Mercari Inc. is pleased to present the second annual 'National Survey on What People Tend to Sell and Buy,' following last year's successful launch. This initiative analyzes listing and purchase data from the Mercari platform to uncover unexpected regional trends across Japan's 47 prefectures.

[2026 Edition] Unexpected Local Selling and Buying Habits – Even We Don’t Know Why

As summer approaches and more people return to their hometowns, interest in local regions naturally increases. In line with this seasonal trend, Mercari has compiled some surprising transaction patterns—items that unexpectedly stand out in certain areas.

※ Calculation Method for 'Tends to Buy' and 'Tends to Sell': For items containing a specific keyword (e.g., 'paper bag') in the product title on Mercari, 'Tends to Buy' is calculated as (number of purchases in a given prefecture for that keyword) / (total number of purchases in that prefecture). 'Tends to Sell' is calculated as (number of listings from a given prefecture for that keyword) / (total number of listings in that prefecture), ranked by highest ratio.

※ Survey Period: April 1, 2025 – March 31, 2026

[Comment] R.S, PR Representative, Mercari Inc.

While it's difficult to pinpoint direct causes from the data alone, we'd like to share several hypotheses our team has developed to interpret the underlying trends.

Osaka Prefecture: People Tend to Sell Items 'With a Free Gift'

Osaka has long thrived as a commercial hub, fostering a culture of hospitality, thoughtful service, and the well-known 'candy culture'—a tradition of small, kind gestures. On Mercari, this may translate into sellers adding free samples or small gifts to their listings, often noting 'with bonus item' in the title. This thoughtful touch could be driving Osaka’s particularly active listing behavior.

Kyoto Prefecture: People Tend to Sell 'Paper Bags'

Kyoto, renowned for its deep-rooted traditional culture, is home to many long-established confectionery shops. The custom of giving premium sweets as gifts—known as 'omotase'—for greetings or thanks means that high-quality paper bags naturally accumulate in households. Rather than discarding them, many residents choose to pass them on through resale, contributing to Kyoto’s high volume of paper bag listings.

Kochi Prefecture: People Tend to Sell 'Green Peppers (Piman)'

Kochi Prefecture, a major producer of green peppers thanks to its warm climate and extensive greenhouse farming, ranks first in the 'Tends to Sell' category for this item. It appears that local farmers are actively using Mercari to sell their produce directly from the source.

Fukui Prefecture: People Tend to Buy 'Pencil Sharpeners'

Fukui Prefecture, known for consistently ranking at the top in national academic assessments and famously having the 'most homework in Japan,' leads the 'Tends to Buy' ranking for pencil sharpeners. In school education, pencils are often recommended to help children develop proper writing pressure and stroke order. In Fukui, where habits of home study and homework are deeply ingrained, the need for well-maintained pencils—and thus, the essential tool for keeping them sharp—may be driving high demand for pencil sharpeners.

Ehime Prefecture: People Tend to Buy 'Kotatsu (Heated Tables)'

Ehime Prefecture tops the 'Tends to Buy' ranking for kotatsu. Ehime is also one of Japan’s top producers of mikan (mandarin oranges), with residents consuming large quantities. The iconic pairing of 'kotatsu and mikan' is inseparable in Japanese culture—so it’s possible that in regions where delicious mikan are readily available, demand for the essential tool to enjoy them—the kotatsu—naturally rises.

Oita Prefecture: People Tend to Buy 'Tempura Pots'

Oita Prefecture ranks first in the 'Tends to Buy' category for tempura pots. This is likely due to the region’s strong deep-frying culture, particularly its famous 'Tori Ten' (chicken tempura), indicating high demand for home cooking equipment.

Local Production for Local Consumption on Mercari: Items Where the Top Selling and Buying Prefecture Are the Same

We analyzed keywords where the top prefecture for both selling and buying was identical. The results revealed that for certain items, a strong in-prefecture circulation loop exists—'sold in the same prefecture where they are bought.'

'Date Masamune (Eyepatch)' Circulates Within Miyagi Prefecture

Miyagi Prefecture, the historic home of the legendary samurai lord Date Masamune, shows first place in both listings and purchases for this keyword—indicating a closed local loop. Locally produced souvenirs and regional goods featuring the iconic eyepatch are actively listed, and purchased by local history enthusiasts and residents who deeply admire the historical figure. This self-contained circulation reflects Miyagi’s strong regional pride, made possible through Mercari.

'Nori (Seaweed)' Circulates Within Saga Prefecture

Saga Prefecture, known as the 'Kingdom of Nori' for its unmatched quality and quantity of seaweed production, ranks first in both listings and purchases. It appears that local residents, who regularly include nori in their daily meals, are buying it for household use. This local-to-local circulation through Mercari highlights the pride of a region that values its premium product above all.

'Hawks' Circulates Within Fukuoka Prefecture

Fukuoka Prefecture, home to the professional baseball team Fukuoka SoftBank Hawks, ranks first in both listings and purchases for 'Hawks'-related items. Game-day merchandise, limited-edition uniforms, and fan goods are listed by locals and actively purchased by fellow fans within the prefecture. This passionate, self-sustaining circulation reflects Fukuoka’s deep love for its hometown team, powered by Mercari.

While all of the above remain hypotheses, this survey has revealed surprising new facets of each prefecture.

The Full 'Tends to Sell, Tends to Buy' Survey in a Special Newspaper Edition! OOH Campaign Launches July 17, with Special Distribution in Shibuya on July 15

Following last year’s success, the 'Tends to Sell, Tends to Buy' survey will also be rolled out as an outdoor advertising (OOH) campaign.

This year’s design takes the form of a special newspaper edition. Starting July 17, 2026 (Friday), look for posters and door-side stickers inside trains in the Greater Tokyo Area. From July 19 (Sunday), the campaign will expand to trains in Osaka.

Additionally, on July 15 (Wednesday) at 12:00 PM, we will distribute printed special-edition newspapers around Shibuya Station. Come experience the unexpected pairings of regions and items!

All 47 prefectures’ results, which cannot be fully covered in the OOH ads, are available on the dedicated website.

・Dedicated Website: https://campaign.jp.mercari.com/pages/2026_urigachikaigachi-dee8/index.html

FACT BOX

  • Source: PR TIMES
  • Category: Survey