30 Years Since the Opening of Usagiya Kurashiki Store 〜 The Journey of a Stationery Specialty Store That Has Grown Alongside the Community - Page 2 of 2

Usagiya’s history and future

KURABUN’s Izawa Kyoko and George — From left: KURABUN’s Izawa Kyoko and Masanobu Izawa (George Izawa)

We spoke with Izawa Kyoko of KURABUN.

Looking back on 30 years: A journey supported by the community

The Kurashiki Store has reached its 30th anniversary. How do you honestly feel about it?

Izawa (surname only)

At the “Birthday Fair 2025,” held to celebrate the store’s 30th anniversary, so many customers told us, “Congratulations.”

Seeing our staff interacting with customers with smiles on their faces made me realize once again that we are supported by the people in our community. The Kurashiki Store, our first location, has a special atmosphere.

Looking back over the past 30 years, are there any events or turning points that particularly stand out?

Izawa

Major turning points include the opening of large shopping malls nearby and the expansion of our store network.

As competition increased, we faced the challenge of how to set Usagiya apart and share information while making the most of each store’s individuality.

The unique value and dedication of Usagiya

With so many competitors, what are Usagiya’s distinctive strengths that have continued to earn customers’ support?

Izawa

What we value most is the in-store service and hospitality that only a physical store can offer, provided by staff with specialized knowledge.

We place importance not just on having a wide selection, but also on being a place where customers can try samples on the sales floor and take part in workshops.

How do your staff develop their specialized knowledge?

Izawa

In addition to daily study sessions, everyone takes a test on stationery knowledge once a week.

For specific fields such as high-end writing instruments, we also have “concierges” who have studied the subject in depth, so we can properly address customers’ needs.

The changing role of stationery and challenges ahead

The environment surrounding stationery must have changed significantly over the past 30 years.

Izawa

There was a time when products would sell just by being on the shelves, but social media has a huge influence now. It’s essential to share information that is visually appealing and makes people think, “That’s interesting.”

Also, now that stationery’s functionality has reached a plateau, I feel that stationery is shifting from being a mere “necessity” to a “luxury” that enriches our lives.

What kind of stores do you hope to create over the next 10 years?

Izawa

Going forward, rather than limiting ourselves to the stationery category, we aim to create a “fun place that’s worth visiting in its own right” through collaborations with local businesses and workshops that offer ideas for everyday living and lifestyle, such as Bizen ware, kokedama, and icing-cookie making.

We also hope to remain a store where each staff member naturally embodies the Japanese spirit of “thoughtful hospitality.”

A message to readers

Finally, do you have a message for those reading this article?

Izawa

Actually, I wasn’t particularly interested in stationery to begin with.
But after joining Usagiya and handling all kinds of stationery, I found things that made me think, “I like this.”

I use my favorite writing instrument and simply go about my work every day.
That’s all, but somehow it lifts my spirits a little. It doesn’t dramatically change my daily life, but it makes my usual routine just 5% more enjoyable. I think that feeling is the value of stationery.

Some people use stationery a lot every day, while others don’t. But because it’s something close at hand, using “something you like” can make that time a little more special.

I think stationery is something that makes everyday life just a little richer, and is a kind of “culture.”

Even if it’s been a while since you last visited the store, please come and see the Usagiya of today. I’m sure you’ll discover something new.

From the Writer

One remark Izawa made at the end of our interview—“I wasn’t particularly interested in stationery to begin with”—left a strong impression on me.

Pursuing expertise while never losing sight of the perspective of an everyday consumer.
I believe that very attitude is why KURABUN and the Usagiya Kurashiki Store have continued to be loved by the community for 30 years.

On to year 31.
This story, which began in Kurashiki, will surely continue to bring the joy of choosing stationery and little moments of excitement into our everyday lives.