Where Shibuya once bustled as a gathering spot for young people, it now is trying to woo women shoppers with a gleaming 34-story shopping and entertainment complex.
The high-rise Shibuya Hikarie opened in Tokyo’s Shibuya Ward on April 26.
“(Hikarie) will attract women consumers, who have been shopping in the Omotesando and Aoyama districts,” said Shiro Komatsu, a professor of customer attraction studies at Tokyo City University.
Shibuya Hikarie is one of a handful of large-scale commercial shopping centers opening in Tokyo this spring.
Shibuya, which was dubbed a “youth town” with many stores aimed at younger customers, is facing intense competition in attracting shoppers.
Shibuya Hikarie will offer a variety of attractions, including boasting one of the largest musical theaters in Japan, which seats 2,000.
The other major feature of the building is ShinQs, a new Tokyu department store, which has about 200 shops and sales spaces. The shops target working women in their late 20s to 40s, who have large, disposable incomes and can be counted on to spend money with each visit.
Some of the eateries, which will start operations in June, will also stay open until 4 a.m. on weekends.
Tokyu Corp., the operator of Hikarie, expects to attract 14 million visitors a year.
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