KTC and JCB have reported that Thai consumers’ affinity for Japan is expanding beyond travel into everyday life, spanning dining, shopping, and lifestyle experiences. This trend has continued to support spending growth on KTC JCB credit cards, with total card spending increasing by 12% in 2025 and by more than 25% year-on-year based on the latest accumulated data for 2026. Spending among KTC JCB ULTIMATE cardholders, whose income starts at 50,000 baht per month, rose by more than 60%.
Japan remains the top overseas spending destination for KTC JCB cardholders, accounting for 60% of total overseas spending on KTC JCB cards. Spending in Japan increased by 44%, while the number of transactions rose by 45% and the number of active spenders grew by 47% year-on-year. The data underscores how Thai consumers’ interest in Japan now extends beyond travel and increasingly influences consumption patterns and everyday lifestyle choices. KTC currently has approximately 400,000 KTC JCB credit cards and aims to add another 50,000 new cards by the end of 2026, while card spending is expected to outperform its target.
Mr. Tosapong Rangkawara, Head of Credit Card Marketing Division, “KTC” or Krungthai Card Public Company Limited, said that over the years, KTC and JCB have successfully built strong recognition for KTC JCB credit cards as one of the preferred card for members traveling to Japan. Today, however, consumer lifestyles and interests have become more diverse. Interest in Japanese culture is no longer limited to travel occasions, but has become part of daily life through dining, shopping, and lifestyle activities.
KTC’s objective is therefore to broaden the role of KTC JCB credit cards beyond being cards used primarily in Japan, and to position them as cards that serve Japan-inspired lifestyles in both Thailand and Japan under the concept: “More value in one card, whether in Thailand or Japan.”
Spending behavior in Japan shows that leading retail stores remain the most popular category, particularly well-known retailers such as TAKEYA and Don Quijote. These are followed by general merchandise stores at airports, fashion retailers, department stores, and specialty stores, indicating that shopping remains a key activity among Thai travelers visiting Japan.
In Thailand, the dining category continued to gain momentum, with transaction frequency increasing by 20% and the number of members spending in this category rising by 30% year-on-year. This reflects the continued strength of Japanese cuisine as a key driver of domestic spending. KTC is therefore expanding privileges with popular Japanese restaurants, while broadening its lifestyle offerings to better serve consumers with a strong affinity for Japan.
This strategy is reflected in the “Dine Japanese, Get a Chance to Fly to Japan” campaign, which has been running for several consecutive years. The campaign builds on Thai consumers’ interest in Japanese dining through special privileges at Japanese restaurants in Thailand, while giving members the opportunity to win trips to Japan. Under the concept “Japan in Thailand, Japan in Japan,” the campaign connects KTC JCB card spending experiences across both Thailand and Japan.
Mr. Yusuke Matsui, Managing Director of JCB International (Thailand) Company Limited, said that KTC JCB cardholder behavior demonstrates continued cross-border spending between Thailand and Japan, particularly in travel, dining, and lifestyle categories. This reflects both rising travel activity and growing confidence in using JCB as a payment method in both countries. JCB currently has approximately 2 million cardholders in Thailand, with its cardholder base growing by around 10% year-on-year, reinforcing Thailand’s role as one of JCB’s key strategic markets in ASEAN.
JCB cardholders can also make payments at more than 72 million merchants worldwide. In Thailand, JCB acceptance covers leading merchants across retail, dining, travel, and everyday spending categories. In Japan, where JCB has an extensive acceptance network, cardholders can enjoy seamless and convenient payment experiences throughout their journeys.
JCB is also communicating the concept of “JCB SAY ให้ (HAI),” inspired by Omotenashi, the Japanese spirit of thoughtful and sincere hospitality. The concept reflects JCB’s belief that “good things begin with giving,” or “Giving first, giving the best.” Through carefully curated privileges, promotions, and experiences that go beyond payment transactions, JCB aims to enrich every journey between Thailand and Japan for its cardholders.
“JCB remains committed to strengthening its role as a bridge between Thailand and Japan through a payment ecosystem that enables cardholders to spend conveniently while enjoying continuous privileges and value, whether they are in Thailand or Japan,” Mr. Matsui said.
Mr. Hajime Nakasugi, Executive Director of the Japan National Tourism Organization (JNTO), Bangkok Office, said that in 2025, approximately 1.2 million Thai travelers visited Japan, up 7.3% from the previous year. Around 1.1 million of them traveled for tourism, accounting for approximately 95% of total Thai arrivals and underscoring Japan’s continued appeal as one of the most preferred destinations among Thai travelers.
Thai travel behavior is also shifting toward more independent and repeat travel. Nearly 80% of Thai visitors plan and travel independently, while around 70% have visited Japan at least twice. About one-fourth have visited Japan at least six times. This familiarity is encouraging Thai travelers to seek more specific experiences and explore regional destinations beyond major cities.
Approximately 40% of Thai travelers stay overnight outside major urban areas, while those staying six days or longer account for more than half of Thai visitors. This points to opportunities to distribute tourism activity and spending across Japan’s regions. Beyond cherry blossom season, autumn foliage, and snow-related activities, Thai travelers are showing growing interest in more specialized experiences such as skiing, snowboarding, snowmobiling, campervan travel, matcha and tea culture experiences, and marathon events.
To enhance value for KTC JCB credit cardmembers, cardholders who register and accumulate foreign-currency spending of 100,000 baht in Japan, according to the campaign terms and conditions, will receive 4X KTC points from May 15 to July 31, 2026. More details are available at: https://www.ktc.co.th/promotion/overseas-privileges/asia/japan-x-jcb
To apply for a KTC JCB credit card, please visit https://ktc.today/apply-card or any KTC TOUCH branches nationwide.
Remark: Please use credit cards responsibly and make full payments within the due date to avoid interest charges of 16% per annum.