From children to seniors, Hiroshige Bunko Miyawaki Bookstore, Soja Store (hereinafter referred to as "Miyawaki Bookstore, Soja Store") continues to be loved by a wide range of age groups and will celebrate its 29th anniversary in December 2025.
The birthday festival is held every year in early December.
In 2025, it is said that they will be enhancing the event by selling popular cakes and sweets from shops around Soja City, as well as holding unique events.
We have interviewed about what kind of content the birthday festival at Miyawaki Bookstore, Soja Store will have, and the reasons why it continues to be loved by many people.
About the Birthday Festival at Miyawaki Bookstore, Soja Store
At Miyawaki Bookstore, Soja Store, they hold birthday festival events that can be enjoyed by both children and adults, such as Nokishita Marche and free sweet red bean soup, every year in early December.
In 2025, it is scheduled to be held on December 6 (Saturday) and 7 (Sunday) from 10 AM to 9 PM.
Vendors at the Nokishita Marche
The Nokishita Marche will feature four popular shops from Soja City and Mabi Town: Wall Warren, Petit Grain, Flam Confectionery, and bonbon.
Last year (2024), some shops sold out in the morning, so this year they are preparing by increasing the amount available for sale.
However, since all the shops have many fans, those who want to ensure they get their items are recommended to come early.
Highlights of the Second Day of the Birthday Festival
On December 7 (Sunday) at 10:30 AM, a children's Kagura performance by Hirai Dojo will be presented. This will be the first time it is showcased at Miyawaki Bookstore, Soja Store, and the staff are also looking forward to it.
Additionally, around 11 AM, there will be a distribution of lucky sweets by Daikoku.
Furthermore, there will be plenty of family-friendly events, including a Japanese-made puzzle block experience and free sweet red bean soup.
Inside the store, there will also be special offers such as a double points campaign and limited quantity cookie giveaways, making it a great time to enjoy shopping.
Exciting Sales Areas Beyond Just Books
At Miyawaki Bookstore, Soja Store, there are many items that pleasantly surprise you, breaking the typical image of a bookstore.
In addition to stationery, they have a variety of items including tableware, food, daily goods, and clothing, making it feel like a visit to a general goods store.
Additionally, you can purchase items such as pouches and bags made from Kurashiki denim, as well as miso and raw koji from Marumikoji Main Store, which is located in Minagi, Soja City. It seems that the only places to buy raw koji in Soja City are the main store and Miyawaki Bookstore, Soja Store.
You may come looking for books but unexpectedly find something else you want to buy.
If you're going to enjoy shopping, the birthday festival period with double points is recommended.
Miyawaki Bookstore, Soja Store: A Unique Experience Compared to Other Stores
Before starting the bookstore, the president, Miyake Seiichi, was involved in the steel industry. Having loved books, he made the bold decision to shift to bookstore management 29 years ago and opened Miyawaki Bookstore, Soja Store.
Miyawaki Bookstore is a bookstore chain with locations nationwide, but the Soja Store has a significant feature that sets it apart from others: it is a franchise store.
Most stores are directly managed and primarily handle only books.
On the other hand, as a franchise store, the Soja Store can freely handle goods and food while listening to customer feedback. This flexibility leads to a unique product lineup that has contributed to its long-standing popularity.
Commitment to Product Selection
At Miyawaki Bookstore, Soja Store, products are not just stocked because they are trendy or seem to be in demand.
They pay attention to avoid overlapping product selections with nearby general goods stores, valuing "items you can only find here."
Additionally, since a wide range of customers from children to seniors visit the bookstore, they consciously stock items that can be enjoyed by all age groups.
Even customers who come looking for books may find themselves wanting to pick up something else, as they select products with the intention of providing a little joy.
Staff Interview at Miyawaki Bookstore, Soja Store
We spoke with the manager of Miyawaki Bookstore, Soja Store, Miyake Hirokazu, and Naohara Yuki, about the store's features, commitments, events, and future outlook.
When did Miyawaki Bookstore, Soja Store open?
Miyake (no honorific)
It opened in December 1996. This year marks its 29th year.
Naohara (no honorific)
We have customers who come every day, which we are grateful for.
What kind of books do you handle?
Miyake
We mainly focus on new books and comics, but we also handle used books sourced from connected secondhand bookstores.
Naohara
Recently, we have started a used book buying service and established a permanent used book corner, as well as a special corner called "Used Book Weather" that we set up twice a year.
Many book lovers visit, so regardless of whether it's a new or used book, they tend to pick up items that catch their interest.
What prompted you to start handling general goods?
Naohara
As book sales became tougher, I wanted to provide something to replace books, which prompted us to start handling general goods around 2017.
Have you received any customer feedback since you started handling general goods?
Miyake
Since we started incorporating general goods and food, we have been able to attract a wider range of customers. There are even seniors in rubber boots who buy sweets from the goods corner.
Seasonal popular items like planners and clothing change, and everyone looks forward to them. While we sometimes wonder what kind of store we are, we are happy that people enjoy it.
Do you often hold events?
Naohara
Before the outbreak of COVID-19, we held various events, including workshops with publishers, summer festivals, and used book fairs.
Recently, an event called Tenohira Marche, where products made by A-type and B-type continuous employment support facilities are sold, has become popular. It is introduced in the city newsletter, and many customers look forward to it.
Can you tell us about your future outlook?
Naohara
I want to create a store where customers feel it's fun just to visit. I hope to continue being a beloved bookstore that serves as a gathering place for the community, including both books and general goods.
Miyake
It would be great if events could be revived and further enhanced. We want to continue providing our customers with a healing space.
Conclusion
Miyawaki Bookstore Soja Branch is a place where you can pick up books, and at the same time, it is a bookstore that offers the fun of discovering unique local goods and food products.
With the free selection unique to franchise stores and through events, it has created a space where local people can naturally gather.
The reason it has been loved by the community for many years is not just because it sells products, but because it values being a place that makes you want to stop by through books, goods, and events.
Please visit at least once to find a little joy in your daily life.
Data on the Miyawaki Bookstore Soja Branch Birth Festival
| Name | Miyawaki Bookstore Soja Branch Birth Festival |
|---|---|
| Date | Date: December 6 (Saturday) - 7 (Sunday), 2025 Opening hours: 10:00 AM - 9:00 PM *Ends when supplies run out |
| Location | 1049-1 Ide, Soja City, Okayama Prefecture |
| Participation Fee (including tax) | Free admission |
| Website | Okayama Prefecture Miyawaki Bookstore Soja Branch's Goods Store | Hiroshige Mae |
