Rankings · Ranking · official data
What foreign visitors buy in Japan, ranked
The shopping categories foreign visitors actually buy in Japan, how much they spend on each, and which nationalities buy what — from the 2025 government survey.
Last checked · Sources
In short
Confectionery and snacks top the list — 73% of all visitors bought some — followed by clothing (48%), other food, beverages and tobacco (42%) and cosmetics and perfume (35%). 98% of visitors shopped at all, spending an average of 62,094 yen per person.
What visitors bought, ranked
| # | Item | Bought by | Avg spend per buyer (yen) | Most likely to buy | |
|---|---|---|---|---|---|
| 1 | Confectionery and snacks | 72.7% | 11,127 | Thailand 85.9% | |
| 2 | Clothing | 47.9% | 27,160 | Russia 74.0% | |
| 3 | Other food, beverages and tobacco | 41.7% | 11,078 | Canada 59.1% | |
| 4 | Cosmetics and perfume | 34.6% | 21,128 | China 54.4% | |
| 5 | Medicines | 27.0% | 11,882 | Taiwan 43.9% | |
| 6 | Shoes, bags and leather goods | 24.5% | 38,311 | Philippines 44.9% | |
| 7 | Alcoholic beverages | 22.0% | 11,462 | South Korea 37.3% | |
| 8 | Health goods and toiletries | 13.2% | 16,223 | Taiwan 28.2% | |
| 9 | Other shopping | 11.6% | 22,128 | France 21.0% | |
| 10 | Folk crafts and traditional crafts | 8.3% | 13,692 | Spain 27.0% | |
| 11 | Fresh agricultural products | 5.3% | 7,859 | Taiwan 10.0% | |
| 12 | Electronics (cameras, PCs, appliances) | 5.3% | 36,234 | Russia 13.5% | |
| 13 | Books, magazines and guidebooks | 4.6% | 7,749 | Italy 19.7% | |
| 14 | Music, video and game software | 3.9% | 18,541 | France 12.9% | |
| 15 | Watches and film cameras | 2.7% | 73,234 | India 9.4% | |
| 16 | Jewelry and precious metals | 2.0% | 87,765 | Canada 6.1% |
Source: Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual (final) (表2-1 費目別購入率). Period: 2025-01 to 2025-12. Unit: percent of respondents.
What the numbers say
98.5% of foreign visitors bought something in Japan in 2025, and the average shopper spent 62,094 yen. The most common purchases were confectionery and snacks (73%), clothing (48%), other food, beverages and tobacco (42%), cosmetics and perfume (35%) and medicines (27%).
The categories where buyers spend the most are shoes, bags and leather goods (38,311 yen per buyer), electronics (cameras, pcs, appliances) (36,234 yen per buyer), clothing (27,160 yen per buyer) and other shopping (22,128 yen per buyer). Snacks are bought by almost everyone but cost little per person; the big tickets are watches, jewellery, electronics and fashion.
Tastes differ sharply by nationality. Confectionery and snacks: most popular with visitors from Thailand (86%) and South Korea (83%), least with France (47%). Clothing: most popular with visitors from Russia (74%) and France (68%), least with South Korea (28%). Other food, beverages and tobacco: most popular with visitors from Canada (59%) and Australia (55%), least with Hong Kong (33%). Cosmetics and perfume: most popular with visitors from China (54%) and Thailand (48%), least with United Kingdom (18%). Medicines: most popular with visitors from Taiwan (44%) and South Korea (37%), least with India (3%). Shoes, bags and leather goods: most popular with visitors from Philippines (45%) and Indonesia (44%), least with South Korea (10%).
What this means for you: the things visitors buy most are sold everywhere — convenience stores, drugstores and supermarkets, not just souvenir shops — and almost all of them can be bought tax-free above 5,000 yen per store per day. The rules change on 1 November 2026, when Japan moves to a refund-at-departure system; our guide to what to buy in Japan covers the rules, where to shop for each category and what you can take home.
Medicines and cosmetics are the categories most often stopped at your own customs: many countries limit the quantity of medicines you can import, and some ingredients common in Japanese cold medicine are controlled elsewhere. Check before you fill a suitcase.
How to read the figures
The figures are the share of departing visitors who said they bought each category during the trip, and the average amount spent by those who did. They come from the Japan Tourism Agency’s consumption survey of about 30,000 visitors in 2025.
Categories follow the survey’s own list. “Confectionery and snacks” covers sweets and snack foods; “folk crafts” covers folk and traditional crafts.
Frequently asked questions
What do tourists buy most in Japan?
Confectionery and snacks: 73% of all visitors bought some in 2025. Clothing (48%) and other food, beverages and tobacco (42%) came next.
How much do tourists spend on shopping in Japan?
Shoppers spent an average of 62,094 yen per person in 2025. The most expensive category per buyer was shoes, bags and leather goods at 38,311 yen.
What do Americans buy in Japan?
The categories bought by the highest share of US visitors were clothing (58%), confectionery and snacks (52%), other food, beverages and tobacco (51%) and alcoholic beverages (29%).
Sources
Official and primary sources used for this page. Checked October 6, 2026.
- Japan Tourism Agency, Consumption Trend Survey for Foreigners Visiting Japan, 2025 annual (final) – 表2-1 費目別購入率 — 2025-01 to 2025-12
- Japan Tourism Agency – Consumption Trend Survey for Foreigners Visiting Japan — 2025 annual results (final), published 2026
- JNTO (Japan National Tourism Organization) – Japan tourism statistics — monthly visitor arrivals by market
To cite or link to this page: What foreign visitors buy in Japan, ranked — Japan Pocket Guide, https://japanpocketguide.com/rankings/what-visitors-buy/