The sneaker market in Japan is expanding rapidly, with projections indicating a growth from ¥573.5 billion in 2020 to ¥732 billion by 2026, according to the Yano Research Institute. This increase is notable amidst a decline in traditional dress shoes like leather shoes and pumps. Key events attributed to this shift in consumer preference include the 2011 Tōhoku earthquake, where urban areas saw a surge in commuters, many of whom struggled with wearing formal footwear. Experts noted that the disaster marked a turning point in consumer behavior, leading to a focus on comfort and practicality in footwear choices.

Furthermore, the impact of the COVID-19 pandemic has further cemented the popularity of sneakers. With a decrease in social gatherings, many individuals have opted for comfortable footwear for everyday use. Fashion journalist Rie Miyata remarks that as people adjusted to a lifestyle with fewer social interactions, sneakers became the go-to choice for casual outings. This shift towards comfort has made it challenging for consumers to revert to less comfortable shoe options, further solidifying the demand for sneakers even beyond the pandemic.

In addition, the rise in remote work has prompted a reevaluation of business attire, with many companies relaxing dress codes and eliminating the need for formal shoes. As a result, sneakers have flourished in both casual and formal settings, enhanced by collaborations between high-end brands and sports manufacturers. Innovations such as waterproof features are emerging, showcasing the growing emphasis on functionality alongside style in the sneaker market.