"Traveling Is Expensive, So Let's Just Enjoy the Mood"...'Value-for-Money Consumption' Emerges as an Alternative

Rising Travel Costs in Japan Drive Popularity of Regional Specialty Stores
Popular Items Sell Out Within Hours

In Japan, where travel expenses have risen due to inflation, regional specialty stores that allow people to enjoy local foods and specialties without traveling to distant areas are gaining popularity.

According to TV Asahi on the 29th, more and more consumers are visiting so-called "antenna shops" in Tokyo and the greater metropolitan area, where they can purchase local specialties and regional dishes from across Japan.

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In Yurakucho, Tokyo, there is a regional specialty shop called "Hokkaido Dosanko Plaza" that sells products from Hokkaido. One visitor to the store commented, "It's great to be able to buy local products without having to actually go there." Another visitor said, "There are various antenna shops in Tokyo, not only for Hokkaido but also for regions like Kumamoto, which is very convenient."

Recently in Japan, overall price increases have been accompanied by higher travel costs, including transportation and accommodation expenses. As a result, antenna shops that offer regional specialties—and a sense of travel—without the need to visit the local areas have emerged as a popular alternative.

An employee at Hokkaido Dosanko Plaza Yurakucho branch stated, "We even have overseas customers who wheel in suitcases because, although they don't have time to go all the way to Hokkaido, they still want to buy Hokkaido food before returning home." At this store, a particularly popular item is the Akai Sairo cheesecake. Even in Hokkaido, it is not easy to find, and the shop sells around 50 to 100 pieces a day. Sometimes, the entire stock sells out within just two to three hours of opening.

In Shimbashi, Tokyo, there is also an antenna shop jointly operated by Kagawa and Ehime Prefectures. On the first floor, local specialties from both regions are sold, while the restaurant on the second floor offers cuisine from the Setouchi region. One of the shop’s signature menus is meat udon made with Kagawa’s branded pork called "Olive Pork." The restaurant also serves Uwajima Taimeshi, a regional dish from Ehime Prefecture, which is raw sea bream sashimi eaten with egg yolk and soy sauce.

A diner in his 30s commented, "Someone in my group has a connection to Shikoku, so we sought out a related restaurant." A visitor in her 20s from Shikoku remarked, "It reminds me of home."

As demand for regional cuisine increases, sales figures have also grown. Last year, the store posted record sales of approximately 580 million yen (about 5 billion won). Kosuke Yoshimura, director of the Kagawa Tokyo Tourism and Product Center, explained, "The appeal is that even without visiting the region in person, you can purchase and enjoy products and foods that are only available locally."

This content was produced with the assistance of AI translation services.