In recent years, Japan’s market targeting foreign residents has been rapidly expanding as the country’s foreign population exceeds 3 million. This shift reflects not only labor market demands but also a growing recognition of foreigners as active consumers and community members, prompting industries to respond with new products, services, and marketing strategies.
1. From “Temporary Workers” to “Permanent Consumers”
The foreign population in Japan, led by Vietnamese, Chinese, Filipino, and Brazilian communities, is no longer transient. Many are settling long-term, raising families, and purchasing homes. As a result, their consumption patterns have evolved beyond basic necessities to include education, leisure, finance, and housing. Companies are therefore starting to treat foreign residents as a stable and important consumer segment, not merely a workforce.
2. Retail and E-Commerce Adaptation
Supermarkets, convenience stores, and online platforms are expanding their offerings of halal, vegan, and ethnic food products. Aeon, Life, and Seiyu, for instance, have introduced multilingual displays and self-checkout systems with Vietnamese, English, and Chinese options. Meanwhile, e-commerce platforms like Rakuten and Amazon Japan are improving cross-language support and offering “multilingual customer service desks” to boost accessibility.
3. Financial and Housing Services Evolve
Major banks such as MUFG and SMBC have begun providing account opening and loan consultation in multiple languages. Some local credit unions in areas like Gunma and Aichi—where foreign populations are high—have launched dedicated “foreigner support counters.” Real estate companies are also offering multilingual property search websites, simplified contracts, and rental guarantor services specifically designed for non-Japanese tenants.
4. Healthcare and Public Services Become More Inclusive
The healthcare sector is also transforming . Hospitals and clinics in urban and industrial regions are employing medical interpreters, developing multilingual websites, and adopting AI-based translation tools. Municipal governments are collaborating with NPOs to provide multilingual consultation centers, ensuring smoother access to welfare and administrative services 訪日・在留外国人が過去最多に、新たな医療・健康需要を取り込む各社の取り組み 〜m3キャリア・メディハオ・JIIの事例〜.
5. Branding and Media Approaches Shift
Marketers are shifting from “translation-based promotion” to “cross-cultural communication.” Instead of simply converting Japanese ads into English or Vietnamese, brands now engage foreign influencers on YouTube, TikTok, and Instagram to create culturally resonant campaigns. Media targeting foreign residents—such as “REAL Press” and “YoLo Japan”—are growing, serving as key communication bridges between companies and foreign audiences.
6. Regional Revitalization and Local Integration
In regional Japan, where depopulation is accelerating, local governments are increasingly focusing on foreigners as contributors to community revitalization. Towns like Ōizumi in Gunma and Izumisano in Osaka are promoting multicultural coexistence programs, multilingual disaster information systems, and community events that blend Japanese and foreign cultures. These initiatives also create new local business opportunities in education, housing, and lifestyle support.
7. Future Outlook: From Support to Empowerment
The future trend is clear: the foreign resident market is evolving from “support for foreigners” to “co-creation with foreigners.” Companies that involve foreign residents in product development, customer support, and brand communication are seeing stronger loyalty and word-of-mouth marketing. Additionally, policy changes—such as relaxed visa renewals for skilled workers and potential paths to permanent residency—are expected to further stabilize the consumer base.
As Japan’s foreign population moves toward 4 million and beyond, the purchasing power and cultural influence of this group will continue to grow. The companies that thrive will be those that view foreigners not as “outsiders” but as full participants in Japan’s economic and social fabric, and who build products, services, and communication strategies reflecting genuine inclusivity and mutual respect.