The Rising Influence of Gen Z and Millennials
Japan’s inbound tourism landscape has seen a significant shift, with Gen Z (15-28 years old) and Millennials (29-44 years old) accounting for a remarkable 65% of all visitors. These two generations are not only crucial drivers of domestic consumption but also highly influential within their family travel decisions. Understanding their interests and behaviors is key to unlocking further economic growth for Japanese products abroad.
Social media platforms like Instagram, YouTube, and TikTok have become indispensable information sources for these travelers. Data indicates that over 80% of foreign tourists, and more than 90% of Gen Z, leverage SNS to inform their shopping decisions during trips. When examining product categories, makeup cosmetics stand out with an overwhelming 80% influence from social media, far surpassing other categories.
Influencers Speak: Top Japanese Products to Watch
PELPER LIKES surveyed 176 Japan-loving foreign nano and micro-influencers (with up to 100,000 followers) from 26 countries between June and July 2025. When asked, “Which Japanese products do you think should be more known overseas?”, the results were telling:
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1st Place (tie): Luxury Skincare and Petit-Price Makeup
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2nd Place: Confectionery
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3rd Place: Beverages/Vending Machine Beverages
The term “petit-price” (プチプラ) refers to affordable Japanese makeup products, typically ranging from 500 to 2,000 yen, readily available at drugstores and mass retailers. These include popular items like lipsticks, mascaras, and foundations.
When pressed for specific brands within the “petit-price” makeup category, three names emerged as clear favorites among the beauty-savvy influencers:
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CANMAKE (Ida Laboratories): Popular for items like Glow Fleur Cheeks and Marshmallow Finish Powder.
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CEZANNE (Ida Laboratories): Highly regarded for its Sebum-controlling Make Keep Base and Nuance On Eyeshadow.
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Heroine Make (Isehan H.D.): Celebrated for its Long & Curl Mascara Advanced Film and Smooth Liquid Eyeliner Super Keep.
The Enduring Appeal of Japanese Makeup
The success of these “petit-price” brands can be attributed to two key factors. First, they originate from high-quality, long-established Japanese manufacturers. Ida Laboratories, operating CANMAKE and CEZANNE, boasts a century of history, while Isehan, behind Heroine Make, celebrates two centuries. These venerable companies have a legacy of producing hit products known for qualities like being “long-lasting” and “skin-friendly.” While these products might be positioned as slightly premium in other Asian markets due to tariffs, their affordability and perceived high quality in Japan strongly stimulate tourist purchasing desires.
Secondly, these brands offer natural color development perfectly suited for casual makeup. Unlike some Western counterparts that often favor bold colors and a focus on sun-kissed or dramatic looks, Japanese products prioritize a transparent skin base with soft, delicate color palettes. This emphasis on natural beauty, featuring abundant beige and light brown eyeshadows, resonates deeply with young Gen Z and Millennial visitors from Asia who prefer subtle, everyday makeup.
One influencer remarked, “Japanese natural makeup, with its subtle hues and focus on radiant, transparent skin, offers a refreshing contrast to the bolder styles often seen elsewhere. It’s perfect for achieving that effortlessly charming look that resonates so deeply with young audiences.”
The Transformative Power of SNS Videos
The survey highlights the immense potential of video content from Japan-loving overseas influencers. Foreign consumers are highly drawn to makeup transformation videos on platforms like TikTok (short “transformation” videos), Instagram Reels (before/after reveals), and YouTube (detailed tutorials). The more surprising or dramatic the transformation, the more viral the content becomes, with influencers meticulously showcasing various products and techniques.
This high engagement directly translates to purchases. Research indicates that a significant percentage of viewers buy products featured in makeup videos:
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TikTok: 89%
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Instagram: 70%
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YouTube: 45%
Overall, approximately 68% of makeup video viewers proceed to purchase the featured cosmetics. A compelling example saw a Canadian influencer create a “Japanese face” transformation using CANMAKE products, garnering 145,000 views and 24,000 shares from a single video. This demonstrates the direct correlation between effective SNS content and product conversion rates.
A Future of Global Charm: Boosting Japanese Beauty
PELPER LIKES aims to capitalize on this trend by connecting Japanese businesses with influential overseas creators. Through strategic influencer marketing, the platform seeks to elevate the visibility of Japanese products and brands, creating online customer touchpoints that drive both visits and purchases among inbound tourists. This proactive approach, with an eye towards export opportunities, is poised to bolster Japan’s international competitiveness and spread the unique charm of Japanese beauty to a wider global audience. The natural, subtle aesthetic, deeply rooted in the concept of “Kawaii,” is set to become an even more recognized and beloved aspect of global beauty culture.
For more information on PEPPER LIKES, visit their official website: https://www.pepperlikes.jp
Operated by LIFE PEPPER Inc., which also provides overseas expansion and marketing support: https://lifepepper.co.jp/
