Chongqing - Chinese consumers are fueling a surge in cross-border shopping, with Japanese specialty brands becoming popular for high-quality, affordable products abroad, shaping their lifestyles.
This trend was evident on a lively evening in Osaka’s LUCUA shopping complex as a Bridging News reporter noticed a Montbell store almost filled with Chinese tourists. The scene was vibrant, with shoppers browsing, comparing prices, and stocking up on outdoor essentials.
Chinese customers browse clothing and bags at Montbell's store in Osaka, Japan. (Photo/Chen Zhan)
"Japan's prices are lower than China's, and I get a tax refund," said one Chinese tourist. "I'm bringing these home." Another added, "I'm not a fan, but my husband sent me photos, so I'm buying for him."
Bridging News reporter Chen Zhan visits Montbell's store in Osaka's LUCUA shopping complex. (Photo/Chen Zhan)
Rising urban interest despite the price difference
Founded in 1975 by Japanese mountaineer Isamu Tatsuno, Montbell is renowned for its lightweight, high-performance outdoor gear.
Once a niche brand, Montbell has become a popular lifestyle symbol among China’s rising middle class. It is often compared to Uniqlo or seen as a budget-friendly alternative to Arc'teryx.
In Japan, Montbell leather jackets are priced as low as RMB 200, with down jackets costing around RMB 1,000. In contrast, a skin-protecting jacket in China is priced above RMB 1,000, while a waterproof jacket can approach RMB 3,000 without discounts.
Still, Chinese shoppers remain undeterred. On a weekday morning on July 31, a visit to Montbell’s sole Chongqing outlet showed fewer customers, but staff observed increasing interest, particularly from urban professionals.
"Some of our jackets cost more here than in Japan, but we offer discounts — 20% off if you buy two or more pieces," one store associate said. "Compared to similar outdoor brands, our pricing is still competitive."
While high-end outdoor brands like Arc'teryx and Salomon price entry-level models above RMB 4,000, Montbell’s products are priced between RMB 1,500–2,000 in China, often offering comparable materials and technology.
"We haven't specifically calculated the price gap between China and Japan, but we aim to keep our prices consistent with other countries outside Japan," said a sales associate. "We offer seasonal discounts to ensure the gap remains minimal."
Montbell's Chongqing outlet offers jackets available in Japan, but at higher prices. (Photo/Chen Zhan)
Consumers prioritize performance over luxury
Montbell’s rise aligns with a shift in China’s consumer behavior. A recent Taobao and Tmall white paper shows that urban professionals aged 25–35 are driving the outdoor fashion trend, with Montbell's sun-protective clothing, jackets, and quick-dry T-shirts topping their shopping lists.
Montbell's marketing — once centered on "Light & Fast" — now emphasizes "Function is Beauty," mirroring demand for practical, daily-wearable outdoor apparel. Its bright and dopamine color palette has also resonated with Gen Z shoppers and fashion bloggers alike.
One standout item is the brand's so-called "runaway bag," praised by young travelers for being lightweight yet spacious enough to pack an impulsive getaway into a single carryall.
Montbell's standout item, the "runaway bag," is favored by young travelers for its lightweight design and spacious capacity, perfect for an impromptu getaway. (Photo/Chen Zhan)
"Chinese consumers are now more pragmatic," noted The Paper, one of China's leading digital media outlets, in a recent article. "They're less obsessed with luxury labels and more focused on performance and value."
The brand's rise reflects evolving middle-class values. Middle-aged consumers aged 40–50, particularly those with disposable income and leisure time for hiking and camping, form a significant customer base.
Still, Montbell's growth in China faces serious hurdles. The domestic outdoor market is crowded — with global giants, emerging local brands, and fashion retailers all vying for market share.
Some key competitors in China's outdoor market include global brands like The North Face and Columbia and emerging local players such as Camel, Kailas, and Toread. Fashion retailers like Zara and H&M are also tapping into the outdoor gear trend, offering affordable alternatives that appeal to the growing number of young, style-conscious consumers.
The price gap between Japan and China remains another challenge. Many Chinese consumers still buy Montbell overseas or through purchasing agents, hindering the brand's local growth.