Japan’s cosmetic medicine market has expanded rapidly in recent years. As of 2024, the Japanese cosmetic medicine (including cosmetic surgery and aesthetic medicine) market is estimated at approximately USD 5.26 billion (about JPY 525.7 billion). According to IMARC Group and Precedence Research, Japan holds about a 3.1% share of the global cosmetic surgery market, which is projected to reach USD 167.39 billion in 2025.
This article explains the historical development of cosmetic medicine in Japan, its unique aesthetic values, the current situation, and future outlook. It also examines why, despite advances in medical technology, cosmetic medicine has not always been widely embraced in Japan—focusing on the Japanese preference for “natural beauty,” cultural resistance to surgical procedures, and how these attitudes are changing.
Historical Development of Cosmetic Medicine in Japan
Cosmetic medicine in Japan evolved uniquely under the influence of European medicine in the early 20th century. After World War II, the development of reconstructive surgery led to gradual recognition of cosmetic surgery as a medical field. In the 1970s, cosmetic surgery was officially recognized as a medical specialty, establishing its social status as a form of healthcare.
1920s–1940s: The Dawn of Reconstructive Surgery
After World War I, reconstructive surgical techniques from Europe were introduced to Japan as part of treatment for war wounds. Skin grafts and facial reconstruction formed the foundation, but at the time these were considered “treatment” rather than “cosmetic.” In 1948, Junin Hospital in Shimbashi, Tokyo, performed Japan’s first cosmetic surgery, offering rhinoplasty and double eyelid procedures (Japan Society of Aesthetic Surgery, 2024).
1970s–1990s: Technological Innovation and Social Acceptance
In the 1970s, laser treatments were introduced, making it possible to remove spots and birthmarks. In the 1980s, silicone breast augmentation became popular, but complications due to immature technology were common. In response, the Ministry of Health, Labour and Welfare established “Quality Standards for Cosmetic Medical Devices” in 1995, strengthening safety regulations (MHLW White Paper, 2024).
2000s Onward: Rise of Non-Invasive Procedures
Cosmetic medicine entered a major turning point. The introduction of lasers, radiofrequency, and HIFU (high-intensity focused ultrasound) led to a surge in non-surgical procedures. As a result, treatments such as Botox injections and hyaluronic acid fillers became mainstream, with demand soaring due to their short downtime and ease of access. The spread of SNS and the internet, the expansion of online consultations, and the growth of doctor-recommended cosmetics have also driven market growth. In terms of safety, the 2014 revision of the Pharmaceuticals and Medical Devices Act aligned manufacturing standards with international norms (ISO 13485) and made adverse event reporting mandatory, establishing Japan’s reputation for “safe and high-quality” cosmetic medicine.
2020s: Increasing Patient Numbers
Although the market temporarily shrank due to the COVID-19 pandemic, demand for eye-area procedures grew as mask-wearing became common. The increase in cosmetic procedures during stay-at-home periods has also contributed to renewed market growth. In 2023, the number of cosmetic surgery clinics reached more than 2,000, a 43.6% increase from 2020, and the number of plastic surgery clinics reached more than 2,400. However, the rapid increase in new clinics has also led to concerns about the quality of care provided by less experienced physicians.
Traditional Japanese Aesthetic Values and Cultural Background
Japanese aesthetics are deeply rooted in the cultural value of “natural beauty.” Traditionally, ideals such as “fair, translucent skin” and a “small face” have been prized. The preference for fair skin stems from Heian-era aristocratic culture and is reflected today in the popularity of whitening cosmetics and sun protection products.
Additionally, subtle changes—such as facial symmetry, a small face, and improved skin quality—are preferred. This is because enhancing natural beauty, rather than making dramatic changes, is considered virtuous. Flashy transformations or excessive cosmetic surgery are often seen as disruptive to social harmony, and in Japanese society, discreet adjustments are ideal.
There is also a strong sense that surgical procedures represent an “unnatural alteration” of the body and may be viewed as a form of “self-denial.” Altering the body inherited from one’s parents is sometimes considered “unfilial” or “unnatural,” leading to moral and emotional resistance.
Changing Attitudes Toward Surgical Procedures
For a long time, surgical cosmetic procedures were regarded as “unnatural,” “unfilial,” or “self-denial,” and there was strong moral and emotional resistance in Japanese society. Many patients would hide their cosmetic treatments from others, making it difficult for information and reputations to spread.
However, in recent years, resistance has decreased, especially among younger generations, influenced by social media and global beauty trends. Among teens and people in their 20s, cosmetic medicine is becoming a routine choice due to its accessibility, lower costs, and the fact that peers are also using these services.
The main reasons for this shift include:
- Advances in Technology and Safety:
The development of non-surgical procedures and treatments with short recovery times has lowered psychological barriers. - Lower Costs and Convenience:
Reduced costs and the availability of quick treatments have made cosmetic medicine more accessible. - Open Information and Social Media Influence:
Cosmetic medicine is now presented as familiar through SNS, TV, and magazines, and the visibility of celebrities and peers using these services has reduced social resistance. - Self-Expression and Self-Realization:
Cosmetic medicine is increasingly seen as a means of “self-expression” or “self-realization,” rather than “self-denial.” - Wider Social Acceptance of Subtle Changes:
Subtle, unnoticeable changes are more socially accepted in Japan than obvious surgical alterations.
Current State of Cosmetic Medicine in Japan
By 2024, Japan’s cosmetic medicine market reached approximately JPY 525.7 billion, recording 108.8% annual growth. Since 2020, the number of clinics has surged, with 2,016 cosmetic surgery clinics and 2,491 plastic surgery clinics as of 2023.
Most procedures are non-surgical (laser, injections, skincare), with low downtime and risk. Facial procedures account for 90% of all treatments, especially double eyelid surgery, skin improvement, and facial contouring—reflecting the Japanese preference for “subtle change” and “natural beauty.”
While women remain the main users, demand among men is increasing, particularly for beard removal and skin treatments. Anti-aging procedures are also expanding among middle-aged and older adults. Recent trends include online consultations, the use of doctor-recommended cosmetics, SNS marketing, the introduction of new procedures, and the growing use of Korean techniques and materials.
Future Outlook
The cosmetic medicine market is expected to continue expanding. Growth will be driven by more clinics entering the field, a broader target demographic, increased demand among men and older adults, and greater acceptance of surgical procedures. However, the increasing number of young, inexperienced doctors working in high-paying cosmetic clinics has raised concerns about the quality of care. It is therefore important to seek treatment at reputable institutions.
Technological advances such as AI, regenerative medicine, and personalized care are expected to further improve safety and effectiveness. The number of foreign patients is also increasing, and Japan’s advanced technology and safety standards are recognized internationally.
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