Pan Pacific International Holdings (PPIH) announced on April 8 that it will open a new “Kirakira Donki” store in Shibuya, Tokyo, featuring products for young people under the discount store “Don Quijote” brand. The store will open on 23rd at the site of the recently closed Don Quijote private brand (PB) specialty store “Domise.” The new store features a wide selection of cosmetics, confectionery, and anime merchandise. It will capture the Generation Z and Alpha generations in their teens and twenties.
Domise’s “Shibuya Dogenzaka Dori Dodo Store,” which closed on 7th, had just opened in August 2023 with a collection of mainly PB products “passion price.” The company will withdraw from the market in approximately seven months. The store was competing with a nearby Don Quijote mainstay store, “MEGA Don Quijote Shibuya Main Store”(Shibuya-ku, Tokyo), and was attracting fewer customers than expected, so it decided that early remodeling was necessary. It will differentiate itself from mega-donkis by transforming itself into a Kirakira Donki, specializing in youth consumption.
Kirakira Donki will be the fifth store in Shibuya, following the opening of the first store in Koto-ku, Tokyo in 2022. The new store in Shibuya will feature a corner with goods featuring Japanese anime and video game characters, as well as a candy corner that resembles a candy shop. In addition to young people, demand from foreigners visiting Japan (inbound tourists) is also expected.
Source :Nikkei MJ 8th April 2024.
Related Articles
Cheese category insight: Key new product is Meiji & Saint-Moret Cream Cheese Dessert Innovation.
The cheese market in Japan has been growing with consumption increasing by 30% over the past decade.The Japanese cheese market has been steadily growing in recent years, with consumption increasing by approximately 30% over the past decade. In 2019, total consumption...
FamilyMart Introduces New Supervised Sweets Series for the Valentine’s Season
FamilyMart Co., Ltd. (Headquartered in Minato-ku, Tokyo, President: Kensuke Hosomi) will launch a new series of sweets under "Famimaru Sweets," supervised by PIERRE HERMÉ Anthology, at approximately 16,200 FamilyMart stores nationwide starting Tuesday, January 28,...
7-Eleven, freshly brewed tea in-store, 1,000 shops in three years.
7-Eleven Japan has introduced freshly brewed tea as part of its "Seven Cafe" product line, marking a significant step in its efforts to diversify its offerings and attract a broader customer base. This initiative builds on the success of its freshly brewed coffee and...