What's Happening?
Books Kinokuniya, a Japanese chain retailer, is experiencing significant growth in the United States, driven by the increasing popularity of Japanese culture. The company, which operates 71 stores in Japan and 47 in other countries, has seen a 107% increase in sales in 2025 compared to 2024. Kinokuniya USA plans to reopen its Los Angeles store later this year, bringing its total to 17 outlets across major U.S. metro areas. The stores offer a mix of Japanese and English-language books, with some locations also providing Japanese teas and snacks. Manga and anime-related products are particularly popular, with manga sales quadrupling during the pandemic. The chain's strategy includes targeting Gen Z and participating in conventions like Anime NYC
and comic cons to reach its audience.
Why It's Important?
The expansion of Kinokuniya in the U.S. highlights the growing influence of Japanese culture, particularly among younger generations. This trend reflects broader shifts in cultural consumption, where manga and anime have become mainstream entertainment forms. The retailer's success underscores the potential for businesses that cater to niche cultural interests to thrive in diverse markets. For the U.S. retail landscape, Kinokuniya's growth could inspire other international brands to explore similar opportunities, potentially leading to increased cultural exchange and economic activity. The chain's focus on creating a cultural experience through its stores also suggests a shift towards experiential retail, which could influence future retail strategies.
What's Next?
Kinokuniya USA aims to open two or three additional stores by the end of 2026, contingent on finding suitable locations that align with its cultural synergy strategy. The company is scouting for sites in malls that already host a mix of Asian-friendly businesses, such as ramen shops and sushi restaurants, to create a comprehensive cultural experience. This approach may set a precedent for other international retailers looking to expand in the U.S. by emphasizing cultural integration and community engagement. As Kinokuniya continues to grow, it may also increase its participation in cultural events and partnerships with Japanese publishers to further solidify its presence in the U.S. market.
Beyond the Headlines
Kinokuniya's expansion strategy highlights the importance of cultural understanding in international business. By aligning with Asian-friendly businesses and creating a theme park-like experience, the retailer is not only selling products but also promoting cultural appreciation and understanding. This approach could foster greater cultural diversity and acceptance in the U.S., as more consumers are exposed to and engage with different cultural products and experiences. Additionally, the success of Kinokuniya may encourage other retailers to adopt similar strategies, potentially leading to a more culturally diverse retail environment in the U.S.
