Rakuten Rakuma and FROM JAPAN Announce Popular Fashion Brand Rankings by Country/Region in Cross-Border Transactions

Rakuten Group, Inc.'s (hereinafter "Rakuten") flea market app "Rakuten Rakuma" and FROM JAPAN Co., Ltd.'s cross-border e-commerce site "FROM JAPAN," operated for users residing overseas, have announced the rankings of fashion brands with the highest transaction volumes by country/region, based on cross-border transaction data from "Rakuten Rakuma." This survey, conducted since 2024, is the third of its kind, compiling rankings for 10 countries/regions with particularly high transaction volumes, based on the performance of fashion brand items transacted through "Rakuten Rakuma" via "FROM JAPAN" during the entire year of 2025.

■ In the United States, "LOUIS VUITTON" ranks first for the third consecutive year, with "COACH" and "UNIQLO" newly entering the top 5
The United States was the country with the highest number of transactions in this survey in 2025. The results were: 1st "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 transacted. The next most transacted product category was bags, with popular models including the long-standing "Speedy" and "Alma."
FROM JAPAN's Insight: The largest user demographic in the United States is in their 20s, driving cross-border transactions on FROM JAPAN in the fashion sector. While the global spread of cashless payments has reduced opportunities to use wallets, in the United States, there is a trend of deliberately owning luxury brand wallets. This is thought to be influenced by trends such as "What's in my bag" content on social media, and "Y2K fashion" and "Neutro" trends, which incorporate brands and items popular around 2000, enjoying retro styles as cutting-edge fashion. Monogrammed long wallets are gaining popularity among younger generations as items that simultaneously possess visual presence and cultural icon value for enjoying analog objects.

■ Luxury brands are popular in the mature Hong Kong market
In Hong Kong, the results were: 1st "Supreme" (maintaining its position 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 Insight: The largest user demographic in Hong Kong is men in their 40s, making it a more mature market compared to other countries. Many users prioritize brand value, especially for luxury brands in bags and jewelry, with a tendency for collectors to purchase rare items like "HERMES" and vintage denim.

■ In the UK, there is a notable demand for ties. Japanese brands "G-SHOCK" and "ISSEY MIYAKE" rank in
In the United Kingdom, the results were: 1st "HERMES," 2nd "COACH," 3rd Japanese watch brand "G-SHOCK," 4th "Nike," and 5th Japanese brand "ISSEY MIYAKE." For "HERMES," ties were the most transacted item. "ISSEY MIYAKE" has ranked for three consecutive years, demonstrating strong and consistent popularity for Japanese designer brands.
FROM JAPAN's Insight: The largest user demographic in the United Kingdom is men in their 20s and 30s. There is particularly high demand for ties, which is thought to reflect the influence of traditional preppy fashion. Demand for watches is also high, with "SEIKO" and "OMEGA" also supported in addition to the ranked "G-SHOCK."

■ In Australia, "COACH" ranks first for the second consecutive year, with luxury brands emerging
In Australia, the results were: 1st "COACH" (for the second consecutive year), 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 Insight: In Australia, the gender ratio is half and half, with the majority of users in their 20s and 30s. "COACH," which ranked first, was last year's...