Google Launches ‘Try It On’ in Japan to Boost Tourist Shopping Efficiency

October 09, 2025 at 11:07 AM EDT

Google has launched the “Try It On” virtual try-on feature in Japan, allowing travelers to preview looks before departure, saving time on-site shopping and making the shopping experience in Japan more efficient and fashionable!

Google has launched “Try It On” in Japan, allowing visitors to enjoy fashion more efficiently. (Photo via MERXWIRE)

TOKYO, JAPAN (MERXWIRE) – As tourism continues to boom, Japan is once again demonstrating its strength in integrating technology with consumer experience. Google launched the “Try It On” virtual try-on feature in Japan on October 8, 2025, taking the shopping experience for international tourists visiting Japan to the next level. This innovative service, powered by artificial intelligence, not only allows travelers to try on Japanese fashion online in advance, but also effectively saves time on on-site shopping, leaving valuable travel time for more shopping and sightseeing.

The “Try It On” feature was first announced at the Google I/O developer conference in May 2025 and launched in the United States this summer. Now officially available in Japan, the feature is expected to be fully rolled out across Google Search, Image Search, and Google Shopping platforms in the coming weeks, supporting both desktop and mobile devices.

Users simply upload a full-body photo and, using the “Try It On” button that appears in search results, will combine their image with the product image, creating a realistic simulation of what the item would look like in. Available items include tops, bottoms, dresses, and shoes; underwear, swimwear, and accessories are not supported. It’s worth noting that while size recommendations aren’t currently available, it’s already a significant aid in determining styles and overall coordinating styles.

This service is undoubtedly a boon for international tourists. Previewing how clothing will look on you before departure allows you to identify desired items in advance, eliminating the need for time-consuming in-store try-ons and making it easier to target your favorite brands and styles. Given the diverse and fashionable design styles of Japanese clothing, virtual try-ons not only enhance shopping convenience but also the overall travel experience.

Ms. Lin, a tourist from Taiwan, said, “This feature is so fun and so convenient! I can try it on online and then go straight to the store to find the style I’ve already chosen. It saves time and gives me peace of mind.”

Julien, a tourist from France, said, “I don’t usually like to spend too much time shopping for clothes, but this virtual try-on feature is really cool. Seeing myself wearing Japanese designs made me realize I can actually pull off these looks, and it’s made me even more interested in Japanese fashion.”

In recent years, Japan’s tourism industry has been actively integrating smart technology, from transportation and payment to shopping, moving towards a “tech x tourism” approach. The introduction of “Try It On” not only creates new business opportunities for fashion retailers but also creates a smarter, more convenient, and more thoughtful shopping experience for tourists visiting Japan.

As technological development continues to integrate with tourism needs, we believe that more innovative applications will be implemented in the future, allowing visitors to Japan to not only “see Japan” but also “wear Japan’s fashion charm.

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Google Launches ‘Try It On’ in Japan to Boost Tourist Shopping Efficiency

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