Interview with Izawa Kyoko and Yuruki Saori
What exactly is the appeal of Usagiya, which has remained rooted in the local community for 30 years? We spoke with Izawa Kyoko of the Usagiya Department and Brand Management Department, and Yuruki Saori, chief of the Usagiya Kurashiki Store in the Usagiya Department, who shares the joy of stationery.
What led to the opening of Usagiya
What led to the opening of the Usagiya Kurashiki Store, which marks its 30th anniversary this year (2025)?
Izawa (honorific omitted)
Before Usagiya was established, the first floor of the headquarters of its parent company, KURABUN, housed a retail department selling stationery. Like the company, it was closed on Saturdays, Sundays, and public holidays, and it was not very large.
So, in 1995, the retail department was made independent and the Usagiya Kurashiki Store opened as Japan’s first large-scale specialty stationery store.
It seems there were opinions within the company such as, “Why not sell books and CDs as well?” but in the end, they decided to open a store specializing in stationery.
It may have been their first time doing something like this, and there may have been various concerns, but I hear the store was packed on opening day.
The appeal of stationery
In this digital age, what is unique about the appeal of stationery?
Izawa
Of course, we also sell products for digital devices, such as styluses for tablets. Research has also been conducted in areas such as education, and it seems studies have found that writing on paper with a pen has certain benefits for creativity and memory.
In that respect, I think analog stationery is necessary for studying.
Stationery used to be a daily necessity, but recently it seems to have become more of a personal preference.
For example, when writing in a diary at the end of the day, you might use a diary made with slightly nicer paper, or a somewhat expensive writing instrument you like. I believe stationery can provide that kind of time and space.
Are writing instruments becoming more high-end, even among specialty stationery stores?
Izawa
Yes. People buy luxury planners or personalized writing instruments as gifts, or purchase high-end writing instruments as a treat for themselves or to mark a special occasion. You could say there is a trend toward luxury.
There was also a fountain pen boom a while ago, and many people bought the “Usagiya Original Fountain Pen.” In fact, that boom may have helped raise awareness of Usagiya.
Yuruki (honorific omitted)
Glass pens have also been popular recently.
Why are glass pens popular?
Izawa
One reason is the wide variety of inks. In addition to inks from other companies, there are many different kinds, including the “Usagiya Original Ink,” which includes glitter ink. This makes writing letters and diaries even more enjoyable.
Yuruki
The ease of washing off the ink and using a different color, as well as the beauty of the glass pen itself, are also among the things that attract people to them.
Why a cafe was added
The Usagiya Kurashiki Store has a cafe. Why did you decide to combine a cafe with a specialty stationery store?
Izawa
We added the cafe “Georges Lapin” so people could take their time enjoying stationery.
Customers who buy stationery can have tea at the cafe while looking at their purchases. Or a father visiting with his family can drink coffee while waiting for his child to walk around the store and look for things.
We want people to use it as “a space where they can take their time enjoying stationery,” rather than simply “buying a product and going home.”
Also, there are many students here (at the Kurashiki Store), and many people study in the cafe. We get a lot of customers before exams, so sometimes we have to set time limits because it gets so busy.
Even so, some people write messages on the coasters under their drinks, such as “I have an entrance exam in so many days, so I’ll do my best,” or “So many days left… so many days left,” counting down. We keep those messages carefully.
Yuruki
Students have told us, “I can really settle down and study here.”
30 years in 2025: future initiatives
Could you tell us about your future initiatives?
Izawa
Since last year (2024), we have been collaborating with local businesses. In Kurashiki, these include Fujito Manju, Kikkodo, and Kangetsudo. The products include ballpoint pens, letter sets, handkerchiefs, stickers, and masking tape.
These products were a hit, and it reaffirmed for us that everyone loves their hometown. We have also received cooperation from Marugo and KAMOI KAKOSHI CO., LTD., and are working to revitalize the region by featuring local business brands.
We also hold various events regularly, and hope to promote stationery from every angle and contribute to the local community in the future.
Do you have a message for our readers?
Yuruki
Usagiya Kurashiki Store will celebrate its 30th anniversary in November 2025. I’ve been going to Usagiya since I was little, and I grew up alongside it.
I work every day at Usagiya Kurashiki Store, a place I feel so attached to, to help people enjoy stationery.
The energy of our younger staff is amazing, too. As you can see from the handwritten signs around the store, we have so many staff members who truly love stationery. I’m sure you’ll come to love stationery along with us.
Izawa
We aim to be a place where people can enjoy stationery, rather than simply come in to buy it and leave.
To that end, we regularly test our customer service and product knowledge to deepen our expertise, and will continue creating a more comfortable space together with our customers.
Yuruki
You see products sold at Usagiya in all kinds of places in everyday life. I feel that even the same products seem more lively when they’re displayed at Usagiya.
You can find the same relatively inexpensive products at supermarkets and big-box stores, but Usagiya is a place where people say, “I wonder what other interesting things they have,” or “I’d like to hear what the staff have to say.”
Please come and visit Usagiya, a comfortable and welcoming space. We look forward to seeing you.
From the Writer
During the interview, Yuruki said, “I feel that even the same products seem more lively when they’re displayed at Usagiya.” I felt that this statement encapsulated everything Usagiya is doing.
The staff’s love for the products they handle inspires them to act on their wish to help people, and that care reaches the customers who visit. The space becomes warm and soothing, fostering a pleasant exchange with customers.
Perhaps that is why Usagiya has continued to be loved for so many years.
Usagiya is a space that soothes you just by visiting. Be sure to stop by and experience the excitement.
Upcoming Events
The “Usagiya Kurashiki Store Bread Marche” will be held at the Usagiya Kurashiki Store on Saturday, March 1 and Sunday, March 2, 2025.
A total of 14 popular bakeries from across Okayama Prefecture will set up shop on alternating days. The event will also feature the advance sale of collaboration products with local businesses and a Milk Festival, so be sure to stop by.
Articles about Usagiya
Usagiya Kurashiki Store Information
| Name | Usagiya Kurashiki Store |
|---|---|
| Address | 508 Sasaoki, Kurashiki City, Okayama Prefecture |
| Contact | 086-421-8989 |
| Parking | Available |
| Hours | 10:00 a.m.–8:00 p.m. The order cutoff at the attached cafe “Georges Lapin” is 7:30 p.m. |
| Closed | Open year-round except New Year’s Day and inventory days |
| Payment methods |
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| Website | Usagiya |
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