Japan: outdoor business market size 2026

In 2023, the sales revenue of the outdoor business market in Japan was estimated to reach around 475.82 billion Japanese yen. The outdoor business market encompasses the outdoor apparel market, the outdoor facility market, and the outdoor articles rental market. The apparel market is the leading segment in the industry.

Motivation for outdoor participation

In Japan, the leading reason to become engaged with outdoor activities is the desire to feel and be around nature, followed by the need to have a change of pace from quotidian life. Outdoor-related goods and activities may be in the process of turning into symbols of lifestyle, serving as a counterbalance to busy big city life. Participating in leisure activities in nature seems to become a trend, and is particularly appealing to younger generations, as suggested by the age group distribution of camping participants.

Outdoor innovations

Outdoor is being reinvented in Japan, as people seek new lifestyles, and outdoor activities provide the platform to find solutions to the needs bred by a higher health consciousness in society. The gradual orientation towards wellness and holistic well-being are presumably key dynamic forces that propel outdoor-related developments. This orientation towards the outdoors is, for instance, evidenced by consumer behavior changes among camping-car users.

Sales revenue of the outdoor business market in Japan from fiscal year 2020 to 2023 with a forecast until 2026 (in billion Japanese yen)

Characteristic	Sales revenue in billion Japanese yen
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Release date

November 2023

More information

Region

Japan

Survey time period

fiscal years 2020 to 2023; the fiscal year starts on April 1 of the stated year and ends on March 31 of the following year

Special properties

market size based on the sales revenue at businesses

Supplementary notes

*Prospect.
**Forecast.

The outdoor business market consist of outdoor articles (apparel, equipment) market, outdoor facility market, and outdoor articles rental market.
The apparel market and the equipment market are based on the shipment value of goods providers, the outdoor facility market is based on (guest) expenses at the facility, including lodging expenses, while the outdoor articles rental market is based on rental service fees of the owners or business operators.
The apparel market consists of outdoor wear, shoes, rucksacks and backpacks, equipment market (mountaineering and climbing articles, tents and tarps, sleeping bags, lighting equipment, cooking equipment, dishes, cooking stoves and fuel, tables and chairs, coolers and jugs, field gear, and other types of articles. The outdoor facility market consists of camping sites, barbeque spots, bungalows, cottages, glamping, and other types of lodging facilities.

100 Japanese yen equal 0.65 U.S. dollars or 0.6 euros as of November 2024.
Values have been rounded.

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