Latest news with #DonQuijote
Yahoo
4 days ago
- Entertainment
- Yahoo
'Yamal turns 18 and takes centre stage at Barcelona'
"Comparisons are odious," wrote Cervantes in Don Quijote. Nowhere is that more true than in football - a world fuelled by statistics, noise, and the endless urge to crown the next Lionel Messi. Lamine Yamal has heard it all before. Advertisement When the question came - again - he didn't bite. "I don't compare myself with him," he said. "I don't want to compare myself with anyone, and even less with Messi. That's something I leave to you. "He is the best player in football's history. I am making my own way." So, what are we doing talking about Messi in a Lamine Yamal piece? It is just to create some context, because there are some stunning statistics. Yamal turns 18 on Sunday by which time he will have played 106 first-team games - 73 in La Liga, 23 in Europe, six in the Copa del Rey and four others. Advertisement By the time Messi turned 18, despite having become - at 17 years, three months and 22 days - the youngest player to represent Barcelona in an official competition, he had played nine first-team games for the club. Lamine Yamal could follow Lionel Messi in moving from number 19 to number 10 [Getty Images] It's probably safe to assume that as long as he keeps scoring, creating and winning games and titles for both club and country, Yamal won't be that bothered what number he is carrying on the back of his shirt. Not that, of course, this has stopped him having a bit of fun on social media over the speculation that this season he will be wearing Barcelona's iconic number 10. He has posted pictures of himself one day with the number 19 jersey he currently wears - as a young Messi also did - followed by a homage to some previous wearers of the 10. Advertisement The names read like a who's who of footballing royalty. Messi, of course, Diego Maradona, Ronaldinho, Rivaldo, Romario, Hristo Stoichkov, Juan Roman Riquelme, Pep Guardiola and Laszlo Kubala. Speculation around Barcelona's number 10 shirt has followed him for months. Out of respect, he did not entertain conversations about it while Ansu Fati, the previous wearer, was still at the club, but he has since moved to Monaco. Barcelona have not announced anything officially although there has been a dramatic surge in sales of said shirt. Yamal is wondering what to do. Take the weight of the 10? Or keep 19 one more season - perhaps until he turns 19? Advertisement Who is Lamine Yamal? There are a number of errors and misconceptions about the player, not least the fact that despite being discussed and written about endlessly, the majority of the media and fans continue to get his name wrong. His full name is Lamine Yamal Nasraoui Ebana-Nasraoui. Like so many players in La Liga - think Xavi, Pedri, Joselu etc - he identifies on the pitch by his first name which is not just Lamine, nor is it just Yamal, it is Lamine Yamal. He was named after two men, Lamine and Yamal, who helped his parents (Equatorial Guinean Sheila Ebana and Moroccan Mounir Nasraoui) pay rent during a financially difficult period before his birth. Advertisement By way of thanks, they made good on the promise to name their son in their honour. Much has been made of the forward's holidays, his off-pitch life, and the perceived risk of distraction. Apparently he is a teenager that enjoys himself. Go figure! More worrying is the quiet implications of that accusation. The reality is far less dramatic. He goes out, like most 17-year-olds, especially during holidays. He is very close to his family and enjoys time with friends (he visited Neymar in Brazil). He's a healthy, responsible teenager. He is teetotal and a practising Muslim who has spoken openly about his observance of Ramadan. Advertisement And while there aren't photos of him training during summer mornings, that's largely because there's no public access. Behind the scenes, the work is still happening. He enjoys himself, there are fewer rules and obligations than during the season, but he doesn't switch off. There is balance. He is currently in China working with Adidas. Yes, that is the kind of work a footballer has to do. So how good is he? The statistics are remarkable, especially when you consider his age. And they keep improving. Since making his debut, he has won two La Liga titles, although he featured just once during Barcelona's 2022–23 title-winning campaign. Since then, he has missed only four league games across the past two seasons. He has also lifted the Copa del Rey and Spanish Super Cup. On the international stage, he has already won the European Championship with Spain. Advertisement He wants everything: to lead, to score, to win. But there's a calmness to his ambition. He doesn't just dream of being better, he works at it. Crucially, he knows he's not there yet. That balance between confidence and humility is what allows him to play with such freedom, as if still in the schoolyard. It all begins at home. His parents, often discussed publicly but rarely understood, play a crucial role in keeping his feet on the ground. His father is firm, tells it as it is, and is enjoying his son's success very publicly - perhaps too exposed at the public judgement. His mother and grandmother offer a different kind of strength - consistent, loving, and deeply rooted in values. They are the quiet force that underpins everything. Advertisement That's how he appears not a teenager overwhelmed, but a boy enjoying the game. It's not down to ignorance of pressure. It's a mindset, one that believes the best is still to come, and if it doesn't arrive, he'll keep chasing it. Before the Champions League final he said: "At my age, few have played as many games for a club like Barca, and that's what I value most. Playing at this level and for a club like Barca isn't something that anyone can do." When asked about the pressure or fear of failure involved with playing at the top level, he said: "I left that fear behind on the pitch in Mataro a while ago." He was referring to his old pitch in the district of Rocafonda, where he played as a kid with others three, four and more years older. Advertisement His celebration is a tribute to where he comes from - a densely populated, working-class neighbourhood in Mataro, known for its multicultural community, social challenges, and strong sense of local identity. The three last numbers of the postcode is the shape of his fingers when he scores, 304. Lamine Yamal makes 304 with his fingers, his postcode back in Mataro [Getty Images] His improvement last season was astonishing. He went from seven goals and nine assists in 23-24 to 18 goals and 25 assists last campaign. Easy to understand therefore why the boy from Rocafonda has had his contract recently renewed until 2031 with a reported base wage of 15m euro (£12.9m) per season, rising to 20m euro with performance-related bonuses plus a buyout clause set at a jaw-dropping 1bn euro, a figure clearly put in place to repel potential suitors. Advertisement But he would be the first to admit he is still a work in progress, that the best is still to come. He still needs to focus more on honing that killer instinct on goal It's worth remembering that two of Yamal's biggest moments in 2025 - against Inter in the semi-finals of the Champions League and the Nations League final against Portugal - both ended in defeat. Those close to him wanted to see his reaction as everything to that point had gone in an upwards trajectory. Barcelona's dramatic exit was painful for any player, more so for a 17-year-old. But his response was revealing. He was visibly hurt, yes, but once back in the dressing room, his mindset shifted quickly. Advertisement He started thinking about what was still left to win. The league, the cup. And the knowledge that the Champions League would come around again next year. That instinct - to refocus, to move forward - says everything about him. One Barcelona executive remarked recently: "He's just a kid - even if you forget that because of how he behaves on the pitch." Off the pitch? You see the teenager more often. Spain team-mate Dani Olmo once described the national team environment as a "schoolyard" atmosphere - all jokes, energy, and youthful confidence. It's an environment where Yamal thrives. He gets along with everyone (that is why he is the team DJ), brings mischief without overstepping, and knows when to pull back. Advertisement Maybe he learned from the reaction in the group when, playing with Barcelona's under-18s, he wore a Morocco shirt the day after Spain was knocked out of the World Cup by his dad's nation. In fact, the Spanish federation had to fight with the family and with the Morocco federation to keep him with Spain. Lamine doubted but ultimately it was his decision to remain with La Roja. Lamine Yamal scored 18 goals in all competitions for Barcelona last season [Getty Images] His relationship with new Barcelona coach Hansi Flick has been smooth. He may be cheeky, but he's always respectful. One team-mate simply calls him "a character". His inner circle occasionally wishes he'd expose himself to the spotlight a little less. Yet almost everyone agrees on one thing: he has the courage and personality to handle it. Advertisement That, more than the dribbles, more than the comparisons, is what makes Yamal unique. Not just that he plays like he's still in the schoolyard, but that even as the world begins to crown him, that's still where he feels most at home. But that tension - between who he is and what he projects - runs through his entire story. At times, he reminds you of his age. After one match, when asked about criticism of his attitude, he responded: "As long as I'm winning, they can't say anything." A defiant moment, perhaps, but also an honest one. Yamal is a player in constant evolution. Not satisfied with what he already has, he's motivated by what he doesn't. His eyes are firmly on the future: more goals, more strength, more consistency. But he isn't trying to bypass the process. He knows there's more to learn. Advertisement With a World Cup around the corner, it is little wonder fans around the globe are licking their lips at the prospect of watching Yamal again this season.
BBC News
4 days ago
- Entertainment
- BBC News
'Yamal turns 18 and takes centre stage at Barcelona'
"Comparisons are odious," wrote Cervantes in Don Quijote. Nowhere is that more true than in football - a world fuelled by statistics, noise, and the endless urge to crown the next Lionel Yamal has heard it all the question came - again - he didn't bite. "I don't compare myself with him," he said. "I don't want to compare myself with anyone, and even less with Messi. That's something I leave to you."He is the best player in football's history. I am making my own way."So, what are we doing talking about Messi in a Lamine Yamal piece? It is just to create some context, because there are some stunning turns 18 on Sunday by which time he will have played 106 first-team games - 73 in La Liga, 23 in Europe, six in the Copa del Rey and four the time Messi turned 18, despite having become - at 17 years, three months and 22 days - the youngest player to represent Barcelona in an official competition, he had played nine first-team games for the club. It's probably safe to assume that as long as he keeps scoring, creating and winning games and titles for both club and country, Yamal won't be that bothered what number he is carrying on the back of his that, of course, this has stopped him having a bit of fun on social media over the speculation that this season he will be wearing Barcelona's iconic number has posted pictures of himself one day with the number 19 jersey he currently wears - as a young Messi also did - followed by a homage to some previous wearers of the names read like a who's who of footballing royalty. Messi, of course, Diego Maradona, Ronaldinho, Rivaldo, Romario, Hristo Stoichkov, Juan Roman Riquelme, Pep Guardiola and Laszlo around Barcelona's number 10 shirt has followed him for of respect, he did not entertain conversations about it while Ansu Fati, the previous wearer, was still at the club, but he has since moved to have not announced anything officially although there has been a dramatic surge in sales of said is wondering what to do. Take the weight of the 10? Or keep 19 one more season - perhaps until he turns 19? Who is Lamine Yamal? There are a number of errors and misconceptions about the player, not least the fact that despite being discussed and written about endlessly, the majority of the media and fans continue to get his name full name is Lamine Yamal Nasraoui Ebana-Nasraoui. Like so many players in La Liga - think Xavi, Pedri, Joselu etc - he identifies on the pitch by his first name which is not just Lamine, nor is it just Yamal, it is Lamine was named after two men, Lamine and Yamal, who helped his parents (Equatorial Guinean Sheila Ebana and Moroccan Mounir Nasraoui) pay rent during a financially difficult period before his way of thanks, they made good on the promise to name their son in their has been made of the forward's holidays, his off-pitch life, and the perceived risk of distraction. Apparently he is a teenager that enjoys himself. Go figure!More worrying is the quiet implications of that accusation. The reality is far less dramatic. He goes out, like most 17-year-olds, especially during is very close to his family and enjoys time with friends (he visited Neymar in Brazil). He's a healthy, responsible teenager. He is teetotal and a practising Muslim who has spoken openly about his observance of while there aren't photos of him training during summer mornings, that's largely because there's no public access. Behind the scenes, the work is still happening. He enjoys himself, there are fewer rules and obligations than during the season, but he doesn't switch off. There is is currently in China working with Adidas. Yes, that is the kind of work a footballer has to do. So how good is he? The statistics are remarkable, especially when you consider his age. And they keep making his debut, he has won two La Liga titles, although he featured just once during Barcelona's 2022–23 title-winning campaign. Since then, he has missed only four league games across the past two seasons. He has also lifted the Copa del Rey and Spanish Super Cup. On the international stage, he has already won the European Championship with wants everything: to lead, to score, to win. But there's a calmness to his ambition. He doesn't just dream of being better, he works at he knows he's not there yet. That balance between confidence and humility is what allows him to play with such freedom, as if still in the all begins at home. His parents, often discussed publicly but rarely understood, play a crucial role in keeping his feet on the ground. His father is firm, tells it as it is, and is enjoying his son's success very publicly - perhaps too exposed at the public mother and grandmother offer a different kind of strength - consistent, loving, and deeply rooted in values. They are the quiet force that underpins how he appears not a teenager overwhelmed, but a boy enjoying the game. It's not down to ignorance of pressure. It's a mindset, one that believes the best is still to come, and if it doesn't arrive, he'll keep chasing the Champions League final he said: "At my age, few have played as many games for a club like Barca, and that's what I value most. Playing at this level and for a club like Barca isn't something that anyone can do."When asked about the pressure or fear of failure involved with playing at the top level, he said: "I left that fear behind on the pitch in Mataro a while ago."He was referring to his old pitch in the district of Rocafonda, where he played as a kid with others three, four and more years celebration is a tribute to where he comes from - a densely populated, working-class neighbourhood in Mataro, known for its multicultural community, social challenges, and strong sense of local identity. The three last numbers of the postcode is the shape of his fingers when he scores, 304. His improvement last season was went from seven goals and nine assists in 23-24 to 18 goals and 25 assists last campaign. Easy to understand therefore why the boy from Rocafonda has had his contract recently renewed until 2031 with a reported base wage of 15m euro (£12.9m) per season, rising to 20m euro with performance-related bonuses plus a buyout clause set at a jaw-dropping 1bn euro, a figure clearly put in place to repel potential he would be the first to admit he is still a work in progress, that the best is still to come. He still needs to focus more on honing that killer instinct on goalIt's worth remembering that two of Yamal's biggest moments in 2025 - against Inter in the semi-finals of the Champions League and the Nations League final against Portugal - both ended in close to him wanted to see his reaction as everything to that point had gone in an upwards dramatic exit was painful for any player, more so for a 17-year-old. But his response was revealing. He was visibly hurt, yes, but once back in the dressing room, his mindset shifted started thinking about what was still left to win. The league, the cup. And the knowledge that the Champions League would come around again next year. That instinct - to refocus, to move forward - says everything about Barcelona executive remarked recently: "He's just a kid - even if you forget that because of how he behaves on the pitch."Off the pitch? You see the teenager more team-mate Dani Olmo once described the national team environment as a "schoolyard" atmosphere - all jokes, energy, and youthful an environment where Yamal thrives. He gets along with everyone (that is why he is the team DJ), brings mischief without overstepping, and knows when to pull he learned from the reaction in the group when, playing with Barcelona's under-18s, he wore a Morocco shirt the day after Spain was knocked out of the World Cup by his dad's fact, the Spanish federation had to fight with the family and with the Morocco federation to keep him with Spain. Lamine doubted but ultimately it was his decision to remain with La Roja. His relationship with new Barcelona coach Hansi Flick has been smooth. He may be cheeky, but he's always respectful. One team-mate simply calls him "a character".His inner circle occasionally wishes he'd expose himself to the spotlight a little less. Yet almost everyone agrees on one thing: he has the courage and personality to handle more than the dribbles, more than the comparisons, is what makes Yamal unique. Not just that he plays like he's still in the schoolyard, but that even as the world begins to crown him, that's still where he feels most at that tension - between who he is and what he projects - runs through his entire story. At times, he reminds you of his age. After one match, when asked about criticism of his attitude, he responded: "As long as I'm winning, they can't say anything." A defiant moment, perhaps, but also an honest is a player in constant evolution. Not satisfied with what he already has, he's motivated by what he doesn't. His eyes are firmly on the future: more goals, more strength, more he isn't trying to bypass the process. He knows there's more to a World Cup around the corner, it is little wonder fans around the globe are licking their lips at the prospect of watching Yamal again this season.
Forbes
5 days ago
- Business
- Forbes
From Tokyo Shelf To Luxury Retailers: How One Entrepreneur Cracked Clean Beauty
Still close-up shot of Kristen Crawley The lip mask that changed everything sat on a shelf in Don Quijote, Tokyo's discount megastore chain. Kristen Noel Crawley, then just another beauty enthusiast walking the store's 15 aisles of cosmetics, flipped over the package and counted 50 ingredients. 'I told myself, 'When I come back to the states, I'm going to look for a natural version,' Crawley said. 'But when I came back to the U.S., there wasn't one.' Crawley was born in Chicago and accustomed to the grit of Midwestern winters, so it seemed like a no-brainer that she would gravitate towards high-quality lip care made of natural ingredients. When she discovered that those products were practically non-existent in the U.S. market, she knew there was a consumer gap to fill. That moment of clarity in Tokyo became the beginning of KNC Beauty, a clean skincare brand that has earned placement at luxury retailers without ever making a traditional sales pitch. Seven years later, Crawley oversees a 15-product line carried by FWRD, Moda Operandi and Violet Grey—retailers that approached her, not the other way around. Kristen Crawley standing against a yellow background. 'They always come to us,' Crawley said. And it's an impressive achievement, especially in an industry where most founders spend months chasing retailers. The global clean beauty market, valued at $8.25 billion in 2023 and projected to reach $21.29 billion by 2030 with a 14.8% compound annual growth rate, has become increasingly crowded with brands promising transparency. Yet Crawley carved out her niche not through aggressive marketing spend but through product innovation that photographs well—a crucial advantage in the Instagram economy. Intuition As a Business Resource In Crawley's Chicago childhood winters, harsh enough to crack lips and test resolve, she developed an appreciation for products that worked. That practical foundation, coupled with an innate creative sensibility, has sharpened her business acumen. 'It's colors that I like, graphics that I'm drawn to,' she explained when asked about her brand's distinctive aesthetic. 'I've always been drawn to art and unique textures and colors. It was following my intuition and letting that lead the brand identity.' When developing her breakthrough eye mask—the first beauty brand to create a custom shape that went viral—Crawley did not chase trends. Instead, she wanted to solve a problem while creating something aesthetically pleasing that would stand out in an oversaturated market. The answer came in the form of innovation that was both functional and photogenic, a combination that has become her signature. The numbers have supported her instincts so far. When her vision aligned with what her target market wanted—as it did with her collaboration with A Bathing Ape—the results spoke for themselves. 'We sold out in under 20 minutes,' Crawley recalled. 'It did so well because it was a brand that I have loved and respected for many years.' But Crawley does not say 'yes' to every partnership. Black and white still shot of Kristen Crawley. "When the fit isn't natural, it comes off as forced, and the consumer can see that,' Crawley said. While competitors like Glossier built empires on minimalist marketing and Fenty Beauty disrupted through inclusive shade ranges, Crawley's differentiator was in functional innovation. Her custom-shaped eye masks solved a skincare problem and also created a new product category that forced competitors to pay attention. Perhaps nothing illustrates Crawley's principle as a businesswoman more than her relationship with the word 'no.' Early in her journey, she was grateful for any opportunity that came her way. 'I would say yes, and then I wouldn't think about the lead time or the terms of getting paid,' she said. 'Sometimes I would be in the hole while I'm waiting for checks to come in.' The shift came through experience and a simple formula that Crawley now swears by: 'If it's not making dollars, it's not making sense.' For Crawley, partnership is more than a good payday, and she has learned to weigh opportunities against their true cost, including the psychological toll. 'We take breaks after big projects,' she said. 'It's all about balance.' This measured approach also extends to her brand collaborations with luxury giants like Gucci and Louis Vuitton. 'Authenticity means that these are brands that I am naturally attracted to and have respect for,' she explained. The strategic advantage is clear—when personal taste aligns with business opportunity, the partnership feels effortless rather than transactional. George Floyd's death in 2020 forced a question that had been forming in Crawley's mind for a while: What did she owe the next generation? As a successful Black entrepreneur in an industry where representation remains limited, her answer came in the form of the KNC School of Beauty. She started the school, an initiative that channeled her years of behind-the-scenes mentorship into something more ambitious: empowering budding entrepreneurs to pursue their vision. This wasn't corporate activism or performative allyship but was designed to create lasting economic change through the most radical act of all: teaching others to build their own businesses. 'I had mentored a few women privately over the years,' she said. 'I thought, 'how can I bring this mentorship program on a more accessible stage?'' The school's impact extends beyond its grant recipients, including several successful body care brands. 'I always tell them, ''You guys gotta just do it. You just have to go for it,'' Crawley advised. 'Sometimes we overthink and question and doubt ourselves.' It's advice that clearly reflects her own journey—from starting a brand because there was a market need to forming corporate partnerships with Revolve and Revlon that have provided both funding and legitimacy, transforming grassroots mentorship into a scalable economic platform. Crawley represents something rare in the beauty industry, a founder whose success feels inevitable in retrospect yet was never guaranteed. Her upcoming lip oils, with their kawaii-inspired packaging, represent the same intuitive approach that launched her career: functional and distinctively hers. But the real test of her philosophy may be whether it can scale beyond individual success. From that Tokyo moment of clarity to a 15-product empire, Kristen Noel Crawley has proven that in the attention economy, the most memorable businesses thrive because they genuinely connect with their target market. The $21 billion clean beauty market has become a case study in Crawley's favor: organic brand building consistently outpaces traditional growth strategies. While others manufacture relatability through focus groups and trend reports, Crawley has built a brand that feels as natural as breathing and as inevitable as her next creative impulse.
07-07-2025
- Business
Donki Devotion: How Don Quijote Stores Became Such a Hit with Visitors to Japan
Needless to say, when people in Japan talk about Don Quijote, they are not referring to the classic novel by Cervantes, but the chain of discount stores, instantly recognizable by their garish yellow-and-black facades. Step into one and you will find towering stacks of merchandise crammed into every corner, with maze-like aisles winding through it all. From daily necessities and cosmetics to luxury goods, medicine, alcohol, and even adult products, the chain popularly known as Donki sells just about everything. It might sound like an exaggeration, but it would not be far off to say, 'If you can't find it there, it doesn't exist.' The entrance to Don Quijote Kabukichō with shelves packed tightly with merchandise. Photo taken in Shinjuku, Tokyo, on June 17, 2025. (© ) 'I came to Donki yesterday too, and I think I'll be back shopping here again.' That is the common refrain from many visitors to Japan interviewed for this article. Often they stop locals on the street to ask, 'Where's the nearest Donki?' The numbers back up the chain's popularity among international visitors. In the first half of the fiscal year ending June 2025, duty-free sales at Don Quijote's parent company, Pan Pacific International Holdings, reached an all-time high of ¥79.8 billion, which was a ¥29.7 billion increase from the same period the previous fiscal year. A Store with Everything So why is Donki such a hit with visitors to Japan? Currently, Don Quijote operates nearly 500 stores across the country. While one can find them in major cities, they are also spread throughout regional cities and suburbs. Among these, the locations most frequented by inbound tourists are in Tokyo, and especially in Shibuya, Shinjuku, and Ginza. I visited one such hotspot: Don Quijote Kabukichō, located at the entrance to Shinjuku's famous entertainment district. The store is packed with souvenir goods tailored to the needs of foreign visitors. One standout favorite is matcha tea. A group of three women from Thailand picked up some matcha products and told me, 'This time, we came to buy matcha powder and sweets. And also cosmetics. What's great about Donki is that it carries so many different brands all in one place. It's tax-free and cheap, but you can especially trust the quality for Japanese-made cosmetics.' Japanese matcha and other green tea products come in a wide variety. Photo taken in Don Quijote Kabukichō on June 19, 2025. (© Tanigashira Kazuki) In the anime section, a 23-year-old man from Amsterdam said: 'I've always liked Tokyo, and I learned about Donki as a place to buy anime merch. Most of what I buy is anime related.' Shelves are packed with products from popular franchises like Pokémon, Hello Kitty, Naruto, and One Piece, with a selection so extensive it could rival that of specialty anime stores. The sheer mix and volume of merchandise is impressive. At Donki, 'you can get everything.' That convenience is a major draw for visitors to Japan. A section featuring character plushies from Pokémon. Photo taken in Don Quijote Kabukichō on June 19, 2025. (© Tanigashira Kazuki) Becoming a Dream Store Donki's greatest strength lies in its deep understanding of customer needs. According to company materials, the most frequently purchased item among international visitors at the Kabukichō store is Bake Creamy Cheese, a snack you can find in virtually any store, and not something uniquely Japanese like matcha or sakura-themed treats. To locals, it is an unremarkable confection, but it ranks as the top seller. The snack section, with goods stacked nearly to the ceiling. The aisles are narrow, like a maze. Photo taken in Don Quijote Kabukichō on June 19, 2025. (© Tanigashira Kazuki) The reason is that it is creamy cheese, but does not melt easily, even in hot climates. The product is a hit in countries like Thailand, Taiwan, and South Korea. Yet from within Japan, this kind of preference is not immediately obvious. So how does Donki manage to identify such specific customer needs? The secret lies in its unique store management system of delegated authority. Under this approach, decisions about how to sell products and what to stock are left to the frontline staff at each store and even each sales floor. In a typical retail chain, such decisions are made centrally at headquarters, resulting in standardized stores across the country. But Donki takes the exact opposite approach. Staff on the ground monitor trends and observe their customers, then decide what to stock and how to display it with remarkable flexibility. Don Quijote Shinjuku, located in Koreatown, features a wide selection of Korean ingredients. Photo taken in Shinjuku, Tokyo, on June 17, 2025. (© ) This is perhaps most clearly seen in the eye-catching handwritten labels attached to the products. Each one is crafted by staff members who imagine the type of customer who will buy the item, resulting in flamboyant signage filled with bold fonts and an infectious enthusiasm that screams, 'You have to buy this!' In other words, the more customers visit, the more the stores evolve to satisfy them. This positive feedback loop is what keeps drawing international tourists back again and again. Going Viral Donki's efforts to reflect the opinions of international visitors are constantly evolving. One upcoming initiative is a new app for inbound travelers called Majica Global. With it, users will be able to send reviews and candid feedback about their store visits and purchases directly to the company. This will allow it to gather direct input from more customers than ever before. This kind of digital strategy is already playing out successfully on social media. The group of women from Thailand mentioned earlier said, 'We learned about Donki through Facebook and TikTok. In Thailand, many influencers post product reviews, and we found out that the Japanese items they featured were available at Donki.' A man from Rome said, 'In Italy, almost no one knows about Don Quijote, but I discovered it on Instagram just a few days before my trip to Japan.' Many foreign visitors who have been to Donki post their impressions on social media. In fact, searching for 'Japan' often turns up Donki-related content. The store's outrageous exteriors, unexpected interiors, and over-the-top signage make it highly shareable—a perfect formula for the visual nature of platforms like Instagram and TikTok. In a bid to attract even more inbound tourists, Donki has declared its ambition to become the number one must-visit spot in Japan. Its strategy is built around three phases: raising awareness about Donki before tourists even depart, ensuring customers are satisfied when they visit during their trip, and encouraging them to share their experiences with friends and followers afterward. A scene from Don Quijote's TV commercial, featuring Bruno Mars and dancers. (From a Don Quijote press release) Of these, the company places particular emphasis on the pre-trip phase by promoting awareness. To that end, it has ramped up its social media promotions. In 2024, Donki produced a promotional video in collaboration with global music icon Bruno Mars, which sparked huge buzz both in Japan and overseas. Known for his love of Japanese culture, Mars's participation was reportedly prompted by his genuine fondness for Donki itself. Perhaps other global stars will appear in future commercials (Lady Gaga is a notable visitor to the stores). The Allure of Controlled Chaos Above all, what captivates international visitors is Donki's sheer originality. 'There's nowhere like Donki outside of Japan. I don't know of any other store that sells everything from souvenirs to daily necessities. It's really unique,' said an American man visiting the Kabukichō store. A section filled with distinctly Japanese souvenirs, including kabuki and anime-themed items. Photo taken in Don Quijote Kabukichō on June 19, 2025. (© Tanigashira Kazuki) The store's interior is laid out like a labyrinth, making it feel like visitors have wandered into a cave on a treasure hunt. Shoppers often stumble across unexpected items and give in to impulse buys. It is a shopping experience that feels adventurous and exciting. This chaotic charm might be closely related to a very Japanese architectural concept: the zakkyo building. In his Japanese-only book Weeb Economy , American economist Noah Smith cites these buildings as one of Japan's defining features. A zakkyo building is a compact structure jam-packed with a variety of businesses. A controlled mess, if you will. The same could be said of Japan's urban landscapes: uneven skylines, tangled power lines, overlapping signage, streets that look like something out of Blade Runner , with layers of time built up on every corner. Donki encapsulates that visual chaos within its walls. In my personal view, this cluttered collage is exactly what attracts so many international visitors. In fact, Donki may be the most quintessentially Japanese place in the entire country. If that is true, it is no wonder tourists are so enamored. So if anyone visiting Japan is unsure of where to go, I would wholeheartedly recommend Donki. Whatever you are looking for, you will find it there. You will also experience a space that might just be one of the most authentically Japanese spots around. In fact, you could almost say, 'You can see Japan just by going to Donki.' (Originally published in Japanese on June 23, 2025. Banner photo: A Don Quijote store in Kabukichō, Tokyo, open 24 hours, draws many inbound tourists. © .)
Metropolis Japan
02-07-2025
- Entertainment
- Metropolis Japan
'Don Quijote' Afternoon Tea at Hotel Indigo Tokyo Shibuya
What happens when Tokyo's most iconic discount store, the quirky Don Quijote, meets one of Shibuya's most stylish hotels? You get an afternoon tea like no other—bold, playful and brimming with pop-culture charm. Hotel Indigo Tokyo Shibuya has teamed up with Don Quijote for a limited-time tea experience that runs through September 10, serving up a vibrant celebration of Shibuya's eclectic spirit. Hosted at the 11th-floor Gallery 11, the tea set bursts with bold flavors, whimsical designs and clever nods to Don Quijote's beloved mascots Donpen and Donko. Highlights include the signature Milk Raspberry Chocolate Cake—layered with rich cocoa and tart berries, with a hidden surprise inside and adorable character toppings. You'll also find matcha-chocolate cake, cherry-vanilla macarons, caramel apple pops and a rainbow-sprinkled donut filled with caramel buttercream. Balance it out with a savory dish of herb-roasted chicken with lemon and caper sauce (vegetarian option available), and sip on eye-catching welcome drinks in Donpen's signature red and blue, plus a lineup of premium teas from Brew Tea Co. and ONIBUS COFFEE. Whether you're a long-time Donki devotee or just looking for a fun, flavorful way to escape the summer heat, this is Shibuya's most imaginative afternoon tea yet.
