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The Consumer Goods Market in Japan

The Japanese consumer is a demanding one. Un-paralleled attention is given to quality, packaging, customer service, and design. The Japanese are also sensitive to seasonal changes, and American fast food chains such as McDonalds and Dominos adapt their menus several times a year to incorporate new ingredients. One should not be surprised to see corn and mochi on a Domino’s pizza or a cherry blossomed flavored milk shake at McDonalds. One should also expect to see individually wrapped cookies, ornate gift boxes, and products unknown to the rest of the world.

Japan was the country that changed the bathroom experience through singing washlet toilets, and continues to make quality consumer goods. When having a hot dog, one can use one packet that squirts both ketchup and mustard in a perfect line through a specially designed package, and one can steam vegetables, pasta, and rice in minutes with specially made Tupperware while also carrying a water bottle in a small bag that prevents condensation from ruining surrounding items.

The Japanese expect consumer products to be tailored to Japanese needs, and what has been popular overseas will not automatically be accepted as is in Japan. In such a heavily saturated and competitive market, only truly unique products have a chance. That being said, the Japanese love American products. The Baby Boomer generation loves Elvis and Levis Jeans, and Japanese youth flock to Kitson and Forever 21. There has been a recent surge of popularity in quality American stationary products, and many States choose to have a presence at the Tokyo International Gift Show.

CS Japan is ready to discuss your Japan strategy with you.

How we can help you

The Commercial Service can assist U.S. companies in entering the Japanese Market.

We can:

  • Introduce you to your local Department of Commerce representative.
  • Meet with you on your visit to Japan.
  • Provide counseling services via telephone/email/in person on the Japanese Market.

We also have fee based services that may be of interest.

We can:

  • Help find an appropriate local partner/agent through our matchmaking services.
  • Promote your company/product line through an Embassy supported event.
  • Send an Embassy representative to an off-site event.
  • Provide customized market research.
  • Conduct due diligence on a potential partner.
  • And more…

A Quick Look at Japan’s Consumer Goods Sectors

REPORTS

Please see below for reference reports compiled on the Consumer Goods Sector.

An Overview of the Japanese Jewelry Market (April 2015)

TRADESHOWS

Pet Shows
Interpets
Date: March 31-April 3, 2016
http://www.interpets.jp/2016/en/

Japan Pet Fair
Date: March 31-April 3, 2016
http://www.jppma.or.jp/english/

General Gift Shows
Tokyo International Gift Show 2015 Fall
Date: September 2-4, 2015
http://www.giftshow.co.jp/english/80tigs/index.htm

Jewelry Shows
International Jewellery Tokyo (IJT) 2016
Date: January 20-23, 2016
http://www.ijt.jp/en/

Japan Jewellery Fair 2015
Date: August 26-28, 2015
http://www.japanjewelleryfair.com/en/index.php

Houseware Shows
Interiorlifestyle Tokyo
Date: June 10-12, 2015
http://www.interior-lifestyle.com/

IFFT interiorlifestyle living
Date: November 25-27, 2015
http://www.ifft-interiorlifestyleliving.com/en/top.php

DIY Shows
Japan DIY Homecenter Show 2015
Date: August 27-29, 2015
http://www.diy-show.jp/2015/e/index.html

CS Japan Contacts

For additional information, please contact Consumer Goods Sector Specialist, Yoshiko Okamoto at Yoshiko.Okamoto@trade.gov


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