Furniture market in Japan - statistics & facts
Ikea failed in its first attempt to take over the Japanese furniture market in 1974, struggling to grasp the peculiarities of home designs and consumer mentality. While the Swedish brand was far more successful in its second attempt in 2006 after adjustments to products and services, the competition is fierce as domestic brands combine traditional know-how and locally sourced raw materials to successfully defend against overseas entrants. Japanese consumers are not opposed to bargains, but durable household goods purchases are underlined by a careful decision-making process in which the customer experience and long-term use heavily affect their choices.
Metal represents a modern material in the market, which is most used for office furniture due to its durability and affordability. While metal pieces are increasingly integrated into home-use furniture as well, wood is cherished for its natural character, matching the wooden structure common in Japanese dwellings.
Furthermore, while the interest in DIY activities grew during the COVID-19 pandemic, transportation and set up of furniture by professionals are considered a matter of course in Japan. This expectation along with the return to daily activities outside the home limits the popularity of DIY furniture, as extensive service offers by retailers allow for quick and effortless setups at home.
Between woodworking and metal processing
The Japanese furniture market is segmented either by the raw material used in manufacturing or by the intended application as home-use furniture and office-use items. Wood and metal are the most common materials processed in the industry, while bamboo, plastic resin, and leather are used as either secondary or supplementary materials. Wood is mostly used in the home-use furniture segment due to its history in traditional carpentry. The wood demand is covered by the domestic forestry sector, with native cypress, cedar, and red pine being commonly used cultivars. Major lumber processing regions like Ashikawa in Hokkaido and Okawa in Fukuoka are namesakes for luxury brand furniture, whereas store retailers target the mass market with their in-house brands.Metal represents a modern material in the market, which is most used for office furniture due to its durability and affordability. While metal pieces are increasingly integrated into home-use furniture as well, wood is cherished for its natural character, matching the wooden structure common in Japanese dwellings.
From small and tiny to DIY trends
The e-commerce ratio of household-related goods has been climbing rapidly in Japan, but showcase rooms of brick-and-mortar stores remain important to confirm the size and the quality finishing of furniture pieces. Especially due to the smaller sizes of Japanese homes, adjustments of measurements are required for overseas entrants to succeed in the domestic market, which became a pitfall for Ikea’s first venture in Japan. With the rise in condominiums and the emergence of so-called tiny houses, space-saving designs with multifunctional features are in high demand, particularly in densely populated metropolitan areas.Furthermore, while the interest in DIY activities grew during the COVID-19 pandemic, transportation and set up of furniture by professionals are considered a matter of course in Japan. This expectation along with the return to daily activities outside the home limits the popularity of DIY furniture, as extensive service offers by retailers allow for quick and effortless setups at home.
