The resale problem in Japan has rapidly escalated in recent years, especially with the rise of online marketplaces and social media. Products meant for real users are being taken over by profit-driven resellers, causing frustration and distrust among consumers. This article explores the root causes of the issue and how society is responding.
- What Is the Resale Problem? The Background of Its Expansion and Impact on Modern Society
- The Impact of Resale on Consumers and Growing Dissatisfaction
- Legal Limitations in Japan on Resale Regulation
- How Companies Are Addressing the Resale Issue
- What Consumers Can Do to Combat the Resale Market
- Conclusion
What Is the Resale Problem? The Background of Its Expansion and Impact on Modern Society
Reselling refers to the act of purchasing a product and then selling it to another person at a higher price. Unlike private transactions where people simply pass on items they no longer need, reselling is primarily motivated by profit-making. In particular, limited-edition or popular items are frequently bought in bulk immediately upon release, only to be listed for sale at inflated prices shortly after.
This phenomenon is amplified by the ease of online trading and the speed at which information spreads through social media. Sneakers, gaming consoles, artist merchandise, and even daily necessities like masks and baby products have all become common targets of resale. During the initial outbreak of the COVID-19 pandemic, mask and sanitizer resale at exorbitant prices became a major social issue.
As the attitude of “buy early and flip for profit” becomes more common, regular consumers using proper channels often find themselves shut out of access to desired products. As a result, trust between businesses and consumers is eroding, and stable, fair product distribution is increasingly threatened.
Here is a summary of products frequently targeted for resale:
| Product Category | Resale Examples | Typical Price Difference |
|---|---|---|
| Limited Sneakers | Nike, Adidas special editions | Sometimes more than triple retail |
| Gaming Consoles | Nintendo Switch, PS5 | ¥10,000–¥30,000 above retail |
| Concert Tickets | Famous artist live shows | Up to 5x the original ticket price |
| Figures & Anime Goods | Limited items from events | Several times the original price |
| Daily Necessities | Masks, sanitizers (during COVID-19 outbreak) | Over 10x original prices |
The Impact of Resale on Consumers and Growing Dissatisfaction
Ideally, products should be fairly accessible to those who truly want them. However, due to reselling, this basic principle is being heavily distorted. On release days, websites crash from high traffic, and long queues often result in disappointment. Repeated frustration leads many consumers to lose interest or hope altogether.
Resold items often appear at 2 to 10 times the original price. For example, a sneaker originally priced at ¥20,000 may be listed for over ¥200,000. This creates significant barriers for consumers, particularly those who are financially limited, stripping away the approachability and emotional value of the product.
Here are typical consumer grievances related to reselling:
| Type of Complaint | Example Description |
|---|---|
| Inability to Purchase | Lining up but failing to buy, always losing lotteries |
| Price Frustration | Paying multiples over retail causes anger and despair |
| Ethical Dissonance | Feeling it’s unfair that resellers profit so easily |
| Resigned Attitudes | People stop trying, thinking “it’ll be resold anyway” |
| Trust Erosion | Losing faith in brands and stores |
Legal Limitations in Japan on Resale Regulation
Legal restrictions on reselling are still quite limited in Japan. For example, the “Ticket Resale Law” enacted in 2019 prohibits high-profit resales of concert and sports tickets. However, this law doesn’t extend to consumer goods, meaning toys, fashion items, and electronics often fall outside of regulation and are legally resold.
Current legal frameworks and their application to resale:
| Law | Coverage | Applicability to Resale |
|---|---|---|
| Ticket Resale Law | Live entertainment tickets | Yes (under conditions) |
| Premium Labeling Law | Misleading pricing/advertising | Partially applicable |
| Trademark Act | Unauthorized use of trademarks | Sometimes applicable |
| Secondhand Dealer Act | Commercial resale business | Requires registration/license |
| Consumer Contracts/Civil Law | Not directly related | Limited applicability |
While there are ongoing discussions about regulation, a clear legal standard is still lacking. Legal revisions are needed to target malicious reselling while preserving legitimate secondhand trading.
How Companies Are Addressing the Resale Issue
Manufacturers and sellers risk losing their brand value and loyal customers due to rampant reselling. As a result, many are taking action by introducing measures like lottery-based sales, strict identity verification, and purchase history analysis.
Technological strategies, such as QR-coded tickets and blockchain-based ownership systems, are also being implemented. NFT applications and digital certificates are expected to play a role in suppressing unauthorized resale.
Examples of corporate countermeasures:
| Strategy | Specific Method | Key Benefits |
|---|---|---|
| Lottery Sales | Distributes rights to purchase fairly | Prevents bulk buying by resellers |
| Identity Verification | Requires photo ID at point of purchase | Blocks impersonation or proxy buyers |
| Membership Restrictions | Based on previous purchase behavior | Helps detect and limit serial resellers |
| Serialized Product Tracking | Tied to individual buyer info | Enhances traceability and authenticity |
| Public Anti-Resale Policy | Messaging via official websites and social media | Promotes ethical purchasing |
What Consumers Can Do to Combat the Resale Market
Ultimately, individual consumer behavior is central to solving the resale problem. The most effective approach is to avoid buying resold products, even when they’re available. Without demand, the resale market cannot sustain itself.
Key actions consumers can take:
| Consumer Action | Purpose and Expected Effect |
|---|---|
| Refuse to Buy Resale Items | Undermines the profitability of reselling |
| Use Official Channels | Supports fair purchasing systems |
| Raise Awareness on Social Media | Builds public pressure on companies and authorities |
| Submit Feedback or Petitions | Encourages stronger policies |
| Educate Others | Helps raise ethical standards in the community |
Conclusion
The resale problem extends beyond economics—it is deeply connected to our values around fairness, access, and community. When essential items or culturally important goods are hoarded and flipped for profit, the emotional connection between product and buyer is lost.
Ignoring the problem risks eroding our trust in the entire purchasing system. Brands, consumers, and governments must collaborate to restore a healthier, more ethical distribution model. It’s time to rethink our consumption habits and recommit to fair, transparent commerce.
By saying no to unethical resale practices and yes to responsible buying, each of us can play a role in shaping a more just marketplace for all.
