【Kalodata Weekly】Japan TikTok Shop Market Hits Record GMV of ¥34.6 Billion, Driven by 'Tokutoku O-Kansha Festival' (Week of June 22)

Executive Summary

According to the latest data from Kalodata Japan (operated by Kalowave Japan Inc.), Japan's TikTok Shop market recorded a GMV of ¥34.6 billion (+59.1% WoW), 1.5551 million units sold (+32.9% WoW), and an advertising budget of ¥31.38 million (+63.9% WoW) for the week of June 22–28, driven by the main phase of the 'Tokutoku O-Kansha Festival'. All key metrics reached new all-time highs.

The number of new followers also grew to 2.2658 million (+38.0% WoW), indicating enhanced platform-wide customer acquisition.

Meanwhile, the number of new products launched decreased to 134,565 (-12.4% WoW), suggesting that during major sales events, consumer demand may concentrate more on existing bestsellers and event-targeted items rather than newly introduced products. The top three categories—Beauty & Personal Care, Women's Apparel & Underwear, and Food & Beverage—accounted for approximately 45% of the total market, indicating a positive cycle of sales expansion and new customer acquisition driven by the event.

Key Highlights (vs. Previous Week)

GMV: ¥3.459 billion (+59.10%)

Units Sold: 1.5551 million (+32.95%)

Products Generating Sales: 118,316 (+6.29%)

Advertising Budget: ¥31.38 million (+63.85%)

※ Figures are based on Kalodata's proprietary data aggregation.

Weekly Report

This report is generated based on analysis by Kalopilot, the AI-powered assistant within Kalodata's TikTok Shop analytics tool.

Kalopilot is an AI assistant that enables users to create market reports, conduct product research, and perform operational analysis through natural language queries.

▼ View Full Data Report

Japan TikTok Shop Weekly Market Report (June 22–28, 2026)

Kalodata Japan Editorial Summary:

From June 22 to 28, Japan's TikTok Shop market achieved a record GMV of ¥3.46 billion (+59% WoW), driven by the 'Tokutoku O-Kansha Festival'.

Units sold surged to 1.555 million (+33%), and new followers reached 2.266 million (+38%), demonstrating the strong purchasing power driven by large-scale events.

Recent 4-Week Trend

Revenue / Units Sold / Average Selling Price

- Week of June 1: ¥1.386 billion / 690,000 units / ¥2,008

- Week of June 8: ¥1.926 billion / 972,500 units / ¥1,981

- Week of June 15: ¥2.174 billion / 1.1697 million units / ¥1,859

- Week of June 22: ¥3.459 billion / 1.5551 million units / ¥2,225

Top 10 Categories by Revenue (in billion yen)

1. Beauty & Personal Care: ¥6.72

2. Women's Apparel & Underwear: ¥4.53

3. Food & Beverage: ¥4.38

4. Smartphones & Electronics: ¥2.05

5. Toys & Hobbies: ¥1.93

6. Sports & Outdoors: ¥1.50

7. Men's Apparel & Underwear: ¥1.44

8. Health: ¥1.40

9. Daily Necessities: ¥1.34

10. Home Appliances: ¥1.16

Product & Content Metrics (vs. Previous Week)

- New Products: 134,565 (-12%)

- Products with Sales: 118,316 (+6%)

- Number of Videos: 1.339 million (+2%)

- Number of Live Rooms: 16,575 (+12%)

Market & Investment Metrics (vs. Previous Week)

- Total Shops: 121,206 (+2%)

- Advertising Budget: ¥31.38 million (+64%)

- New Followers: 2.27 million (+38%)

Category Trend Analysis

'Beauty & Personal Care' maintained the top spot with a GMV of ¥672 million (+92.0%), followed by 'Women's Apparel & Underwear' at ¥453 million (+33.6%) and 'Food & Beverage' at ¥438 million (+115.8%).

Overall, major categories saw significant sales growth against the backdrop of the large-scale sale, indicating a vibrant market performance.

Weekly Infographic (Save for Reference)

Source: Kalodata Research

Source: Kalodata Research

About the Data

This report is based on data collected and analyzed independently by Kalodata (Kalodata) from TikTok Shop-related sources.

※ Reproduction, citation, and secondary use are permitted with proper attribution.

(Example: 'Kalodata Research')

About Kalodata

Kalodata (https://www.kalodata.com/) is a data analytics platform specialized in TikTok Shop.

It cross-sectionally visualizes categories, shops, creators, products, videos/ads, and live streams, supporting data-driven decision-making for sellers, brands, creators, and affiliates.

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