The ultra-spending "Million Shoppers" with an average purchase amount of ¥1 million Seeing the truth behind the "spending spree rumors" through their eyes.

Previously, we examined differences among visitors from China, Taiwan, Hong Kong, and South Korea, highlighting distinct shopping characteristics for each region.
Among the four regions, China had the highest average shopping expenditure per person at approximately ¥270,000. We further focused on tourists spending nearly double that amount—over ¥500,000—per visit. The results are shown in the table below. As expected, China's high proportion stands out significantly.

This time, we focus on China and examine in detail the characteristics of this 11%—specifically, "people spending over ¥500,000 per visit." Before the analysis, we want to share one surprising fact: their average spending per visit to Japan is approximately ¥1 million (¥987,180). Moreover, this amount does not include airfare or accommodation costs; it represents money spent purely on shopping.

We dubbed these individuals driving the " spending spree" phenomenon"Million Shoppers" and delved into their actual behavior.

The Profile of the Chinese Million-Yen Shopper

Feature ①: Globetrotting Internationalists

Million Shoppers are highly experienced international travelers, with 41% having traveled abroad 9 or more times (compared to 24.5% of all Chinese visitors to Japan). They have visited an average of 14.4 countries (compared to 11.6 for all Chinese visitors to Japan). This shows they actively travel overseas, primarily to Western countries like Australia, the UK, and Italy.

Feature 2: Over Half Are in Their 30s

Interestingly, among these Million Shoppers, men and women in their 30s each make up the largest proportion at 26.1%. This suggests that this generation contains a significant number of individuals who can freely spend money on overseas travel.

 

Feature 3: Quality Speaks for Itself! Individualists Who Follow Their Own Path

Examining the mindset and values of million-dollar shoppers reveals they possess strong consumption desires and are leader types with their own convictions. Their image of Japan is not critical; rather, they sincerely appreciate its traditions, culture, and technological prowess. As opinion leaders, they hold the perspective that good things are good and actively share this information with others. They may align with the characteristics of the post-80s generation (80后), who flexibly embrace foreign cultures while valuing their own values.

The Truth Behind the "Baku-gai" Rumors

"Rumor #1 About Mass Buying"

"Rumors of Massive Shopping Sprees" Part 2

The average purchase amount for healthcare and cosmetics among million-dollar shoppers is a whopping ¥132,000.
On average, they purchase five or more cosmetic items. The top three shopping spots are department stores, drugstores, and airport duty-free shops, with many making specific purchases of designated products.

Shopping ranks second among the reasons million-dollar shoppers visit Japan.
While shopping is a major motivation, it's clear they also visit to enjoy Japan's diverse attractions, including its cuisine, hot springs, theme parks, and nature experiences.

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<Overview of Shopping Survey for Inbound Tourists>
・Purpose: To understand the actual consumption activities related to "shopping" overall, including products purchased, places of purchase, and media exposure among inbound tourists.
・Target Areas: 5 East Asian regions (Beijing, Shanghai, Hong Kong, Taiwan, South Korea)
・Survey Method: Online survey
・Respondent Criteria: Men and women aged 20-59 who "traveled to Japan within the past year" and whose "purpose of visit was non-business"
・Sample size: 400 respondents per region, total 2,000 respondents, including 92 million shoppers from China
・Survey period: Tuesday, March 10, 2015 to Wednesday, March 18, 2015

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