Chinese tourists flock to shop Japan’s luxury vintage stores

Amplified by TikTok, Xiaohongshu, and celebrity endorsements, Japan’s vintage luxury scene is thriving, thanks in part to Chinese and international tourists.

When content creator Taylor Quitara took a two-week trip to Japan in April, there was one thing on her mind: stocking up on vintage goods.

“It’s definitely one of the main reasons I visit Japan. I end up spending most of my time on Google Maps seeing how many thrift or vintage stores I can hit,” Quitara tells Jing Daily.

Quitara isn’t alone in her endeavor. The New York-based content creator joins a bevy of international tourists, globally and in China, piling into the country to scour its vast collection of secondhand gems.
As the desirability of secondhand wares swells, the vintage and pre-owned luxury goods market is tipped to reach $78.33 billion by 2031, according to Business Research Insights.

But while resale sites like The RealReal, Vestiaire, and Vinted report healthy profit growth, a number of shoppers are bypassing the platforms’ shipping and tax fees to go straight to the source.

Japan has emerged as one of the highest-rated destinations for pre-owned luxury among global consumers.

“Vintage shopping in Japan is lovely because everything is so well taken care of and categorized,” Quitara says.

And with the Japanese Yen currently hovering at a 34-year low, Chinese locals are descending on the country to take advantage of the favorable exchange rate.