Industry Insights: Global Health Consumption and Cross-Border E-Commerce Drive New Opportunities

In recent years, with global population aging, lifestyle changes, and growing health awareness, the market for health-related consumer goods has entered a rapid growth phase. According to the latest research by IMARC Group, the global functional health food market exceeded USD 200 billion in 2024 and is expected to maintain an annual growth rate of more than 6% over the next five years.

In Japan, health foods and OTC (over-the-counter) products have drawn particular attention. The Ministry of Agriculture, Forestry, and Fisheries has set a target to raise food and health supplement exports to JPY 2 trillion by 2025, identifying functional foods, beverages, and cosmetics as key categories. This policy presents enormous opportunities for Japanese companies and cross-border service providers.

Cross-Border E-Commerce Accelerates International Expansion

At the same time, cross-border e-commerce has become a core channel for the global expansion of health foods and cosmetics. According to Grand View Research, Japan’s cross-border e-commerce market reached approximately USD 5.329 billion in 2023 and is projected to grow to USD 8.44 billion by 2032, with a CAGR of 6.9%.

Consumers in China, Southeast Asia, and Western markets continue to show strong trust in “Made in Japan” products, fueling consistent growth in Japanese exports.

In addition, the rise of livestreaming and social commerce—such as TikTok Shop’s entry into the Japanese market—is opening new pathways for cross-border brand promotion and sales. Companies that successfully integrate e-commerce channels with supply chain capabilities will hold a competitive advantage.

GMP Compliance as a Core Competitiveness Factor

In the pharmaceutical and health-related industries, compliance is the key to accessing international markets. With the World Health Organization (WHO) and regulatory authorities around the world promoting GMP (Good Manufacturing Practice) standards, emerging markets such as India, Bangladesh, and Laos are accelerating the construction of GMP-compliant factories to attract international cooperation and investment.

For companies seeking to expand exports or establish joint ventures, GMP is not only a regulatory requirement but also the foundation of international trust. The ability to provide end-to-end support—covering site selection, factory design, equipment procurement, laboratory integration, and digital systems—has become a core industry strength.

Chiundo’s Industry Perspective

As a Tokyo-based international company holding a government-issued pharmaceutical wholesale license, Chiundo Co., Ltd. continues to strengthen its expertise in the following areas:

Cross-Border E-Commerce and Trade Services: Assisting clients in efficiently launching products on major international platforms such as Tmall Global, Rakuten, and Shopee.

OEM/ODM Collaboration: Leveraging Japanese GMP-certified factories to provide customized manufacturing and seamless market entry support.

GMP Consulting Expertise: Successfully implementing pharmaceutical projects in India and Laos, helping emerging markets align with international standards.

Intellectual Property and Trademark Licensing: Establishing trademark portfolios across Japan, China, Southeast Asia, and Western markets to safeguard brands in global expansion.

Outlook

Over the next decade, health consumption and cross-border e-commerce will remain the dual engines of industry growth. To stay competitive in the global market, companies must possess regulatory compliance, supply chain integration, and an international perspective.

Chiundo Co., Ltd. will continue to uphold its core values of “Professionalism, Efficiency, and Compliance”, providing end-to-end solutions for global partners and driving the growth of both the health industry and cross-border trade to new heights.