What: Tokyo department stores are enhancing their Valentine's Day offerings by including unique in-store dining options, featuring special chocolates and desserts.

Why it is important: Incorporating restaurant options in department stores has become crucial as these establishments strive to offer more than just shopping experiences. By providing unique dining options, especially during special occasions like Valentine's Day, department stores can attract a wider range of customers, increase foot traffic, and encourage longer visits. This strategy enhances the overall appeal of department stores, making them lifestyle destinations where customers can shop, dine, and enjoy leisure activities.

Tokyo's department stores are preparing for Valentine's Day by expanding beyond traditional gift offerings to include in-store dining experiences. Matsuya in Ginza will offer chocolates paired with alcoholic drinks and host pop-ups for various confectionery brands. It will also feature a special ice cream developed in collaboration with Seiste, a renowned chocolate brand. Takashimaya's Shinjuku store is set to provide desserts made on-demand by famous pastry chefs, available through reservation. Tobu Department Store in Ikebukuro will offer eat-in products from seven brands, including a unique Mont Blanc cake. Sogo & Seibu's Seibu store in Ikebukuro plans to serve dishes using cacao, such as beef curry and cola floats. Despite inflation, consumer spending on Valentine's Day chocolates remains high, with Matsuya Ginza's survey indicating an average spend of JPY 4,290 for romantic gifts and JPY 3,821 for personal indulgence.

Tokyo department stores to offer in-store dining options for Valentine's Day