A large, broad-based, sophisticated consumer economy.
Sources: World Bank · Statistics Bureau of Japan · ITA / METI. Figures are indicative and refreshed during the diagnostic.
Next to Thailand, the altitude is different.
Same region, different altitude — the customer you already serve in Thailand spends at a different level in Japan.
Japan rewards the brands it can rely on.
Why this matters for Thai companies.
Thailand already has cultural warmth in Japan — through travel, food, culture, hospitality, entertainment, and lifestyle. The opportunity is to translate that familiarity into product, retail, restaurant, IP, and fan-business market fit.
Familiarity has recovered.
Test Japan before you commit.
Thai visitor flows to Japan have recovered strongly — 1.23M in 2025, near the 2019 peak. Familiarity is high, connectivity keeps growing, and Japan can be tested before incorporating, hiring, or committing major investment.
Headcount is back above 90% of the 2019 peak — and spending set a record: ¥252.7B in 2025. Thai familiarity with Japan is not recovering; it has already recovered.
Thailand→Japan arrivals & spending · JNTO / Japan Tourism Agency · indicative
Is Japan the right next market for you?
Know where you stand in about 3 minutes.