Luxury reimagined: How the Japanese second-hand market is changing the game

If Japan isn't on your luxury shopping radar, it might be the perfect time to reconsider.

You may be surprised to learn how many A-list celebrities have been spotted in the country shopping for vintage luxury goods — Kim Kardashian, Jennifer Lopez, Hailey Bieber, Megan Thee Stallion and David Beckham, just to name a few.

And really, with recent price hikes from nearly all luxury brands, buying second-hand has become the most obvious choice for many.

What was once taboo is now a cost-saving and sustainable trend, sweeping across Japan with prices that seem too good to be true and items that look literally brand new!

Second-hand On The Rise In Japan

For decades, Europe has been at the forefront of luxury fashion. However, the rising trend of second-hand goods — or "pre-loved" items, as many prefer to call them — is diverting attention beyond French and Italian borders, specifically towards the land of Yohji Yamamoto and Issey Miyake.

Sure, Japan may not be the first place that comes to mind for high-end fashion purchases, but the reality is that its luxury market is the second most profitable in Asia, only behind China. With the economy now holding the rank of the fourth-largest globally, Japan is regaining its status as a powerhouse in the luxury sector, with foreign visitors playing a key role in it.

Recently, the country has become a major hotspot for second-hand luxury finds — shoppers can’t help but head to Japan for those rare items that are nearly impossible to find anywhere else, particularly at such attractive prices and in the pristine condition the Japanese are famous for maintaining.

Mido-suji Street, the hub for international luxury flagships in Osaka Image: Amanda Ayabe/ZenPlus

Before and Beyond the Bubble

In the years leading up to the 'bubble economy' (1986-1991), Japan’s thriving 1980s era embraced luxury, driven by a strong appetite for imported high-end brands.

This growing demand transformed shopping districts into havens of high fashion and solidified Japan's position as a standout in the global luxury market.

Even with the economic roller coaster over the years, Japan managed to hold its ground as a hotspot for high-end brands like Chanel, Hermès, and LVMH — the conglomerate behind big names like Louis Vuitton, Christian Dior, TAG Heuer, Tiffany & Co. and Loewe.

The influence of Japan on the luxury fashion industry is perfectly illustrated by Louis Vuitton, a French symbol of luxury for nearly two centuries. The brand has engaged in exclusive collaborations with Japanese artists, most notably its latest venture with avant-garde artist Yayoi Kusama.

Beyond these artistic partnerships, Louis Vuitton has deepened its commitment to Japan through unique initiatives like special exhibitions, two branded cafes in Tokyo and Osaka, and a host of high-profile events throughout the nation.

Loewe x Spirited Away Capsule Collection Image: Loewe

Another example is Loewe’s collaboration with the famous Studio Ghibli, the creative force behind films like "Spirited Away," "My Neighbor Totoro" and the 2024 Academy Award winner "The Boy and the Heron."

If Japan’s pop culture and fashion scene weren’t so relevant, we wouldn’t be seeing these incredible collaborations and events taking place — like the Gucci Cosmos exhibition currently showcased at the Kyocera Museum of Art in Kyoto City.

When Looking After Your Belongings Pays Off

Although Japan's high demand for luxury goods fuels the success of today's second-hand boom, there's another less talked about yet equally influential detail contributing to this trend.

The Japanese principle of mono wo taisetsu ni suru, or "cherishing your belongings," deserves credit for the thriving pre-loved luxury market in Japan. This deep-rooted respect for possessions means that items are kept in pristine condition in the hands of their owners, virtually indistinguishable from new.

For vintage fashion collectors worldwide, Japan has become the ultimate shopping destination— but also for vinyl records, toys, musical instruments and many other rare collectibles. Just as Japan features countless iconic landmarks, it also offers an abundance of must-visit shopping spots.

Social Media Playing Its Cards — Unbelievably Well

Following nearly two years of restrictions, Japan's decision to reopen its borders to non-residents in October 2022 led to a quick rise in tourism.

The Japan National Travel Organization (JNTO) reported that July of this year recorded the highest monthly visitor count ever, and projections indicate that 2024 could surpass pre-pandemic visitor numbers by December.

As a result, for better or worse, the surge in tourists has sparked a wave of content being shared across social media platforms.

The growing fascination with videos exploring Japan's dos and don'ts, must-try local foods, and prime travel destinations, now includes an exciting focus on second-hand luxury shopping — a space that has become increasingly popular among travelers, further amplified by the weakening of the Japanese Yen this year.

Now, thanks to tourists promoting Japan's luxury items from an insider's perspective, there's growing excitement around how this booming market is one of the best places to start a "pre-loved" collection.

This enthusiasm is backed by an increasing emphasis on sustainability and cost savings, coupled with the allure of owning seemingly brand-new, high-end items at a fraction of the original price.

Take a look for yourself: Search "thrifting in Japan" or "luxury shopping in Japan" on YouTube or TikTok. You'll discover countless videos highlighting the massive popularity of this market, especially among the younger crowd who are prone to a more sustainable approach when it comes to fashion choices.

In today’s landscape, a strong social media presence is essential for online businesses looking to reach new audiences. ZenPlus, an online marketplace offering unique products from Japan, including pre-loved designer bags, has successfully partnered with creators worldwide as part of its brand awareness strategy.

Pre-Owned Designer Finds Online, No Passport Needed

ZenPlus offers the opportunity for international customers to buy authentic luxury items straight from the shelves of shops in Japan. Image: Amanda Ayabe/ZenPlus

While Japan's bustling shopping districts attract record numbers of tourists hunting for second-hand luxury gems, it still remains a "dream" destination for many. For those who can’t make the trip, shopping on the net becomes the gateway to these coveted items, and that's where the online marketplace ZenPlus bridges that gap

The major problem of reaching out directly to Japanese sellers — often complicated by language barriers and limited international shipping or payment options — has been largely solved by ZenPlus, removing most of the obstacles that once stood in the buyers’ way.

As the second-hand market continues to grow, verified luxury sellers across Japan are excited to tap into global markets by partnering with ZenPlus. Offering a staggering array of over 5 million products, users can explore items that aren’t available abroad, including authentic luxury items and rare gems — all without ever leaving their homes.

Japan’s second-hand luxury boom is more than just a rising social media trend — it’s a gateway for global shoppers to access rare products they can’t find elsewhere. Platforms like ZenPlus make it easier than ever to bring Japan’s finest second-hand treasures straight to your door, no matter where you are.