Imports of Japanese cosmetic products to China in 2020 grew 30 percent from the previous year to $4.3 billion, surpassing the $3.3 billion in cosmetics imports China saw from South Korea, as well as the value of imported cosmetics from the US and France, according to the Japan External Trade Organisation (JETRO).

Japan’s cosmetic companies have stepped up use of different platforms, particularly online, to attract consumers, since travel restrictions during the pandemic seriously hit revenues from Chinese tourist spend.

“Amid the tough competition, we’ll need to keep a close eye on how long Japanese cosmetics companies can maintain their top share [among overseas suppliers,]” Etsu Ho, researcher in JETRO’s China and North Asia Division, told The Japan Times.