Nintendo’s first official store in Japan, Nintendo Tokyo, opened its doors in the Shibuya Parco building as of November 22. The store’s opening coincided with the reopening of Shibuya Parco. Nintendo Tokyo sells video game systems, software, character-based merchandise and more. It will host events and playable game demos on a regular basis. A new Pokémon Center, Pokémon Center SHIBUYA, also opened within the same vicinity and is collaborating with Nintendo TOKYO.
Due to continuous overwhelming demand, Nintendo is now apologizing to customers who have to wait to enter Nintendo Tokyo due to limited space. In an email, Nintendo spokesman Tomokazu Nakaura said the company is “grateful to many people visiting every day” since the opening and “sorry to keep customers waiting.”
“The shop is a new type of advertisement. Advertising has usually been a cost, but Nintendo is turning it into a profit, just as they did in smartphone games,” said Hideki Yasuda, an analyst at Ace Research Institute. “If people make a social media post saying it took them hours to enter the shop, it will have an advertising effect that can’t be measured by money.”
“The value of IP such as Mario and Zelda is being enhanced because people from China and Southeast Asia visit the shop and see them,” said Yasuda, noting the “synergistic effect” of having a Pokémon Center and Capcom Co. store right next to Nintendo Tokyo.