New Trends in Cross-Border E-Commerce: Global Expansion of Tokyo Otaku Mode and BENTO&CO
- 20121007mail
- Aug 14
- 3 min read
1. Background: Growth of the Cross-Border E-Commerce Market
By 2025, the global B2C e-commerce market is projected to reach approximately USD 7.39 trillion, with an e-commerce penetration rate of 24.5%. Japan's cross-border e-commerce exports are also expected to grow from USD 3.4 billion in 2024 to around USD 13.6 billion by 2033, with a steady CAGR of 6.9%.
Japanese exports are particularly strong in Asia, North America, and Europe, with high demand for pop culture, traditional crafts, and food-related products.
2. Tokyo Otaku Mode (TOM): Global Expansion
2-1. Business Overview
Tokyo Otaku Mode (TOM) launched as a Facebook page in 2011 and began operating its cross-border e-commerce site, Tokyo Otaku Mode Shop, in 2013. It offers anime, manga, and game-related merchandise to customers around the world.
2-2. Performance Highlights (Revised)
Countries Served: Products shipped to over 130 countries
Social Reach: Approx. 20 million Facebook followers, over 99% of whom are overseas users
Revenue Scale: Official figures not publicly disclosed. A ¥10 billion target was set in 2020, but current revenue remains unspecified
Top Markets: North America is the largest, followed by Australia and China—together covering about 70% of total sales
China Strategy: Active on Alibaba’s Tmall Global, recording massive sales during Singles’ Day
2-3. Key Success Factors
Leveraging SNS for organic growth and global engagement
Ensuring authenticity by selling only licensed products
Flexible support for multiple languages, currencies, and payment methods
Business diversification into product development and logistics services (e.g., SekaiLogi)
3. BENTO&CO: Global Expansion
3-1. Business Overview
Founded in Kyoto in 2008, BENTO&CO promotes Japan’s bento culture through the global sale of bento boxes, kitchen goods, and traditional Japanese items.
3-2. Performance Highlights (Revised)
Countries Served: Shipping to over 60 countries as of 2025
Sales Growth: Overseas sales increased by approx. 80% from 2021 to 2023 (based on company statements)
Product Line: Hundreds of items including traditional crafts and character collaborations (e.g., Dragon Ball, Hello Kitty)
Sales Channels: Operates a physical store in Kyoto and wholesales to over 150 stores across Europe
3-3. Key Success Factors
Efficient operations using Shopify and in-house logistics system “Ship&co”
Hosting the annual “International Bento Contest” to boost PR and community building
Global fanbase acquisition through Facebook (80,000+ likes), Instagram, and email marketing
Multiple language support (English and French), and flexible payment options including PayPal and credit cards
4. Shared Success Strategies
5. Future Outlook and Challenges
Rising Competition: Emerging global players like SHEIN demand stronger brand identity and differentiation
Localization Demands: Further refinement in local language support, payments, and delivery options is essential
Cultural Value Creation: Beyond products, experience-driven offerings such as community engagement and events are increasingly vital
Conclusion
Tokyo Otaku Mode and BENTO&CO are leaders in Japan’s cross-border e-commerce landscape. Both companies have succeeded by leveraging social media, localized strategies, product innovation, and logistics transformation to connect with global fans. Going forward, balancing cultural storytelling with global competitiveness will be key to continued success in cross-border e-commerce.
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