Just weeks ago in mid-November, Japanese PM Sanae Takaichi stirred the pot with a comment about the Taiwan region, prompting strong reactions across the Chinese mainland and reviving #ChinaJapan tensions.
But unlike past flare-ups, consumer calls to boycott Japanese goods never took off this time. Instead, shoppers seem totally chill 😎. What gives?
A decade of home-grown challengers
Back in the early 2010s, Japanese brands ruled in China – think reliable cars and high-quality electronics (Sony, Sharp, Panasonic). Fast-forward to this year, and domestic names like Huawei, Xiaomi, OPPO and Vivo have surged ahead. In fact, Sony quietly exited the Chinese phone market earlier in 2025 after years of slumping sales.
From smart loos to sleek rides
Remember those “smart toilets” with heated seats, night lights and app controls that Chinese tourists loved? Now over 65% of that market is dominated by local manufacturers. And in the auto world, more than half of new cars sold this year on the mainland are electric or hybrid. With giants like BYD, Geely, Chery and Changan leading in battery tech and price, Japanese automakers Honda, Nissan and Toyota have seen their combined share fall from about 24% to just 11%.
When relevance fades, so do boycotts
“Chinese brands offer top design, strong quality and better value,” says Mark Tanner of consultancy China Skinny. “Boycotts lose power when foreign goods aren’t front-and-center in daily life,” adds Ming Jinwei. He also notes that Japan’s rising far-right politics is a form of local populism, reflecting internal social pressures more than a push for global boycotts.
At the end of the day, shoppers follow the best mix of quality, price and convenience, no matter where a brand hails from. 👍 With domestic champions now setting the pace, the era of automatic consumer backlash is fading into history. Stay tuned to see if Japanese brands can stage a comeback or if home-grown heroes will keep winning in 2026!
Reference(s):
Why Chinese consumers aren't boycotting Japanese goods amid tensions
cgtn.com
