More than 90% of Russians noted that in the last few years they noticed an increased interest in Asian culture in society. Many interested purpose to purchase goods from
Source: “Yandex Market”
Directly interested in Asian culture slightly more third of Russians (36%). They are mainly attracted to fashion and lifestyle (44%), cinema and doramas (42%), cosplay (34%) and cuisine (32%). Asian languages are studied by about 8% of the respondents.
Of those interested in Asia, more than 80% purchase goods from this region. Most purchase online
“The growing interest in oriental culture is confirmed and increasing demand for Asian goods on marketplaces. For example, on Yandex Market from July to October 2024 in category “decorative cosmetics” the level of revenues of Asian cosmetics increased by 54%. The leaders of growth were cosmetics for lips (+123%), products for face (+44%) and eyebrows (+23%). But the capacity of the market remains large enough to receive new sellers. For example, in the cosmetics category the growth of new sellers is only 3%.competition in niche is low, and sellers are profitable to come here!”, – explained Evgenia Kozlova, head of the partner program of the analytics service Sellmonitor.
Analytics “Yandex Market” also noticed an increase in demand, for example, Chinese brands in “electronics” category show growth by 77% year to year, their share increased by 3 p.n to 21% of total turnover. And the number of sellers realizing on the marketplace different Chinese goods has increased over a year in 17 fold and continues to increase. According to representatives of marketplace, the surge of interest in products from Asia is not accidental character – 70% of consumers buy Chinese products consciously.
The Russians are positive or neutral
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