Walk through Gotemba Premium Outlets and the first things you'll notice are the big European names — Gucci, Prada, Celine. It makes sense to want them; you're in Japan, but the deals are global. Here's the thing, though: tucked between those storefronts are Japanese brands like BEAMS, Asics, and Kaneko Optical — and if you're not sure what to buy, these are the smarter souvenir. You're already in the country where they're made. Why fly home with a bag that was made in Italy and sold in Japan, when you can walk out with something that was actually made here?
Why Buy Japanese When You're Already in Japan
- Japanese craftsmanship — from stitching to precision engineering — holds its own against European luxury
- What you spend goes directly back into Japanese workshops, factories, and jobs
- You can't buy these particular Japanese-outlet deals anywhere outside Japan — that's the actual souvenir value
It's not just about price. A Japanese-made item carries a story you can point to — where it's from, who made it. That's a different kind of souvenir than a European logo you could've bought at home.
Select Shops｜Japan's Eye for Style
Start with Japan's own select shops, clustered around Hill Side and East Zone. These stores combine sharp curation with a distinctly Japanese take on casual dressing.
BEAMS
BEAMS is a Japanese select shop with a mix of original pieces and brand collaborations. It's the kind of store where an outfit ends up looking effortless without trying too hard — very Japanese in that sense.
Block: 3700 / TEL: 0550-70-1211 / Official site
UNITED ARROWS
Also Japanese-founded, UNITED ARROWS covers everything from dressy pieces to casualwear under one roof — a good stop if you want a full outfit in one visit.
Block: 2800 / TEL: 0550-70-1340 / Official site
Journal Standard / Spick & Span / EDIFICE / Iena (Baycrews Group)
Four labels under one Japanese apparel company, Baycrews Group, sharing a single outlet store. Original and imported pieces sit side by side.
Block: Hill Side 3530a / TEL: 0550-81-6480 / Official site
Street & Graphic｜Playful, and Still Made in Japan
Converse Tokyo
Converse Tokyo takes the American sneaker brand and filters it through Tokyo street culture and Japanese manufacturing. It's a genuinely different product from the Converse you'd find back home.
Block: Hill Side 3500 / TEL: 0550-70-6028 / Official site
Graniph
New graphic tee designs drop weekly at Graniph, alongside collaborations with picture books, musicians, and artists.
Block: 2040 / TEL: 0550-88-8250 / Official site
CA4LA
CA4LA hats are entirely made in Japan, built on the country's hat-making heritage and exported into a global fashion market.
Block: West Zone 905 / TEL: 0550-81-6006 / Official site
Sportswear｜Japanese Engineering You Can Wear
Asics
Born in Kobe, Asics built its reputation on running shoes — trusted worldwide for fit and durability.
Block: East Zone 2025 / TEL: 0550-81-5290 / Official site
Descente & Descente Golf
Descente develops performance apparel with pro athletes — a Japanese brand built on function first. A dedicated golf outlet sits right next door to the main store.
Main store — Block: 3020a / Golf store — Block: 3020b / TEL: 0550-70-3620 / Official site
Y-3
Y-3 is the 2002 collaboration between adidas and Japanese designer Yohji Yamamoto — German engineering meeting Japanese design language.
Block: 2820 / TEL: 0550-82-1157 / Official site
Watches & Jewelry｜Precision You Can Actually See
SEIKO
Founded in 1881, SEIKO released the world's first quartz watch in 1969 and still leans on that history — the lacquer dials on the Presage line are a good example.
Block: Hill Side 3905 / TEL: 0550-82-7806 / Official site
CITIZEN
CITIZEN pioneered Eco-Drive, a light-powered technology that runs on virtually any light source — no battery changes, ever.
Block: Hill 4515 / TEL: 0550-70-3772 / Official site
CASIO (G-SHOCK)
CASIO proved to the world that a watch could be genuinely indestructible. G-SHOCK remains the benchmark for shock and water resistance.
Block: East 2145 / TEL: 0550-70-1240 / Official site
From high-end Swiss names to everyday Japanese watches, this guide covers all 9 shops and how to buy smart.
TASAKI
TASAKI is a Japanese luxury jeweler built around pearls and diamonds, pairing traditional Japanese craftsmanship with genuinely avant-garde design.
Block: 1010 / TEL: 0550-81-5225 / Official site
Star Jewelry
Founded in 1946 in Yokohama's Motomachi district, Star Jewelry is known for the fine craftsmanship its fans call "Star Quality."
Block: West Zone 940 / TEL: 0550-70-0151 / Official site
TASAKI, Swarovski, and more — every jewelry shop at Gotemba Outlet, with photos.
Eyewear & Everyday Items｜Craft You'll Actually Use
Kaneko Optical
Founded in 1958 in Sabae, Fukui Prefecture — Japan's eyewear capital — Kaneko Optical makes frames by hand in its own factory. Genuinely made in Japan, start to finish.
Block: West Zone 1030 / TEL: 0550-82-2539 / Official site
GINZA Kanematsu
A Ginza institution since 1913, GINZA Kanematsu is known for personal shoe fitting — a level of service that's hard to find outside Japan.
Block: West Zone 925 / TEL: 0550-84-7507 / Official site
Foreign Luxury or Japanese Brands — Which Should You Actually Buy?
There's still a strong case for the European luxury names. It depends on what you're shopping for.
| If you're... | Go for... |
|---|---|
| Treating yourself to one big splurge | Foreign luxury |
| Looking for everyday use or a thoughtful gift | Japanese brands |
| Choosing based on craftsmanship | Japanese brands (Asics, Kaneko Optical, TASAKI...) |
| Chasing a recognizable logo | Foreign luxury |
If Prada or Celine is what you came for, this guide covers the imported luxury side of the mall.
Prada, Gucci, Celine, and more — the full imported luxury lineup at Gotemba Outlet, with photos.
What Visitors Are Saying
The staff at GINZA Kanematsu actually measured my feet before recommending anything. I've never had that kind of attention buying shoes at home.
Bought a CA4LA hat for my mum. Knowing it's genuinely made in Japan made it feel like a real gift, not just a souvenir shop trinket.
Got glasses at Kaneko Optical after watching the little video they play about the Sabae factory. That context made the purchase feel worth it.
Went for running shoes at Asics and the staff were genuinely useful on sizing — being a Japanese brand seemed to help.
Converse Tokyo was out of my size in the popular colorways.
Note from the editor: stock moves fast on weekends and during sales — weekday mornings are your best bet.
Compared to the European luxury stores, it felt a little less "special."
Note from the editor: less logo, more everyday usability — ask about gift wrapping if you want that extra touch.
FAQ
Q. Where are the Japanese brands concentrated at Gotemba Outlet?
A. Mostly spread across Hill Side, East Zone, and West Zone — BEAMS is in Hill Side, Asics in East Zone, Kaneko Optical in West Zone.
Q. Are Japanese brands cheaper than European luxury here?
A. It depends on the item, but you often get comparable craftsmanship and materials for less, since you're not paying an import premium.
Q. Which sportswear brands are actually Japanese?
A. Asics and Descente are both Japanese-founded. Y-3 is a Japanese-designer collaboration with adidas.
Q. Do Japanese brands go on sale too?
A. Yes — they're included in the mall's regular sale periods just like everything else. Check the sale schedule before you go.
The Bottom Line
The imported luxury lineup is a real draw at Gotemba Outlet, but if you're not sure what to buy, Japanese brands are worth remembering. You get craftsmanship you can trust, and your money supports the industry you actually traveled here to see. Next time you're at Gotemba, swing by Hill Side and East Zone and give the Japanese brands a look.
All 300 stores at Gotemba Outlet, organized by category, with photos.
The complete imported luxury lineup at Gotemba Outlet, with photos.
Everything on where things are — zones, facilities, and shopping tips.
