Mexico’s commercial landscape has witnessed some milestones in the second half of 2026. In late August, Bandai Namco, the Japanese entertainment and hobby company, opened its first official store in Mexico City, creating a dedicated hub for official merchandise and gaming culture. For years, Bandai Namco engaged local consumers through exhibiting at premier pop culture conventions such as CCXP MX and AniMole, alongside hosting a limited-time Gundam pop-up store in Mexico City in 2025.
Following Bandai Namco, Daiso, Japan’s renowned variety-retail chain, inaugurated its first Mexican store in mid-October. Having already established a strong presence in Brazil through an extensive network of stores, the retailer made its highly anticipated entry into Mexico with a plan to open five locations nationwide before the end of the year.
Notably, opening days for both brands drew massive crowds of Mexican shoppers queuing up for hours just to enter—even on ordinary weekdays—highlighting the powerful appeal and anticipation greeting Japanese retail concepts.
The Tourism Boom
This retail expansion is directly driven by an unprecedented surge in Mexican travelers visiting Japan and the widespread presence of Japanese IP across Latin America. In 2025, the number of Mexican travelers visiting Japan reached an all-time record of approximately 200,000 visitors—a dramatic 2.8-fold increase compared to pre-pandemic figures in 2019. [R1]
This growing wave of travelers is distinguished not only by volume, but also by economic impact. According to the official data from the Japan Tourism Agency’s (JTA) Inbound Foreign Visitor Consumption Trend Survey for the April–June 2026 quarter[R2] , Mexican tourists ranked No. 1 worldwide in average per-capita expenditure during their stay in Japan. In particular, Mexico placed first globally in spending on entertainment and recreation services, while also ranking among the top nationalities in shopping expenditure.
Coupled with the explosive mainstream popularity of Japanese cuisine, anime, traditional and pop culture across Mexico, this sustained exposure has generated strong domestic demand for authentic, high-quality Japanese consumer products.
Bringing the Experience Home
The direct link between overseas travel and domestic retail demand was clearly visible during Daiso’s opening day in Mexico City. Among the hundreds of shoppers waiting in line outside, one customer, when asked about their awareness of the brand, explained: “I first shopped at Daiso during trips to Japan and South Korea. When I heard it was finally opening in Mexico, I came right away to see if the experience and selection matched what I discovered over there.”
This comment reflects a defining consumer behavior: Having experienced Japanese retail environments abroad, Mexican consumers place high value on the ability to access that same quality and reliability within their home market. The physical store serves as a tangible bridge, allowing shoppers to revisit and sustain the lifestyle experiences they enjoyed during their travels. This dynamic demonstrates how positive travel memories translate into brand loyalty, turning casual overseas visitors into dedicated domestic customers back in Mexico.
Beyond Manufacturing
For many years, the foundation of Japan-Mexico economic relations has been firmly rooted in the industrial sector, mainly in the Bajío and northern regions, centered on automotive supply chains and heavy engineering.
While manufacturing and nearshoring remain a core pillar for Japanese companies in Mexico, the emergence of the Japanese retail investments marks an important diversification of bilateral commerce. As Mexican consumers increasingly seek authentic lifestyle and retail experiences, the bilateral relationship is moving into everyday consumer life, opening a dynamic new chapter for Japanese enterprise in Mexico.
[R1]https://www.jnto.go.jp/statistics/data/_files/20260916_1615-4.pdf
[R2]https://www.mlit.go.jp/kankocho/content/002024943.pdf
AloJapan.com