If you’ve been eyeing On running shoes back home in Southeast Asia, here’s something worth knowing before your Japan trip: the same shoes are almost certainly cheaper here.
The Cloud 6 retails at ¥19,800 in Japan. In Singapore, the official price is S$249 — roughly ¥27,500. In the Philippines, ₱8,690 — around ¥22,500. In Indonesia, expect to pay the equivalent of ¥25,000 or more at authorized retailers. Japan is already cheaper before any discount.
Now add the 10% tax exemption for foreign tourists, plus a 5% coupon at Alpen, and you’re looking at paying around ¥16,800 for the same shoe. That’s a gap of up to ¥10,000 compared to buying at home.
Why Is On Cheaper in Japan?
On is a Swiss brand, but Japan is one of the few markets where pricing stays close to the global base price. In Southeast Asia, import duties, local distribution costs, and retailer margins push prices significantly higher. The result is a price gap that surprises most first-time buyers — and brings many of them back to Japanese sports stores on every subsequent trip.
The Best Place to Buy On in Japan: Alpen Tokyo
Not all sports retailers carry On at the same level. Alpen Tokyo in Shinjuku is in a different category entirely.
The first floor houses one of Japan’s largest On shop-in-shop spaces, staffed by On specialists who know the full lineup. What sets it apart from a standard retail experience is the MyFootcraft foot measurement system. Before you buy, a staff member runs a digital analysis of your foot — arch height, width, pressure distribution — and recommends the On model that suits your walking or running style. If you’ve ever ordered shoes online only to find they don’t feel quite right, this is the antidote.
Alpen also carries exclusive colorways of models like the Cloudmonster 3 that aren’t available at On’s own stores or online anywhere. If standing out matters to you, this is where to look.
- Address: 3-23-7 Shinjuku, Shinjuku Ward, Tokyo 160-0022
- Access: 1-minute walk from JR Shinjuku Station East Exit / 1-minute walk from Tokyo Metro Shinjuku Station Exit B12
Recommended Models for Tourists
Cloudsurfer
Image from store.alpen-group.jp
The best all-rounder for a trip to Japan. Lightweight, with a smooth heel-to-toe transition that makes long days on your feet feel manageable. If you’re planning to cover serious ground across Tokyo or Osaka, this is the model to try first.
Cloudmonster 3
Image from store.alpen-group.jp
Alpen’s bestselling On model, based on 2025 sales data. Maximum cushioning with strong energy return on every step. Also available in Alpen-exclusive colorways that you can’t find anywhere else. Retail price ¥24,200 — after tax exemption and coupon, approximately ¥20,570.
Cloud 6
Image from store.alpen-group.jp
The everyday icon. Clean design that works for sightseeing, dining, airports, and everything in between. The most versatile pick if you want one shoe that handles the whole trip. Retail price ¥19,800 — after tax exemption and coupon, approximately ¥16,800.
NOTE: Prices are subject to change. Please confirm at the store.
Editor’s Note
I’ve been wearing On’s Cloudsurfer for a while now, and the best way I can describe it is this: it makes you want to walk. There’s a subtle spring in the sole that turns each step into something almost enjoyable — which sounds like a small thing until you realize you’re someone who used to reach for sandals every time you left the house. Now this is the shoe I put on without thinking. I wear it so often I’m genuinely starting to worry about wearing it out. My wife, who is Indonesian, bought a pair on our last trip to Japan and couldn’t believe the price difference compared to what she’d seen back home. For anyone visiting Japan and planning to cover serious ground on foot, picking up a pair of On shoes at Alpen is one of the most practical — and satisfying — things you can bring home. — Editor KT
How to Get the Discount
Visit the Alpen coupon page on this site and save the coupon image to your phone. Show it at the checkout counter before paying — combined with the tax exemption, it takes less than a minute and saves you up to 15%.
