Japan’s Cross-Border Exports Grow Rapidly as Overseas Markets Show Strong Repeat Demand

According to the E-Commerce Market Survey released by Japan’s Ministry of Economy, Trade and Industry (METI), Japan’s cross-border exports in 2022 reached approximately 327.8 billion yen to China and 912.0 billion yen to the United States, totaling more than 1.2 trillion yen. Although this figure accounts for only a small portion of Japan’s overall e-commerce market, the growth momentum is significant. Among export categories, cosmetics, health foods, and daily necessities are the most popular.

The Nikkei reported that the core driver of Japan’s cross-border exports lies in high repeat purchase rates. For example, cosmetics and health foods in the Chinese market have repeat purchase rates far exceeding other imported products. Because consumers trust the quality and safety of Japanese goods, they tend to develop long-term purchasing habits. This type of word-of-mouth consumption has become a key competitive advantage for Japanese exporters.

Meanwhile, demand in the U.S. market is more focused on personalized and differentiated products. A JETRO survey indicated that American consumers prefer “Japan-exclusive” editions or products with cultural elements, such as health foods, beverages, and lifestyle goods. With the global spread of Asian culture, the cultural added value of Japanese products has further expanded their export potential.

On the policy side, the Japanese government is actively promoting the export of food and health products. The Ministry of Agriculture, Forestry and Fisheries has set a goal of raising the export value of agricultural, forestry, and food products to 2 trillion yen by 2025, emphasizing functional foods, beverages, and cosmetics as priority categories.

Chiundo Co., Ltd.’s Export Advantages:

Pharmaceutical Wholesale License: The company holds a license issued by the Japanese government, enabling the legal export of pharmaceuticals and health products, thereby resolving compliance concerns for overseas partners.

Cross-Border E-Commerce Expertise: With extensive operational experience, Chiundo assists clients in quickly launching Japanese products on platforms such as Tmall Global, Lazada, and Shopee.

Trademark and IP Protection: The company has completed trademark and intellectual property registrations across China, Southeast Asia, and the United States, ensuring compliance support for brand expansion.

Looking at long-term trends, Japan’s cross-border exports will continue to focus on health, functional, and high-quality consumer products. Whether through the strong repeat demand in China or the differentiated needs of Western markets, new opportunities are emerging for Japanese enterprises. Chiundo is committed to building bridges for export, helping more “Made in Japan” products achieve sustainable growth in global markets.