In Author DeskHow Kinokuniya Is Riding the Japanese Culture Wave in the U.S.
In recent years, Japanese culture has seen a massive rise in popularity across the United States. From anime and manga to food and fashion, interest has grown far beyond niche communities. And right at the center of this cultural wave is Books Kinokuniya.
The well-known Japanese bookstore chain, which operates dozens of stores worldwide, is now experiencing a remarkable surge in the U.S. market. In fact, its American division reported a staggering 107 percent increase in sales in 2025 compared to the previous year.
But this success story is not just about selling books. It’s about creating an experience that blends literature, culture, and community.
A Growing Presence Across the United States
Expanding Footprint and Unique Stores
Books Kinokuniya has built a strong presence in the U.S. over the years, and it continues to grow.
With plans to reopen its Los Angeles store soon, the company will operate 17 locations across major metropolitan areas. Each store varies in size and character — from smaller outlets in places like Plano, Texas, to its massive flagship store in New York City.
One of its most iconic locations is in San Francisco’s Japan Center, which first opened in 1969. Despite being one of the oldest stores, it remains one of the top performers in terms of sales.
What makes these stores special is that no two locations are exactly alike.
More Than Just a Bookstore
A Personalized Shopping Experience
According to senior executive Naoki Oyamatsu, each Kinokuniya store is shaped by its local community.
Unlike traditional retail chains where every outlet looks the same, Kinokuniya gives its store managers a high level of freedom. This means each location can curate its own selection of books, products, and displays based on what its customers want.
In many ways, this approach makes each store feel more like an independent bookstore rather than part of a global chain.
What You’ll Find Inside a Kinokuniya Store
Books, Stationery, and Cultural Finds
Books make up about half of the store’s inventory, with a mix of Japanese and English titles. The remaining space is filled with a variety of imported items, including stationery, gifts, and collectibles from Japan and China.
Some locations even include café areas where visitors can enjoy Japanese teas and snacks, turning a simple shopping trip into a relaxing cultural experience.
Certain stores also offer books in additional languages. For example, the Seattle location carries Chinese-language titles alongside Japanese and English books.
The Manga and Anime Boom
Why Manga Is Driving Sales
One of the biggest reasons behind Kinokuniya’s success is the explosive growth of manga and anime.
During the pandemic, interest in anime surged as people spent more time at home watching streaming platforms. This led many viewers to explore the original manga versions of their favorite shows.
As a result, manga sales at Kinokuniya increased dramatically — even quadrupling at one point. While growth has stabilized since then, manga remains the store’s top-selling category, with sales up more than 200 percent compared to 2018.
Highly visual formats like manga, manhwa, and art books have a universal appeal. Even readers who don’t understand Japanese can enjoy the artwork and storytelling.
Bestselling Titles and Exclusive Items
Kinokuniya stores often feature popular titles that attract both new readers and longtime fans.
Recent bestsellers include works by Ai Yazawa and Kohei Horikoshi.
What makes these editions even more appealing is the addition of exclusive merchandise, such as special art boards created by the original artists. These limited items give fans something unique that they can’t find elsewhere.
Targeting the Next Generation
Why Gen Z Loves Kinokuniya
A large part of Kinokuniya’s strategy focuses on younger audiences, especially Gen Z.
This generation has grown up with easy access to global content, making them more open to exploring different cultures. Anime, manga, and Japanese aesthetics have become a major part of youth culture in the U.S.
To connect with this audience, Kinokuniya actively participates in major events like anime conventions and comic cons. These gatherings allow the company to showcase its products and engage directly with fans.
Bringing Authors and Fans Together
Events That Build Community
Kinokuniya doesn’t just sell books — it creates opportunities for fans to connect with creators.
Through partnerships with Japanese publishers, the company invites authors and artists to attend events and meet readers in-store. These interactions add a personal touch and strengthen the sense of community around the brand.
For many fans, meeting their favorite creators is an unforgettable experience, and it keeps them coming back.
Expansion Plans for the Future
Looking for the Right Locations
With its growing success, Kinokuniya USA is planning to open two or three more stores by the end of 2026.
However, the company is careful about where it expands. It prefers locations that already have a strong presence of Asian culture, such as areas with Japanese restaurants, Asian grocery stores, and cafés.
This strategy helps create a cohesive environment where visitors can fully immerse themselves in the experience.
Creating a Cultural Destination
More Than Shopping — It’s an Experience
Kinokuniya’s goal goes beyond retail. The company aims to create spaces where people can spend an entire day exploring.
By combining books, food, and cultural elements, each store becomes a mini destination. Visitors can browse manga, sip tea, enjoy snacks, and discover new aspects of Japanese culture all in one place.
Oyamatsu compares this concept to a theme park — a place where everything works together to create a memorable experience.
Why Kinokuniya’s Strategy Works
Blending Culture with Commerce
The success of Books Kinokuniya comes down to a simple but powerful idea: people are not just buying products, they are buying experiences.
By focusing on community, culture, and personalization, the brand has managed to stand out in a competitive retail market.
At a time when many bookstores are struggling, Kinokuniya is thriving by doing things differently.
Final Thoughts
Kinokuniya’s rise in the U.S. is a reflection of a larger trend — the growing global influence of Japanese culture.
From manga and anime to food and design, interest continues to expand. And Kinokuniya has positioned itself perfectly to meet that demand.
By combining books with culture, community, and creativity, it has transformed the idea of what a bookstore can be.
If its current momentum continues, Kinokuniya won’t just be a bookstore chain — it will be a cultural hub shaping how people experience Japan in the United States.
