In Kanda Jimbocho, Tokyo, an innovative bookstore is redefining the reading experience by allowing customers to rent shelves to sell their books, fostering a community of enthusiasts far from algorithmic recommendations.
In the Kanda Jimbocho district of Tokyo, a new bookstore concept is taking shape, revitalizing the reading experience and the quest for books. Tomoyo Ozumi, an enthusiastic customer, is delighted with her recent discovery: an illustrated book on cheeses, which she found in an innovative bookstore where everyone can rent a shelf to sell their works. This growing model allows readers to browse a variety of books, offering an attractive alternative to the often uniform algorithmic recommendations of online platforms.
Rebuild the libraries
Shogo Imamura, 40 years old, the founder of this unique concept, highlights the originality of his establishment: “Here, we find books that make us wonder who could buy them,” he jokes. His store, which opened in April, stands out from traditional bookstores, which now favor bestsellers based on sales figures. “We ignore these principles. Or capitalism in other words,” he adds, showing his desire to “rebuild bookstores”.
Mr. Imamura's store, although modest at 53 square meters, houses 364 shelves where new and used books are displayed, covering a variety of subjects ranging from business strategies to manga and martial arts. With monthly rates ranging from 4,850 to 9,350 yen (or approximately 29 to 56 euros), several hundred customers rent shelves there, including individuals, businesses and publishing houses. “Each of these shelves is like a real-life version of a social media account, where you express yourself like on Instagram or Facebook,” explains Kashiwa Sato, the store's creative director, emphasizing the community aspect of this initiative.
Authentic Recommendations
Honmaru Bookstore, a symbolic name evoking the heart of a Japanese castle, is currently unique in Tokyo, but Mr. Imamura hopes to extend his concept to other regions, particularly those affected by bookstore closures. A study by the Japan Cultural Publishing Industry Foundation reveals that a quarter of Japanese municipalities no longer have bookstores and that more than 600 of them have closed their doors in 18 months.
In search of models of success, Mr. Imamura visited numerous bookstores which have been able to adapt to competition from online commerce giants. Some have integrated cafes or even gyms to diversify their activities. Another bookseller of this new genre, Rokurou Yui, 42, emphasizes the palpable passion of shelf tenants for the books they choose. “It’s as if we heard a voice giving us reading advice,” he confides. Unlike traditional bookstores, where books are selected based on commercial criteria, Yui points out that in her store, the shelves are filled with authentic recommendations, showing a true love for reading.
Renaissance of a culture
With his father, Shigeru Kashima, professor of French literature, Rokurou Yui opened his first bookstore, “Passage”, in 2022, followed by two others and a fourth recently inaugurated in a French language school in Tokyo. “Passage” has 362 shelves rented by sellers who attract customers through their own marketing, often on social media. On weekends, the atmosphere of “Passage” becomes almost festive, similar to that of a nightclub, attracting a young audience eager to discover and discuss books. “We come here not only to sell and buy, but also to discuss books,” concludes Rokurou Yui, thus illustrating the rebirth of a vibrant and communal literary culture in Japan.
With AFP
