Where Are Japanese Cosmetics Going Now? | Exports and Imports Today

People often say, “Japanese cosmetics are popular around the world.” Is that true? Let’s look at the trade figures.

Exports changed direction in 2022

According to the Japan Cosmetic Industry Association’s summary, cosmetic exports and imports have been on a long-term upward trend.

However, Since 2022, the export value has turned downward.

Something that had kept growing begins to decline after a certain year. At times like this, the reason is usually not simply that it “stopped selling.”

About half of exports go to China

According to the association’s summary, since 2020, about 50% of total cosmetic exports have gone to China followed by Hong Kong.

This level of concentration is both a strength and a risk.

When the regulations or economy of one market change, overall exports are shaken. In this series, VILLAGE Report the structure is the same as the production areas we have looked at. When you depend on a single business partner, more things become impossible to decide on your own.

Korea ranks first for imports

Let’s also look in the opposite direction.

Since 2022, Korea has ranked first in Japan’s cosmetics imports. Next come France, the United States, and China.

In the past, imported cosmetics meant France. That ranking has changed.

For reference, according to reports based on Korean statistics, Korea’s cosmetics exports in 2025 reached a record high of 11.4 billion dollars and are said to have become the second largest after France.

How should we read the numbers?

You could read this as “losing.” But there is another way to read it.

The fact that both exports and imports are large means that Japanese sales floors are accepting products from around the world.

From the buyer’s point of view, there are more choices.

What Value Village aims to be is not a place that lines up only its own brands. It is a village where good things are lined up, no matter which country they come from.

To do that, we first need to look accurately at the reality of the market.

References: Japan Cosmetic Industry Association, “Cosmetics Exports and Imports”; Ministry of Finance, “Trade Statistics”; Ministry of Economy, Trade and Industry, “The Situation Surrounding the Cosmetics Manufacturing Industry”; reports based on Korea Customs Service statistics

—The Value Village Editorial Team