#Japan #Tokyo #BEENOS #Buyee

Insights from the Survey Conducted by BEENOS

BEENOS Inc., headquartered in Shinagawa, Tokyo, recently unveiled the results of a survey involving 185 overseas customers who use their purchasing support service, Buyee. The study sheds light on how cross-border e-commerce consumers discover Japanese products and what communities they trust for information.

Key Findings from the Survey

1. Main Channels for Information Gathered: The top method for gathering information is via web searches, with 62.9% of respondents indicating this as their primary source. Following closely are long-format video platforms like YouTube (48.6%) and e-commerce sites like Buyee (46.9%). Additionally, forum communities such as Reddit capture 44.6% of the respondents' trust.

2. Social Media Preferences: YouTube stands out as the leading social media platform, with 59.2% of respondents citing it as their primary information source. This is significantly higher than Instagram, which garnered 40.2%. Notably, the explosion of English-speaking users on Reddit signals its growing influence internationally, even though it remains relatively obscure in Japan. Specialized communities, such as those focused on Japanese street fashion on Reddit (e.g., r/japanesestreetwear), are proving to be credible sources of information for international users.

3. Engagement with Japanese News Sites: Only 12.6% of respondents have visited Japanese news websites for information. In contrast, responses indicated that platforms like Mercari and eBay are utilized for accessing Japanese product information and reviews, emphasizing the role of e-commerce sites as critical hubs for information gathering rather than just transaction sites.

4. Following Official SNS Accounts: Over half (54.4%) of respondents reported that they follow the official social media accounts of their favorite Japanese brands and artists, indicating a strong engagement. Furthermore, 57.1% noted that these accounts often communicate in languages other than Japanese, underlining the importance of multilingual outreach to maintain and expand this fanbase.

5. Desire to Purchase Japanese Products: A remarkable 95.1% of participants expressed their intention to continue purchasing products from Japan, showcasing the robust demand for Japanese goods among overseas consumers. This strong interest highlights the necessity for Japanese businesses to leverage globally popular platforms like YouTube and Reddit strategically.

Survey Methodology

• - Conducted from January 14 to January 21, 2026
• - Involved 185 respondents who made recent purchases on Buyee in English
• - Target countries included the USA, EU, UK, Singapore, Brazil, Turkey, Thailand, and Vietnam
• - Method: Online survey conducted by the BEENOS Group

About BEENOS Group

BEENOS is a leading cross-border e-commerce company specializing in connecting Japan with the global marketplace. With over 7,000 cross-border support cases and more than 6 million overseas customers, Beenons continues to explore new opportunities with an innovative vision. Offers such as Buyee are part of their strategy to expedite international exposure for Japanese businesses.

For additional data related to cross-border e-commerce, a white paper is available for download here.

Conclusion

The insights gained from the BEENOS survey illustrate the dynamic landscape of international consumer habits regarding Japanese products. With a clear preference for visual content and community engagement, Japanese brands have substantial opportunities to deepen their global footprint through strategic use of social media and e-commerce platforms.