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Favorite Brands for Visitors to Japan

Based on Japan Tourism Agency’s official data, among the brands of “most satisfying purchase” (singular) for foreign visitors:

#8 Pokémon
#10 Universal Studios Japan [incl. Super Nintendo World]
#15 Nintendo

Other IP/content brands:

#17 Sanrio
#21 Ghibli
#23 Chiikawa
#27 Gundam
#40 One Piece

“Most satisfying purchase” by brand 1 Uniqlo 5.51% 2 Royce 3.03% 3 Shiseido 1.31% 4 Onitsuka Tiger 1.30% 5 GU 1.24% 6 Shiroi Koibito 1.23% 7 Nike 1.16% 8 Pokémon 1.13% 9 Disney 1.03% 10 USJ 0.84% 11 Don Quijote 0.82% 12 Dassai 0.77% 13 Adidas 0.65% 14 KitKat 0.61% 15 Nintendo 0.59% 16 Salonpas 0.59% 17 Sanrio 0.58% 18 Louis Vuitton 0.57% 19 Meiji 0.54% 20 Montbell 0.53% 21 Ghibli 0.50% 22 LeTAO 0.48% 23 Chiikawa 0.46% 24 Jaga Pokkuru 0.43% 25 Suntory 0.41% 26 7-Eleven 0.39% 27 Gundam 0.39% 28 Chanel 0.38% 29 New Balance 0.37% 30 Seiko 0.33%

Anime-/character-related products is the #2 category. Toys/games is #13.

“Most satisfying purchase” by category Clothing Anime/Character-related Cosmetics Chocolate Western-style Confections Shoes Pharmaceuticals Bags Food & Beverages Confections (Unspecified) Kitchenware Sundries/Traditional Crafts Toys & Games Fashion Accessories Sake Japanese-style Confections Other Alcoholic Beverages Electronics Books & Stationery Whiskey Fruit Snack Foods Hygiene Products Prepared Foods Watches Specialty Hobby Goods Seasonings/Dried Goods Tobacco Music/Video Software Furniture/Interior Other

Source: JTA survey of ~100k visitors, 2024-04 to 2025-03, analysis by Nikkei Trendy

[Originally posted on 2025-12-06 Pacific Time]