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Daigou, Japan, and the Shopping Tourism in Japan

Daigou and the Rise of Shopping Tourism in Japan

Japan has broken records again in international arrivals. In 2024, nearly 37 million foreign visitors entered the country, surpassing even the pre-pandemic peak. But not all of them came just for temples or cherry blossoms. A significant share travel with a different goal: shopping.

The practice has a name—daigou (代购)—literally, “to buy on someone else’s behalf.” It began as a way for Chinese citizens to access authentic and safe goods abroad and avoid price gaps at home, and today it has grown into a global market with new forms such as digital proxy shopping.

What daigou means and how it works

At its simplest, daigou is when a traveler or intermediary purchases products in Japan and then resells them back home. Originally it was informal: friends, students, or migrants carrying goods in their luggage. Over time, as the trade reached billions of dollars, it evolved. By 2019, new Chinese e-commerce regulations forced many sellers to register and pay taxes. Others shifted to private WeChat networks or more professionalized services.

The driving forces remain clear:

  • High import duties and luxury taxes created price gaps of 30–40%.
  • Repeated safety scandals destroyed consumer trust in sensitive products.

The star products of daigou

  • Japanese cosmetics: Shiseido, SK-II, Hada Labo, FANCL.
  • Supplements and vitamins: DHC, FANCL.
  • Infant formula and baby products: a category shaped by mistrust of local brands.
  • Small appliances: Zojirushi rice cookers, specialty kitchen gadgets.
  • Fashion and Japan-only editions in clothing and accessories.

These purchases all reflect the same logic: authenticity, safety, and prestige associated with Japan.

China as the epicenter

Among all nationalities, Chinese visitors have been at the center of daigou. Their spending habits helped define the market, and their distrust of certain domestic supply chains continues to fuel it.

These events explain why many families still prefer to bring infant formula from abroad. The trust deficit is deep and long lasting.

Year Product affected Nature of scandal Impact
2007 Pet food Melamine adulteration Mass deaths of cats and dogs from renal failure
2008 Infant formula Melamine added to fake protein levels ≥6 infant deaths; >54,000 hospitalized
2008 Eggs and other foods Melamine contamination via animal feed Products recalled despite earlier ban
2024 Cooking oil Tankers allegedly shared with fuel transport Public outrage and renewed distrust

Other countries with similar practices

Daigou is not limited to one country. Its logic changes across borders:

Southeast Asia: here, the model is less about travelers with suitcases and more about platforms like ZenMarket or Neokyo that professionalize personal shopping.

South Korea: shoppers seek authenticity and unique goods in Japan, while Korean cosmetics also flood into Japan in return. The relationship is bidirectional.

Russia: after sanctions in 2022, parallel imports were legalized to guarantee the flow of electronics and parts. What looks like daigou becomes a tool of national resilience.

Region Main motivation Typical products Channel dynamic
China Distrust + price gaps Luxury, skincare, infant formula WeChat networks; duty-free resellers
South Korea Authenticity & trends Cosmetics, niche/used electronics Shopping tourism; not mass arbitrage
Russia Sanctions resilience Electronics, appliances, parts Legalized parallel imports
Southeast Asia Convenience & access Collectibles, anime, Japan-only fashion Proxy shopping platforms

Economic and cultural impact

Japan gains: shopping tourism drives duty-free sales, drugstores and electronics retailers thrive.
Brands face new challenges: parallel channels dilute price control and expose them to counterfeit risks.
Travelers take risks too: customs penalties, lack of official warranty, uncertainty in after-sales.

Spending of Chinese visitors in 2024

The latest data confirm that Chinese citizens remain among the biggest spenders in Japan. In 2024, they accounted for over USD 11 billion of expenditure, about one fifth of the entire foreign visitor market. On average, each visitor spent USD 1,786, with nearly half of that going to shop

Category Confirmed data Estimated range
Total spending USD 11.14 billion (≈ ¥1.7 trillion) 21.3% of all foreign visitor spending
Average per visitor USD 1,786 ~USD 765 in shopping
Shopping total ≈ USD 4.7 billion (calculated) Close to 21% of total shopping category in JNTO
Cosmetics & J-Beauty — USD 1.9–2.3 billion (40–50% of shopping)
Electronics & appliances — USD 0.9–1.2 billion (20–25% of shopping)
Infant formula & supplements — USD 0.4–0.7 billion (10–15% of shopping)

These figures show clearly how cosmetics, electronics, and even baby products continue to dominate their purchases.

A global paradox

While many Asian visitors cross borders to secure authentic goods in Japan, consumers in other regions of the world rush toward low-cost platforms, accepting the opposite trade-off: cheaper prices, less certainty about quality. The contrast is striking—two different ways of handling trust and risk.

Conclusion

Daigou is not just a side story of tourism. It is a mirror of how trust shapes markets. When domestic confidence falters, citizens create their own supply chains, even if it means boarding a plane. For Japan, this phenomenon strengthens the image of authenticity. For brands worldwide, it is both a challenge and an opportunity: formalize the parallel markets, rebuild trust, and ensure that consumers no longer need an intermediary to feel secure in what they buy.

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