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“SHIBUYA TSUTAYA” is Born: Shibuya’s New Landmark Transitions from Rentals to Intellectual Property

On April 25th, SHIBUYA TSUTAYA, a symbol tower in Tokyo’s Shibuya district, reopened after renovations. The concept of the renewal is “Create the world with what you love.” The store now includes shops specializing in popular anime merchandise and a dedicated space for playing “Pokémon” trading card games, aimed at attracting young adults in their 20s and 30s as well as foreign visitors.

Located in front of the Shibuya Scramble Crossing, SHIBUYA TSUTAYA first opened its doors on December 31, 1999. Known for its extensive inventory as a rental shop, it also sells CDs, DVDs, books, and magazines, serving as TSUTAYA’s flagship store.

The renovation focused on three main points: Intellectual Property (IP), spatial and experiential value, and a platform for global promotion. “Previously, we focused on movies, music, games, and anime, but now we aim to broadly embrace IP including VTubers, fashion, electronics, and food. Regarding spatial and experiential value, surveys in Shibuya indicated a high demand for more cafes and rest spaces. To address this, we’ve included a Starbucks and a shared lounge area to straightforwardly meet these needs. However, we are not simply integrating existing concepts but adding unique Shibuya elements,” said Takahiro Kamata, Executive Producer of the Shibuya Project at Culture Convenience Club.

SHIBUYA TSUTAYA spans two basement levels and eight floors above ground. Like before, Starbucks is located on the second floor, and there is also a take-out only Starbucks on the first floor. A studio is planned for the eighth floor, expected to open later in the summer.

The “Starbucks Coffee” on the second floor
The third floor “Share Lounge”
The sixth floor “IP SHOTEN”
The fifth floor “POKEMON CARD LOUNGE”
Shibuya Station Front Scramble Crossing

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