Japanese businesses target post-trip spending by foreign tourists


Channel: Nippon Television News Japan
Uploaded by Nippon Television News Japan on 20260720
Categories: News & Politics
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The trend, known as "post-trip spending," refers to foreign travelers who develop an interest in Japanese food and products during their visit and continue purchasing them after they return home. Seeing this as a business opportunity, an increasing number of Japanese restaurants and food brands are expanding overseas. Originally ai

This video from Nippon Television News Japan, titled "Japanese businesses target post-trip spending by foreign tourists," details how Japanese food businesses and exporters are expanding overseas to capture "tabi-ato" (post-trip) consumption—the demand from foreign tourists who wish to continue enjoying authentic Japanese food and

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ingredients after returning to their home countries [01:57].

Key Takeaways & Content Breakdown

1. The Rise of "Tabi-Ato" (Post-Trip) Consumption

Inbound Tourism Peak: Over 42 million foreign tourists visited Japan last year [00:43].

Shift in Eating Habits: Surveys indicate that traveling to Japan significantly increases tourists'

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frequency of eating Japanese food after returning home [01:38]. Post-trip demand is particularly high for Wagyu beef (60%) and Sashimi (46%) [01:45].

Market Opportunity: Industry experts label this trend as "tabi-ato" (post-trip) consumption, where consumers seek out authentic dining experiences and products in their home countri

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es that match what they experienced in Japan [01:57].

2. Case Study: "Hikiniku to Kome" (挽肉と米) Expansion in Thailand

Business Concept: A popular Japanese restaurant chain specializing in a single set menu: freshly ground, freshly grilled hamburger steaks served over freshly cooked rice and miso soup [00:22].

Overseas Growth: To ta

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rget post-trip demand, the brand expanded overseas, opening locations in places like Bangkok, Thailand [02:47].

Replicating the Experience:

Retains its original Japanese signage, branding, and focused menu structure [03:31].

Maintains its core style of freshly ground and grilled meat over fresh rice [03:46].

Direct-imports ingredi

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ents from Japan so local customers can enjoy the exact flavor and juiciness as served in Japan [04:15].

3. Regional Specialty Stores & Cross-Border E-Commerce

Direct Exporting: Shops in Japan that originally promoted local and regional produce to domestic shoppers are noticing growing interest from foreign visitors [05:06].

Overse

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as E-Commerce: To serve tourists who want to keep using Japanese produce and ingredients back home, businesses are building cross-border e-commerce platforms to ship Japanese agricultural and regional products worldwide [05:53].

Japanese businesses target post-trip spending by foreign tourists

Nippon Television News Japan · 7.1K v

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