Focus on Inbound Tourists' Consumption Behavior! "March 2026 Inbound Attention-Grabbing Product Analysis"
Payke Inc. announced an analysis of product viewing data from inbound tourists in March 2026, revealing increased interest in "unique Japanese functional products" and "limited/new products" in the health, beauty, and skincare sectors.
📋 Article Processing Timeline
- 📰 Published: April 23, 2026 at 20:00
- 🔍 Collected: April 23, 2026 at 11:31
- 🤖 AI Analyzed: April 24, 2026 at 01:32 (14h 0m after Collected)
Payke Inc. (Headquarters: Naha City, Okinawa; Representative Director: Keisuke Furuta; hereinafter "Payke") analyzed product viewing data from inbound tourists in March 2026, collected through its barcode scanning app "Payke" and affiliated apps.
The analysis confirmed an increasing trend in the product viewing rate* for some products compared to the previous month. This time, against the backdrop of spring visits to Japan, we will explain the trends in product viewing for items that garnered increased interest in the health, beauty, and skincare categories.
*"Payke" is an app that allows inbound foreign users to scan product barcodes with their smartphones to check product features and usage information in their native language. Users scan products when they are actually holding them in stores and considering a purchase, so the scanning action can be interpreted not merely as browsing, but as an action indicating "concrete interest after picking up the product." The "product viewing rate" in this article refers to the number of times inbound foreign users viewed product information through this scan and is used as an indicator of user interest.
What emerged from this data is a trend where inbound tourists' interest is shifting towards "unique Japanese functional products" and "limited/new products that are hard to find outside Japan." The reasons for picking up products varied, including the appeal of lower prices when bought in Japan, the timing of new product releases, seasonal scents, and lineups not available overseas.
Specifically, increased interest was observed in the following categories:
Functional foods claiming to target visceral fat
Hair care products for shiny hair
All-in-one highly moisturizing skincare
Seasonal scented body care products
UV care products with tone-up functions
■March 2026 Product Viewing Rate Rapid Increase Ranking
In March 2026, the products that showed particularly significant growth are as follows. Growth was observed in both health and beauty categories by users from Thailand, Korea, and Taiwan.
Nationality | Manufacturer | Product Name | Month-over-month change
---|---|---|---
TH | Suntory Beverage & Food International Ltd. | Suntory Tokusui Functional Food 600ml PET bottle | 2.4 times
KR | H2O Co., Ltd. | Ululis Kirameki Shiny Hair Oil 100mL | 2.0 times
KR | Rohto Pharmaceutical Co., Ltd. | Hada Labo Gokujyun Perfect Gel 100g | 2.0 times
KR | Unilever Japan Co., Ltd. | Dove Creamy Scrub Kinmokusei 298g | 1.9 times
TW | Shiseido Co., Ltd. | Elixir Day Care Revolution Tone Up SP+ | 1.9 times
*This ranking is based on the month-over-month increase rate of "product viewing rate" among inbound foreign users on Payke. It is not a sales ranking.
1. [Thailand] Interest in Functional Foods (Suntory Tokusui 600ml PET bottle)
The product viewing rate for Thai users increased by approximately 2.42 times compared to the previous month, marking the highest growth rate in this month's ranking.
[Factors]
This product is a functional food containing 3-(4-hydroxy-3-methoxyphenyl)propionic acid (HMPA) as an active ingredient, and it is a beverage reported to "help reduce visceral fat in individuals with a higher BMI." Its unique positioning is characterized by its appearance, which at first glance resembles plain mineral water, yet it possesses functional benefits.
In Thailand, interest in functional beverages is reportedly growing in recent years, driven by increasing health consciousness and wellness awareness. It is possible that the category of "water-like functional beverages" that can be easily purchased at Japanese convenience stores attracted the interest of inbound Thai users.
[Analysis]
Internal hearings revealed that in the Thai market, the category of "functional beverages that can be drunk like water" itself is relatively new, and the ability to combine daily hydration with health care is perceived as novel.
This product is a new item launched on October 21, 2025, as the first water-category product under the "Tokucha" brand, and it was not yet available in the same month of the previous year (March 2025). According to Suntory Beverage & Food International's announcement, sales volume from October to December 2025 after its launch proceeded favorably at 1.3 times the plan. With its increasing availability in convenience stores and drugstores, it is believed that Thai users who picked up this product in stores during their spring visit in March proceeded to scan it.
This data suggests that products based on Japan's unique system of functional food claims are beginning to be recognized as a new option for inbound Thai tourists.
2. [Korea] Focus on Shiny Hair
The analysis confirmed an increasing trend in the product viewing rate* for some products compared to the previous month. This time, against the backdrop of spring visits to Japan, we will explain the trends in product viewing for items that garnered increased interest in the health, beauty, and skincare categories.
*"Payke" is an app that allows inbound foreign users to scan product barcodes with their smartphones to check product features and usage information in their native language. Users scan products when they are actually holding them in stores and considering a purchase, so the scanning action can be interpreted not merely as browsing, but as an action indicating "concrete interest after picking up the product." The "product viewing rate" in this article refers to the number of times inbound foreign users viewed product information through this scan and is used as an indicator of user interest.
What emerged from this data is a trend where inbound tourists' interest is shifting towards "unique Japanese functional products" and "limited/new products that are hard to find outside Japan." The reasons for picking up products varied, including the appeal of lower prices when bought in Japan, the timing of new product releases, seasonal scents, and lineups not available overseas.
Specifically, increased interest was observed in the following categories:
Functional foods claiming to target visceral fat
Hair care products for shiny hair
All-in-one highly moisturizing skincare
Seasonal scented body care products
UV care products with tone-up functions
■March 2026 Product Viewing Rate Rapid Increase Ranking
In March 2026, the products that showed particularly significant growth are as follows. Growth was observed in both health and beauty categories by users from Thailand, Korea, and Taiwan.
Nationality | Manufacturer | Product Name | Month-over-month change
---|---|---|---
TH | Suntory Beverage & Food International Ltd. | Suntory Tokusui Functional Food 600ml PET bottle | 2.4 times
KR | H2O Co., Ltd. | Ululis Kirameki Shiny Hair Oil 100mL | 2.0 times
KR | Rohto Pharmaceutical Co., Ltd. | Hada Labo Gokujyun Perfect Gel 100g | 2.0 times
KR | Unilever Japan Co., Ltd. | Dove Creamy Scrub Kinmokusei 298g | 1.9 times
TW | Shiseido Co., Ltd. | Elixir Day Care Revolution Tone Up SP+ | 1.9 times
*This ranking is based on the month-over-month increase rate of "product viewing rate" among inbound foreign users on Payke. It is not a sales ranking.
1. [Thailand] Interest in Functional Foods (Suntory Tokusui 600ml PET bottle)
The product viewing rate for Thai users increased by approximately 2.42 times compared to the previous month, marking the highest growth rate in this month's ranking.
[Factors]
This product is a functional food containing 3-(4-hydroxy-3-methoxyphenyl)propionic acid (HMPA) as an active ingredient, and it is a beverage reported to "help reduce visceral fat in individuals with a higher BMI." Its unique positioning is characterized by its appearance, which at first glance resembles plain mineral water, yet it possesses functional benefits.
In Thailand, interest in functional beverages is reportedly growing in recent years, driven by increasing health consciousness and wellness awareness. It is possible that the category of "water-like functional beverages" that can be easily purchased at Japanese convenience stores attracted the interest of inbound Thai users.
[Analysis]
Internal hearings revealed that in the Thai market, the category of "functional beverages that can be drunk like water" itself is relatively new, and the ability to combine daily hydration with health care is perceived as novel.
This product is a new item launched on October 21, 2025, as the first water-category product under the "Tokucha" brand, and it was not yet available in the same month of the previous year (March 2025). According to Suntory Beverage & Food International's announcement, sales volume from October to December 2025 after its launch proceeded favorably at 1.3 times the plan. With its increasing availability in convenience stores and drugstores, it is believed that Thai users who picked up this product in stores during their spring visit in March proceeded to scan it.
This data suggests that products based on Japan's unique system of functional food claims are beginning to be recognized as a new option for inbound Thai tourists.
2. [Korea] Focus on Shiny Hair