Insights into Top-Selling Japanese Products on Shopee in July 2026

In July 2026, Shopee Japan, the Japanese branch of one of the largest e-commerce platforms in Southeast Asia, Taiwan, and Brazil, unveiled the top-selling Japanese products in these regions. The data serves as valuable insight into market dynamics and consumer preferences, especially for sellers considering entry into cross-border e-commerce.

Trends and Top Sellers by Region

Brazil: A Blend of Cosmetology and Hobbyist Products

In Brazil's market, cosmetic products, personal care items, and hobby-related toys topped the charts. Notably, Kobayashi Pharmaceutical’s Breath Care capsules and Club Cosme’s Suppin Powder drew significant attention alongside a set of Hot Wheels mini cars. This indicates a diverse consumer demand ranging from beauty and personal care to toy collectibles, showcasing how Brazilian consumers are increasingly seeking quality Japanese goods.

Philippines: Daily Care Essentials

Philippine shoppers leaned towards daily care items, with Sun Bears' sunscreen and Rohto Pharmaceutical's eye drops, 'Cool Vita 40,' being prominent choices. Additionally, matcha powder from Marukyu Koyamaen illustrates a growing interest in premium products with an emphasis on origin and quality. The market presents ample opportunities for sellers to tap into beauty, food, and daily essentials with a localized focus.

Taiwan: Nutritional Gummies and Hair Care

In Taiwan, the UHA味覚糖 (UHA Mikakuto) nutrition gummy series and HOYU CIELO's hair dye cream were standout products. The gummies, packed with essential vitamins such as iron and folic acid, appealed to health-conscious consumers seeking convenient dietary supplements. Similarly, the trust in Japanese products directly shipped to consumers reinforces the strength of the health and beauty category in Taiwanese markets.

Thailand: A Diverse Range of SKUs

Thailand's highlight was the AQUALABEL skincare line, particularly the award-winning Special Gel Cream EX, along with an oil-in variant. Beyond skincare, eco-friendly products like the Waterfront POKEFLAT folding umbrella also gained traction, showcasing a balanced interest between beauty and sustainable lifestyle products. This indicates that established brands can successfully penetrate the Thai market while responding to environmental concerns.

Vietnam: Skincare and Makeup

Vietnam's consumers showcased their preference for affordable Japanese skincare and cosmetics. Products like IHADA's medicated face-protecting powder and Canmake's Marshmallow Finish Powder were among the top sellers. Furthermore, Wafood Made’s sake lees whitening mask indicates a growing market for high-quality and budget-friendly beauty products.

Malaysia: An Interest in Supplements

In Malaysia, health and beauty products dominated, with HADARIKI's dark circle care cream and various NMN and natto enzyme supplements gaining popularity. The demand reflects a rising awareness of health-centric products, particularly those backed by verified quality and substantial efficacy.

Singapore: Common Ground with Malaysia

Singapore's best-sellers echoed Malaysia's trends, with Herbase's natto kinase supplements and Vitanad+'s NMN products at the forefront. The inclination towards health supplements and high-quality matcha from Marukyu Koyamaen casts a wider net for potential sellers exploring this lucrative market.

Seller Insights by Market

Shopee Japan encourages sellers to consider the specific demands of each market:

- Brazil: Focus on beauty and hobby collectibles, as these have shown stable demand.
- Philippines: Daily care products and food/drink categories offer entry opportunities due to consumers' everyday needs.
- Taiwan: Aim for 'direct from Japan' health and beauty products to tap into the market’s trust.
- Thailand: Established brands like Shiseido attract interest alongside lifestyle goods.
- Vietnam: Budget-friendly cosmetics hold potential for new entries.
- Malaysia: Health and wellness products are trending, particularly among supplements.
- Singapore: Health food and matcha products echo a common interest with Malaysia, presenting cross-selling opportunities.

Future Outlook

Shopee Japan is committed to empowering Japanese sellers to extend their reach into Southeast Asia, Taiwan, and Brazil. By continuously providing trend insights and facilitating seller support, they aim to simplify the complexities of cross-border e-commerce.

In embarking on this global journey, Shopee serves as a robust partner for businesses wanting to expand internationally, lowering barriers, and enhancing market access for Japanese brands. Sellers now have the opportunity to leverage Shopee's insights and data to ensure successful product positioning and strategic growth in these vibrant markets.