"FROM JAPAN" and "Rakuten Rakuma" Announce Ranking of Popular Fashion Brands by Country/Region in Cross-Border Transactions

FROM JAPAN Inc., which operates the cross-border e-commerce site "FROM JAPAN" for users residing overseas, and Rakuten Group, Inc. (hereinafter "Rakuten"), which operates the flea market app "Rakuten Rakuma," have announced a ranking of fashion brands with the highest number of transactions by country/region, based on cross-border transaction data on "Rakuten Rakuma." This survey, conducted since 2024, is its third iteration, and it compiles a ranking for each of the top 10 countries/regions with the highest transaction volumes, based on the performance of fashion brand items traded via "Rakuten Rakuma" on "FROM JAPAN" throughout 2025.

LOUIS VUITTON remains No. 1 in the US for 3 consecutive years; COACH and UNIQLO newly enter the top 5

The United States was again the country with the highest number of transactions in this survey in 2025. The results were: 1st place LOUIS VUITTON, 2nd GUCCI, 3rd CHANEL, 4th COACH, and 5th UNIQLO. COACH rose to 4th place, replacing CHRISTIAN DIOR, which was 4th last year, and UNIQLO also newly entered the top 5. For both LOUIS VUITTON and GUCCI, the most frequently sold product category was long wallets. For LOUIS VUITTON, long wallets from the "Vernis" line, launched in 1998, were the most traded. The next most traded product category was bags, with models like the historic "Speedy" and "Alma" being popular.

FROM JAPAN's insights: The largest user base in the US is in their 20s, driving cross-border transactions on FROM JAPAN in the fashion domain. While the global spread of cashless payments has reduced the opportunity to use wallets, a trend is observed in the US where people intentionally carry luxury brand wallets. The background to this is thought to be the popularity of content called "What's in my bag," where people show the contents of their bags on social media, and trends called "Y2K fashion" and "Newtro," which embrace brands and items popular around the year 2000, enjoying retro styles as cutting-edge fashion. Monogrammed long wallets are gaining popularity, especially among younger generations, as items that simultaneously possess visual presence and cultural icon value for enjoying analog goods.

Luxury brands popular in the mature market of Hong Kong

In Hong Kong, the results were: 1st place Supreme (continuing from last year), 2nd HERMES, 3rd CHANEL, 4th LOUIS VUITTON, and 5th CHRISTIAN DIOR. For Supreme, men's T-shirts were most popular, followed by hats such as caps and beanies.

FROM JAPAN's insights: Hong Kong has many users in their 40s, making it a more aged and mature market compared to other countries. Many users, especially for bags and jewelry, prioritize brand value, focusing on luxury brands. There is a tendency for collectors to purchase rare items like HERMES and vintage denim.

Tie demand is prominent in the UK. Japanese brands G-SHOCK and ISSEY MIYAKE rank in

In the UK, the results were: 1st HERMES, 2nd COACH, 3rd Japanese watch brand G-SHOCK, 4th Nike, and 5th Japanese brand ISSEY MIYAKE. For HERMES, the most traded item was ties. ISSEY MIYAKE has also ranked for 3 consecutive years, demonstrating the enduring popularity of Japanese designer brands.

FROM JAPAN's insights: The largest user group in the UK consists of men in their 20s and 30s. Demand for ties is particularly high, believed to reflect the influence of traditional fashion. Demand for wristwatches is also high, with SEIKO and OMEGA also supported in addition to the ranked G-SHOCK.

COACH holds No. 1 for 2 consecutive years in Australia; luxury brands emerge

In Australia, the results were: 1st COACH (for 2 consecutive years), 2nd Japanese watch brand SEIKO, 3rd LOUIS VUITTON, 4th Chrome Hearts, and 5th CHRISTIAN DIOR. SEIKO, which was 4th last year, rose to 2nd place.

FROM JAPAN's insights: In Australia, the male-to-female ratio is roughly half, and those in their 20s and 30s constitute the majority. COACH, which took the top spot, was also at the top in last year's survey.