The Changing Role of Bookstores in the US and Japan: Adapting to Lifestyle Shifts

I’ll admit it—I didn’t enjoy reading until my 40s. But once I became a bookworm, I discovered the joy of books, both as objects and as sources of endless potential. I’ve even become a firm believer in Tsundoku, the Japanese term for acquiring books without reading them. You admire their design and value their potential, knowing you might read them someday—or not.

In this blog, I’d like to explore how bookstores in the US and Japan have evolved, how they’ve adapted to a changing world, and what their future might hold.

My Favorite Bookstores

In the US, my favorite bookstore is Powell’s in Portland, Oregon. This sprawling, iconic store feels like a treasure hunt, with countless books waiting to be discovered. I’m also fond of the small independent bookstores in Berkeley and San Francisco, each with its unique charm. Even my local Barnes & Noble offers a welcoming experience. Here, I can browse shelves, preview books, and sometimes even finish one, all while sipping on coffee.

Despite knowing I could save money by ordering online, I prefer buying books in stores. To me, the extra dollars are a fee for the in-store experience—the atmosphere, the previews, and the connection to the physical book. It’s a worthwhile investment.

If you haven’t visited a bookstore recently, I highly recommend it. Whether you’re in the US or Japan, bookstores offer much more than books. You’ll find education, entertainment, and an enriching experience. Modern bookstores now feature not only books but also CDs, LPs, LEGOs, board games, manga, stationaries, and even fancy digital gadgets and home appliances—and of course, there’s always coffee.

The Decline and Resilience of Bookstores

The rise of Amazon has undeniably reshaped the bookstore industry. Many stores have closed down or struggled to survive. In Japan, the number of bookstores has halved over the past 20 years, leaving around 10,000 stores today. It’s a dramatic decline. So, what happened? Shouldn’t bookstores have gone extinct by now?

Surprisingly, many bookstores are thriving. Each has its unique character, catering to local tastes and preferences in ways that online retailers can’t. Let’s look at some examples.

Reinvention and Localization

Barnes & Noble in the US was once seen as doomed, but it has made an incredible turnaround under the leadership of CEO James Daunt. Drawing on his success with Waterstones in the UK, Daunt localized Barnes & Noble stores, transforming them from standardized chains into unique, community-focused spaces. His strategy includes tailoring each store’s offerings to reflect local tastes and interests, expanding beyond books to include reading accessories, stationery, LPs, toys, board games, and more. The focus on creating welcoming spaces for browsing, events, and relaxation has redefined the shopping experience.

Kinokuniya, one of Japan’s largest bookstore chains, has found success abroad by embracing its cultural roots. It’s not just about books; it’s about bringing the culture of Japan to the world. On weekends, Kinokuniya stores in the US are filled with fans of manga, anime goods, Japanese figures, and stationery. These items reflect Japanese innovation and design, drawing in a diverse audience of Asians and non-Asians alike.

In Japan, Tsutaya has redefined what a bookstore can be. Once focused on DVD and CD rentals, Tsutaya has pivoted to become a lifestyle hub. Their flagship stores feature Starbucks Cafés, curated selections of stylish home appliances, headphones, and gadgets, all housed in modern, beautifully designed spaces. These stores invite people to linger and enjoy the atmosphere, offering more than just books.

The Common Thread: Lifestyle Strategy

What unites Barnes & Noble, Kinokuniya, and Tsutaya is their embrace of a locally tailored lifestyle strategy. Bookstores are no longer just places to buy books. Instead, they’ve evolved to meet the changing needs and desires of modern consumers. In an age dominated by screens, books are valued not only as sources of knowledge but also as tactile, aesthetic items that evoke personal connections and cultural identity. Bookstores have become cultural hubs, offering education, entertainment, and spaces for community engagement.

This shift isn’t limited to bookstores. Most industries today are fighting for attention and relevance in a world where time and resources are finite. Regardless of wealth, everyone has only 24 hours in a day and limited longevity, creating intense competition for both attention and spending. Options are overflowing. A can of beer no longer competes solely with a bottle of wine—it’s also up against Netflix, Uniqlo, or even a trip to Spain. The focus has shifted from selling products to integrating into the lifestyle of the audience. Success depends on understanding and aligning with customers' lifestyle preferences rather than simply competing for their time or money.

The Future of Bookstores

As we peer into the future, bookstores stand at the threshold of even greater transformation. Forward-thinking stores are already exploring hybrid experiences—where physical books meet digital innovation, where community gatherings span both real and virtual spaces, and where technology enhances rather than replaces the human element of bookselling.

Yet the heart of bookstores' endurance lies not in technology, but in their role as sanctuaries of discovery and connection. In an age of digital saturation, they offer something increasingly precious: a space to slow down, to think deeply, and to engage with ideas in their physical form.

As we move forward in an increasingly virtual world, these spaces become not just relevant, but essential. They stand as testament to our enduring need for places that nourish both mind and soul—proof that in the digital age, the physical bookstore hasn't just survived; it has been reborn.