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Asia Pacific Subscription Box Market Size, Share, Analysis, Research: By Type: Replenishment Subscription, Curation Subscription, Access Subscription; By Application: Health and Fitness, Food and Beverages, Apparel, Education, Books, Others; Regional Analysis; Competitive Landscape; Industry Events and Developments; 2022-2027

Asia Pacific Subscription Box Market Outlook

The Asia Pacific subscription box market size is expected to grow at a CAGR of 19.4% between 2022 and 2027, driven by the rising product launches by different key players.


News and Developments in the Market

In April 2022, L’Oréal Australia launched the L’Oréal Australia Beauty Box, its first local subscription service in the country, powered by bellabox. The company, through the launch, would offer seasonal boxes, which were curated to provide products suitable for each season across fragrance, haircare, cosmetics, and skincare segments.


Additionally, the beauty box was sustainably designed to ensure the minimal impact of featured beauty products on the planet. The launches of such innovative boxes are likely to bolster the market growth.


In June 2021, KLAY Preschools and Daycare announced the launch of Klaytopia, a subscription box. Klaytopia includes a hands-on learning box, a comprehensive assessment mechanism, high-quality online content, preschool certification, and curriculum and socio-emotional support. Through the launch, the provider of Early Childhood Care & Education aimed to enhance the accessibility and inclusivity of its curriculum.


In October 2020, the National Library Board (NLB) of Singapore launched a subscription service, The Little Book Box, to deliver eight curated English children’s books per month to subscribed consumers. The book box, costing USD 10.70 per month, included both fiction and non-fiction reads catered for age groups of seven to nine and four to six. Such launches are invigorating the growth potential of the Asia Pacific subscription box market.


In September 2020, it was announced that Popwonders, Malaysia’s first online retail platform specialising in service and product subscription, was set to launch in Q3 2020. The website already offers various subscription boxes like Personalised Men’s Box for RM50 per month and Covid-19 Prevention & Protection Box for RM99 per month. The launch of the website was aimed to support medium and small business owners generate predictable revenue streams with fewer inventory issues.


In June 2020, Lotte Confectionery Co was slated to launch “Monthly Snack”, a snack subscription service, in South Korea. Consumers who subscribed to the service and made recurring payments were to receive a box full of snacks made by the company on a monthly basis.


With different content in the curated box each month, the company aimed to offer consumers a wide variety of snacks, including newly released and best-selling snacks, at a lower price range. The rising introduction of such innovative services are favouring the Asia Pacific subscription box market development.


Penetration of Various Start-Ups, Growing Availability of Subscription Boxes Offering Niche Products, Rising Popularity of Curated Subscription Boxes, Increasing Personalisation Trends, and Support Systems Provided by Leading Companies to Support the Market Growth

Subscription boxes refer to the delivery of diverse products on a recurring basis. The products are often curated and packed in a box to offer additional value and elevate consumers’ experiences. Subscription boxes offer various benefits to consumers, including convenience, cost-effectiveness, flexibility, and novelty. Moreover, they enable businesses to enhance their brand awareness and loyalty.


  • The penetration of various start-ups launching subscription boxes in diverse categories like contact lenses, child and baby products, feminine products, pet food, video games, razors, and vitamins, among others, is propelling the Asia Pacific subscription box market growth. Moreover, the availability of subscription boxes offering niche products such as healthy snacks, loose leaf tea, and higher-end coffee to cater to the health-conscious population is increasing.
  • The growing popularity of curated subscription boxes owing to the rising demand for products that appeal to lifestyles and hobbies, especially by young urban consumers, is likely to support the market growth.
  • Various leading companies are increasingly investing in collating information for compiling, recommending, and offering subscription boxes with personalised products and services.
  • The rising availability of support services to facilitate returns and recurring payments, while enabling consumers to order customised packaging in small quantities, is anticipated to propel the demand for the product.


Customisation, Cost Benefits, and Convenience Offered by Subscription Boxes, Proliferation of Subscription E-Commerce Platforms, and Increasing Subscription Services Provided by Retailers to Provide Lucrative Opportunities for Growth

Customisation Options and Cost Benefits of Subscription Boxes

Subscription boxes are cost-effective, reduce impulsive buying, and offer personalisation and customisation benefits, which is surging their demand.


Convenience of Subscription Boxes

The growing preference for convenience products, especially among the working population, is augmenting the Asia Pacific subscription box market demand.


Increased Offering of Subscription Boxes by Traditional Retailers

Various traditional retailers are increasingly offering subscription boxes as a marketing strategy to enhance brand loyalty and surge their online presence.


Rising Demand for Subscription E-Commerce Services

The growing demand for subscription e-commerce services owing to the enhanced convenience, flexibility, and cost benefits is likely to benefit the market.


Rising Competition and Limited Awareness to Pose as Challenges for the Market

High Market Competition

The Asia Pacific market for subscription box is highly competitive, due to which attracting and engaging consumers is likely to become difficult for market players.


Low Awareness Regarding the Benefits of Subscription Boxes

The awareness regarding the benefits of subscription boxes in various developing countries in the region is relatively low. Moreover, authentication issues in recurring payments in countries like India may reduce the demand for subscription boxes.


Asia Pacific Subscription Box Market Analysis

The Asia Pacific market, based on type, is divided into curation subscription, replenishment subscription, and access subscription. Based on the application, it can be classified into health and fitness, food and beverages, apparel, education, personal care and cosmetics, and books, among others. The major countries in the market are Japan, China, ASEAN, India, and Australia, among others.


The comprehensive EMR report gives an in-depth market assessment on the basis of the Porter's five forces model and offers a SWOT analysis. It also provides a detailed analysis of the following key players in the Asia Pacific subscription box industry and covers their latest developments like mergers, acquisitions, investments and expansion plans, as well as competitive landscape.


  • Kawaii Group
  • TokyoTreat
  • Sugarbox Ecommerce Ventures LLP
  • Bellabox
  • Others


Curation Subscription, Replenishment Subscription, and Access Subscription are the Major Types in the Market

Replenishment subscriptions enable consumers to purchase the same product on a recurring basis. Such subscriptions are typically used for buying commodity products, such as coffee beans, diapers, and razors, among others. With convenience, affordability, and value, the replenishment subscription segment is likely to grow in the forecast period.


Curation subscriptions allow brands to offer selected goods to consumers according to their preferences. The growth of the curation subscription segment of the Asia Pacific subscription box market can be attributed to the rising demand for tailored retail experiences by consumers. Moreover, curation subscriptions facilitate convenient discovery of new products and expose consumers to new products and brands while significantly reducing searching time, especially in online shopping processes.


The access subscription segment is expected to grow robustly as the subscription model offers consumers added value by providing additional services, products, and content. It also enables consumers to obtain members-only perks and lower prices while providing them with convenience and personalisation benefits.


Health and Fitness, Food and Beverages, Apparel, Education, Personal Care and Cosmetics, and Books Are the Significant Application Segments in the Asia Pacific Subscription Box Market

Health and fitness subscription boxes aid consumers to attain their fitness and health goals. Such boxes offer workout guidance, high-quality activewear, workout gear options, dietary supplements, and protein-based snacks. Meanwhile, educational subscription boxes for children contain play-based activities to promote childhood development and facilitate learning.


Apparel subscription boxes include men’s clothing, women’s clothing, personal styling services, maternity clothing, and clothing rental, among others. They typically come with free shipping and returns and provides consumers a wide range of popular brands. The increasing launches of innovative apparel subscription boxes that deliver personalised and curated fashion while reducing in-store shopping trips are likely to fuel the market expansion.


Subscription boxes for food and beverage applications are increasingly gaining popularity as consumers are seeking high-quality food products. The demand for food and beverage subscription boxes that meet the dietary requirements of consumers is likely to increase. In addition, leading companies are including gourmet, organic, artisanal, gluten-free, and exotic food, which is expected to further bolster the demand for food and beverage subscription boxes.


As beauty subscription boxes enhance the affordability of high-quality personal care and cosmetic products, the personal care and cosmetics segment of the market is growing. The increasing trend of self-care is anticipated to bolster the segment growth. Meanwhile, book subscription boxes provide insights into the newest published books, offer cost-effective deals, and enable readers discover new books and authors. Such subscriptions also provide opportunities to join book discussion clubs, due to which their popularity among bibliophiles is growing.


Japan and India to Represent Considerable Shares in the Asia Pacific Market for Subscription Box

Japan accounts for a significant share in the market due to the rising demand for subscription boxes offering food, apparel, and personal care products. Some of the leading Asia Pacific subscription box market trends include the hectic lifestyles of the working population, the robust growth of the e-commerce sector, and the rising preference for automated purchasing with benefits like enhanced personalisation and lowered costs in Japan.


The market in India is witnessing robust growth due to the growing acceptance of subscription boxes among the young population. With the rising preference for personalised products by the affluent class, the demand for curated subscription boxes is likely to increase. Moreover, the growing popularity of e-commerce platforms like Amazon is expected to expand the Asia Pacific subscription box market share for the country in the coming years.


The market is likely to be further aided by the increasing launches of subscription boxes in the country. For instance, in April 2022, The Brainy Bear Store launched a curated monthly subscription box featuring storybooks for children in the age group of 1-9 years.


Competitive Landscape is a leading e-commerce company that offers delivers products from about 1.7 million medium and small businesses. Amazon Prime,, Amazon Go, Amazon Music, Amazon Fresh, Amazon Go Grocery, and Whole Foods Market are some of its leading brands. Amazon Prime is the company’s subscription service that offers exclusive deals, enhanced savings, convenient options, and grocery delivery.

Kawaii Group is a leading Asia Pacific subscription box market company that sells kawaii fashion from Korea and Japan. The company aims to broaden the availability of kawaii fashion on a global scale. It curates Kawaii Plushies, Cute Stationery, Japanese Candy, and Silly Squishies, among other unique gifts.

TokyoTreat is a snack subscription box company that offers 15-20 full size snacks in its boxes. The company curates, designs, and hand selects Japanese snacks, including instant ramen, Japanese soda and ramune, Japanese candy, anime snacks, and Japanese cookies, among others. Moreover, the company also offers subscriptions to member rewards and reward program streaks to enhance consumers’ engagement.

Bellabox is a key player in the Asia Pacific subscription box market that delivers a monthly selection of beauty essentials in New Zealand and Australia. With 20,000 subscribers, it is the largest sampling service in Australia and offers diverse and personalised samples to consumers. Its subscription box typically contains about or more than five beauty products.

Sugarbox Ecommerce Ventures LLP is an online platform that curates gift boxes for its subscribers. Its gift boxes consist of diverse products across various segments, including food, fashion, lifestyle, and beauty, among others. With 7 to 8 surprise products with a value of or above INR 4000 in gift boxes, the company offers semi-annual, monthly, annual, and quarterly subscription plans.


Key Highlights of the Report

Base Year 2021
Historical Period 2017-2021
Forecast Period 2022-2027
Scope of the Report

Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:

  • Type
  • Application
  • Region
Breakup by Type
  • Replenishment Subscription
  • Curation Subscription
  • Access Subscription
Breakup by Application
  • Health and Fitness
  • Food and Beverages
  • Apparel
  • Education
  • Personal Care and Cosmetics
  • Books
  • Others
Breakup by Region
  • China
  • Japan
  • India
  • Australia
Market Dynamics
  • SWOT
  • Porter's Five Forces
  • Key Indicators for Demand
  • Key Indicators for Price
Competitive Landscape
  • Market Structure
  • Company Profiles
    • Company Overview
    • Product Portfolio
    • Demographic Reach and Achievements
    • Certifications
Companies Covered
  • Kawaii Group
  • TokyoTreat
  • Sugarbox Ecommerce Ventures LLP
  • Bellabox 
  • Others


*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.

1    Preface
2    Report Coverage – Key Segmentation and Scope
3    Report Description

    3.1    Market Definition and Outlook
    3.2    Properties and Applications
    3.3    Market Analysis
    3.4    Key Players
4    Key Assumptions
5    Executive Summary

    5.1    Overview
    5.2    Key Drivers
    5.3    Key Developments
    5.4    Competitive Structure
    5.5    Key Industrial Trends
6    Market Snapshot
7    Opportunities and Challenges in the Market
8    Asia Pacific Subscription Box Market Analysis

    8.1    Key Industry Highlights
    8.2    Asia Pacific Subscription Box Historical Market (2017-2021) 
    8.3    Asia Pacific Subscription Box Market Forecast (2022-2027)
    8.4    Asia Pacific Subscription Box Market by Type
        8.4.1    Replenishment Subscription
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.4.2    Curation Subscription
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.4.3    Access Subscription
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
    8.5    Asia Pacific Subscription Box Market by Application
        8.5.1    Health and Fitness
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.2    Food and Beverages
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.3    Apparel
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.4    Education
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.5    Personal Care and Cosmetics
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.6    Books
      Market Share
      Historical Trend (2017-2021)
      Forecast Trend (2022-2027)
        8.5.7    Others
    8.6    Asia Pacific Subscription Box Market by Country
        8.6.1    Market Share
9    Regional Analysis
    9.1    China
        9.1.1    Historical Trend (2017-2021)
        9.1.2    Forecast Trend (2022-2027)
    9.2    Japan
        9.2.1    Historical Trend (2017-2021)
        9.2.2    Forecast Trend (2022-2027)
    9.3    India
        9.3.1    Historical Trend (2017-2021)
        9.3.2    Forecast Trend (2022-2027)
    9.4    ASEAN
        9.4.1    Historical Trend (2017-2021)
        9.4.2    Forecast Trend (2022-2027)
    9.5    Australia
        9.5.1    Historical Trend (2017-2021)
        9.5.2    Forecast Trend (2022-2027)
10    Market Dynamics
    10.1    SWOT Analysis
        10.1.1    Strengths
        10.1.2    Weaknesses
        10.1.3    Opportunities
        10.1.4    Threats
    10.2    Porter’s Five Forces Analysis
        10.2.1    Supplier’s Power
        10.2.2    Buyer’s Power
        10.2.3    Threat of New Entrants
        10.2.4    Degree of Rivalry
        10.2.5    Threat of Substitutes
    10.3    Key Indicators for Demand
    10.4    Key Indicators for Price
11    Competitive Landscape
    11.1    Market Structure
    11.2    Company Profiles
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.2    Kawaii Group
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.3    TokyoTreat
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.4    Sugarbox Ecommerce Ventures LLP
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.5    Bellabox 
      Company Overview
      Product Portfolio
      Demographic Reach and Achievements
        11.2.6    Others
12    Key Trends and Developments in the Market

List of Key Figures and Tables

1.    Asia Pacific Subscription Box Market: Key Industry Highlights, 2017 and 2021
2.    Asia Pacific Subscription Box Historical Market: Breakup by Type (USD Million), 2017-2021
3.    Asia Pacific Subscription Box Market Forecast: Breakup by Type (USD Million), 2022-2027
4.    Asia Pacific Subscription Box Historical Market: Breakup by Application (USD Million), 2017-2021
5.    Asia Pacific Subscription Box Market Forecast: Breakup by Application (USD Million), 2022-2027
6.    Asia Pacific Subscription Box Historical Market: Breakup by Country (USD Million), 2017-2021
7.    Asia Pacific Subscription Box Market Forecast: Breakup by Country (USD Million), 2022-2027
8.    Asia Pacific Subscription Box Market Structure

Key Questions Answered in the Report

According to the Asia Pacific subscription box market forecast, the regional market is likely to grow at a CAGR of 19.4% between 2022 and 2027.

The major countries in the market include India, Australia, China, ASEAN, and Japan, among others.

Subscription models offer opportunities for recurring and predictable revenue. Such models also enable businesses to rapidly adapt to changing consumers’ demands and forge strong consumer relationships.

The market segments, based on types, can be divided into curation, replenishment, and access subscription.

The market is being aided by the growing demand for curated subscription boxes, the convenience and cost benefits of subscription boxes, and the penetration of various start-ups offering subscription boxes.

Subscription provides access to a service or product for a limited period of time to consumers, whereas membership involves related benefits and provides additional accessibility to consumers. While memberships leverage scarcity and are more community-focused, subscriptions offer several plans in accordance with consumers’ requirements.

The market is likely to be supported by the growing availability of support services by the leading companies, the rising preference for personalised and indulgent offerings by consumers, and the increasing demand for subscription boxes containing niche products.

About 5 to 10 products are typically available in subscription boxes, which provide subscribers with value benefits. Moreover, several boxes include one or two premium items.

The various applications of subscription box are health and fitness, food and beverages, apparel, education, personal care and cosmetics, and books, among others.

The major players in the Asia Pacific subscription box market research report include, Kawaii Group, TokyoTreat, Sugarbox Ecommerce Ventures LLP, and Bellabox, among others.

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