Japan Retail ViewPoint Pop-Up Stores Blooming July 2019
There has been an increase in time-limited stores known as "pop-up stores". A survey conducted by CBRE found that in the main retail area of Tokyo*, there were 284 pop-up store launches during 2015, but three years later in 2018 this had increased to 380 stores (+34%). *Ginza, Omotesando, Harajuku, Shinjuku and Shibuya
We have seen a particular increase in the number of stores opening in street level stores. One of the reasons for the increase in street level pop-up stores is that companies have started to use pop-up stores to promote their brand and products. This is underpinned by the spread of smartphones and the ensuing growth in social media.
Looking at the most popular areas, "Omotesando" took the top position (45%) followed by "Harajuku" (34%) in 2018. One major reason for the concentration of pop-up stores in Harajuku and Omotesando is the popularity of these areas as places to visit among the millennial generation. They are skilled at using SNS and other forms of communication, and for retailers, they are the generation that spreads information rapidly, an aspect particularly relevant for pop-up stores compared with other formats.