When it comes to alcohol purchases during travel, most people assume men are the primary buyers. But our latest survey suggests otherwise.
Among visitors who reported purchasing alcohol as a souvenir in Japan, 61.5% were women!
This challenges the usual narrative around alcohol consumption and purchasing behavior.
One possible explanation lies in how alcohol is experienced in Japan.
Products such as sake, plum wine, and craft spirits are often:
- beautifully packaged
- culturally meaningful
- positioned as premium, giftable items
In this context, alcohol becomes more than a drink, it becomes a story-driven souvenir.
This may help explain why it resonates strongly with travelers selecting thoughtful or shareable gifts.
It also highlights an important distinction: the person who buys a product isn’t always the one who consumes it. For brands and destinations, that shift matters.
Understanding these dynamics can help brands and retailers better position products, refine packaging strategies, and align with how travelers actually shop.
If this insight resonates with your work, feel free to reach out! We welcome the opportunity to connect.
Based on the Visitor Survey: Needs and Expectations for AI in Japan, conducted at Kansai International Airport in September 2025 (n = 273 international visitors), by Artyz Inc.
