Inside Kinokuniya: Japan’s Upscale Supermarket Culture

Routine trips to the supermarket can feel unexpectedly refined. What begins as a quick stop for dinner ingredients often unfolds into something more considered and deliberate, where seasonality, craftsmanship, and quiet precision shape the experience.

Supermarkets in Japan are not simply places to shop. They are spaces where everyday food is elevated with remarkable care.

Japan’s retail culture has evolved from relationship-driven neighborhood shops to highly efficient modern shopping environments, yet today there is a renewed appreciation for experience.

With more than 23,000 supermarkets across the country, Japan’s retail landscape spans everything from sprawling chains to intimate, high-end food destinations. Among them, KINOKUNIYA stands apart. Founded in 1910 as a fruit shop and credited with opening Japan’s first self-service supermarket in 1953, it has long set the standard for quality and innovation. From its flagship roots in Aoyama to refined residential neighborhoods such as Todoroki, KINOKUNIYA continues to shape how Japan shops and eats.

On a recent morning, Team Musubi visited the Todoroki store, just steps from our office, to take a closer look at how this iconic supermarket turns everyday shopping into something special.

Long before supermarkets became part of daily life, shopping in Japan unfolded along lively neighborhood streets known as shotengai. These bustling corridors were lined with specialist shops—fishmongers, butchers, tofu makers, miso sellers, and dried-goods merchants—each offering expertise honed over generations.

Shopping was less of an errand and more of a familiar ritual. Customers stopped to chat about the freshest catch, exchanged cooking tips, and caught up on local news. These interactions fostered a sense of familiarity and connection that extended far beyond commerce.

This tradition traces its roots to the Edo period (1603–1868 CE), when merchant culture flourished in cities such as Edo (modern Tokyo), Osaka, and Ise, before spreading across the country. For centuries, these streets formed the heart of everyday life—until the 1960s, when supermarkets introduced a new kind of convenience and gradually transformed the way people shopped.

But KINOKUNIYA did more than introduce convenience—it redefined aspiration. It launched Japan’s first in-store bakery, introducing European breads previously unfamiliar to many households. In the 1960s, it pioneered importing French cheeses by air, and by the 1970s, had expanded into charcuterie, bringing a new world of Western flavors into Japanese kitchens.

Over time, the brand evolved into a benchmark for quality, defined by exceptional sourcing and an understated sense of elegance. Yet at its core, it remains grounded in something more enduring: its relationships with customers.

“In many ways, our customers know the store even better than we do. That’s why we place great value on their voice and use it to guide our improvements. It’s not uncommon for them to recommend products they’ve discovered at other stores—and if we also see value in them, we may decide to carry them ourselves.”

One such example is the Brown Swiss A2 milk from Oosasa Farm, now stocked following a customer recommendation. It’s a small detail, but one that speaks volumes, echoing the spirit of traditional specialty shops, where relationships mattered as much as the products themselves.

“This is a neighborhood where many people enjoy a refined way of life, so we place equal importance on offering pieces for daily use and items that feel suited to more special occasions,” says Kawaoku Masako, who oversees public relations.

The store moves effortlessly between the everyday and the exceptional. From fresh produce and seafood to prepared dishes, baked goods, and pantry staples, the range is extensive. Yet despite its premium offerings, the atmosphere remains warm and approachable—more neighborhood gathering place than high-end retailer.

In a district where competition is fierce, what sets the store apart is not only what it sells, but how it connects.

“If shoppers have questions about ingredients or cooking methods, our staff are always happy to help,” Yamagata explains. “Just as often, we find ourselves chatting about everyday life beyond shopping. We enjoy welcoming back familiar faces we haven’t seen in a while—and it’s always heartening to hear that they’re doing well again after a period of hardship. It’s also a pleasure to see how much their grandchildren have grown.

We aim to offer a level of service that feels personal and attuned to each customer’s daily life, much like a traditional neighborhood shop. Above all, we want every visit to feel genuinely welcoming.”

In Japan, presentation is an extension of quality. Seasonal produce is displayed with the precision of a gallery installation—vivid strawberries, citrus fruits, and tender greens arranged with a keen sense of color and balance.

At KINOKUNIYA, this attention to detail goes even further. Strawberries are individually inspected before being repackaged, ensuring they remain in pristine condition despite their delicate nature. Lettuce is checked leaf by leaf, gently rinsed to preserve its freshness before reaching the shelf. What stood out most was the attention given to maintaining freshness at every stage.

It’s a level of care that is easy to overlook, and yet impossible to miss once you begin to notice it.

Behind the scenes, buyers travel across Japan in search of lesser-known specialties. The strawberries currently available from Saitama, just north of Tokyo, are one such discovery. 

“I occasionally accompany our buyers on visits to farms,” says Yamagata. “We see how fruits and vegetables are grown and learn directly from the farmers about their work. By doing so, we’re able to share the story behind each ingredient—the region, the producer, and the care that goes into it. It adds a deeper dimension to the shopping experience.”

The store brings customers not just products, but stories.

KINOKUNIYA’s private-label range reflects the brand’s approach to quality in everyday products. Spanning more than 1,200 items, the collection includes everything from artisanal jams and baked goods to carefully blended coffees and seasonings—each designed for both everyday enjoyment and thoughtful gifting.

Some have achieved near-iconic status. Its custard pudding, for instance, has remained a bestseller for over four decades, with more than 700,000 units sold across all stores in 2025 alone.

Another standout is its truffle-infused soy sauce, “Luxurious Truffle Soy Sauce for Tamago Kake Gohan,” designed to elevate even the simplest dish. It has quickly become a favorite among customers.

Even within a modest retail space, the store invites discovery. You may arrive with a list—but chances are, you’ll leave with something you hadn’t planned to find.

As lifestyles evolve, so too does KINOKUNIYA. Beyond its traditional street-level stores, the brand has expanded into train stations, department stores, and urban hubs—adapting its format to meet the pace of modern life. Today, it operates 43 stores, mainly across the Kanto region.

One of its most distinctive recent ventures is found in Kyoto, within a beautifully restored 160-year-old machiya townhouse. Opened in the spring of 2025, “Choshinsho KINOKUNIYA Kyomachiya” reimagines shopping as an intimate, almost ceremonial experience. Guests are welcomed with tea, guided through a curated selection of gifts, and invited to linger.

It is, in many ways, a return to something familiar—where shopping is not rushed, but savored.