Focus on Foreign Visitors' Spending Behavior! 'Analysis of Inbound-Hot Products in May 2026'

Payke Inc. (headquartered in Naha, Okinawa; CEO: Keisuke Furuta; hereinafter "Payke") has analyzed product viewing data collected from its barcode scanning app "Payke" and partner apps, focusing on foreign visitors' behavior during the May 2026 period.

The analysis revealed an increasing trend in product viewing rates month-on-month for certain items. This report examines viewing trends for products that gained attention in May—coinciding with Japan’s Golden Week and South Korea’s Children’s Day holidays—particularly in the beauty, skincare, and food categories.

"Payke" is a smartphone app that allows users to scan product barcodes and access information such as product features and usage instructions in their native language. In this article, "product viewing rate" refers to the number of times foreign visitors accessed product information via scanning, serving as a key indicator of consumer interest.

The data highlights that foreign visitors’ interest is closely tied to "limited-quantity packaging and time-limited collaborations in Japan," "product strategies involving character IPs," and "springtime product renewals and new launches." The reasons behind increased product engagement varied—from new limited SKUs hitting shelves to nationwide rollouts of collaboration packaging and the convergence of holidays with high inbound visitor numbers.

Specifically, notable interest was observed in the following categories:

- Vitamin C sheet masks with limited-edition packaging - Character collaboration limited-edition beverage packaging - Snack products with enhanced in-store visibility through "oshi-activity" packaging - Charcoal-infused makeup removers and pore-care gels - Sunscreen creams intensifying overseas expansion

Top Products with Rapidly Rising Viewing Rates in May 2026

The following products showed particularly strong growth in May 2026. Increases were observed among users from South Korea and Taiwan, especially in beauty, skincare, and food categories.

*This ranking is based on month-on-month growth in "product viewing rates" among foreign visitors on the Payke platform. It does not reflect sales rankings.

Nationality: South Korea Manufacturer: Quality First Co., Ltd. Product: Dermaraser Super VC Mask (8 pieces) MoM Increase: 6.4x

Nationality: South Korea Manufacturer: Coca-Cola Japan Co., Ltd. Product: Coca-Cola Yakande Mugicha from Sokenbicha 650ml MoM Increase: 2.5x

Nationality: South Korea Manufacturer: Calbee Inc. Product: Jagariko Tobiko Butter Flavor 52g MoM Increase: 2.4x

Nationality: South Korea Manufacturer: Kao Corporation Product: Biore Home Spa Massage Black Gel MoM Increase: 2.3x

Nationality: Taiwan Manufacturer: Kao Corporation Product: Biore UV Aqua Rich Airy Hold Cream 70g MoM Increase: 1.4x

1. [South Korea] Surge in Interest for Limited-Edition Vitamin C Sheet Masks (Quality First Dermaraser Super VC Mask 8 pieces)

South Korean users showed a month-on-month increase of approximately 6.40x in product viewing rate, the highest growth rate among all ranked products this month.

[Product Overview]

This product is the "Dermaraser Super VC100 Mask," part of the "Dermaraser" facial mask series by Quality First Co., Ltd. It features a formulation with four types of vitamin C derivatives, including APPS (Ascorbyl Palmitate Phosphate 3Na), and uses long-fiber cotton non-woven sheets, targeting skin concerns such as pores, dullness, and texture.

On March 9, 2026, the company announced an upgrade to the premium "Super Black Line" of the Dermaraser line, renewing attention on its core VC series. Additionally, in spring 2026, a limited-time campaign offering "7 pieces + 1 free" (8 pieces total) was launched and featured on @cosme and LIPS’ new release indexes.

[Factors & Analysis]

The Dermaraser series has long been recognized in South Korea as a “must-buy mask during trips to Japan,” and is consistently highlighted on Naver and Instagram as “currently the most popular Quality First Dermaraser in Japan.” As a staple item in major retailers like Don Quijote and LOFT, it aligns perfectly with the primary shopping routes of Korean tourists.

The 6.40x month-on-month growth—the highest this month—can be attributed to the combination of consistently strong demand from Korean visitors for Dermaraser products and the introduction of a new limited-edition package. According to JNTO, the number of South Korean visitors in April 2026 reached 878,600, a 21.7% increase year-on-year and the highest April figure on record. This historically high volume of Korean tourists during Golden Week, combined with the high in-store visibility of the limited package, created a synergistic effect.

2. [South Korea] Rising Interest in Limited-Edition Collaborative Beverage Packaging (Coca-Cola Yakande Mugicha from Sokenbicha 650ml)

South Korean users’ product viewing rate increased by approximately 2.53x month-on-month and 3.14x year-on-year.

[Product Overview]

This is a sugar-free, caffeine-free barley tea beverage launched by Coca-Cola Japan, formulated with 100% Rokujō barley to deliver a “roasted, kettle-brewed aroma.” Since its launch in April 2021, the product line has expanded with a domestic barley blend renewal in April 2023 and the launch of the derivative product "Yakande Ko-Mugicha" (a functionally labeled food) in April 2024. By 2024, cumulative shipments surpassed 700 million bottles, making it a flagship product in Coca-Cola Japan’s barley tea category.

On April 6, 2026, 15 new nationwide limited-edition packages featuring "Shin-chan wearing a kettle" as the main character in collaboration with "Crayon Shin-chan" were launched. A live-action short film series, "Yakande Kazoku da Zo!" Season 2, was also released on the same day, running until June 14 (Season 1 accumulated over 38 million views).

[Factors & Analysis]

"Crayon Shin-chan" is a major IP with long-running broadcasts in South Korea, making the character highly recognizable to Korean consumers. The limited-edition packaging displayed in Japanese convenience stores likely enhanced product visibility among Korean tourists.

Additionally, May 2026 saw a rare alignment of Japan’s Golden Week (April 25–May 7) and South Korea’s Children’s Day holiday (May 1–5), driving high demand for flights between the two countries. Given the cultural affinity for barley tea (boricha) in Korea, the positioning of this limited collaboration product as an easily accessible convenience store item likely contributed to its surge in popularity this month.

3. [South Korea] Increased In-Store Exposure via Fan-Engagement Packaging (Calbee Jagariko Tobiko Butter Flavor 52g)

South Korean users’ product viewing rate increased by approximately 2.42x month-on-month and 2.12x year-on-year.

[Product Overview]

This product is one of Calbee’s staple snacks, "Jagariko," in a Tobiko Butter flavor. It was relaunched in October 2024 after a roughly seven-year gap, with a reformulated taste that reduces saltiness for easier consumption. At relaunch, it featured a collaboration with LINE FRIENDS × BTS in South Korea