Korean, American Fashion is Most Influential for Japanese Shoppers

In a survey conducted by Japanese e-commerce giant Rakuten in July, more than 5,000 users of its flea market app were asked which countries, except Japan, they looked to the most for fashion cues. South Korea was the top answer for women of almost all age groups, while the US won for men, Japan Today report.

Rakuten data reveals that most girls and women from the ages of 10 to 40 choose South Korea, which is the first choice for more than 77 percent of respondents in the 10 to 20 year age group. For older women in their 50s and 60s, France and Italy top the list.

Meanwhile, more than 40 percent of men chose the US as the most referenced country for their style, with Korea coming in second among the youngest respondents.

For those who prefer Korean fashion, accessibility is the most cited reason, followed by Korean celebrity influence. The main justifications for the US and France are self-expression and belief, respectively.

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