Japan has never been more visible in global consumer culture.
Across social media, Japanese food, stationery, homeware and everyday lifestyle products regularly go viral, from minimalist packaging and clever design details to products that prioritise quality and usability over trends. At the same time, international travel to Japan has surged, bringing record visitor numbers and, in some areas, well-documented over-tourism challenges.
For many consumers, a trip to Japan reinforces a simple idea. The country feels safe, clean, thoughtfully designed. Its products reflect that experience. After returning home, demand doesn’t disappear. It often grows. The challenge for retailers is not demand, but access, an issue SUPER DELIVERY was created to address.
From cultural visibility to product demand
Japan’s presence on platforms like Instagram, TikTok and YouTube has significantly increased awareness of Japanese products worldwide. Everyday items such as notebooks, tableware, storage solutions, gifts are no longer seen as niche imports, but as objects of curiosity and aspiration.
Travel has accelerated this trend. Visitors experience Japanese products firsthand, from convenience stores to local shops, and many look to buy similar items once they return home. Retailers are seeing growing interest in Japanese-made goods, but sourcing them directly has traditionally been difficult.
Language barriers, unfamiliar wholesale practices, and large minimum order quantities often stand in the way, even when consumer demand is clear.
Why accessing Japanese wholesale has been difficult
Despite strong interest, Japanese wholesale has historically been fragmented and difficult for overseas buyers to navigate.
Common challenges include a habit of suppliers focusing primarily on the domestic market, minimum order quantities that limit product testing, complex communication and payment processes and limited visibility into smaller makers and manufacturers
As a result, many retailers rely on intermediaries or a narrow selection of distributors, restricting variety and flexibility. For retailers unfamiliar with how Japanese wholesale typically works, access has long depended on trade shows, intermediaries, or long-term supplier relationships.
What is SUPER DELIVERY?
SUPER DELIVERY is a Japan-based wholesale platform that
connects overseas retailers directly with Japanese 
manufacturers and brands.
The platform brings together more than 1,900 Japanese vendors and Japanese suppliers via a single online platform, boasting over 850,000 products, covering categories such as stationery, homeware, tableware, gifts and lifestyle goods. Instead of sourcing through agents or attending trade fairs, retailers can browse, compare, and order directly from Japanese suppliers via a single online platform.
How SUPER DELIVERY works
SUPER DELIVERY was designed to remove many of the traditional barriers associated with Japanese wholesale.
Key features include:
- No minimum order quantities, allowing retailers to test products in small volumes
- A fully English-language platform built for overseas users
- Transparent pricing, with automatic currency conversion from Japanese yen
- International shipping support, reducing logistical complexity
For those unfamiliar with the platform, the short video below explains how SUPER DELIVERY works in practice.
Today, SUPER DELIVERY is used by retailers across North America, Europe, Australia, and Asia, helping them respond to growing interest in Japanese products without needing local expertise in Japan.
Why Japanese products are resonating globally
Japanese consumer goods are often shaped by a focus on usability, durability, and attention to detail. These qualities resonate strongly at a time when shoppers are more selective about what they buy and why.
As social content, travel experiences, and word-of-mouth continue to fuel interest, retailers are increasingly looking for ways to meet this demand with authenticity, offering products that reflect what customers have seen, experienced, or admired. Access, rather than awareness, has become the key constraint.
Getting started with SUPER DELIVERY
Registration on SUPER DELIVERY is free, and overseas retailers can access the English-language platform immediately.
Retailers can explore Japanese suppliers, place small trial orders, and scale their sourcing gradually, all through a single marketplace.
Discover Japanese wholesale products on SUPER DELIVERY
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