The fashion industry in Japan is seeing a surge in popularity for rectangular-shaped bags. An increase in demand and fan-base is reported throughout Japan, as consumers are drawn to the practicality and simplicity of the bag's design. It caters to the busy lifestyle and minimalistic ethos of many Japanese urbanites, with its spacious and convenient structure, often made from sustainable materials. The adoption of this trend is reflective of the global shift towards more eco-friendly and utilitarian fashion choices.

In Japan, practicality and convenience are highly valued, as evidenced in their mega-efficient public transportation and compact living spaces. Similarly, this extends to fashion choices, where function often takes precedence over form. The 'rectangular bag' fits perfectly into this dynamic, being easy to carry, offering ample storage space, and yet stylish in its own minimalist way. Also, with growing environmental awareness, items made from sustainable materials are favored.

Fashion trends in the US or EU usually put greater emphasis on the aesthetic and brand value. However, the spotlight on sustainability and utility-based fashion is gaining momentum, especially among millennials and Gen-Z. The rise of brands promoting eco-friendly, minimalist and functional fashion can be seen across the Western world, similar to the 'rectangle bag' trend in Japan.