5 Japanese merchandise trends transforming promotional branding

Japan: the land of Pokémon, Fuji-san, and cherry blossom coffee.

Oh, and the place transforming how we see promotional merchandise - no biggie. 

Whether you’re a sushi connoisseur or a fan of Studio Ghibli, Japan has captured the hearts and fandoms of many over the years. And, more recently, it’s become a leading marketing superpower - all thanks to its unique cultural, historical, and socio-economic influences.  

For a country more known for its anime than its B2B marketing strategies, there’s a lot to be said for its influential potential when it comes to promotional merchandise. 

In this post, we’ll: 

• Highlight 5 Japanese merchandise trends transforming promotional branding.
• Explain how Japan’s culture, history, and economy shape these trends.
• Show how storytelling and quality design create lasting brand connections.

Grab yourself some edamame and get ready to take a flight to the other side of the world to find out exactly what Japanese merchandise trends are transforming promotional branding. 

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Why is Japan so influential?

Japan is anything but boring. 

And having lived out there for a year, I can assure you - it’s even more surreal and awesome than you can ever imagine. 

All you have to do is walk down a street in Osaka or explore a hidden alley in Tokyo, and you’ll understand. The eclectic mix of bright neon and traditional izakayas (or bars) creates the sensation of travelling both back and forward in time, and all you did was turn a corner.

This diverse mix of worlds existing simultaneously within one culture means that Japan has a massive influence over global merchandise trends, as, for a better phrasing, they have multiple fingers in multiple pies. 

Its unique fusion of pop culture, craftsmanship, and trend-savvy consumerism is what makes Japan such a powerhouse when it comes to promotional branding. 

Plus, we can’t not mention one of Japan’s most popular exports: its anime and manga. 

This cultural storytelling celebrates the country’s creativity on a global scale, inspiring fandoms all over the world. This gives Japan credibility and influential potential with younger audiences, with growing sway economically and culturally.  

In short, Japan is a weird and wonderful eclectic mix of modernity and traditionalism that appeals to a modern audience - making it one of the most influential nations in the world when it comes to marketing. 

The culture behind the trends

And because of this, Japan is unlike any nation in the world. 

Where else in the world could you be walking down the streets of feudal Kyoto, surrounded by samurai one minute, to talking to a robot inside a tech shop the next? 

That’s why, to understand fully the current merchandise trends emerging from Japan, it’s useful to explore Japan’s cultural background first. 

Homogeneity

In Japan, being in a group, or a collective, is the goal. Individualisation isn’t applauded by the mainstream like it is in the West, and those who don’t fit into a group are expelled from society. 

Harsh, but that’s through a Western lens. 

In Japan, this community-oriented outlook is integral to Japanese culture. The terms ‘uchi’ and ‘soto’ are Japanese concepts that differentiate between being outside the group (soto) and inside it (uchi), and depending on which category someone falls into will determine how you speak and act around them. 

It even affects their footwear - with shoes that are worn outside never allowed to be worn inside (schools and offices will provide internal slippers, or uwabaki). Remember that scene from The Fast and the Furious: Tokyo Drift when he goes to school in Japan? That. 

This culture of homogeneity means that trends and fads often have super loyal followings, gaining popularity quickly. 

An ageing population  

Unlike other nations (where there is a mix of all ages within their populations), due to a declining birth rate in Japan, there are more older consumers than young. 

28.6% of Japan’s population is over 65 years old, meaning that a high proportion prefer traditional marketing methods, influencing what consumer trends are currently popular.

A focus on storytelling 

Japan has a strong background of storytelling within its culture - from traditional Kabuki theatre to Rakugo - and it's still shaping the trends coming out of Japan today. 

For Japanese consumers, creating memorable experiences that build emotional connections is vital, and the best way to appeal to these buyers is through storytelling. 

That’s why a lot of the merchandise trends that are coming out of Japan lend themselves to strong narrative backgrounds. Like mascots, collabs, and kawaii culture, these trends rely on storytelling to gain traction and appeal. 

Keep in mind Japan’s turbulent history

When looking at the merchandise trends coming out of Japan that are influencing promotional branding, it’s always good to have a bit of context from a historical perspective, too.

Closed borders

If you know your basic geography, you’ll know Japan is an island. 

However, it’s different from islands like the UK and Australia, as for a large chunk of its history, it had closed borders. 

Called ‘Sakoku’, this was the Japanese government’s policy of isolation during the 17th century, and it meant that Japan was closed off to any influences from the outside world. 

Did you watch Shogun? That was set during this period. 

Japan’s borders remained closed right up until 1868, which is when the Emperor regained control of Japan from the Tokugawa Shogunate, and the Meiji Restoration started - hello, The Last Samurai era. 

But because of this long stretch of being shut off from other nations, Japan modernised a lot later than other countries. 

However, this period of isolation has led to Japan having a very unique and hermetic cultural identity, which is still strong today.

Quick economic growth

After the Meiji Restoration, Japan needed to move fast to catch up with other nations around the world. That’s why, during the Meiji era, there was quick economic growth within Japan.

After World War II, Japan expedited this economic growth even further through recovering from the destruction caused by the war, and by establishing itself as a well-renowned leader in the tech sphere during the 1970s and 80s. 

During this period, Japan’s GDP grew at a rate of 9-10% year-on-year. To put this into perspective, during the same time period, the UK’s GDP grew at a rate of 2.8%. 

This quick economic growth gave way to a heightened consumerist culture in Japan, where everyone always wanted the newest, best, and usually most expensive products, most. 

This is still the case today, with ‘Shinhatsubai’, a term used to ask store clerks for newly released items, still commonly used.  

This is why, from a marketing perspective, discount tactics simply do not work in Japan, as the average Japanese consumer wants quality and reputation over cost savings. 

Economic uncertainty 

In the 1990s, Japan suffered from a stock price bubble burst, land prices spiralling down, and massive business debts, leading to an economic slowdown. 

And here we enter Japan’s “Lost Decade”. 

This prolonged economic stagnation is still considered to be ongoing, even to this day. 

So, where soft-sell tactics may be preferred by Japan’s older generations, modern-day consumers now prefer clearer value propositioning in brand marketing. 

Japanese consumers today 

Today, Japan’s consumers are a blend of those who value experience and those who value savings. 

Economic uncertainty and a weak yen have made consumers more selective, preferring durable, high-quality goods over flashy luxury, while sustainability and wellness are on their radar, too. 

5 Japanese merchandise trends transforming promotional branding

Now that we know the socio-economic and historical background of Japan, it’s easier to understand why and how the following trends have come about.

From mascots, emotional storytelling to seasonal scarcity and more, these are 5 Japanese merchandise trends transforming promotional branding. 

1. Character licensing 

Mascots are a BIG thing in Japan - quite literally. Every train station, town, business and prefecture has their own mascot, and it’s equally awesome as it is terrifying (if you’re not expecting it). 

My personal favourite mascot? Hikonyan. But the ones you might be more familiar with are ones like Kumamon the bear and Funassyi - these are examples of yuru-kyara, a type of mascot to promote a place or region. 

Usually, the mascots are cute, lovable, and unique, and there’s something about them that ties them to the location/brand/thing they are a mascot of (e.g. Melon Kuma is the mascot for Yubari City in Hokkaido, which is famous for Yubari King Melons).

Image source: https://english.kyodonews.net/articles/-/63013

There are now thousands of mascots in Japan. They’ve become so popular because during the Japanese recession in the 1990s, they were an easy and cost-effective way to make a brand more relatable and memorable through building an emotional connection. 

They’re also pretty lucrative for a brand. For example, Kumamon brought in 169.8 billion yen ($1.62 billion) in branded merch in 2020 alone! He also generates millions in tourism revenue every year. 

Plus, by collaborating with mascots and popular icons, it’s an easy way to gain revenue from a popular and already established loyal audience. For example, when Uniqlo and Attack on Titan worked together on a cool (aka SUPER AWESOME) clothing collection. 

Fuelled further by Japan’s strong ‘otaku’ culture (those who are super fans of anime, manga and other Japanese pop culture) and cosplay, the appeal of mascots and character collabs shows no signs of slowing down. 

E.g. Duolingo. Need I say more?

Brand takeaways 

• Make your brand more endearing and lovable with a mascot.
• Monetise your mascot through plushies and merch.
• Don’t underestimate the persuasive power of a cute character.
  

2. Kawaii culture 

Big eyes. Pink frills. Bows - lots and lots of bows. 

Made famous on the streets of Harajuku, the Kawaii aesthetic has exploded into a global phenomenon. With sub-trends like Gothic Lolita and Cyber Kawaii, it’s more than just a look - it’s the cutest self-expression exploration. 

And what’s more ‘kawaii’ than a plushie?

This love of all things cute can work to your benefit when it comes to selling merchandise. Think Hello Kitty, Gudetama and Aggretsuko for your traditional kawaii collectable characters, or Labubus for what’s currently trending - though these might be considered more ‘kowai’ depending on who you ask.

At its core, calling something ‘kawaii’ is creating an unbreakable bond between the product and user. Just think about how popular Jellycat and (in their heyday) Beanie Babies are/were - these are 100% ‘kawaii’. 

This works so well as ‘kawaii’ is the epitome of an emotional touchpoint- it plays on our innate need to protect things we find cute. 

And from Labubus to Jellycat, ‘kawaii’ is not limited only to the shores of Japan. 

Brand takeaways 

• Plushies are the trending merch item right now. 
• Emotional connections between your brand and its audience are paramount. 
• Loyalty is built upon the authentic affection felt between a brand and its audience.

3. Gatchapon tactics 

You’ve probably stumbled across a Gatchapon machine in your local supermarket before now, sitting lonely by the tills. 

In Japan, whole department stores are dedicated to them. 

Probably best described as a ‘capsule toy’, the premise of Gatchapon is pretty simple: each machine is full of tiny balls, and within each of those balls is an unknown toy. This toy is usually one of several designs that fit into a weird and wonderful theme, ranging from the cute - cats doing yoga, for example - to the absurd - finger pants, anyone? 

Image source: https://bandainamco-am.co.jp/en/others/capsule-toy-store/store/ikebukuro/special/

What makes Gatchapon so addictive is that you don’t know which design you’re going to get, so you’re compelled to collect them all. 

This builds momentum and excitement around the purchasing journey, and recently, Labubu have recreated this buying experience with their ‘blind-box’ designs. 

Brand takeaways 

• When it comes to your merchandise, gamify the purchasing journey to make it just as exciting as the product itself. 
• FOMO is your friend - create merch that can be collected in groups to encourage repeat purchases. 

4. Seasonal scarcity 

In Japan, seasonal releases aren’t a marketing tactic; they’re the norm forged from their period of isolation. 

Through their lack of trade during Sakoku, certain foods were only available seasonally. For example, where they have strawberries in winter, they won’t have them at any other time of year. This cylindrical structure has therefore stuck, and is now the preferred method of product distribution.

And Japan embraces it wholeheartedly. From white peach sweets that can only be found in the spring, to strawberry season at Christmas, seasonal scarcity is everywhere in Japan. 

And the most influential (and Instagrammable) season in Japan? Sakura (or, cherry blossom) season. 

For only a few weeks every year (late March to early April, usually) Japan turns pink - and I don’t just mean from the blossom. 

Every brand releases limited-edition Sukura-themed products. From Starbucks and Coca-Cola to Lush and even Adidas, seasonal scarcity is at its height in spring in Japan.

Image source: https://stories.starbucks.com/asia/stories/2024/sakura-season-starts-at-starbucks-japan-on-thursday-february-15/

And over the last few years, brands have been experimenting with seasonal scarcity outside of the land of the rising sun. You only have to walk into your local Starbucks during autumn to be bombarded with the limited-release PSL, and don’t even get us started on the Christmas candles. 

Seasonal scarcity works because the products are perceived as more valuable, as they are only available for a limited time. There’s an excitement and ‘need’ to purchase them whilst you can, increasing the demand for the product. 

This works especially well in Japan, as most brands, when they release a limited-edition seasonal product, especially, will make it a Japan-exclusive, heightening the demand for the product even more. 

Your pretty pink coffee wasn’t just for Instagram, after all. 

Brand takeaways 

• Increase demand for your merch by making it more exclusive.
• Release limited runs or special editions. 
• Make FOMO your brand’s best friend.

5. Every day crafted luxuries 

Who said the everyday couldn’t be luxurious? 

They certainly weren’t from Japan, that’s for sure. 

Japan is the pioneer of making the everyday luxurious. From skincare, food, and self-care and homeware, the craftsmanship behind every product is unparalleled. 

Whether it be a sweet treat that lasts a moment to a cabinet that lasts a decade, every moment of the process is done with such precision and technique that products from Japan are often viewed as higher quality than anywhere else in the world. 

This culture of crafted everyday luxury is still fuelled by the economic boom in the 1980s, where the best and newest products were sought after, regardless of cost. 

In Japan, high-quality products are a status symbol. That’s why there’s such a market for brands such as Gucci and Prada in Japan, with their displays completely dominating department stores in Tokyo. 

This appreciation of quality and craftsmanship has inspired more conscientious merchandise to take precedence over single-use products. 

Hello, long-lasting merchandise that’s better for the environment! 

Brand takeaways 

• Create value with well-crafted merchandise for a superior emotional touchpoint. 
• Think long-term brand ambassador, rather than a quick networking giveaway. 
• Quality over quantity, always. 

The future of branding, according to Japan

And what does the future of merchandise branding look like, according to Japan? 

Emotional storytelling. 

This sits at the heart of all the trends above, and is integral to the future of promotional branding in the future. 

Consumers, whilst tech-savvy, are already responding more deeply to brands that weave emotion, heritage, and human connection into their narratives. 

Rather than flashy campaigns, successful brands will be the ones crafting stories that use nostalgia, gratitude, and community in their marketing strategies. 

But above all else, they are authentic. 

In Japan, this is called ‘monozukuri’ (the artful spirit of making things), where authenticity and emotional depth improve even everyday products. 

As AI becomes the norm, marketers need to rely more on our shared humanity to stand out. 

It’s all about building a brand that feels personal, not mechanical. 

The future of branding will be using storytelling to build a lasting emotional connection between brand and consumer.

And that’s why we’re big fans of Return on Emotion. 

What’s Return on Emotion?

Return on Emotion is all about turning every activation into an unforgettable, brand-defining moment fueled by powerful, emotional connections. 

With 95% of purchase decisions driven by emotion, merchandise harnesses this insight to build meaningful connections that inspire loyalty and engagement. 

You can read more about Return on Emotion over at Brand Revolution. 

If Pikachu worked in merch…

Hear me out, if Pikachu worked in merch, you know every product would be fantastic. 

You could even say the whole range would be electrifying. 

Every product would quite literally hum with the energy and nostalgia that makes Pikachu so lovable, and every item would spark a moment of connection.

Sounds fantastic, right?

Well, sorry to break it to you, but Pikachu isn’t our newest recruit - sadly.

But (sorry, Pika), you don’t need that fluffy yellow mouse to create the most powerful and lasting emotional connections known to marketers. 

All you need is your logo, your team, and a whole lot of promotional merchandise. 

And us, you’ll need us. 

Get in touch today to find out how we can kickstart your next merchandise marketing campaign.

Want more content like this? Sign up for our newsletter and you’ll receive all the latest trends and insights about marketing, merch and more straight to your inbox. It’s marketing inspiration like you’ve never seen it before. 

FAQ: Japanese Merchandise Trends & Promotional Branding

1. What are the top Japanese merchandise trends?

The top Japanese merchandise trends are mascots, kawaii culture, Gatchapon collectables, seasonal scarcity, and crafted everyday luxuries.

2. Why is Japan a leader in promotional merchandise marketing?

Japan is a leader in promotional merchandise marketing because its pop culture, anime influence, and trend-savvy consumers inspire global branding strategies.

3. How can brands use Japanese merchandising trends globally?

Brands can use Japanese merchandising trends globally through limited-edition releases, collectable campaigns, kawaii designs, and storytelling, adapted to local markets.

4. What is character licensing?

Character licensing is using mascots or popular characters to increase brand recognition, emotional appeal, and merchandise sales.

5. How does kawaii culture impact branding?

Kawaii culture impacts branding by making products emotionally appealing, collectable, and shareable, boosting loyalty and engagement.

6. What is Gatchapon merchandising?

Gatchapon merchandising is blind-box or capsule toys that gamify buying, creating excitement, FOMO, and repeat purchases.

7. How does seasonal scarcity affect consumer behaviour?

Seasonal scarcity affects consumer behaviour through limited-time products, increasing urgency, exclusivity, and demand, driving repeat purchases.

8. Why is storytelling important in Japanese merchandise?

Storytelling is important in Japanese merchandise because narratives create emotional connections and memorable experiences that strengthen brand loyalty.

9. What role does craftsmanship play?

Craftsmanship plays an important role in creating high-quality, durable products that improve brand perception and long-term engagement.

10. Can Western brands adopt these trends?

Yes -  through limited editions, collectables, collaborations, and emotion-driven marketing, Western brands can adopt these trends. 

11. How do Japanese consumers shape global trends?

Japanese consumers shape global trends through their fandom culture, and their love of collectables inspires worldwide merchandise marketing strategies.

12. What is “Return on Emotion”?

Return on Emotion is a measure of emotional impact, where engaging merchandise builds loyalty, social sharing, and brand value through emotional connections.