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Business trends

Demand for 'Made in Japan' upends strategies for consumer goods

Cosmetics, diaper and snack makers pour fresh resources into Japanese factories

Clockwise from top left: Calbee potato chips, Shiseido make-up, Unicharm diapers and Kose cosmetics.
Clockwise from top left: Calbee potato chips, Shiseido make-up, Unicharm diapers and Kose cosmetics.

TOKYO -- Japanese consumer goods companies are increasing investment in factories at home, with an eye to exporting to China and other Asian markets where "Made in Japan" products have cachet.

The trend marks a major shift in strategy for household goods producers, whose focus had always been Japanese customers. It also breaks with the textbook approach to overseas expansion, where establishing local production and securing distribution channels were usually the first steps.

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