Major convenience store chains, often seen as uniform nationwide, are shifting towards a “local focus.” Stores in mountainous areas are installing raised seating areas, while those near university districts are providing powder rooms for grooming. Japan’s convenience store history spans over half a century. Amidst views that the market is “saturated,” stores are rooting their design in the local community to attract new customers.
In the village of Ryujin, nestled in the mountains. In this rural area, where the bus connecting to the central city station runs only five times a day on weekdays, a new store opened in the fall of 2024. The population of the Ryujin village area is about 2,500. The store was established as “the village’s only” convenience store in the location of a former local supermarket that residents had relied on.
Visiting on a weekend in early March, there was a corner with a raised seating area where women were chatting while holding warm milk. Fumiko Nakanishi (69), who lives alone, said, “It’s a place where I can relax with friends.” Her completed shopping included fresh shiitake mushrooms and dried fish, totaling 1,370 yen including tax. In her gentle line of sight were pictures drawn by local children.
The store’s owner, who also runs Lawson stores in other areas, said, “A standard convenience store in a place like this wouldn’t be interesting. I wanted to create a sense of excitement.”
While late-night visits are few…
