Tom Branna, Editorial Director05.16.21
Demand for Japanese cosmetics in China continues to rise even with COVID-19 restrictions. Despite few opportunities to go out amid the coronavirus pandemic, local consumers still demand quality beauty products, according to the Japan External Trade Organization (JETO). Top-selling brands include Shiseido and Pola.
China's imports of cosmetics from Japan in 2020 soared more than 30% to about $4.3 billion, surpassing $3.3 billion from South Korea and other major suppliers such as France and the US, according to JETO.
"Many Chinese consumers trust Japanese cosmetics, which they feel are compatible with their skin types," said Etsu Ho, a researcher in JETO's China and North Asia Division. "China's imports of Japanese cosmetics also increased as Japanese companies are working hard to expand their sales through cross-border e-commerce platforms."
An increasing number of Japanese cosmetics companies are now stepping up efforts to reach out to Chinese consumers using cross-border e-commerce platforms, which are popular in China, because the number of Chinese tourists to Japan has plunged due to travel restrictions amid the pandemic. China's cosmetics imports jumped to $17.3 billion in 2020, up from $4 billion in 2016. Before the pandemic, Chinese visitors to Japan spent substantial sums on cosmetics in shopping sprees known as "explosive buying" at drugstores and department stores.
According to data compiled by the Japan Tourism Agency, 81.9% of visitors to Japan from mainland China purchased cosmetics and perfumes among other souvenirs in 2019, with spending on such items per visitor reaching 52,142 yen ($477), much more than the sums spent by those from South Korea, Taiwan and the US.
China's imports of cosmetics from Japan in 2020 soared more than 30% to about $4.3 billion, surpassing $3.3 billion from South Korea and other major suppliers such as France and the US, according to JETO.
"Many Chinese consumers trust Japanese cosmetics, which they feel are compatible with their skin types," said Etsu Ho, a researcher in JETO's China and North Asia Division. "China's imports of Japanese cosmetics also increased as Japanese companies are working hard to expand their sales through cross-border e-commerce platforms."
An increasing number of Japanese cosmetics companies are now stepping up efforts to reach out to Chinese consumers using cross-border e-commerce platforms, which are popular in China, because the number of Chinese tourists to Japan has plunged due to travel restrictions amid the pandemic. China's cosmetics imports jumped to $17.3 billion in 2020, up from $4 billion in 2016. Before the pandemic, Chinese visitors to Japan spent substantial sums on cosmetics in shopping sprees known as "explosive buying" at drugstores and department stores.
According to data compiled by the Japan Tourism Agency, 81.9% of visitors to Japan from mainland China purchased cosmetics and perfumes among other souvenirs in 2019, with spending on such items per visitor reaching 52,142 yen ($477), much more than the sums spent by those from South Korea, Taiwan and the US.