Prologue: Why Is Kagurazaka’s Shopping Street in Tokyo So Vibrant? Exploring Its Charm Through Store Owner Interviews

I have lived in Kagurazaka, Tokyo, for 25 years, and the shopping streets here are part of my daily life. Always bustling with visitors, especially from the local neighborhood, these streets have a unique energy.

To uncover the secrets behind this “vibrancy,” I have decided to start a series of interviews with store owners, delving into the appeal of Kagurazaka’s shopping district in Tokyo.

Why Does Kagurazaka’s Shopping Street in Tokyo Continue to Thrive Amidst Decline?

In recent years, shopping streets across Japan have been struggling, overshadowed by shopping malls and large retail stores. According to the “Shopping Street Actual Condition Survey Report” commissioned by the Small and Medium Enterprise Agency in March 2021, 36.5% of shopping streets nationwide reported “declining,” with an additional 30.7% stating they are “at risk of decline.” Against this backdrop, Kagurazaka’s ability to maintain its vibrancy is nothing short of remarkable.

The Recent State of Shopping Streets in 2021

Source: “Shopping Street Actual Condition Survey Report”

Kagurazaka boasts five shopping associations—Kagurazaka Dori Shopping Association, Kagurazaka Shopping Street Promotion Association, Kagurazaka Nakadori Shopping Association, Ushigome Chuo Dori Shopping Association, and Honda Yokocho Shopping Association—comprising a total of 514 member stores as of 2018.

According to the Shinjuku City Federation of Stores Association, each shopping association in Kagurazaka averages 102.8 stores, nearly double the Shinjuku Ward average of 52.7 stores. This unity and organization contribute significantly to Kagurazaka’s enduring vibrancy.

Categorizing Shopping Streets: Where Does Kagurazaka Fit?

“Shopping Street Actual Condition Survey Report” report categorizes shopping streets into four types:

Neighborhood Shopping Streets: Local, pedestrian-friendly, selling daily necessities and household items.
Regional Shopping Streets: Larger areas accessible by foot or bus, offering daily and “shopping around” items like furniture or electronics.
Wide-Area Shopping Streets: Anchored by department stores or large retailers, focusing on shopping-around items.
Super-Wide-Area Shopping Streets: Featuring famous department stores and luxury specialty stores, targeting visitors from afar (e.g., Ginza).

The percentage of “thriving” responses for each type are as follows:

Neighborhood Shopping Streets: 2.9%
Regional Shopping Streets: 5.8%
Wide-Area Shopping Streets: 10.6%
Super-Wide-Area Shopping Streets: 20.0%

While larger shopping streets tend to thrive, Kagurazaka lacks department stores or major retailers, classifying it as either a Neighborhood or Regional Shopping Street. These two types are generally more prone to decline, with 75.3% of Neighborhoods and 65.0% of Regional Shopping Streets reporting “decline” or “risk of decline.” So, what makes Kagurazaka’s shopping street an exception?

Uncovering the Secret: Interviews with Store Owners Begin

Walking through Kagurazaka’s shopping street, you’ll find a variety of unique stores, from traditional Japanese confectionery shops to bustling eateries and quirky boutiques. Morning queues form outside bakeries, and at night, the lights from restaurants illuminate the streets. What fuels this energy? I believe the answer lies in the voices of the shop owners.

Through this interview series, I will explore the thoughts, history, and business philosophies of Kagurazaka’s store owners, sharing the essence of what makes this shopping street so special. Together, let’s uncover the secret behind Kagurazaka’s enduring vibrancy.

Coming Up: An Interview with Shinichi Okazaki of Maruoka Toen

In the next installment, I’ll speak with Shinichi Okazaki, the owner of the long-established Maruoka Toen, a renowned ceramic shop. We’ll delve into the art of ceramics in Kagurazaka and the meaning behind his words, “Ceramics should be chosen by hand.” Stay tuned!

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Kagurazaka Walking Tour in Japanese

Kagurazaka Walking Tour in English

Clothing Rental (Samue or Outdoor Wear)

How to Access Kagurazaka

The Kagurazaka area is conveniently located within 30 minutes from any major station in Tokyo. This is because Kagurazaka is situated in the heart of Tokyo, at the center of the Yamanote Line. Please come and visit this convenient and charming Kagurazaka.