How Inbound Tourism is Changing Japanese Consumption

In 2015, the number of foreign tourists visiting Japan reached a record high of 19.73 million, making them a more familiar presence. The top item in DENTSU SOKEN INC.'s "Hot Topics & Products of 2015" released late last year was also "Baku-gai/Inbound." So, what kind of impact did "Baku-gai/Inbound" have on consumers' minds? The "Dentsu Consumer Mind Survey" also examined inbound tourism last December, revealing some interesting findings.

For many consumers, "spending sprees" still seem like something seen only in the media; only about 26% of respondents had actually witnessed a "spending spree" scene. Regionally, while the Kanto-Koshinetsu region stands at 27%, the Tohoku region is at 9%, and the Chugoku-Shikoku region is only 5%. Regional disparities in exposure to "bakugai" remain significant. On the other hand, expectations that "regional areas will be revitalized by foreign tourists" are higher in the Tohoku and Chugoku-Shikoku regions than the national average, indicating growing anticipation for inbound tourism even in regional areas.

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Q This year, in your daily life,
have you actually seen foreign tourists engaging in "mass buying"?

 

Now, let's look at how people felt when they witnessed this shopping spree. A high 60% of the overall average felt "a renewed sense of pride in the appeal/quality of Japanese products," with this feeling increasing with age, reaching 70% among those in their 50s and 60s. This generation seems to pin hopes on Japan's revival through this shopping spree. Meanwhile, among younger respondents in their 20s and 30s, items like "I want to know what 'Japanese products/goods' foreign tourists find appealing" and "We Japanese also want to enjoy shopping and consume" scored higher than the overall average, suggesting they are also focusing on their own consumption.

In 2015, the number of foreign visitors to Japan exceeded the number of Japanese travelers abroad for the first time in 45 years. Whereas Japan previously absorbed various goods and experiences brought back from abroad, the challenge now lies in how to promote Japanese goods and experiences globally while welcoming international visitors. An era of significant change in Japan's engagement with the world is about to begin.

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Details of the Consumer Mind Survey can be viewed here: dii.dentsu.jp/