Chinese consumers, who used to boycott Japanese products during past diplomatic disputes, are now showing almost none of that behavior. Although Japan Prime Minister Sanae Takaichi made sensitive remarks about Taiwan, rekindling tensions between China and Japan, calls to boycott Japanese goods have virtually disappeared in China. Analysts say a major restructuring of the market has spread the view that Japanese products are no longer as much of a "boycott target" as they once were.
According to the South China Morning Post (SCMP) on the 30th of last month (local time), the rise of Chinese domestic brands has made Japanese home appliances, digital devices, and cars lose their appeal in the consumer market. Among consumers, the perception has taken hold that "there are not many Japanese products worth boycotting anymore." As Chinese fashion, Chinese-made home appliances, and Chinese-made cars have emerged as mainstream in daily consumption, the presence of Japanese brands has weakened sharply, the report said.
Consulting firm Accenture said a recent survey of Chinese consumers shows that the competitive landscape has changed dramatically since 2021. The results indicated that in various product categories, the share of consumers who prefer domestic brands overwhelmingly exceeds the preference for foreign brands. In the home appliance sector, preference for domestic brands rose from 33% to 69%, while preference for foreign brands fell from 55% to 16%, the firm analyzed.
Christine Wang, managing director for Greater China at Accenture, said, "Chinese consumers have shifted to valuing price-to-performance and practicality over brand reputation." She explained that rational spending has strengthened after the pandemic, and as live commerce and comparison platforms have expanded, the shift from "brand worship" to "value-centered consumption" has accelerated.
Zhang Zhaoling, who runs a women's fashion design company in eastern China's Hangzhou, said the changes are even more pronounced in fashion. Zhang said, "Unlike 10 years ago, China's pool of design talent has expanded significantly, and the competitiveness of mid-tier women's wear brands has risen to a level comparable to foreign brands." Zhang explained that designs are better suited to Asian body types and prices are reasonable, so a variety of consumer groups—such as civil servants, teachers, and corporate office workers—naturally choose domestic brands. Zhang added, "Rising national pride and an economic slowdown have led to fatigue with foreign brands."
SCMP reported that global conglomerates are also feeling the shift. During a visit to Shanghai in September, Bernard Arnault, chairman of French luxury giant LVMH Group, sparked industry debate by visiting a series of Chinese local brand stores. Observers said he was directly examining new competitors in China's consumer market. A global cosmetics brand told Accenture that "Chinese trend brands are driving innovation in products and distribution channels," and said it is crafting a long-term adaptation strategy tailored to the Chinese market.
Chinese capital has also gained ground in the coffee and fast-food markets. U.S. coffee chain Starbucks said early this month it would sell 60% of its China business equity to Hong Kong-based private equity firm Boyu Capital. A week later, Burger King parent Restaurant Brands International (RBI) also agreed to sell most of its China business equity to Chinese private equity firm CPE.
SCMP analyzed the trend as "a signal that the center of gravity in China's consumer market has fully shifted from Japanese, European, and U.S. brands to Chinese brands." Experts said, "The era when Chinese consumers could wield influence by boycotting Japanese products as in the past has effectively ended," adding, "the criteria for consumer choices themselves have changed."