国内外の観光客の期待に応える、 ショップ運営

On the 45th floor of the Tokyo Metropolitan Government Building, the shop & café "TOWNGATE CORE TOKYO Miyako SEEN" (hereinafter "Miyako SEEN"), an observation floor offering panoramic views of Tokyo, is currently attracting attention among foreign tourists. Although it opened in 2019 and became a hot topic, it soon had to temporarily close due to the impact of the COVID-19 pandemic. When business resumed in October 2022, the staff noticed that the customer base had changed from before.
Previously, there were many tourists from Asian countries, especially China, but after resuming operations, the proportion of visitors from Europe and the United States has clearly increased. Has the change in demographics meant that what users seek from this store has also changed? Yoshikazu Onuma, the account producer in charge of store operations, spoke about the challenges at the time: "We have always consciously stocked a large number of products for inbound tourists, but we have come to want to provide products that better fit our customers." What is necessary to remain a shop that is unique to NOMURA MEDIAS, rather than just an ordinary souvenir shop, is to know the customers in front of us better. Thus, the inbound research project was launched in the summer of 2023.
The research was conducted by commissioning a questionnaire survey company. Foreign tourists who actually visited Miyako SEEN were approached directly, and interviews were conducted in English. The questionnaire items covered a wide range of topics, from background information such as the number of times they have visited Japan and where they came from, to satisfaction levels with Miyako SEEN regarding product lineup and pricing, what kinds of places they visited, and where they plan to go next, allowing us to speak with a total of about 360 people.
Satisfaction with Miyako SEEN is high, with many visitors commenting that "admission is free," "it is clean and comfortable," and "the night view is beautiful," leading to word-of-mouth spread among tourists.
It has also become clear that while inbound tourists from Asian regions such as China and Taiwan frequently use Kansai International Airport due to the large number of arriving and departing flights, tourists visiting from English-speaking regions such as Europe, North America, and Australia tend to access Tokyo via Narita Airport. While Asian tourists enjoy sightseeing in lively groups with friends and family, tourists from Western regions seem to prefer enjoying themselves quietly in small groups, such as couples. Through research, the background behind the shift in visitor demographics emerges.
A major realization was the feedback, "Tokyo SEEN's products are cheaper than souvenir shops in Asakusa." While this was positively perceived as reasonable, it also implied that they were expecting a slightly higher price range. Preferred items were those with traditional Japanese motifs such as Mt. Fuji and cherry blossoms. We also learned that inbound tourism often involves long stays of several months, and that heavy or bulky luggage tends to be avoided. Using this valuable hearing data as a reference, a new product development project was initiated within NOMURA MEDIAS.

NOMURA MEDIAS has so far developed products by "creating things based on the theme of the shop." Many people may have purchased postcards, clear files, and other items inspired by exhibits at museum shops after visiting art exhibitions. At "Tokyo SEEN," Art Daruma fulfills that role. Memories of visiting the Tokyo Metropolitan Government Building, the recollection of viewing Tokyo from above. It serves the role of allowing visitors to take home the emotions and joy gained from the spatial experience. "Daruma are objects into which one entrusts their thoughts and wishes by filling in the eyes. At that time, one's feelings are projected onto it, and when taken home, communication in the form of souvenir stories is born. In that sense, can Daruma be called a medium?" says Nakagawa.
He says that in the future, they are also considering mini-workshops where tourists themselves paint small Daruma dolls. 'At first, we provided value by selling products, but next we want to provide an experience where customers themselves add added value and take home a memory of Japan. We are in the position of a souvenir shop, but I think various possibilities can be considered,' he says, feeling confident about Daruma dolls. Although this project also had a strong aspect of test marketing, it made it possible to estimate the production line. They are moving into brand formation in earnest, and if sales are good, they are looking ahead to expansion into other stores.
In addition, Miyako SEEN is equipped with cafe tables and bench seats, and visitors can often be seen spreading out maps to discuss where to go next. The research also revealed many requests such as, "We want something that helps us understand which neighborhoods are interesting and where we can buy what." To address this, a contemporary emaki (picture scroll) depicting landmarks of Tokyo and Japan was created. While maps used just for checking destinations have evolved through digital tools like apps, nothing else in the modern era offers an overall view in a panoramic format like an emaki. It was produced as tenugui (hand towels) and postcards available for purchase as souvenirs, and a large-scale emaki was also displayed in the elevator hall as a photo spot for commemorative pictures.
"In product development, we always value coordination and affinity with the location," says Onuma, expressing high hopes for the emaki (picture scrolls) as well: "The emaki have a strong affinity with the exhibition floor overlooking the Tokyo skyline, as well as with inbound tourists seeking Japanese-style products. As an item you can only get at this place and that reminds you of having come here, I hope it will be something that evokes memories after customers take it home as a souvenir."