When it comes to Malaysian tourists exploring Japan, food is an important factor! Recent data from Wise, covering a Japan travel surge between March and June 2024, reveals that convenience stores such as Family Mart, 7-Eleven, and Lawson are the go-to hotspots for Malaysian travellers in Japan. Whether it’s grabbing a quick bite or stocking up on unique snacks, these convenience stores are leading the pack in popularity among Malaysian visitors.
Malaysia’s Love Affair with Convenience Stores
The data shows that Malaysian Millennial (ages 28 – 43) and Gen Z (ages 12 – 27) Wise users are making the most of their time in Japan by indulging in the offerings of local convenience stores. Among Malaysian Millennials, more than a quarter (27%) of their spending goes to these stores; while Gen Zs lead the way with more than a third (37%) of their transactions occurring at these must-visit stops. From onigiri to unique desserts, Japan’s convenience stores have earned a reputation as the go-to place for a budget-friendly, quick and unique meal.
Convenience Aside, Malaysians Still Indulge
The data shows that Malaysian Millennial (ages 28 – 43) and Gen Z (ages 12 – 27) Wise users are making the most of their time in Japan by indulging in the offerings of local convenience stores. Among Malaysian Millennials, more than a quarter (27%) of their spending goes to these stores; while Gen Zs lead the way with more than a third (37%) of their transactions occurring at these must-visit stops. From onigiri to unique desserts, Japan’s convenience stores have earned a reputation as the go-to place for a budget-friendly, quick and unique meal.
Convenience Aside, Malaysians Still Indulge
While Malaysians may favour convenience, travellers still seek restaurants and fast food outlets for a little indulgence. However, compared to convenience stores, Millennials and Gen Zs allocate significantly less of their spending on Japan’s dining scene (10% and 8% respectively). The common dining and restaurant choices include restaurants by Japan Rail stations, Blue Bottle Coffee, Gyumon, Afuri Ramen, Wagyu Yakiniku Panga and Uniqlo Coffee.
Meanwhile, cost conscious Gen Zs favoured fast food over restaurants, with fast food outlets accounting for 10% of Gen Z’s spending compared to 8% for Millennials. Beyond popular global fast food chains, other favoured outlets included coffee chains like Doutor Coffee, Japanese fast food chain Nakau, curry house chain CoCo Ichibanya, and Japanese hamburger spot Mos Burger. One thing is for sure, Malaysians are natural foodies and always immerse themselves in another country’s culture through a great meal or a sweet treat.
Tapping On Thrills And Beauty
No holiday is complete without exploring local attractions and shopping. Malaysian tourists flocked to amusement parks and other popular retail spots. In April alone, Tokyo Disney Resort, home to Disneyland and Disneysea, saw a 25% increase in transactions by Malaysian visitors, while Universal Studios Japan experienced a 10% increase. Other retail favourites like Uniqlo also saw a 15% rise in transactions during the same period. Stores like Sugi Pharmacy saw a 30% spike in March, reflecting a strong interest in Japan’s beauty and skincare products.
Corner Stores and Convenience, Japan’s Culinary Culture
The data paints a tasty picture: Malaysian Gen Zs and Millennials are not just about sightseeing—they’re on a culinary journey. Whether it’s savouring sushi at a restaurant, grabbing a quick meal at a fast food outlet, or discovering the craziest snack at a convenience store, these travellers are fueling their adventures with Japan’s best bites to get a unique taste of Japan. With Family Mart, 7-Eleven, and Lawson leading the charge, it’s clear that when in Japan, Malaysians know exactly where to go for that perfect mix of convenience and culture.
So, when the next Sakura season rolls around and you find yourself in Japan, don’t be surprised if you spot fellow Malaysians flocking to these stores—after all, a taste of Japan is just around the corner.
Methodology
Data is based on transactions made by Malaysia-based Wise cardholders at point-of-sale locations in Japan from 1 March to 30 June. Age generations are categorised based on this definition.
