Key Facts
• The ‘No Japan’ boycott has disappeared from South Korea’s consumer market.
• Japanese products, once boycotted, are now highly popular among South Koreans.
• In 2025, South Korean sentiment toward Japan reached its highest levels.
• GS25 convenience store saw a 119.5% sales growth in imported goods from January to July.
• Japanese beer brands Asahi, Kirin, and Sapporo dominate imported alcohol sales.
• Asahi canned beer ranked first in imported beer sales in 2025.
• Hokkaido Pudding became the third-best-selling pudding at GS25 upon release.
• Seven-Eleven sold 1.5 million units of Jersey Milk Pudding in seven months.
• Strong Sour, a Japanese alcoholic drink, surpassed 3 million cans in cumulative sales.
• CU convenience store sold over 130,000 units of Hokkaido Soufflé Pudding by August.
• Don Quijote’s pop-up store attracted over 30,000 visitors with 50+ Japanese products.
• South Korea’s youth increasingly embrace Japanese travel, subculture, and fashion.
• 80% of South Koreans in their 20s view Japan positively, a record high.
• South Korean fashion platform Musinsa signed multiple deals with Japanese streetwear brands.
Summary
The ‘No Japan’ movement, once a symbol of boycotting Japanese products, has faded in South Korea, with Japanese goods now enjoying immense popularity. In 2025, South Korean sentiment toward Japan reached record highs, particularly among the youth, with 80% of those in their 20s expressing positive views. Convenience stores like GS25 and Seven-Eleven reported significant sales growth in Japanese imports, including Hokkaido Pudding and Asahi beer, which became the top-selling imported beer. Don Quijote’s pop-up store and Japanese fashion brands also gained traction, reflecting a broader cultural shift. Retailers are capitalizing on this trend by expanding direct imports of Japanese products to meet growing demand.
