Latest news with #Donki
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.
Time Out
30-06-2025
- Entertainment
- Time Out
5 unique vending machines to check out near Don Quijote in Shibuya
Across the street from the Mega Don Quijote near Shibuya Crossing, you'll find the ' Amusement Vending Machine Park ' produced by Don Quijote. From instant ramen to Hello Kitty popcorn, this little alcove's quirky vending machines let you enjoy various bits of Japanese culture all in one location, and then some. The spot is open 24 hours, so feel free to stop by even on those late-night Shibuya adventures. As an added bonus, there's a sitting area for you to enjoy your purchase right there in the space. Here are a few of the machines that caught our eye. Ichiran ramen If you're feeling peckish, grab a bowl of Ichiran ramen for just ¥500 (chopsticks included). Like all instant ramen, the bowl comes with its own flavour packets inside, but the vending machine also offers chilli powder seasoning for an additional ¥800. There's a hot water station nearby so you can prepare your ramen right there in the area. Cotton candy Your inner child will be overjoyed to try this one. This machine makes fresh cotton candy right in front of your eyes. Select from over a dozen colourful patterns like flowers and hearts, and the machine will handle the rest. In just a few moments, you'll have fresh cotton candy for only ¥500. Frozen kuzumochi bar Despite its name, kuzumochi isn't technically mochi, but rather a jelly-like dessert made from the starch of kudzu root. Donki's vending machine puts a spin on the classic treat in two ways: by mixing fruit in and freezing the result. Each bar has a delightfully chewy texture, and its refreshing frozen fruitiness is perfect for beating the summer heat. Choose from orange, strawberry, grape or soda flavour for ¥350 each or a set of two flavours for ¥700. Frozen tanghulu With this machine Donki transforms another classic goodie into a frozen treat. Traditionally, tanghulu is a northern Chinese snack of fresh fruit put on a skewer and coated in a crunchy sugar shell, but Donki has taken things further and frozen the whole lot. The end product keeps the sweetness of the original, but creates a harder candy similar to an ice lolly. Your tanghulu flavours here come in strawberry, orange or sapphire grape for ¥500 each. Gomikuji This one's not actually a vending machine, but it's still worth a mention, as you're unlikely to find anything like it elsewhere in the city. Using a clever mix of the words gomi ('rubbish') and omikuji ('sacred lot'), this gomikuji station displays your fortune when you throw your rubbish away. Just toss your waste into the appropriate bin and take a look at the light-up billboard to find out your luck for the day. It's a fun little way to encourage people to be more responsible with their waste.
Malaysian Reserve
21-05-2025
- Business
- Malaysian Reserve
Tourists boost sales at Japan's Don Quijote stores
by CAROLINE GARDIN & ATISH PATEL BUSINESS is booming at Japanese discount chain Don Quijote, which sells everything from nostril-hair wax to compact gadgets and colourful party costumes, thanks to its cult status among tourists but also inflation at home. At a large Don Quijote store in Tokyo's bustling Shibuya district, hundreds of tourists rush to fill their baskets with snacks and souvenirs from its heaving narrow aisles. 'I was pretty overwhelmed at first, just because there's so many options, everything's in a different language,' 27-year-old Garett Bryan from the US told AFP. But 'I feel like I bought a lot and it was only like US$70 (RM302)' including 'a coffee cup for my mom, a fan, some Godzilla chopsticks, just a couple toys'. The chaotic cut-price shops nicknamed 'Donki' were founded in the 1980s by Takao Yasuda, who named them after his business inspiration: The idealistic protagonist of the classic Spanish novel, Don Quixote. He wanted to shake up Japan's staid retail industry with new tactics including late-night opening hours as well as more varied prices and product lines. Now a record influx of visitors to Japan, fuelled by a weak yen, is boosting sales nationwide. Revenues at Don Quijote in Japan are 'around 1.7 higher than before the pandemic', said Motoki Hata, a manager at the retailer. Last year, its parent firm Pan Pacific International Holdings (PPIH) saw revenue rise around 12% year-on-year (YoY) for its discount chains including Donki, while tax-free sales beat internal forecasts. Shopping at Don Quijote is like a 'treasure hunt' — a fun experience that foreign visitors love, Hata told AFP. 'Customers end up buying something different than what they came in for,' he said beside rows of cherry-blossom flavour KitKats, a popular exclusive product. 'Jungle'-like Don Quijote and its sister brands have 501 stores in Japan, where 24 new ones opened during the past financial year. PPIH Group also runs 110 stores abroad, in the US and across Asia from Taiwan to Thailand. California is one place being targeted by the company for expansion, according to analyst Paul Kraft, founder of Tokyo-based consultancy firm JapanIQ. But that plan could be complicated by US President Donald Trump's trade tariffs — including levies of 24% on Japan, which have been paused until July. Even so, 'I wouldn't bet against them, even in this entire high-tariff environment', Kraft said. 'Nobody adjusts as fast as Don Quijote in retail in Japan — even faster than convenience stores, because they give so much autonomy to their stores.' They are also 'some of the smartest and most aggressive buyers that I've seen', with consistently 'the best selection of almost anything'. However, in Japan at least, the shopping experience is 'cramped, dark, you know, the buildings might be old' with products seemingly 'hanging from everywhere'. Don Quijote's omnipresent Santa-hat wearing penguin mascot Donpen and its 'Don Don Donki' jingle on repeat just adds to the 'jungle'-like experience. 'It is just almost an assault on the senses,' Kraft said. Inflation Hits Still, Don Quijote 'has grown to be an extremely important retailer in Japan', Kraft said — especially as rising inflation ramps up demand for cheaper products. The country's core inflation rate accelerated to 3.2% in March, with consumers feeling the pinch on electricity bills as well as kitchen staples like cabbage and rice. Household consumption fell 1.1% in 2024, with some people making the trip to Don Quijote to save. 'It's less expensive than other shops, and they also have famous brands,' said a Tokyo resident who shops at the store twice a week and gave her surname as Kuroki. Shoji Raku, 20, told AFP she shops at Donki for 'shampoo, electronics and everything that you don't find elsewhere'. Tourist sales remain a key focus for the chain, which plans to open two new stores targeted at visitors in Japan next year, centred on duty-free products. But one Donki customer, Bruno Bosi from Brazil, said shoppers should tread with caution. 'It is a store for you to buy as much as you want — but I think you need to ask yourself if you need it,' he said. — AFP This article first appeared in The Malaysian Reserve weekly print edition
GMA Network
20-05-2025
- Business
- GMA Network
Don Quijote in PH? Still a ‘long-term consideration' —DTI
People cross a street in front of a Don Quijote store in Shibuya area in Tokyo on October 3, 2024. Yuichi Yamazaki/ AFP Pinoy fans of Don Quijote or 'Donki' will have to wait long before the popular Japanese discount shop chain is officially established in the Philippines. In a news release on Tuesday, the Department of Trade and Industry (DTI) said that Trade Secretary Cristina Roque held a 'strategic meeting' in Tokyo on Monday with executives of Pan Pacific International Holdings Corp. (PPIH), the Japanese retail house behind Don Quijote and Don Don Donki store chains. The DTI said the meeting centered on expanding the sourcing of Philippine products for inclusion in PPIH's global store network, particularly in Japan, the United States, and other Asian markets. It added that PPIH expressed 'strong interest' in increasing the visibility of Filipino-made goods in their retail ecosystem. However, the Trade Department said executives of PPIH have noted that 'opening a Donki store in the Philippines remains a long-term consideration.' Nevertheless, the executives of the Japanese retail house 'acknowledged that a successful sourcing partnership with the Philippine government and exporters could play a significant role in including the Philippines in future regional expansion plans.' 'As we navigate the complexities of a rapidly changing global economy, we are guided by a fundamental principle: alone we can only do so little, but together, we can achieve so much,' said Roque. 'We welcome every opportunity to introduce Filipino products to the world—especially through partners who share our commitment to innovation, inclusion, and excellence,' said the Trade chief. The DTI said PPIH identified food and wellness items, natural and sustainable home goods, and unique lifestyle products as key areas of sourcing interest. The Japanese retail house also expressed a desire to connect directly with more Philippine exporters and manufacturers, beyond current intermediaries, to gain better access to new and trending products, according to the agency. — BM, GMA Integrated News
