Are Japanese Breast Size Trends Changing Over Time?

For many years, there’s been a common stereotype that Japanese women tend to have small breasts. But if recent trends are to be believed, that image might be outdated.

According to surveys conducted by Love Cosmetic (LCラブコスメ) — a Japanese company that specializes in products for women — there’s been a noticeable increase in bra sizes purchased across Japan over the past decade. Their research is based on nationwide data collected from their female customers.

Are Japanese Breast Size Trends Changing Over Time?

For those unfamiliar with how Japanese bra sizes work, they follow the same cup-letter system as many Western brands.

• A cup is the smallest

• Followed by B, C, D, E, and so on

• The larger the letter, the larger the bust volume

So when we start seeing F cups appear in consumer data, it’s a big deal.

2012: A and B Cups Were Still the Norm

Looking at the 2012 data, most regions in Japan showed a dominance of B and C cups, with a few areas still holding onto A cups as the most commonly purchased bra size. This aligns with the long-standing assumption that smaller sizes were the average.

2018: D and E Cups Rise in Popularity

Six years later, things had clearly shifted. In the 2018 survey, D and E cups had become much more common throughout Japan.
The A cup almost disappeared, and the C cup became more average, while E cups took the top spot in several prefectures — such as Kagoshima.

This suggested a growing preference (or need) for larger bras among Japanese women.

2023: F Cups Make Their Debut

The 2023 results surprised everyone — for the first time, F cups appeared as the most popular size in some regions.
Even E cups were widespread across the country.
In contrast, A and B cups became increasingly rare, and C cups, although still common, lost ground.

That’s a dramatic shift in just a little over a decade.

What’s Behind the Surge in Larger Bra Sizes?

But does this mean that Japanese women’s breasts are really getting larger?

Maybe — but it’s not that simple. Some experts speculate that this increase might be influenced by:

• The growing popularity of padded and shaping bras

• Changes in fashion trends and body image ideals

• More women choosing comfortable, fuller-sized bras even if they don’t match exact physical measurements

It’s important to note that this data is based on customer surveys from Love Cosmetic, not a nationwide public health study. So while the sample may be large, it might not reflect all of Japan.

Still, the clear upward trend in bra size purchases is hard to ignore.

Bonus: The cosplayer featured in the final image is named Yutori

via Love Cosmetic