Press & Awards
Fuji TV's news programme "イット！" visits ASSORT TOKYO
On 26 March 2026, Fuji TV's news programme "イット！" aired a report on why hair salons in Japan have become so popular with visitors from abroad. That morning its team came to ASSORT TOKYO, our salon in Aoyama, Tokyo.
A hair appointment on the trip
The "イット！" team came at 10 am, just after opening, and found the salon almost full of guests from abroad. The report said that about nine in ten guests at ASSORT TOKYO are tourists from abroad.
It put the visit next to the numbers: more than 3.4 million visitors came to Japan in February 2026, a record for February, and the market for hair salons serving visitors — 12 billion yen in 2024 — is expected to grow to about 29 billion yen by 2030.
Why Japan? The report's answer: abroad, a cut or a colour often costs about twice as much, so in Japan the price is lower and the skill is high — and then there is Japanese omotenashi, the care given to every guest. Fuji TV's own title for the report sums it up as 「高い技術」「良心的な価格」 — "high skill" and "fair prices".
The same report also joined a snack-bar tour made for visitors from abroad. The whole report is on Fuji TV's news channel on YouTube — the link is below. Thank you to everyone at "イット！", and to the guests who took part.
About "イット！"
"イット！" is Fuji TV's news programme, on air Monday to Friday from 3:42 pm.
ASSORT TOKYO is our salon in Aoyama, Tokyo. Its team cuts, colours and perms — digital perms and Japanese straight perms included — for guests from Tokyo and from all over the world, in Japanese and English.
Written by Assort