Leveraging over 40 years of cultivated expertise in discernment × collaboration with the local community to curate and share the appeal of traditional Japanese culture and regional charm!

In 2016, as BEAMS celebrated its 40th anniversary, it launched BEAMS JAPAN as a business dedicated to curating and introducing Japan’s finest products and cultural aspects, leveraging the expertise in discernment cultivated as a select shop. Under the concept of “showcasing the charm of Japan, from master craftsmanship to pop culture, to both domestic and international audiences,” a variety of products have been developed and sold primarily at the Shinjuku store.

However, BEAMS JAPAN GATE STORE project leader Haruyuki Suzuki, who has been overseeing the initiative since its inception, recalls, “At the time, most of our information dissemination was centered in the Tokyo metropolitan area, with very little coming from regional locations.” The project originally started in 2021, during the COVID-19 pandemic. With inbound tourism almost nonexistent and fewer people going out, BEAMS decided to turn the situation into an opportunity by planning pop-up stores to promote regional appeal directly from local areas.

The first location was in Miyajima (Itsukushima), Hiroshima, one of Japan’s three most scenic spots, at Sakura Bekkan, an annex of the long-established inn Iwaso, about a 15-minute walk from the pier. “We had staff from BEAMS Hiroshima who had strong ties to the region and knew its charm, so we decided to work together,” Suzuki explains. “When I visited the store, I was deeply impressed by how tourists were very open and joyfully chatting with staff about Miyajima.” The pop-up store, directly showcasing the charm of Miyajima, was a great success.

Following this, from 2021 to 2022, pop-up stores were opened in Ise, Nishi Honganji, and Nagano. Then, from the summer of 2022, the project began a full-scale expansion.

“Through several pop-up store experiences, we learned a great deal. We realized just how many excellent products exist in Japan. If we can effectively convey the unique appeal of each region, many Japanese and international visitors will appreciate it. But most importantly, the biggest takeaway was meeting passionate individuals eager to share their local culture. I believe that enthusiasm is the key to expanding BEAMS JAPAN GATE STORE further.”

The first permanent BEAMS JAPAN GATE STORE opened on Shinmon Street, a road that approaches Izumo Taisha, a shrine renowned for enmusubi (matchmaking) and the god of fortune—BEAMS JAPAN Izumo. This was followed by BEAMS JAPAN Nikko, located on the road to Nikko Toshogu, a UNESCO World Heritage site. BEAMS JAPAN Miyajima, originally a pop-up store, became a permanent location. BEAMS JAPAN Kobe opened on the second floor of Kobe Port Tower, a landmark celebrating its 60th anniversary. BEAMS JAPAN Zenkoji was established within Zenkoji Temple, a site with 1,400 years of history and around 6 million annual visitors. Lastly, BEAMS JAPAN Maizuru opened in northern Kyoto, near the Japan Sea, within Maizuru Brick Park, a nationally designated Important Cultural Property linked to Japan’s naval history. As of March 2025, a total of six locations have been established.

BEAMS JAPAN GATE STORE continues to grow as a completely new type of regional co-creation store, unlike anything else. There is no doubt that BEAMS’ organizational culture—deeply understanding the background of the products it handles—and its keen sense for product selection and procurement are fully utilized here. Additionally, the project incorporates the extensive know-how and passion of Suzuki, who has been dedicated to its development from the very beginning.

One core principle is hiring staff with strong local connections. Their love for their hometown allows them to share not just products but also hidden gems, sightseeing spots, and local traditions with visitors.

“My goal is not to create a simple souvenir shop but a kind of tourist information center. I want our store staff to become ‘local storytellers,’ constantly sharing information and the appeal of the region. We will keep conveying these stories until people truly understand and connect with the region. That is non-negotiable. If we successfully communicate the charm, the results will follow,” says Suzuki.

At BEAMS JAPAN Nikko, staff member Ms. Takabayashi is a perfect example of this philosophy in action. She first visited Nikko as a tourist, fell in love with the place, and eventually fulfilled her dream of working to share its appeal. The Nikko store attracts many international tourists from Asia, Europe, and the Americas. Takabayashi actively provides local recommendations based on visitors’ travel plans.

For instance, she introduces Kanuma Kibigara craft, a traditional folk toy shaped like the twelve zodiac animals, crafted from the leftover materials of Kanuma brooms, which are considered the best brooms in Japan. Made by a single female artisan who inherited the craft from her grandfather, these items are highly sustainable and stylish, making them particularly popular among foreign visitors. Additionally, high-end products made from sacred Nikko shrine trees sell well, with over 70% of purchasers being international customers—especially after they hear the rich stories behind them.

In terms of customer interaction, Suzuki’s management approach emphasizes personal authenticity over rigid formats.

“My belief is that staff should not simply ‘explain’ the regional charm, but ensure that it truly resonates with visitors. Each individual should share their region’s appeal in their own unique way. It’s this accumulation of small efforts that gradually enhances the region’s overall allure,” he says.

The BEAMS JAPAN GATE STORE is not directly operated by BEAMS. Instead, it is a franchise business model where passionate individuals (owners) who are eager to promote their local region take the lead, working closely with BEAMS in a strong partnership. These owners serve as key players in their communities, connecting with various local groups. Through these connections, new communication channels emerge, leading to collaborations with local artisans, craftspeople, organizations, and even government agencies, which are relationships that would otherwise be difficult to establish. As a result, innovative ideas and partnerships have flourished through store expansion.

Currently, the products offered at BEAMS JAPAN GATE STORE are divided into four categories:

1.Inline Products – A common selection of items available at all locations.

2.Souvenirs – Products designed with a unique theme color for each region.

3.Local Crafts – Specially customized items that enhance the appeal of regional craftsmanship.

4.Owner’s Exclusive Selections – A category where owners can independently source and showcase high-quality local products.

“For example, Miyajima’s ceramic bells, Nikko’s kibigara craftwork, and sacred tree products—all unique to their respective regions—were successfully commercialized thanks to the dedication of the owners and their deep ties with the local community. I believe the concept of a regional co-creation store resonated with many people, making these initiatives possible.”

As BEAMS JAPAN GATE STORE’s network with various local communities continued to grow, Suzuki began to wonder, “Can we use this network to create something even more exciting?” This idea became a reality on November 23, 2024, with the launch of “En-en Izumo Produced by BEAMS JAPAN,” an event celebrating the charm of Izumo, Shimane.

Fifteen local businesses, including government agencies, artisans, and private enterprises, collaborated to create a relaxed and enjoyable experience showcasing Izumo’s unique appeal. The event featured a one-day-only special train ride on the Ichibata Electric Railway, connecting Matsue City and Izumo City.

“We set up food stalls on the station platforms, and inside the train, passengers could enjoy local sake and craft beer. This was something that BEAMS JAPAN alone could never have achieved. It was only possible by uniting with the local community. Working together to share the charm of Shimane and Izumo in such an immersive way was truly an incredible experience.