Shibuya Chronicles: Sparkling Arrival of ‘Kirakira Donki’ in the Former Iconic Spot, Fizzling Out in Just 7 Months

Pan Pacific International Holdings (PPIH) announced on April 8 that it will open a new “Kirakira Donki” store in Shibuya, Tokyo, featuring products for young people under the discount store “Don Quijote” brand. The store will open on 23rd at the site of the recently closed Don Quijote private brand (PB) specialty store “Domise.” The new store features a wide selection of cosmetics, confectionery, and anime merchandise. It will capture the Generation Z and Alpha generations in their teens and twenties.

Domise’s “Shibuya Dogenzaka Dori Dodo Store,” which closed on 7th, had just opened in August 2023 with a collection of mainly PB products “passion price.” The company will withdraw from the market in approximately seven months. The store was competing with a nearby Don Quijote mainstay store, “MEGA Don Quijote Shibuya Main Store”(Shibuya-ku, Tokyo), and was attracting fewer customers than expected, so it decided that early remodeling was necessary. It will differentiate itself from mega-donkis by transforming itself into a Kirakira Donki, specializing in youth consumption.

Kirakira Donki will be the fifth store in Shibuya, following the opening of the first store in Koto-ku, Tokyo in 2022. The new store in Shibuya will feature a corner with goods featuring Japanese anime and video game characters, as well as a candy corner that resembles a candy shop. In addition to young people, demand from foreigners visiting Japan (inbound tourists) is also expected.