[Latest Issue of WWD JAPAN] What are popular stores visited by inbound foreigners doing, and how is it being communicated?
Key facts
- [Latest Issue of WWD JAPAN] What are popular stores visited by inbound foreigners doing, and how is it being communicated?
- With inbound foreign visitors expected to exceed 40 million in 2025, Japan is becoming a 'shopping paradise.' Particularly in the fashion, beauty, and food & beverage sectors, some stores are seeing 70-90% of their customers as inbound tourists. The latest issue of WWD JAPAN delves into what these popular stores are doing, what products and services they offer, and how their appeal is communicated, based on interviews with 15 establishments.
- Source: PR Times
- Date: June 9, 2026
Direct answer
With inbound foreign visitors expected to exceed 40 million in 2025, Japan is becoming a 'shopping paradise.' Particularly in the fashion, beauty, and food & beverage sectors, some stores are seeing 70-90% of their customers as inbound tourists. The latest issue of WWD JAPAN delves into what these popular stores are doing, what products and services they offer, and how their appeal is communicated, based on interviews with 15 establishments.
- Citation
- [Latest Issue of WWD JAPAN] What are popular stores visited by inbound foreigners doing, and how is it being communicated? (June 9, 2026), PR Times
- Source
- PR Times
- Date
- June 9, 2026
With inbound foreign visitors expected to exceed 40 million in 2025, Japan is becoming a 'shopping paradise.' Particularly in the fashion, beauty, and food & beverage sectors, some stores are seeing 70-90% of their customers as inbound tourists. The latest issue of WWD JAPAN delves into what these popular stores are doing, what products and services they offer, and how their appeal is communicated, based on interviews with 15 establishments.
📋 Article Processing Timeline
- 📰 Published: June 9, 2026 at 20:10
- 🔍 Collected: June 9, 2026 at 11:21
- 🤖 AI Analyzed: June 12, 2026 at 16:52 (77h 31m after Collected)
In 2025, inbound foreign visitors are finally expected to surpass 40 million annually. Due to the weak yen and the spirit of 'omotenashi' (hospitality), Japan is now a 'shopping paradise' for inbound foreigners.
Among them, there are stores in the fashion, beauty, and related food industries that are particularly popular with inbound foreigners, with their interiors and exteriors constantly overflowing with them. Some even have an inbound ratio of 70-90%! What kind of products and services do these stores offer, and why are they attracting inbound foreigners?
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In the feature, our editorial team visited 15 stores! We interviewed them about how they became famous among inbound foreigners, their popular products, and their customer service efforts. Locations vary, centering around the Omotesando/Harajuku area, extending to Ueno, Nakano, and Osaka. From stores that targeted inbound foreigners from the outset to those that suddenly became a hit due to a post by a Taiwanese owner. From stores disseminating 'Japanese Kawaii' and Japanese IPs to those whose commitment to Japanese craftsmanship is well-received, and those whose gestures, not just cultural dissemination, are spreading on social media. Popular stores in the fashion, beauty, and food industries reveal their mindset for reaching inbound foreigners, measures to capture store experiences as UGC, and simultaneously, their strategies for continuing to connect with Japanese customers.
Other features include detailed reports on the 2027 Cruise Collection starting with 'DIOR' and 'FENDI,' an interview with Johann Rupert, Chairman of COMPAGNIE FINANCIERE RICHEMONT, which continues to grow steadily amidst a luxury recession, and a Makuake series delving into the development story of novel room shoes made from artificial leather derived from 'iyokan' (a type of Japanese citrus). The perspective on inventory management explained by Yoshiaki Fujiwara, CEO of 300Bridge, who has also spoken at WWD JAPAN seminars, is a must-read for business owners. In the Fashion & Beauty Patrol, our top cosmetics enthusiast introduces everything they bought during frequent business trips to Korea.
Purchase the print edition
Purchase the digital edition
Subscribe
CONTENTS
FEATURE
・How are popular stores for inbound foreigners appealing and communicating their offerings?
FOCUS
・CRUISE COLLECTION 2027 VOL.1: First cruises under new designers unveiled one after another
・Richemont Chairman, who leads steady growth, offers advice: What are the secrets to business success?
SERIES
・OVERSEAS NEWS: A compilation of translated articles from 'WWD' US: Kering appoints former Prada CEO as new CEO of 'McQueen,' and more
・Conditions for Apparel Re-growth - Redesigning Business from the Customer's Perspective: VOL.4 Reducing Inventory Increases Customers
・Exploring the Frontlines of Manufacturing in 47 Prefectures with Makuake: Vol. 20 Ehime Prefecture Edition - Iyokan Artificial Leather
・atmos Founder Hidefumi Honmyo's 'Knot' Sneaker Life: vol.192 Souvenirs from Travels
・Beauty Insight: Beauty Gurus Share Their Theories: Vol.249 J-Beauty: The Power of 'Sales Culture' Questioned as National Strategy (Mizuho Yukita / CEO of Euglena, Beauty Coordinator)
EDITORS’LETTER
・'Netflix' Takes on Globalization, IP Creation, and Culturalization (Kaname Murakami / Editor-in-Chief)
EDITORIAL NOTE
・Editor's Postscript: The Feature Delivery Team This Week: Are they selling surprisingly well to inbound tourists? (Waka Kimura / Head Reporter, Hikaru Asano / Beauty Product Content Lead)
FASHION&BEAUTY PATROL
・Rushing around the streets of Seoul, Korea! A Beauty Editor's Ultra-Personalized Splurge List
(COVER CREDIT)
COVER PHOTO: SHUHEI SHINE
ART DIRECTION & DESIGN: CHIAKI SATO
About WWD JAPAN
WWD JAPAN, the Japanese edition of 'WWD (Women’s Wear Daily)' founded by Fairchild in 1910, is a specialized trade paper for the fashion industry. It is packed with the latest information, including business and trend news in the fashion and beauty industries, as well as interviews with industry professionals. Furthermore, the web version, 'WWDJAPAN Digital,' offers not only domestic and international fashion and beauty industry news but also collection looks, party and street snaps, art, media, and lifestyle information, providing high-sensitivity content that resonates with consumers strongly interested in fashion and beauty.
Official Website
WWDJAPAN (Web): https://www.wwdjapan.com
SNS Accounts
Instagram: https://www.instagram.com/wwd_jp/
X (formerly Twitter): https://twitter.com/wwd_jp
Facebook: https://www.facebook.com/wwdjapan
YouTube: https://www.youtube.com/@WWDJAPAN
TikTok: https://www.tiktok.com/@wwd_japan
Among them, there are stores in the fashion, beauty, and related food industries that are particularly popular with inbound foreigners, with their interiors and exteriors constantly overflowing with them. Some even have an inbound ratio of 70-90%! What kind of products and services do these stores offer, and why are they attracting inbound foreigners?
Purchase the print edition
Purchase the digital edition
Subscribe
In the feature, our editorial team visited 15 stores! We interviewed them about how they became famous among inbound foreigners, their popular products, and their customer service efforts. Locations vary, centering around the Omotesando/Harajuku area, extending to Ueno, Nakano, and Osaka. From stores that targeted inbound foreigners from the outset to those that suddenly became a hit due to a post by a Taiwanese owner. From stores disseminating 'Japanese Kawaii' and Japanese IPs to those whose commitment to Japanese craftsmanship is well-received, and those whose gestures, not just cultural dissemination, are spreading on social media. Popular stores in the fashion, beauty, and food industries reveal their mindset for reaching inbound foreigners, measures to capture store experiences as UGC, and simultaneously, their strategies for continuing to connect with Japanese customers.
Other features include detailed reports on the 2027 Cruise Collection starting with 'DIOR' and 'FENDI,' an interview with Johann Rupert, Chairman of COMPAGNIE FINANCIERE RICHEMONT, which continues to grow steadily amidst a luxury recession, and a Makuake series delving into the development story of novel room shoes made from artificial leather derived from 'iyokan' (a type of Japanese citrus). The perspective on inventory management explained by Yoshiaki Fujiwara, CEO of 300Bridge, who has also spoken at WWD JAPAN seminars, is a must-read for business owners. In the Fashion & Beauty Patrol, our top cosmetics enthusiast introduces everything they bought during frequent business trips to Korea.
Purchase the print edition
Purchase the digital edition
Subscribe
CONTENTS
FEATURE
・How are popular stores for inbound foreigners appealing and communicating their offerings?
FOCUS
・CRUISE COLLECTION 2027 VOL.1: First cruises under new designers unveiled one after another
・Richemont Chairman, who leads steady growth, offers advice: What are the secrets to business success?
SERIES
・OVERSEAS NEWS: A compilation of translated articles from 'WWD' US: Kering appoints former Prada CEO as new CEO of 'McQueen,' and more
・Conditions for Apparel Re-growth - Redesigning Business from the Customer's Perspective: VOL.4 Reducing Inventory Increases Customers
・Exploring the Frontlines of Manufacturing in 47 Prefectures with Makuake: Vol. 20 Ehime Prefecture Edition - Iyokan Artificial Leather
・atmos Founder Hidefumi Honmyo's 'Knot' Sneaker Life: vol.192 Souvenirs from Travels
・Beauty Insight: Beauty Gurus Share Their Theories: Vol.249 J-Beauty: The Power of 'Sales Culture' Questioned as National Strategy (Mizuho Yukita / CEO of Euglena, Beauty Coordinator)
EDITORS’LETTER
・'Netflix' Takes on Globalization, IP Creation, and Culturalization (Kaname Murakami / Editor-in-Chief)
EDITORIAL NOTE
・Editor's Postscript: The Feature Delivery Team This Week: Are they selling surprisingly well to inbound tourists? (Waka Kimura / Head Reporter, Hikaru Asano / Beauty Product Content Lead)
FASHION&BEAUTY PATROL
・Rushing around the streets of Seoul, Korea! A Beauty Editor's Ultra-Personalized Splurge List
(COVER CREDIT)
COVER PHOTO: SHUHEI SHINE
ART DIRECTION & DESIGN: CHIAKI SATO
About WWD JAPAN
WWD JAPAN, the Japanese edition of 'WWD (Women’s Wear Daily)' founded by Fairchild in 1910, is a specialized trade paper for the fashion industry. It is packed with the latest information, including business and trend news in the fashion and beauty industries, as well as interviews with industry professionals. Furthermore, the web version, 'WWDJAPAN Digital,' offers not only domestic and international fashion and beauty industry news but also collection looks, party and street snaps, art, media, and lifestyle information, providing high-sensitivity content that resonates with consumers strongly interested in fashion and beauty.
Official Website
WWDJAPAN (Web): https://www.wwdjapan.com
SNS Accounts
Instagram: https://www.instagram.com/wwd_jp/
X (formerly Twitter): https://twitter.com/wwd_jp
Facebook: https://www.facebook.com/wwdjapan
YouTube: https://www.youtube.com/@WWDJAPAN
TikTok: https://www.tiktok.com/@wwd_japan
FAQ
Why are stores popular with inbound tourists gaining attention now?
With inbound foreign visitors projected to exceed 40 million annually in 2025, Japan is becoming a 'shopping paradise,' making the strategies of popular stores a focus of attention.
What kind of efforts are popular stores making?
They are communicating unique attractions from multiple angles, such as promoting 'Japanese Kawaii,' emphasizing craftsmanship, and providing SNS-worthy experiences.
How can stores attract both inbound tourists and domestic customers?
The article touches upon strategies for reaching inbound customers while also discussing approaches for maintaining connections with existing domestic customers.
Where can I purchase the latest issue of WWD JAPAN?
Both print and digital editions are available, and subscriptions can also be made. Links to purchase/subscribe are provided within the article.
Which industries would find this article useful?
It offers practical insights for business owners and marketers in the fashion, beauty, and food & beverage industries, as well as the broader retail sector looking to capture inbound demand.