How promoting bookstores in Japan can help build an inclusive society

Bookstores are in steady decline worldwide, and Japan is no exception. According to the Research Institute for Publications, the number of bookstores in Japan has almost halved in two decades - from around 21,000 in 2003 to 11,000 in 2023.

The country has seen 4,600 closures in the last decade alone.

Sales have also fallen sharply, from approximately JPY 2.7 trillion in 1996 to JPY 1.1 trillion in 2022. Furthermore, the Japan Publishing Industry Foundation for Culture reports that over 27% of municipalities in Japan now have no single bookstore.

While physical bookstores are disappearing, digital bookstores are experiencing growth, with sales rising from roughly JPY 160 billion in 2013 to approximately JPY 290 billion in 2022.

In April 2024, in response to the decline of bookstores in Japan, the Ministry of Economy, Trade and Industry launched the Bookstores Promotion Project Team to revitalize the bookstore industry by showcasing them as local cultural hubs. Ryo Minami, the head of the project team, identifies three key channels for readers to connect with books: bookstores, libraries and the Internet.

He stresses that “promoting bookstores doesn’t conflict with the trend toward digitalization” and explains that each channel offers unique advantages. Minami also notes that the project presents an opportunity to reflect on the significance of books and bookstores.

As part of the initiative, the project team released a report in October based on interviews with bookstore managers and other stakeholders.

The report, Challenges for Revitalizing Bookstores Identified by Stakeholders, outlines 29 challenges specific to bookstores. These include problems with the current distribution model, the strain on bookstores due to the sheer volume of publications and competition from libraries and online retailers.

The report also highlights that one benefit to physical stores is “visibility.” Books of various genres, carefully selected and arranged by booksellers, can be seen fairly easily, leading to engagement with books that may not be in a reader’s comfort zone, broadening their horizons and providing them with new experiences.

Libraries carry a “visibility” advantage as well. However, as books are borrowed, this temporary possession could limit the impact of the reading experience. With online bookstores, algorithms often suggest books based on reader preferences, which could be a barrier to discovering new types of titles.

In addition, the project team released a Guide for Bookstore Owners to Utilize Support Measures. It explains the subsidies that bookstore owners can use to increase sales and improve management efficiency, with examples of initiatives by local bookstores.

The team plans to consider bookstore promotion policies on a rolling basis by sourcing public opinion and further analyzing the challenges.

As the government moves to promote bookstores in Japan, companies are also stepping up with their own initiatives.

Dai Nippon Printing, a leading printing company, launched a service to help its clients open bookstores in Japan to enhance their business value. The company’s first project, launched in September 2024, was a travel-themed bookstore inside a hotel in Sapporo in the north of Japan.

Visitors pay admission to the store to browse and buy books, and refreshments are available. The concept allows the hotel to attract visitors who are not already staying there to the unique space while Dai Nippon Printing can promote its printing business.

Some companies are also tackling challenges specific to Japan’s store market. Kinokuniya, one of the country’s best bookstore chains and publishers, has started creating a more direct distribution system by cutting out the “toritsugi” i.e. the traditional middleman between publishers and booksellers.

The toritsugi-based model has long been criticized for causing delays, unequal access to stock and diminishing margins for bookstores. By moving to a direct distribution approach, Kinokuniya hopes to streamline purchasing and improve profitability for bookstores.

Amid these industry changes, a new bookstore with a café opened in Narashino City in Chiba Prefecture, just east of Tokyo. The owner brought new life to the business after its previous owner closed it in retirement. Now, a fresh perspective is being brought to a cherished local shop.

The Narashino bookstore is part of a trend: at least 78 independent bookstores are estimated to have opened across Japan in 2021, followed by 55 in 2022 and 105 in 2023.

While buying books online continues to grow popular, young people in the UK are discovering the joy of visiting bookshops, where they can get recommendations for books and gain community insight.

In Japan, too, the role of the local bookstore is being reexamined beyond its traditional purpose as a place that sells books.

Books inspire new ideas, offer fresh perspectives and empower us to tackle small and global-scale challenges. While online bookstores offer convenience, physical bookstores create a space for community engagement, discovery and shared human connections.

Thus, promoting bookstores in Japan is vital in fostering a more inclusive, resilient and forward-thinking society.