Tourism rebound and market polarisation fuel accessories growth
Japan's personal accessories market experienced strong growth in 2025, driven by inbound tourism and market polarisation, with a retail value of JPY4,879 billion, representing a 4% growth from the previous year. The market is expected to maintain solid but slowing growth over the forecast period, with a CAGR of 4% to reach JPY5,968 billion by 2030. The growing affluent local population, with 174,000 high-net-worth individuals (HNWIs) in 2025, is driving demand for luxury personal accessories. To succeed in this arena, brands should focus on experiential retail, value-added offerings, and tapping into the growing demand for sustainable and luxury products through resale and rental platforms.
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Overview:
Understand the latest market trends and future growth opportunities for the Personal Accessories industry in Japan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Bags and Luggage
- Jewellery
- Watches
- Writing Instruments
If you're in the Personal Accessories industry in Japan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Personal Accessories in Japan report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Personal Accessories in Japan?
- Which are the leading brands in Personal Accessories in Japan?
- How significant is tourism in determining sales and demand for Personal Accessories in Japan?
- How are COVID-19 and global recession impacting demand for Personal Accessories in Japan?
- In the wake of COVID-19, how soon can Personal Accessories be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Personal Accessories in Japan
Tourism rebound and market polarisation fuel accessories growth
Tourism-fuelled growth reshapes Japan’s personal accessories market
Luxury demand strengthens owing to market polarisation
Resale innovation elevates luxury engagement
Value-added offerings will sustain brand relevance in a competitive market
Character collaborations to drive cultural momentum
Demographic shifts demand strategic adaptation
Leading luxury brands dominate with strong presence
Richemont stays ahead by deepening connection through elevated craft and storytelling
In-store experiences sustain offline dominance in luxury accessories
TikTok shop accelerates social commerce growth
COUNTRY REPORTS DISCLAIMER
Bags and Luggage in Japan
KEY DATA FINDINGS
Market polarisation drives luxury and functional bags growth
Polarisation drives sales growth of luxury brands and functional products
Tourism rebound drives luggage demand from shopping visitors
Younger shoppers and tourists drive Japan’s premium resale boom
Inbound tourism will continue to drive growth
Affluent domestic consumers and younger generations set to shape market
Luxury brands maintain lead with strong brand equity and experiential marketing
UNIQLO stays on the affordable side
Brand storytelling and tactile engagement strengthen offline retail leadership
E-commerce sees growth, boosted by social media platforms
TikTok shop drives e-commerce growth among younger consumers
Jewellery in Japan
KEY DATA FINDINGS
Affluent consumers drive jewellery demand, focusing on experiential and personalised retail
Affluent consumers drive growth despite economic pressures
Rising gold prices spark demand for investment-minded jewellery
Sustainability and luxury drive dynamic growth in specific niches
Growing affluent population will sustain premium jewellery demand through to 2030
Impact of younger consumers
Luxury brands maintain lead through experiential retail
Offline channels drive luxury jewellery sales through personalised service
Retail e-commerce grows as online channels diversify and social commerce emerges
Luxury hotels and high-end foodservice venues emerge as new touchpoints for jewellery brands
Traditional and Connected Watches in Japan
KEY DATA FINDINGS
Luxury appeal and technology sustain watches amid volume declines
Resale and rental drive value sales growth despite volume slowdown
Japan’s cost-conscious consumers embrace entry-level smartwatches
Affordable retro watches rise as Gen Z embraces authentic, gender-neutral fashion
Strong domestic purchasing power will support growth
Traditional and connected watches segments can coexist happily
Yen depreciation and tourism set to boost luxury watch sales
Rolex maintains lead through careful strategy
Gen Z preferences will continue to drive market dynamics
Physical retail remains vital for luxury watch sales
E-commerce gains traction for connected watches sales
Bic Camera enters pre-owned watch market at Yurakucho
Writing Instruments in Japan
KEY DATA FINDINGS
Sustainability and retail expansion strengthen writing instruments strategies
Tourism drives value growth for writing instruments despite volume decline
Gen Z revives Japan’s stationery market with nostalgia for analogue writing
Demographic shifts and digitalisation challenge volume sales
Tourism will continue to drive value sales
Kidult and retro trends may help build momentum
Mitsubishi Pencil strengthens leadership with premium design and purposeful innovation
Offline retail channels lead through experiential marketing
E-Commerce complements offline retail by community building
Regional stores capture tourists seeking authentic Japanese craftmanship
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Personal Accessories
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- Backpacks
- Business Bags
- Crossbody Bags
- Duffel Bags
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- Non-Luxury Handbags
- Luxury Handbags
- Wallet and Coin Pouches
- Other Small Bags
- Luggage
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- Costume Jewellery
- Fine Jewellery
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- Basic Mechanical Watches
- Mid Mechanical Watches
- High Mechanical Watches
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- Basic Quartz Analogue Watches
- Mid Quartz Analogue Watches
- High Quartz Analogue Watches
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- Basic Quartz Digital Watches
- Mid Quartz Digital Watches
- High Quartz Digital Watches
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- Basic Quartz Analogue Watches
- Basic Quartz Digital Watches
- Basic Mechanical Watches
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- Mid Quartz Analogue Watches
- Mid Quartz Digital Watches
- Mid Mechanical Watches
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- High Quartz Analogue Watches
- High Quartz Digital Watches
- High Mechanical Watches
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- Basic Activity Watch (Analogue)
- Mid Activity Watch (Analogue)
- High Activity Watch (Analogue)
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- Basic Activity Watch (Digital)
- Mid Activity Watch (Digital)
- High Activity Watch (Digital)
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- Basic Smart Wearables
- Mid Smart Wearables
- High Smart Wearables
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- Colouring
- Markers and Highlighters
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- Graphite Pencils
- Mechanical Pencils
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- Ball Point Pens
- Fountain Pens
- Roller Ball Pens
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- Pen Inkwells and Refills
- Pencil Lead Refills
- Other Writing Accessories
Personal Accessories
Personal Accessories refers to a diversified group of personal products including Bags & Luggage, Jewellery, Watches and Writing instruments.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Personal Accessories research and analysis database.
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