sake, whisky, shochu, umeshu |
| 7 | Medicines | 11.0% | ¥11,220 | Eye drops, pain-relief patches, stomach and cold medicine |
| 8 | Health goods & toiletries | 6.3% | ¥11,251 | Toothbrushes, bath salts, supplements, sanitary products |
🇸🇬 Singapore
Top for Singapore: Sweets & snacks (78.3%). Bought far more than average: Shoes, bags & leather goods (+13.0 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 78.3% | ¥16,665 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 59.8% | ¥35,392 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 42.6% | ¥12,133 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Shoes, bags & leather goods | 37.5% | ¥37,430 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Cosmetics & perfume | 31.6% | ¥20,872 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Alcohol | 17.3% | ¥6,667 | Sake, whisky, shochu, umeshu |
| 7 | Medicines | 14.3% | ¥12,296 | Eye drops, pain-relief patches, stomach and cold medicine |
| 8 | Health goods & toiletries | 12.8% | ¥13,443 | Toothbrushes, bath salts, supplements, sanitary products |
🇲🇾 Malaysia
Top for Malaysia: Sweets & snacks (73.3%). Bought far more than average: Shoes, bags & leather goods (+17.3 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 73.3% | ¥16,932 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 56.2% | ¥21,956 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 48.5% | ¥10,406 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Shoes, bags & leather goods | 41.8% | ¥47,844 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Cosmetics & perfume | 32.8% | ¥15,209 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Medicines | 13.2% | ¥11,890 | Eye drops, pain-relief patches, stomach and cold medicine |
| 7 | Health goods & toiletries | 10.1% | ¥16,766 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 8.9% | ¥14,783 | Sake, whisky, shochu, umeshu |
🇮🇩 Indonesia
Top for Indonesia: Sweets & snacks (74.1%). Bought far more than average: Shoes, bags & leather goods (+19.6 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 74.1% | ¥12,767 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 55.8% | ¥17,064 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 46.8% | ¥12,384 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Shoes, bags & leather goods | 44.1% | ¥24,489 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Cosmetics & perfume | 32.3% | ¥14,803 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Medicines | 10.8% | ¥7,879 | Eye drops, pain-relief patches, stomach and cold medicine |
| 7 | Health goods & toiletries | 4.8% | ¥9,479 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 4.7% | ¥11,163 | Sake, whisky, shochu, umeshu |
🇵🇭 Philippines
Top for Philippines: Sweets & snacks (74.5%). Bought far more than average: Shoes, bags & leather goods (+20.4 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 74.5% | ¥14,177 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 54.4% | ¥22,733 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 47.5% | ¥11,218 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Shoes, bags & leather goods | 44.9% | ¥29,210 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Cosmetics & perfume | 35.2% | ¥16,516 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Medicines | 7.8% | ¥10,261 | Eye drops, pain-relief patches, stomach and cold medicine |
| 7 | Alcohol | 7.1% | ¥14,180 | Sake, whisky, shochu, umeshu |
| 8 | Health goods & toiletries | 6.9% | ¥9,198 | Toothbrushes, bath salts, supplements, sanitary products |
🇻🇳 Vietnam
Top for Vietnam: Sweets & snacks (79.6%). Bought far more than average: Sweets & snacks (+6.9 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 79.6% | ¥14,090 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 44.9% | ¥21,704 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 37.9% | ¥14,729 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Cosmetics & perfume | 33.4% | ¥19,878 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 5 | Medicines | 25.5% | ¥21,974 | Eye drops, pain-relief patches, stomach and cold medicine |
| 6 | Shoes, bags & leather goods | 21.5% | ¥25,978 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Health goods & toiletries | 14.9% | ¥17,735 | Toothbrushes, bath salts, supplements, sanitary products |
| 8 | Alcohol | 12.5% | ¥14,355 | Sake, whisky, shochu, umeshu |
🇮🇳 India
Top for India: Sweets & snacks (66.1%). Bought far more than average: Shoes, bags & leather goods (+7.2 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Sweets & snacks | 66.1% | ¥9,743 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 2 | Clothing | 48.1% | ¥19,296 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Other food, drinks & tobacco | 38.7% | ¥8,306 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Shoes, bags & leather goods | 31.7% | ¥26,995 | Onitsuka Tiger, ASICS, Porter bags |
| 5 | Cosmetics & perfume | 25.7% | ¥12,170 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 6 | Alcohol | 18.9% | ¥10,643 | Sake, whisky, shochu, umeshu |
| 7 | Electronics (cameras, PCs, appliances) | 10.3% | ¥36,491 | Cameras, export-model rice cookers, hair dryers |
| 8 | Watches & film cameras | 9.4% | ¥39,454 | Seiko, Casio, used film cameras |
🇬🇧 United Kingdom
Top for United Kingdom: Clothing (57.7%). Bought far more than average: Folk crafts & traditional crafts (+11.8 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 57.7% | ¥23,535 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 56.8% | ¥10,943 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Other food, drinks & tobacco | 43.7% | ¥12,458 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Alcohol | 33.3% | ¥14,524 | Sake, whisky, shochu, umeshu |
| 5 | Shoes, bags & leather goods | 21.1% | ¥24,742 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Folk crafts & traditional crafts | 20.1% | ¥13,802 | Folding fans, tenugui, ceramics, Nambu ironware |
| 7 | Cosmetics & perfume | 17.8% | ¥17,390 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 8 | Books, magazines & guidebooks | 9.0% | ¥6,129 | Manga, art books, magazines |
🇩🇪 Germany
Top for Germany: Clothing (64.7%). Bought far more than average: Folk crafts & traditional crafts (+17.2 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 64.7% | ¥23,320 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 55.8% | ¥9,149 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Other food, drinks & tobacco | 50.2% | ¥16,741 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Alcohol | 30.8% | ¥24,484 | Sake, whisky, shochu, umeshu |
| 5 | Folk crafts & traditional crafts | 25.5% | ¥10,964 | Folding fans, tenugui, ceramics, Nambu ironware |
| 6 | Cosmetics & perfume | 19.6% | ¥12,739 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Shoes, bags & leather goods | 18.2% | ¥23,232 | Onitsuka Tiger, ASICS, Porter bags |
| 8 | Books, magazines & guidebooks | 13.5% | ¥7,115 | Manga, art books, magazines |
🇫🇷 France
Top for France: Clothing (67.8%). Bought far more than average: Clothing (+19.9 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 67.8% | ¥23,937 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Other food, drinks & tobacco | 53.8% | ¥15,159 | Matcha, green tea, furikake, seasonings, instant noodles |
| 3 | Sweets & snacks | 47.2% | ¥11,218 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 4 | Folk crafts & traditional crafts | 25.5% | ¥16,981 | Folding fans, tenugui, ceramics, Nambu ironware |
| 5 | Shoes, bags & leather goods | 24.7% | ¥27,022 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Cosmetics & perfume | 23.4% | ¥12,769 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Alcohol | 23.2% | ¥8,813 | Sake, whisky, shochu, umeshu |
| 8 | Books, magazines & guidebooks | 15.4% | ¥6,208 | Manga, art books, magazines |
🇮🇹 Italy
Top for Italy: Clothing (59.7%). Bought far more than average: Folk crafts & traditional crafts (+17.8 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 59.7% | ¥17,490 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 57.7% | ¥8,072 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Other food, drinks & tobacco | 45.8% | ¥13,536 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Cosmetics & perfume | 30.7% | ¥13,849 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 5 | Folk crafts & traditional crafts | 26.1% | ¥19,855 | Folding fans, tenugui, ceramics, Nambu ironware |
| 6 | Alcohol | 25.0% | ¥8,579 | Sake, whisky, shochu, umeshu |
| 7 | Shoes, bags & leather goods | 22.2% | ¥24,951 | Onitsuka Tiger, ASICS, Porter bags |
| 8 | Books, magazines & guidebooks | 19.7% | ¥7,295 | Manga, art books, magazines |
🇪🇸 Spain
Top for Spain: Clothing (66.8%). Bought far more than average: Clothing (+18.9 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 66.8% | ¥20,664 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 66.7% | ¥9,389 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Other food, drinks & tobacco | 53.6% | ¥11,536 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Cosmetics & perfume | 29.2% | ¥14,461 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 5 | Folk crafts & traditional crafts | 27.0% | ¥17,210 | Folding fans, tenugui, ceramics, Nambu ironware |
| 6 | Shoes, bags & leather goods | 25.1% | ¥16,477 | Onitsuka Tiger, ASICS, Porter bags |
| 7 | Alcohol | 20.2% | ¥8,295 | Sake, whisky, shochu, umeshu |
| 8 | Books, magazines & guidebooks | 13.9% | ¥7,399 | Manga, art books, magazines |
🇷🇺 Russia
Top for Russia: Clothing (74.0%). Bought far more than average: Clothing (+26.1 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 74.0% | ¥33,473 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 66.8% | ¥9,479 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Cosmetics & perfume | 38.1% | ¥10,093 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 4 | Other food, drinks & tobacco | 35.1% | ¥12,166 | Matcha, green tea, furikake, seasonings, instant noodles |
| 5 | Shoes, bags & leather goods | 27.6% | ¥25,736 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Alcohol | 21.1% | ¥8,581 | Sake, whisky, shochu, umeshu |
| 7 | Medicines | 14.2% | ¥12,890 | Eye drops, pain-relief patches, stomach and cold medicine |
| 8 | Electronics (cameras, PCs, appliances) | 13.5% | ¥25,994 | Cameras, export-model rice cookers, hair dryers |
🇺🇸 United States
Top for United States: Clothing (58.4%). Bought far more than average: Folk crafts & traditional crafts (+10.7 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 58.4% | ¥30,214 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Sweets & snacks | 52.5% | ¥12,497 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 3 | Other food, drinks & tobacco | 51.1% | ¥13,905 | Matcha, green tea, furikake, seasonings, instant noodles |
| 4 | Alcohol | 28.7% | ¥14,674 | Sake, whisky, shochu, umeshu |
| 5 | Shoes, bags & leather goods | 24.5% | ¥31,390 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Cosmetics & perfume | 22.7% | ¥16,340 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Folk crafts & traditional crafts | 19.0% | ¥19,421 | Folding fans, tenugui, ceramics, Nambu ironware |
| 8 | Books, magazines & guidebooks | 10.9% | ¥9,244 | Manga, art books, magazines |
🇨🇦 Canada
Top for Canada: Other food, drinks & tobacco (59.1%). Bought far more than average: Other food, drinks & tobacco (+17.4 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Other food, drinks & tobacco | 59.1% | ¥15,757 | Matcha, green tea, furikake, seasonings, instant noodles |
| 2 | Clothing | 58.9% | ¥21,676 | Uniqlo, GU, anime T-shirts, select shops |
| 3 | Sweets & snacks | 52.9% | ¥9,513 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 4 | Alcohol | 29.3% | ¥11,607 | Sake, whisky, shochu, umeshu |
| 5 | Shoes, bags & leather goods | 25.1% | ¥29,071 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Cosmetics & perfume | 24.6% | ¥15,719 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Folk crafts & traditional crafts | 15.8% | ¥12,521 | Folding fans, tenugui, ceramics, Nambu ironware |
| 8 | Books, magazines & guidebooks | 9.3% | ¥5,773 | Manga, art books, magazines |
🇦🇺 Australia
Top for Australia: Clothing (60.9%). Bought far more than average: Alcohol (+15.1 points).
| Rank | Category | Purchase rate | Average spend (buyers) | Typical examples |
|---|---|---|---|---|
| 1 | Clothing | 60.9% | ¥27,049 | Uniqlo, GU, anime T-shirts, select shops |
| 2 | Other food, drinks & tobacco | 55.4% | ¥14,850 | Matcha, green tea, furikake, seasonings, instant noodles |
| 3 | Sweets & snacks | 53.0% | ¥11,090 | Shiroi Koibito, Tokyo Banana, regional KitKats, matcha sweets |
| 4 | Alcohol | 37.1% | ¥14,272 | Sake, whisky, shochu, umeshu |
| 5 | Shoes, bags & leather goods | 28.4% | ¥27,648 | Onitsuka Tiger, ASICS, Porter bags |
| 6 | Cosmetics & perfume | 25.9% | ¥16,032 | Shiseido, Hada Labo, sunscreen, sheet masks |
| 7 | Folk crafts & traditional crafts | 18.5% | ¥14,602 | Folding fans, tenugui, ceramics, Nambu ironware |
| 8 | Medicines | 6.8% | ¥10,007 | Eye drops, pain-relief patches, stomach and cold medicine |
Source: Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 calendar year (final), table 2-1. Purchase rate is the share of visitors who bought the category; average spend is per buyer. 'Typical examples' are our own illustrations, not survey items. JTA
Shopping in Japan · 38 famous Japanese souvenirs
Frequently asked questions
What souvenir do foreign visitors buy most in Japan?
In the Japan Tourism Agency's 2025 survey, 72.7% of visitors bought sweets and snacks — a top pick in almost every country — followed by clothing (47.9%), food and drinks (41.7%), cosmetics and perfume (34.6%) and medicines (27.0%). For many European and North American visitors, clothing comes first.
What do travellers from South Korea buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from South Korea most often bought Sweets & snacks (83.4%), Alcohol (37.3%) and Medicines (37.1%).
What do travellers from China buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from China most often bought Sweets & snacks (76.4%), Cosmetics & perfume (54.4%) and Clothing (45.4%).
What do travellers from Taiwan buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from Taiwan most often bought Sweets & snacks (79.0%), Clothing (52.6%) and Medicines (43.9%).
What do travellers from United States buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from United States most often bought Clothing (58.4%), Sweets & snacks (52.5%) and Other food, drinks & tobacco (51.1%).
What do travellers from Thailand buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from Thailand most often bought Sweets & snacks (85.9%), Clothing (51.2%) and Cosmetics & perfume (48.1%).
What do travellers from Hong Kong buy in Japan?
In the Japan Tourism Agency's 2025 survey, travellers from Hong Kong most often bought Sweets & snacks (70.7%), Clothing (55.9%) and Cosmetics & perfume (38.5%).
