A collective term for distribution markets where products that have already been in consumers' hands are bought and sold again. This includes reuse shops, flea market apps, auction sites, used bookstores, and used car dealerships. Japan's reuse market has surpassed 3 trillion yen and continues to expand year over year, driven by growing environmental awareness and the proliferation of flea market apps.
The Scale and Growth Drivers of Japan's Secondhand Market
According to a survey by Reuse Business Journal, Japan's reuse market reached approximately 3.1 trillion yen in 2023, growing roughly 1.5 times over the past decade. The biggest growth driver has been flea market apps - the widespread adoption of smartphones created an environment where "anyone can easily buy and sell," accelerating market expansion. While brick-and-mortar reuse shops (Book Off, Second Street, etc.) were previously the mainstay, online transactions now account for more than half the market.
The social factors supporting this growth include rising environmental awareness (sustainability orientation), a savings mindset driven by inflation, and the spread of minimalism. Particularly among Generation Z, the values of "not insisting on new products" and "smartly utilizing secondhand goods" are gaining traction, and the psychological barrier to purchasing used items continues to decline year by year. In the brand-name reuse market, the expansion of authentication services has reduced counterfeit risks, and high-value secondhand transactions have become increasingly active.
Smart Consumption Through the Secondhand Market and Key Precautions
To make smart use of the secondhand market, it is important to think from both the "buyer's" and "seller's" perspectives. As a buyer, choosing secondhand items in product categories with large price gaps from new products (electronics, furniture, brand-name goods, books) enables significant cost savings. Books in particular have minimal quality differences based on condition and can often be purchased at 50-70% off the retail price.
As a seller, converting unwanted items to cash can supplement household finances. Japanese households are said to have an average of 700,000 yen worth of "hidden assets" (estimated value of unwanted items), and simply converting these on the secondhand market yields a substantial amount. However, buying and selling used goods carries risks. When purchasing, carefully verify the product condition and understand the return policy in advance. When selling, never forget to factory-reset smartphones and computers that may contain personal data to prevent information leaks.
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