This year, the key themes shaping Japan's consumer market have been high prices and value for money. As rising costs for crude oil and naphtha have driven up packaging prices, consumers have increasingly turned to products and services that offer satisfaction at lower costs.
On June 3, the Nihon Keizai Shimbun (Nikkei) reported that the top products in its 2026 first-half Nikkei MJ Hit Product rankings included the 'Hormuz Shock' and the '30th Anniversary of Pokémon.' This ranking evaluates products and phenomena that have generated significant buzz and impact in the consumer market during the first half of the year, using a format inspired by Japan's sumo rankings.
It is unusual for a geopolitical risk to rank among the top products. The instability in the Middle East has penetrated daily consumption in Japan, particularly as Iran effectively blocked the Strait of Hormuz, raising concerns over the supply of crude oil and naphtha.
Naphtha is a key ingredient in plastics, packaging materials, and printing inks, and the supply issues have led to increased packaging costs. For instance, Japanese snack company Calbee has changed the packaging of its flagship products, including potato chips, from color to black and white. The supply chain shock originating from the Middle East has affected not just oil prices but even the color of snack bags.
As inflationary pressures continue, consumers have become more defensive in their spending. The Nikkei noted that many of the hit products in the first half of the year were those that offered high satisfaction relative to their price. Apple's MacBook Neo, priced below 100,000 yen, garnered attention, while the Italian restaurant chain Saizeriya's 'Morning Saizeriya,' which offers breakfast menus with drinks starting at around 300 yen, also attracted interest.
The 30th Anniversary of Pokémon refers not to a single product but to a wave of Pokémon-related excitement, including new games and commemorative merchandise. Since the release of its first game in 1996, Pokémon has become a long-lasting franchise, appealing to generations of players who now share the experience with their children. The new game 'Poco a Pokémon' for the Nintendo Switch 2 sold 4 million copies within five weeks of its March release, demonstrating Pokémon's enduring popularity.
Affordable sports events have also gained popularity, allowing consumers to enjoy moments of joy without spending much. At the February Milan-Cortina Winter Olympics, the figure skating pair Riku Miura and Ryuichi Kihara made history as the first Japanese team to win a gold medal. In boxing, the match between undefeated fighters Naoya Inoue and Junto Nakathani attracted around 1 million views on paid online streaming.
The Nikkei observed a trend where consumers are gravitating toward products that offer high satisfaction relative to their price amid ongoing high inflation. The inclusion of affordable dining, budget laptops, new games, and sports broadcasts among the hit products reflects a desire among Japanese consumers to find enjoyment while managing their spending burdens.
* This article has been translated by AI.
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