ArrowArtboardCreated with Sketch.Title ChevronTitle ChevronIcon FacebookIcon LinkedinIcon Mail ContactPath LayerIcon MailPositive ArrowIcon Print

Flashy Japanese youth fashion makes comeback -- in China

Smaller apparel chains look to go big with help from Chinese investors

TOKYO -- A women's fashion style that once swept Japan is finding new life in China as Tokyo-based boutiques look to expand there with help from their Chinese investors. 

Baroque Japan's brands gained a following in the early 2000s as part of a wave of gyaru fashion -- a term originating from the English "girl" or "gal" -- sprung out of Tokyo's hip Shibuya neighborhood. Gyaru clothing and accessories took notions of "cool" and "cute" to new level. But the boom has passed, and as the Japanese market shrinks amid a declining birthrate, the retailer has turned to China for growth.

Sponsored Content

About Sponsored Content This content was commissioned by Nikkei's Global Business Bureau.

Discover the all new Nikkei Asia app

  • Take your reading anywhere with offline reading functions
  • Never miss a story with breaking news alerts
  • Customize your reading experience

Nikkei Asian Review, now known as Nikkei Asia, will be the voice of the Asian Century.

Celebrate our next chapter
Free access for everyone - Sep. 30

Find out more