Inbound Customers Buying Truck Accessories? Japan's "Deco Truck Culture" Goes Global; Duty-Free Sales Surge 18-fold in 2 Years
株式会社ターン
Turn Co. (CEO: Motohito Kuroda, Head Office: Himeji City, Hyogo Prefecture), a manufacturer and seller of truck accessories and interior parts, has seen a sharp increase in duty-free sales by foreign drivers at the truck accessory specialty stores it operates.
According to the company, the number of foreign customers purchasing truck interior accessories such as steering wheel covers and dashmarts has increased; the number of duty-free sales, which was only four from February to April 2025, doubled to eight from February to April 2026. Behind this growth is believed to be the rapid recovery of foreign tourists visiting Japan and growing interest from overseas in Japan's unique "deco-truck culture.
Dash mat
The number of visitors to Japan is projected to exceed 35 million in 2025, a record high.
According to statistics from the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan was estimated to reach a record high in 2024 and to reach 35 million in 2025. Especially among repeat visitors from Asian countries, consumption is shifting from general sightseeing to "deepening hobbies".
Furthermore, Japanese truck culture (DEKOTORA) is recognized worldwide as part of the "JDM (Japanese Domestic Market) Japanese vehicle custum culture" through SNS, and is attracting attention as tourism content that transcends the boundaries of the logistics industry.
Against this backdrop, there is a growing trend among tourists visiting Japan to purchase car and truck related parts as "cultural products that can only be purchased in Japan.
Japan National Tourism Organization (JNTO) Japan Tourism Statistics
Japan Tourism Agency, Survey of Inbound Consumption Trends
https://www.mlit.go.jp/kankocho/tokei_hakusyo/gaikokujinshohidoko.html
The number of duty-free purchases has increased more than five-fold, and the customer base has expanded from two to six countries.
At the truck accessory specialty stores operated by Tern Corporation (a total of four stores in Hyogo, Nara, and Saga prefectures), duty-free sales by foreign visitors to Japan are increasing rapidly.
According to the company's data,
* Tax-free sales: Feb-Apr 2025 approx. 100,000 yen → Feb-Apr 2026 approx. 170,000 yen (approx. 1.7 times)
* Number of tax exemptions: February to April 2025: 4 cases → February to April 2026: 8 cases (about 2 times)
Some customers are seen purchasing approximately 220,000 yen worth of trucking supplies in one shopping trip.
Customers are mainly from Asian countries such as China, the Philippines, and Thailand, but in recent years we have also seen customers from Australia, expanding the number of foreign customers from 2 countries in 2023 to 6 countries in 2025.
All of the company's products are made in Japan.
The company manufactures and sells truck handle covers, dash mats, and other interior products, as well as truck custom parts and decotrailer accessories. The company features quality control through manufacturing at its own factory and designs that reflect Japan's unique custom culture.
The company operates a total of four stores specializing in truck accessories in Hyogo Prefecture (Takasago and Ako stores), Nara Prefecture, and Saga Prefecture.
Steering wheel cover
Future expansion: Expanding overseas sales by 2026
In response to inbound demand, the company is also steering toward global expansion. The company has been focusing on store sales and domestic e-commerce, but from the latter half of 2025, it plans to start exhibiting at truck exhibitions in Southeast Asia and to start full-scale overseas sales, including tie-ups with local dealers.
We intend to introduce Japan's deco-truck culture to overseas markets while capturing the demand for "truck customization as a part of Japanese culture" among tourists visiting Japan.
Company Profile
Name: TURN Co.
Location: 172-3 Aza Kawarada, Ipponmatsu, Hanada-cho, Himeji, Hyogo 671-0253, Japan
Business description: Manufacture and sale of truck accessories and interior parts, operation of truck accessory specialty stores
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