Bangkok: KTC and JCB have revealed that the Japan Lifestyle trend is significantly contributing to spending growth, with Japan accounting for 60% of overseas spending via credit cards.
According to Thai News Agency, the popularity of Japan among Thai consumers is not only confined to travel but has also expanded to daily life aspects such as food, shopping, and lifestyle. The spending via KTC and JCB credit cards is projected to grow by 12% in 2025 and over 25% in 2026 compared to the same period in the previous year. Notably, spending on the KTC and JCB Ultimate credit card, designed for members with incomes of 50,000 baht or more, has surged by over 60%.
Mr. Thasapong Rangkuan, Chief Marketing Officer of KTC (Krungthai Card Public Company Limited), emphasized the aspiration for the KTC JCB credit card to become the preferred choice for spending in Japan, fully accommodating the Japanese lifestyle in both Thailand and Japan under the concept of "Thailand and Japan, more value with one card."
Spending patterns in Japan reveal that leading retail categories remain the most popular, followed by airport shops, fashion stores, department stores, and specialty shops. In Thailand, the restaurant category experienced a 20% increase in spending frequency and a 30% increase in the number of spending members compared to the previous year, indicating the growing popularity of Japanese cuisine. KTC has developed several benefits through collaborations with Japanese restaurants and lifestyle outlets.
Mr. Yusuke Matsui, Managing Director of JCB International (Thailand) Co., Ltd., noted that cross-border spending between Thailand and Japan remains robust, especially in travel, food, and lifestyle categories. This reflects confidence in choosing JCB cards in both countries. Currently, JCB has approximately 2 million cardholders in Thailand, with a cardholder base growth of about 10% compared to the previous year, reinforcing Thailand's position as a key strategic market in the ASEAN region. Furthermore, the cards can be used at over 72 million merchants worldwide.
JCB continues to enhance its role as a bridge between Thailand and Japan through its payment ecosystem, enabling cardholders to make convenient payments and continuously receive benefits and value, whether in Thailand or Japan.
Hajime Nakasugi, Executive Director of the Japan National Tourism Organization (JNTO) Bangkok Office, projected that by 2025, approximately 1.2 million Thai nationals will travel to Japan, marking a 7.3% increase from the previous year. Of these, around 1.1 million, or 95%, will be for tourism purposes. Furthermore, 80% of Thai tourists travel independently, with approximately 70% having visited Japan at least twice, and around a quarter having been there at least six times.
Thai tourists are thus seeking more specific experiences and traveling further afield. Approximately 40% of Thai tourists opt to stay overnight in areas outside major cities, while those staying for six days or more comprise more than half, reflecting opportunities to distribute tourism activities and revenue to various regions of Japan.
Beyond the appeal of cherry blossoms, autumn foliage, and snow-related activities, Thai tourists are increasingly drawn to specialized activities such as skiing, snowboarding, snowmobiling, motorbike camping, tea and matcha culture experiences, and even participating in marathons.