Anime Industry Watching No.14: What is the new communication happening at "Animate AKIBA Cultures ZONE," a store that is the talk of the town for "Tuna Day" and other events?

Animate is a long-established anime goods specialty store. A year ago, a new store opened on the first floor of "AKIBA CULTURE'S ZONE," a six-story building that includes a second-hand toy store, an idol goods specialty store, a cafe, and a theater.

Facing the main street and with a wide entrance, the store has a slightly different image from other animate stores. And with unpredictable special events such as "Sato-san's Day" and "Tuna Day," the store is trying to propose a form of communicating that is appropriate for the current era. We asked Yuta Takeda, manager of "Animate AKIBA Cultures ZONE," and Yumiko Yamashita, Animate's public relations manager, about the "role of anime stores" that are in demand today.

Bright and inviting atmosphere attracts female customers

─ What is the ratio of male to female customers?

Manager Of course, we have both male and female customers, but for a store in Akihabara, I have the impression that more women come here than men. Perhaps customers who come here for the café and cosplay also stop by the store and enjoy themselves.

PR We are a retailer of "ACOS," the cosplay brand of Animate. The main point is that we manufacture and sell official costumes for which we have obtained the copyrights from the manufacturers.

─ ─ What kind of store is the "Good Smile x Animate Cafe"?

PR This is a café that collaborates with animation works. Animate cafes themselves are located all over Japan, from Sendai in the north to Fukuoka in the south (scheduled to open in late November). However, the only cafes that have collaborated with Good Smile Company are here in Akihabara and in Nihonbashi, Osaka. Furthermore, AKIBA CULTURES ZONE is the only place where animate café, ACOS, and animate are all in the same building, so I think that many customers visit all three stores in a circle.

─ Is it a characteristic of this animate AKIBA CULTURES ZONE that there are many women?

Manager Yes, in other stores, it is about 50-50 split between men and women.

PR Near the AKIBA Cultures ZONE store is Animate Akihabara, which also has many men. Animate Ikebukuro has a slightly larger female population, but the ratio depends on the character of the town.

─ Why are there so many women at animate AKIBA Cultures ZONE?

Manager: I think it is because it is a street store and it is bright and easy to enter. We have a large space and aim to create a "bright and clean store" where customers can shop in peace, so I think they appreciate that.

─ I just passed a foreign couple in the store.

Manager Yes, we have many foreign tourists because of the location of Akihabara. Some customers just take a quick look around and say, "I see," and leave, while others choose goods to buy.

───Do you notice any particular behavior of customers who come to your store?

Manager Recently, character goods are accepted as a communication tool. So, when customers buy trading goods, they often ask, "What did you get? I have customers who buy trading goods and talk about them, saying, "What did you get? It is my complete imagination, but I think that after buying goods at our store, they go to the café and get excited, saying, "I like this character. ......

PR Yes, they are actually getting excited (laughs). (Laughs) They sometimes say to each other, "I like this character," or "I'm a little curious about this character, too," and they also exchange information, saying, "That strap you have on your phone is so cool. I also see young daughters with their fathers enjoying chatting in the café, and during the summer vacation, there are many junior high school students.