ABC-Mart’s Bold Move: Bringing Japanese Footwear Culture to the Philippines
Japanese retail powerhouse ABC-Mart is set to open its flagship store in the Philippines, marking a significant milestone in its Southeast Asia expansion strategy. Known for its wide selection of sneakers and casual footwear, ABC-Mart’s arrival is poised to reshape the Philippine retail landscape and offer Filipino consumers direct access to some of the world’s most sought-after shoe brands. The flagship ABC-Mart Grand Stage and ABC-Mart Standard stores are scheduled to open in Bonifacio Global City (BGC), Manila, as early as September 2025, in partnership with the local SONAK Retail Group.
This move comes after ABC-Mart’s successful foray into Vietnam in 2022 and reflects a broader trend of Japanese retailers targeting Southeast Asia’s dynamic and youthful markets. The company’s expansion is not just about business growth—it’s a testament to the growing influence of Japanese fashion and lifestyle brands across the region.
Why the Philippines? Understanding the Market Opportunity
The Philippines stands out as a promising new frontier for international retailers. With a population exceeding 110 million, a median age of just 25, and a rapidly growing middle class, the country offers fertile ground for brands seeking to tap into youthful, fashion-conscious consumers. Filipinos are known for their enthusiasm for global trends, particularly in streetwear and sneaker culture, making the market especially attractive for ABC-Mart’s diverse product lineup.
Frequent travel between the Philippines and Japan has also played a role. Many Filipinos who visit Japan return with stories—and suitcases—full of ABC-Mart finds. Now, with the brand’s local presence, shoppers no longer need to travel abroad to access the latest releases from Nike, Adidas, ASICS, Puma, New Balance, Skechers, Timberland, Vans, Crocs, Salomon, and more.
According to Anil Buxani, CEO of SONAK Retail Group,
“Filipinos’ affinity for streetwear fashion makes this the perfect time for the much-loved ABC-Mart to usher in a new era of retail excitement in the country.”
This partnership is expected to deliver a unique shopping experience and set new standards for footwear retail in the Philippines.
ABC-Mart’s Expansion Strategy: From Japan to Southeast Asia
ABC-Mart’s journey began in 1985 as Kokusai Boeki Shoji Inc., a trading company specializing in the import and sale of shoes and apparel. Over the decades, the company has grown into one of Asia’s largest footwear retailers, operating more than 1,500 stores worldwide. Its expansion outside Japan began with South Korea and Taiwan, where it found commercial success by adapting to local tastes while maintaining its signature Japanese retail experience.
The company’s Southeast Asia strategy took off with the opening of its first store in Vietnam in 2022. The Vietnamese market, like the Philippines, is characterized by a young population and a growing appetite for international brands. ABC-Mart’s success in Vietnam provided a blueprint for further expansion in the region, with the Philippines now becoming its second Southeast Asian market.
Kiichiro Hattori, vice president of ABC-Mart, emphasized the importance of this move:
“Our entry into the Philippines is part of our strategic expansion plan in Southeast Asia. We’re eager to bring our distinct retail experience and curated brand assortment to the style-conscious Filipino shopper.”
What to Expect: The ABC-Mart Grand Stage and Standard Concepts
The upcoming ABC-Mart Grand Stage in BGC will span over 750 square meters across two floors, making it one of the largest specialty footwear stores in the country. The Grand Stage concept is designed to deliver a premium, upscale retail experience, featuring:
- Exclusive and limited-edition sneaker releases
- Top-tier products from global brands
- Meticulously curated collections for sneaker enthusiasts
Meanwhile, the ABC-Mart Standard store will cater to a broader audience, offering a wide variety of everyday footwear and casual wear at competitive prices. This dual-format approach allows ABC-Mart to serve both the high-end sneakerhead market and the general public seeking quality and value.
For Filipino consumers, this means access to the latest global trends, special collaborations, and a retail environment that mirrors the best of what ABC-Mart offers in Japan and other markets.
Partnership with SONAK Retail Group: Local Expertise Meets Global Vision
ABC-Mart’s entry into the Philippines is made possible through a strategic joint venture with SONAK Retail Group, a leading retailer of sport, lifestyle, and fashion brands in the country. SONAK operates more than 40 stores nationwide and represents internationally renowned brands such as Onitsuka Tiger and ASICS.
This partnership leverages SONAK’s deep understanding of the local market and consumer preferences, ensuring that ABC-Mart’s offerings are tailored to Filipino tastes. The collaboration is expected to accelerate ABC-Mart’s expansion across the Philippines, with plans to open additional stores in key cities beyond Metro Manila in the coming years.
According to industry observers, the partnership is a win-win: ABC-Mart gains a trusted local partner with established retail infrastructure, while SONAK enhances its portfolio with one of Asia’s most respected footwear brands.
Competitive Landscape: Southeast Asia’s Booming Fashion Retail Scene
ABC-Mart’s expansion comes at a time when Southeast Asia’s fashion retail sector is experiencing rapid growth and increased competition. The region has become a magnet for international brands seeking to capitalize on rising consumer spending and a growing appetite for global fashion trends.
Other brands, such as Pomelo, are also entering the Philippine market through partnerships with local retailers. Meanwhile, digital platforms like Nike’s official app have launched in Southeast Asia, offering consumers personalized access to products and exclusive releases. This digital shift is reshaping how consumers discover and purchase footwear, making it essential for brick-and-mortar retailers like ABC-Mart to offer unique in-store experiences that cannot be replicated online.
Despite the opportunities, international retailers face challenges in Southeast Asia, including regulatory hurdles, complex import requirements, and the need to adapt to local consumer behaviors. For example, e-commerce giant Temu faced bans in Indonesia and Vietnam due to concerns over cheap imports and regulatory compliance, highlighting the importance of local partnerships and market adaptation.
Economic Impact and Market Outlook
The arrival of ABC-Mart is expected to stimulate competition in the Philippine footwear market, benefiting consumers through greater choice and more competitive pricing. It also signals confidence in the country’s economic prospects, particularly in the retail and lifestyle sectors.
ABC-Mart’s recent financial results reflect the company’s robust performance, with revenue growth driven by the expansion of its Grand Stage and multi-format stores. In the first quarter of the fiscal year ending February 2026, ABC-Mart reported revenue of 97.7 billion yen, a 1.5% increase year-on-year. While net profit dipped slightly by 1.2%, the company’s same-store sales in June rose by 6.2%, marking four consecutive months of growth. This momentum is attributed to strong sales of seasonal products and successful promotional campaigns.
Industry analysts view ABC-Mart’s Southeast Asia push as a strategic response to saturated markets in Japan and South Korea, where growth has plateaued. By entering emerging markets like the Philippines, ABC-Mart is positioning itself for long-term growth and resilience amid shifting global retail trends.
Broader Implications: Japanese Retailers and Global Expansion
ABC-Mart’s move is part of a broader wave of Japanese retailers expanding overseas. According to a recent Nikkei survey, nearly half of top Japanese business leaders are eyeing international markets, including the U.S. and Southeast Asia, as domestic growth slows. This global outlook is driven by the need to diversify revenue streams and tap into new consumer segments.
Japanese brands have built a reputation for quality, innovation, and customer service—attributes that resonate strongly with Southeast Asian consumers. The success of Japanese retailers in the region is also fueled by the popularity of Japanese culture, from food and fashion to entertainment and design.
For ABC-Mart, the challenge will be to maintain its brand identity while adapting to local tastes and preferences. The company’s track record in South Korea, Taiwan, and Vietnam suggests it is well-equipped to navigate these complexities and deliver a compelling retail experience.
What Filipino Shoppers Can Look Forward To
With the opening of ABC-Mart Grand Stage and Standard in BGC, Filipino shoppers can expect:
- A vast selection of sneakers and footwear from leading global and Japanese brands
- Exclusive releases and limited-edition drops not previously available in the local market
- Competitive pricing and frequent promotions
- An immersive, Japanese-inspired retail environment
- Future expansion to other cities and shopping destinations across the Philippines
The arrival of ABC-Mart is also likely to inspire other international brands to enter or expand in the Philippine market, further enriching the country’s retail landscape and offering consumers more choices than ever before.
In Summary
- ABC-Mart, Japan’s leading footwear retailer, is opening its flagship Grand Stage and Standard stores in Bonifacio Global City, Manila, in September 2025.
- This marks ABC-Mart’s second Southeast Asian market after Vietnam, reflecting a broader strategy to tap into the region’s youthful and fashion-forward consumers.
- The partnership with SONAK Retail Group leverages local expertise and paves the way for further expansion across the Philippines.
- ABC-Mart’s entry is expected to intensify competition, offer more choices to Filipino shoppers, and set new standards for footwear retail in the country.
- The move underscores the growing influence of Japanese brands in Southeast Asia and highlights the region’s importance as a growth market for global retailers.
