Best Newborn Baby Products in Japan for 2025

Last Updated on January 17, 2025 by Kay

I’ve written about my personal experience with Japanese newborn baby products, and as an ever-curious parent, I wanted to know what Japanese products were popular this year in 2025.

To find out, I turned to Tamahiyo, a Japanese company that publishes information for new parents. Every year they release a list of best baby products to get as voted for by parents in Japan, and the list for 2025 is out now.

So what made the cut for the best newborn baby products in Japan in 2025? Let’s take a look!

(These products can be found at major children’s stores in Japan. To check out this year’s ranking for the best Japanese baby and toddler products, read this article.)

Best Japanese Clothing Brands for Newborn Babies

Outfits: Elfindoll

Elfindoll is a clothing brand for babies by Nishimatsuya, a popular and very affordable children’s clothing store in Japan.

My daughter had several Elfindoll onesies and they were so cute for the price (especially on sale!). Newborns grow so fast, which is why moms in Japan feel that this adorable yet budget-friendly clothing line is the best.

What parents in Japan like about Elfindoll clothes:

• Affordable
• Cute designs and lots of variety
• Different sizes and shapes
• Easy to put on
• Soft

Runner-ups

2nd Place: Akachan Honpo Original

3rd Place: Uniqlo

4th Place: Birthday

5th Place: Babies R Us

Inners: Elfindoll

Elfindoll takes first place again in this category!

Given inflation, it’s no surprise that this brand continues to be popular since it’s the most affordable out there. There’s also lots of variety in terms of patterns and styles.

What parents in Japan like about Elfindoll’s inner garments:

• Feels nice
• Easy to put on babies
• Low price so if it’s covered in poop (hello blowouts!) and just won’t wash off, it’s easy to replace.

Runner-ups

2nd Place: UNIQLO

3rd Place: Akachan Honpo Original

4th Place: Birthday

5th Place: Babies R Us

Best Diapers for Newborn Babies in Japan

Pampers Sarasara Care (パンパース さらさらケア テープ)

I wasn’t a fan of these for my daughter when she was a baby and they didn’t perform too well in my newborn diaper test. However, Pampers has changed these diapers since then, and it seems like it’s an improvement over their old version. These diapers are also among the most cost-effective for newborns.

(The diaper that I rated as the best for newborns, Pampers Hajimete no Hada e no Ichiban, got second place.)

What parents in Japan like about Pampers Sarasara Care diapers:

• Doesn’t leak
• Absorbs well
• Thin and compact, so it’s easy to take along on outings

Runner-ups

2nd Place: Pampers Hajimete no Hada e no Ichiban

3rd Place: Merries

4th Place: Moony

5th Place: Merries First Premium

Best Wipes for Newborn Babies in Japan

Akachan Honpo Wipes (水99％ Super Series)

These wipes ranked 4th place in my review of baby wipes in Japan but I can see why parents in Japan, including some of my friends, swear by these. In fact, it has gotten first place in this category for 11 straight years!

Although I wasn’t a fan of the texture and found they dry quickly, they perform the best out of all the lower-cost wipes I looked at so the cost performance is good.

What parents in Japan like about Akachan Honpo Wipes (水99％ Super Series):

• Easy to pull out only one as they don’t stick together
• Effortless to wipe messes since it’s full of moisture
• Cost-effective

Runner-ups

2nd Place: Moony

3rd Place: Pampers

Best Strollers for Newborn Babies in Japan

Aprica ラクーナ (Kuroona) series strollers

Aprica’s ラクーナ series of strollers are the most popular for babies one month and up.

They come with a cushion called “Omega” that protects your baby while they’re in the stroller and keeps them nice and comfortable.

These strollers are lightweight and easy to move as well as simple to open and close. It’s also quick and easy to buckle your child into the stroller using the magnetic buckle.

What parents in Japan like about the Aprica ラクーナ Series:

• Moves easily and smoothly
• Belt is easy to use
• Comfortable for babies
• Lightweight and easy to carry
• Easy to fold and compact

Runner-ups

2nd Place: Combi’s スゴカル series

3rd Place:  Cybex CTP JAPAN’s メリオ series

4th Place: Aprica’s カルーン エア series

5th Place: Pigeon’s ランフィ series

I had a Combi stroller and although it was very lightweight, it was difficult at times to maneuver and was a little bulky. However, it was long-lasting and did its job for three years before I sold it on Mercari.

If I had another child, I would try Aprica’s ラクーナ series because it looks much easier to maneuver.

If you’re considering getting a stroller for your newborn, I would recommend going to either Akachan Honpo, Babies R Us, or a second-hand store like Book Off to try out the strollers before buying one online (as it can be cheaper to get strollers off of sites like Amazon or Rakuten).

Best Car Seats for Newborn Babies in Japan

Combi

Combi’s クルムーヴ series comes in first place for this year’s best car seat (called “child seat” in Japanese). We had one as well and it did an excellent job for 3.5 years.

Our daughter is bigger now and when she reached 14 kilograms, she upgraded to a Junior Seat.

(I’m going to be real here, my kid puked multiple times in the Combi car seat but there were no stains remaining after we cleaned it!)

What parents in Japan like about Combi’s クルムーヴ series :

• You can turn it 360 degrees so it’s easy to put your child inside
• It’s very safe, with shock-absorbing thick cushioning
• Compact so it doesn’t take up that much room in the car
• Cute design
• “Egg shock” cushion that helps protect baby’s head
• Foldable canopy protects the baby from the sun

Runner-ups

2nd Place: Nishimatsuya’s Smart Angel series

3rd Place: Combi’s THE S series

4th Place: Katoji’s Joie series

5th Place: Aprica’s クルリラ series

Best Carriers for Newborn Babies in Japan

Ergobaby Omni Breeze

This may come as no surprise to some of you but Ergobaby made it to the top of the list as the best baby carrier.

Since Japanese summers are getting quite hot, it’s no wonder parents like this version of the Ergobaby carrier that keeps babies nice and cool.

We have an Omni 360 and my husband loves it. I found it easy to use as well but as I’m quite short in stature, I found it to be a bit too bulky for me when my daughter was a newborn. However, it was perfect when my daughter was a toddler and I was able to easily carry her around.

Since I’m quite small, I had to stop using a baby carrier when my daughter reached 15 kg and 100 cm because she’s too big! As with everything else my daughter outgrew, I was able to sell my Ergo on Mercari.

What parents in Japan like about Ergobaby carriers:

• Designed so you can carry your baby for a long time without feeling tired or in pain
• Easy to use

Runner-ups

2nd Place: Aprica’s Koala

3rd Place: Baby Bjorn HARMONY

4th Place: Konny FLEX

5th Place: Combi ジョイン EL-E

Best Bottle Sterilizers for Newborn Babies in Japan

Microwave Sterilizers: Combi

I was excited to see that the Combi microwave sterilizer that I used when my daughter was a baby is still ranked as the best this year.

It’s affordable, easy to use, and compact. However, you need to be careful when using this as if you place it into a microwave oven that’s still hot from the oven function, the container or the items inside might melt. (It would be nice if they made it in other colors too.)

What parents in Japan like about Combi microwave sterilizers:

• Easy to open and close
• You can leave bottles inside the case after being sterilized
• Portable
• Fast as you can sterilize bottles in only 5 minutes

Runner-ups

2nd Place: Nishimatsuya’s microwave sterilizer

3rd Place: レック’s three-way microwave sterilizer

Sterilizing Solutions: Milton CP

Milton CP made it to the top for the best sterilizing solution. I used this once when I went to a ryokan with my daughter when she was 6 months old and I was not a fan.

I found it messy and hard to use, not to mention I didn’t feel great submerging my daughter’s bottles into a chemical solution. The solution also has an expiry date and I imagine it’s an added expense to buy. However, you can sterilize a lot of things at a time, including toys.

What parents in Japan like about Milton CP:

• Easy to use as all you have to do is place the items in the container with the solution and leave it
• You can sterilize toys
• Good for sterilizing items that shouldn’t be exposed to heat

Runner-ups

2nd Place: Milton Liquid Type

3rd Place: Pigeon’sミルクポン

Best Bottles for Newborn Babies in Japan

Pigeon (母乳実感 哺乳びん)

I’m not surprised to see this at the top of the list as the best bottle for infants. Out of all the ones I tried, this type of bottle by Pigeon was the only one that my daughter could drink easily from.

They also didn’t leak, were durable, easy to clean, as well as cost-effective.

What parents in Japan like about Pigeon bottles:

• Variety in terms of size and design
• Easy to use to feed your baby
• Nipples are close to the real thing
• Maternity clinics and hospitals use these bottles

Runner-ups

2nd Place: Pigeon’s Slim Type Bottle

3rd Place: teteo’s 授乳のお手本 bottle

Best Skin Cream for Newborn Babies in Japan

Mama & Kids Baby Milky Cream

I received many samples of these when I was pregnant and I liked how gentle it was on my daughter’s skin but I could only spring for a travel set because it was (and still is) quite expensive.

The price, however, reflects the quality. I would say try out the travel set before committing to spending your yen on a full-size product, although I haven’t seen it lately so maybe they stopped selling it?

What parents in Japan like about Mama&Kids Baby Milky Cream:

• Used by maternity clinics and hospitals
• Very moisturizing, especially when paired with lotion in fall and winter
• Not sticky

Runner-ups

2nd Place: Pigeon Baby Cream

3rd Place: SOLIA’s ALOBABY Cream

Best Lotion for Newborn Babies in Japan

Mama&Kids Baby Milky Lotion

As with the Mama&Kids Baby Milky Cream mentioned earlier, I got samples of this lotion as well when I was pregnant and quite liked it.

What parents in Japan like about Mama&Kids Baby Milky Lotion:

• Keeps skin moisturized long after application
• Not sticky
• Comes in a small pump bottle so you can use it with only one hand
• Easy to apply

Runner-ups

2nd Place: Pigeon Baby Milk Lotion 

3rd Place: ALOBABY Milky Lotion

Best Vaseline for Newborn Babies in Japan

Baby Vaseline (ベビーワセリン)

I used Baby Vaseline on my daughter when she was a newborn. It was very cheap but gentle and kept her skin protected from dryness and rashes, so it’s no wonder parents in Japan love this product the most when it comes to vaselines for babies.

I also liked how it’s a tube so you’re not contaminating the remaining product when you use it.

What parents in Japan like about Baby Vaseline:

• Not greasy
• Easy to apply
• Not runny so it’s safe to apply near the eyes
• Heals diaper rashes

Runner-ups

2nd Place: Daiichi Sankyo’s プロペト ピュアベール

3rd Place: 日本薬局 White Petrolatum 

Best Bathtub for Newborn Babies in Japan

Richell’s Fuka Fuka Baby Bathtub

This is an adorable inflatable baby bathtub. The cute bear serves as the perfect support for your baby’s head, neck, and back. It also has a built-in air pump!

If you don’t have very much room in your house, this is also great because it’s inflatable, so you can deflate it and store it if you want to keep it for Baby #2 or if you want to take it with you somewhere.

What parents in Japan like about Richell’s baby bathtub:

• Cushioning is soft so babies can move around and be safe
• Easy to inflate

Runner-ups

2nd Place: Nishimatsuya’s Smart Angel Soft Baby Bathtub

3rd Place: Akachan Honpo’s Kuuki de Funwari Baby Bathtub

Best Bath Additive for Newborn Babies in Japan

Skina Babe (スキナベーブ)

This bath additive (入浴剤) is a liquid that you pour into your baby’s bath to wash them. It’s meant to be gentle on the skin and there’s no need to rinse it off as it will help prevent your baby’s skin from drying out. It’s also hypoallergenic.

I never used this on my daughter as, at the time, I didn’t like the idea of pouring something into her bath and not rinsing it off of her. But if I had another child, I think I would try it out as it seems easier to use than foam-type soap, which you have to pump onto the cloth repeatedly while you wash your child.

What parents in Japan like about Skina Babe:

• Easy to use
• Safe

Runner-ups

2nd Place: Pigeon Baby Bath Additive 

Best Bar-Type Baby Soap for Newborn Babies in Japan

Kewpie Baby Soap

Although I know of Kewpie, I have never heard of this soap before. But apparently, it’s a popular one with parents in Japan as it’s their favorite for baby soaps! It’s hypoallergenic and gentle as it doesn’t strip their skin of natural oils.

What parents in Japan like about Kewpie Baby Soap:

• Very moisturizing
• Nice fragrance
• Simple ingredients so gentle on the skin
• Cheap and long-lasting

Runner-ups

2nd Place: Koshinsha Cow Brand Red Box

3rd Place: Pigeon Baby Soap

Best Foam-Type Baby Soap for Newborn Babies in Japan

Pigeon Baby Soap

I used this soap on my daughter when she was a newborn and it never irritated her skin as it’s free of fragrances as well as paraben-free.

What parents in Japan like about Pigeon Baby Soap:

• Soft foam
• Fragrance-free
• Safe on the skin
• Easy to use
• Used by maternity clinics and hospitals

Runner-ups

2nd Place: arau baby

3rd Place: Kewpie Baby Foam Soap

Best Crib Brand for Newborn Babies in Japan

Aprica

I used an Ikea crib for my daughter as I wanted something that could transition into a toddler bed. But when it comes to the best crib brand in Japan this year, parents voted for Aprica (which was in second place last year)!

In particular, they seem to love the Coconel series. Since COVID restrictions have eased, it seems like families are more out and about so being able to easily take the crib places seems to have moved it to first place!

What parents in Japan like about Aprica:

• Easy to fold and carry
• Has a soft mat
• Great for small homes as you can fold it and put it away easily when it’s not being used
• You can take it with you when you stay overnight at places that don’t have a crib

Runner-ups

2nd Place: Katoji

3rd Place: Yamatoya

Best Futon Brand for Newborn Babies in Japan

Nishimatsuya

I swaddled my daughter and kept her in a crib free of any blankets, stuffed animals, etc., in an effort to prevent SIDS. However, Japanese parents have been placing their newborns in futon sets with comforters for years. (My mother-in-law couldn’t wrap her head around swaddling but she let me do my thing.)

Nishimatsuya futon sets are popular with parents this year thanks to their low cost and high quality. They’re made of cotton and come in cute designs as well.

What parents in Japan like about Nishimatsuya baby futons:

• Great value for the price
• Easy to wash
• Cute designs
• Nice texture

Runner-ups

2nd Place: Nishikawa

3rd Place: Akachan Honpo

4th Place: Sandesica

5th Place: MIKI HOUSE

Best Bouncer for Newborn Babies in Japan

Baby Bjorn

I never used a bouncer for my daughter because I already had a high-low chair but I know many parents who swear by this.

What parents in Japan like about Baby Bjorn bouncers:

• Simple design and easy-to-store
• Babies are soothed by it
• Reclines at three different angles
• Seat is mesh so it’s breathable and easy to wash

Runner-ups

2nd Place: Richell

3rd Place: Nishimatsuya

Best High Low Chair/Rocker for Newborn Babies in Japan

Combi Nemulila

I had a Combi high low chair for my daughter, which was helpful when she was a newborn as I could put her inside and it would automatically rock and usually calm her down. I could also select different kinds of music to play.

My daughter didn’t like being strapped down, though, so I had to just watch her like a hawk when she was inside.

I ended up selling it on Mercari when she started solids because I found it took up too much room and I didn’t want to wash the padding constantly if she spilled something on it. (Cleaning the Ingenuity chair was much easier for me.)

But for parents (and kids!) who don’t mind these things, this is a great product that you can use for a long time.

What parents in Japan like about Combi Nemulila:

• You can use it from the newborn stage as a rocker to a high chair when your child is eating solids
• Helps when you need a break from holding your child or need to do chores
• Comes with a cover and rocks back and forth to help the baby sleep

Runner-ups

2nd Place: Aprica’s ユラリズム series

3rd Place: Katoji Swing High Low Rack series

Best Grocery Delivery Service

Co-op

I was surprised to see this included in the list but it makes sense! As mentioned in my review of Co-op’s delivery service, having groceries delivered to you is so helpful when you have a newborn.

And when you don’t have any time to cook (which is often with a newborn), Co-op has meal-kits that make having a hot meal at home a cinch. I honestly wish I had known about grocery delivery services like Co-op and Pal System before my daughter was born!

Co-op also offers some nice extras if you have a newborn or a young child, like free baby food.

Wrap-up: Best Newborn Baby Products in Japan for 2025

So what did you think of this year’s list?

I found many of my favorite products on there so I’m glad to know that I wasn’t alone in liking something for my daughter. There were some new products as well that I would love to try.

I hope this list has been helpful for you when deciding what to get for your new baby!

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