If you’re planning a trip to Japan and looking to update your wardrobe or buy some unique souvenirs, GU is one store you shouldn’t miss. In this practical shopping guide, the presenter — a Kyoto resident with 30 years’ experience in Japan — counts down the top 12 must-buy items available at GU, one of Japan’s most popular affordable clothing retailers. This comprehensive overview is tailored for tourists and anyone interested in Japanese fashion trends for 2025.

The video takes you through a variety of essential items from GU, including T-shirts, socks, bags, jackets, underwear, polo shirts, and special collaborative pieces like Pokémon-themed apparel. Each recommendation is explained with details on current trends, quality, price points, and why these items are especially popular among Japanese shoppers. The host also provides practical tips on shopping in Japanese clothing stores, making it easier for first-time visitors to navigate GU’s extensive selection.

GU stores are found across major cities like Kyoto (京都), Osaka (大阪), and Tokyo (東京), making them easily accessible wherever your journey takes you. The guide emphasizes the convenience and value of shopping at GU, often compared to its sibling brand UNIQLO, but with a distinct focus on affordable fashion and seasonal updates. Whether you’re looking to refresh your daily basics or find gifts to take home, this video will help you shop like a local. Be sure to check out GU locations in popular shopping districts for the best experience.

For those new to GU, it’s a major player in Japanese fast fashion — well-stocked with basics as well as statement pieces, often boasting exclusive lines and frequent collaborations with popular franchises. The advice in this guide will prepare you for a smooth in-store experience, ensuring you leave Japan with high-quality clothing that fits your style and budget.