[Latest Issue of WWD JAPAN] What are popular stores visited by inbound foreigners doing, and how is it being communicated?

In 2025, inbound foreign visitors are finally expected to surpass 40 million annually. Due to the weak yen and the spirit of 'omotenashi' (hospitality), Japan is now a 'shopping paradise' for inbound foreigners.

Among them, there are stores in the fashion, beauty, and related food industries that are particularly popular with inbound foreigners, with their interiors and exteriors constantly overflowing with them. Some even have an inbound ratio of 70-90%! What kind of products and services do these stores offer, and why are they attracting inbound foreigners?

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In the feature, our editorial team visited 15 stores! We interviewed them about how they became famous among inbound foreigners, their popular products, and their customer service efforts. Locations vary, centering around the Omotesando/Harajuku area, extending to Ueno, Nakano, and Osaka. From stores that targeted inbound foreigners from the outset to those that suddenly became a hit due to a post by a Taiwanese owner. From stores disseminating 'Japanese Kawaii' and Japanese IPs to those whose commitment to Japanese craftsmanship is well-received, and those whose gestures, not just cultural dissemination, are spreading on social media. Popular stores in the fashion, beauty, and food industries reveal their mindset for reaching inbound foreigners, measures to capture store experiences as UGC, and simultaneously, their strategies for continuing to connect with Japanese customers.

Other features include detailed reports on the 2027 Cruise Collection starting with 'DIOR' and 'FENDI,' an interview with Johann Rupert, Chairman of COMPAGNIE FINANCIERE RICHEMONT, which continues to grow steadily amidst a luxury recession, and a Makuake series delving into the development story of novel room shoes made from artificial leather derived from 'iyokan' (a type of Japanese citrus). The perspective on inventory management explained by Yoshiaki Fujiwara, CEO of 300Bridge, who has also spoken at WWD JAPAN seminars, is a must-read for business owners. In the Fashion & Beauty Patrol, our top cosmetics enthusiast introduces everything they bought during frequent business trips to Korea.

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CONTENTS

FEATURE

・How are popular stores for inbound foreigners appealing and communicating their offerings?

FOCUS

・CRUISE COLLECTION 2027 VOL.1: First cruises under new designers unveiled one after another

・Richemont Chairman, who leads steady growth, offers advice: What are the secrets to business success?

SERIES

・OVERSEAS NEWS: A compilation of translated articles from 'WWD' US: Kering appoints former Prada CEO as new CEO of 'McQueen,' and more

・Conditions for Apparel Re-growth - Redesigning Business from the Customer's Perspective: VOL.4 Reducing Inventory Increases Customers

・Exploring the Frontlines of Manufacturing in 47 Prefectures with Makuake: Vol. 20 Ehime Prefecture Edition - Iyokan Artificial Leather

・atmos Founder Hidefumi Honmyo's 'Knot' Sneaker Life: vol.192 Souvenirs from Travels

・Beauty Insight: Beauty Gurus Share Their Theories: Vol.249 J-Beauty: The Power of 'Sales Culture' Questioned as National Strategy (Mizuho Yukita / CEO of Euglena, Beauty Coordinator)

EDITORS’LETTER

・'Netflix' Takes on Globalization, IP Creation, and Culturalization (Kaname Murakami / Editor-in-Chief)

EDITORIAL NOTE

・Editor's Postscript: The Feature Delivery Team This Week: Are they selling surprisingly well to inbound tourists? (Waka Kimura / Head Reporter, Hikaru Asano / Beauty Product Content Lead)

FASHION&BEAUTY PATROL

・Rushing around the streets of Seoul, Korea! A Beauty Editor's Ultra-Personalized Splurge List

(COVER CREDIT) COVER PHOTO: SHUHEI SHINE ART DIRECTION & DESIGN: CHIAKI SATO

About WWD JAPAN

WWD JAPAN, the Japanese edition of 'WWD (Women’s Wear Daily)' founded by Fairchild in 1910, is a specialized trade paper for the fashion industry. It is packed with the latest information, including business and trend news in the fashion and beauty industries, as well as interviews with industry professionals. Furthermore, the web version, 'WWDJAPAN Digital,' offers not only domestic and international fashion and beauty industry news but also collection looks, party and street snaps, art, media, and lifestyle information, providing high-sensitivity content that resonates with consumers strongly interested in fashion and beauty.

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