There’s a lot of weight behind that phrase — especially on eBay.
Japan’s resale market is one of the most reputable — and largely untapped — in the world. Decades of high-quality manufacturing, a cultural emphasis on taking care of possessions, and strong demand for everything from watches and denim to collectibles have created a deep well of quality pre-owned goods. Tokyo’s secondhand fashion scene, for one, draws thousands of visitors each year.
Japanese goods have immense growth potential on eBay. A new report from eBay Main Street, "Unlocking the Full Potential of 'Used in Japan'," argues that “Used in Japan” represents an opportunity to build a global marker of quality and trust alongside “Made in Japan”.
eBay Main Street — that’s eBay’s public policy arm — suggests that opportunity is already taking shape. In 2025, the report points out, 73% of Japanese sellers on eBay sold non-new goods, and the number of Japanese sellers offering those products grew 19% between 2023 and 2025.
But the report is about much more than secondhand sales. It details how “Used in Japan” can help extend product lifespans, support small businesses, revitalize regional economies, and strengthen the circular economy. This is especially true, the report states, when sellers have better visibility into overseas demand as well as access to trusted tools.