23th April, DONKI to open ’KIRAKIRA DONKI’ in Shibuya at the site of “Domise,” a private brand (PB) specialty store that recently closed.

Domise, a PB specialty store that opened last year in Shibuya, failed to differentiate itself from the nearby Mega Don Quijote and struggled to attract customers as anticipated. Don Quijote promptly made the decision to refurbish it into a new concept store called Kirakira Donki, targeting the Z and Alpha generations. Kirakira Donki will be the fifth store nationwide.

Pan-Pacific International Holdings (PPIH) announced on the 8th that it will open a new type of store called “Kirakira Donki” at Shibuya, Tokyo, which gathers products for young people under the discount store brand “Don Quijote.” It will open on the 23rd at the site of “Domise,” a private brand (PB) specialty store that recently closed. The new store features a wide range of items such as cosmetics, sweets, and anime goods, targeting Generation Z and Alpha generations.

The “Shibuya Dogenzaka Dodo store” of Domise, which closed on the 7th, was a store that mainly collected PB products at “Passionate Prices” and had just opened in August 2023. It closed after only about 7 months. It was determined that early renovation was necessary as it competed with the nearby main store of Don Quijote, “MEGA Don Quijote Shibuya Main Store” (Shibuya, Tokyo), and its customer traffic was lower than expected. By transitioning to Kirakira Donki, which specializes in youth consumption, PPIH aims to differentiate from Mega Donki.

Kirakira Donki, which opened its first store in Tokyo’s Koto Ward in 2022, will be the fifth store in Shibuya. In the new Shibuya store, there will be sections dedicated to Japanese anime and game character goods, as well as a corner resembling a traditional Japanese candy store. In addition to young people, they also anticipate demand from inbound tourists.

DONKI store format types in Japan

Don Quijote regular stores: Comprehensive discount stores that handle a wide range of products from daily necessities to household appliances

Platinum Don Quijote: A premium Don Quijote store with a white and silver-themed exterior. It includes specialty stores such as a Matsusaka beef specialty shop, catering to the upscale atmosphere of the Platinum district.

STORE FORMAT "Donki Sweets and Donki Liquor": Examples of category-specialized stores, located in the Yaesu Underground Shopping Mall at Tokyo Station. They mainly offer confectionery and alcoholic beverages.

Related Articles

Soy milk butter from Fuji oil company.

Soy milk butter from Fuji oil company.

Introducing Soy Milk Cream Butter: Fuji Oil's Innovative Plant-Based Delight from GOODNOON Brand. Featuring a deep richness from soybeans combined with an overwhelming melt-in-your-mouth quality and a light aftertaste, this product has received positive feedback in...

Next to Mochi? Kuzukiri Sweet innovation

Next to Mochi? Kuzukiri Sweet innovation

The chewy texture of Japanese sweets MOCHI is gaining attention overseas, and the texture of kuzukiri is likely to become a new innovative product in the market. A new sensation in ice cream made with kudzu starch and eaten "semi-thawed" is generating buzz. This...

Muji Upcycle new snack items

Muji Upcycle new snack items

Japanese major retailers are advancing product development using upcycled materials. Although the concept of upcycling has existed for a long time, with the rise in environmental awareness, retailers are actively developing products using discarded materials to appeal...