Payke’s Top 10 Columns (December 2025)
The December 2025 ranking reveals a strong interest in health and beauty-focused products, as well as unique Japanese lifestyle items and cosmetics. The “beauty chocolate” article, in particular, resonated with those interested in beauty, securing the top spot in both views and shares. The strong performance of articles on brands like Standard Products and LuLuLun suggests that visitors are actively seeking high-quality, affordable products unique to Japan.
| Rank | Title |
|---|---|
| 1 | Beauty-Boosting Chocolate with “Cacao Ceramide” |
| 2 | GU Shopping Guide: 2025 Autumn/Winter “Downtown Preppy” Must-Buys |
| 3 | Must-Buys in Japan! 5 Recommended Items from Standard Products |
| 4 | Swipe to Discover Your Shibuya: Japan Travel’s New Standard “OurPick” |
| 5 | Which One is Best? Comparing 6 Popular Japanese Face Masks from LuLuLun |
| 6 | Japan’s Christmas Market Guide |
| 7 | [Payke Staff Real Buy] Japanese Food Wrap Feature |
| 8 | Souvenir Recommendation! Japanese Brand Whiskies at Don Quijote |
| 9 | 2025 Edition: Recommended Japanese Drugstore Items! |
| 10 | Essential Tokyo Trip Course! Tokyo Tower Photo Spot Complete Guide |
Spotlight on Top Articles
1. Beauty-Boosting Chocolate with “Cacao Ceramide”
This article introduced Meiji’s ‘Cacao Beauté’ chocolate, featuring the beauty support ingredient ‘Cacao Ceramide.’ This unique product offers a new routine for beauty care, deliciously combining the indulgence of chocolate with the benefits of a rare plant-derived human-type free ceramide. Its sophisticated pink packaging, reminiscent of high-end cosmetics, and its two consecutive Gold Tablet awards at the ‘Salon du Chocolat Paris’ were highlighted, captivating readers who seek both taste and wellness.
The article’s success can be attributed to its clever fusion of ‘beauty’ and ‘sweets’—two highly engaging themes for female tourists. Its top position in the sharing rankings across all users suggests it wasn’t just read, but actively shared via social media and chat apps, likely as a ‘must-buy beauty souvenir unique to Japan.’ One visitor might exclaim, “Imagine indulging in chocolate that’s actually good for your skin – it’s a game-changer for souvenirs!”
2. Must-Buys in Japan! 5 Recommended Items from Standard Products
This feature explored Standard Products, a brand by Daiso, known for its ‘a little better, always better’ philosophy. The article showcased five exquisite items, perfect for personal use or souvenirs, including Kumano-fude makeup brushes (a traditional craft from Kumano, Hiroshima), high-quality Imabari towels, and compact eco-bags. Store information, particularly for the Ginza location, was also provided, guiding visitors to these gems.
The brand’s appeal lies in its position as an ‘upgraded 100-yen shop,’ offering Japanese traditional craftsmanship at surprisingly affordable prices. This resonated strongly with inbound tourists. Notably, this article ranked #1 in shares among Korean users, indicating its role as a ‘Japan travel must-buy list’ that was saved and shared. The brand’s minimalist and refined aesthetic particularly appealed to this demographic, underscoring a desire for quality design accessible to all.
3. Which One is Best? Comparing 6 Popular Japanese Face Masks from LuLuLun
The column delved into LuLuLun, Japan’s top-selling face mask brand, comparing six popular varieties. It explained the ‘daily face mask’ routine, popularized in Japan by beauty expert MEGUMI. Each series, from moisturizing ‘Precious RED’ to vitamin-rich ‘HYDRA V,’ was dissected based on ingredients and target concerns. To add credibility, the writer conducted a real-time skin checker verification, showcasing tangible improvements in moisture levels.
Face masks are a quintessential Japanese souvenir, yet the sheer variety often leaves travelers overwhelmed. While this article ranked 5th in PVs, its 3rd place in shares highlights its immense value as a ‘comparison and verification’ guide. It served as a practical resource for travelers to save for later reference or recommend to friends, empowering smart consumers to make informed choices without trial and error.
Looking Ahead
The December 2025 rankings reveal a clear trend: visitors are increasingly drawn to products offering added value and compelling narratives, whether it’s the ‘beauty effects’ of chocolate, the ‘artisan techniques’ behind everyday goods, or the ‘ingredient comparisons’ for informed cosmetic choices. Furthermore, the distinct sharing patterns, like the popularity of Standard Products among Korean visitors, highlight the importance of understanding regional market nuances.
Payke is committed to continuously sharing insights into inbound travel trends and consumer behavior, empowering businesses and local governments to navigate the dynamic inbound market effectively.
Payke’s Solutions for Inbound Marketing
Payke offers a range of inbound marketing solutions leveraging its extensive user base of over 5.5 million downloads and rich data insights. These solutions include:
-
Reach users before, during, and after their trip: 90% of Payke users download the app before their trip, with 70% arriving in Japan within three months. This allows for efficient engagement with users actively researching purchases pre-arrival.
-
Inbound purchase data: Gain insights into what, where, when, and by whom products are scanned. This data, including attribute-specific trends and store-specific behaviors, is invaluable for marketing strategy development.
-
User surveys: Directly survey users with high potential for upcoming visits to gather targeted feedback.
For inquiries regarding Payke’s promotional menus, data offerings, user surveys, or other services, please contact us here.
Company Overview
Payke Inc.
Head Office: 2-5-16 Makabi, Naha City, Okinawa
Representative: Keisuke Furuta, Representative Director CEO
Established: November 2014
Capital: 100 million JPY
URL: https://payke.co.jp/
Overview: Payke operates an app for inbound tourists that allows users to scan product barcodes with their smartphones to display product information in 7 languages. Currently, it holds approximately 750,000 product data entries in 7 languages, covering about 90% of products 1 handled by inbound visitors. Since its launch in 2015, over 5.5 million people 2, primarily from Asia, have used the service. Payke also provides advertising distribution and data to businesses, with over 1,200 companies and organizations utilizing its services. Additionally, ‘Payke Tablets’ are installed in major retail chains across Japan, offering convenience to many inbound foreign visitors.
1 Based on Payke’s performance (2024): percentage of scanned products in Japan for which product information was available in the Payke app.
2 Includes users through API provision partners.
