Brave stores, the overseas merchandise sales business launched by Brave group Inc. in July 2024, is proud to announce the opening of three new physical retail locations in Nanjing, Chengdu, and Changchun in December 2024.
About Brave stores
Brave stores is an overseas merchandise sales initiative launched to promote the globalization of Japan’s content industry. The business is expanding through physical retail stores and global e-commerce platforms in various parts of the world.
The expansion began with a pop-up store at the Bailian ZX Creative Centre Store in Shanghai in July 2024, followed by the opening of a permanent store at Haneda Airport Garden Store in Tokyo in August of the same year. Brave stores has since developed a presence at physical stores and exhibitions worldwide, including at Union Mall in Bangkok and CICF x AGF in Guangzhou.
An e-commerce site for customers in Thailand was launched in July 2024, and preparations are currently underway for the launch of a site for China.
Limited-Time Pop-Up Store Opens in Chengdu’s Tianfu Square
On December 21, 2024, a Brave stores Pop-up location opened for a limited 57-day run in Tianfu Square, Chengdu.
The city of Chengdu, China, while rich in history, has a deep appreciation for youth culture, making it a popular destination for generations interested in anime and gaming. It frequently hosts major events like Bilibili World and various VTuber and cosplay gatherings, attracting numerous visitors from both within China and abroad.
The new store is located in Tianfu Square, the heart of Chengdu where tradition and modern culture merge, and offers excellent access from the airport, making it a popular spot for tourists.
The opening event featured unique activities tailored for China, including special gifts for customers who visited in designated cosplay outfits and for those who followed the store’s official social media accounts.
Chengdu Tianfu Square Pop-up Store
- Operating Period:Saturday, December 21, 2024 – Sunday, February 16, 2025
- Business Hours:10:00 AM – 10:00 PM
- Address:Jin Station Shopping Center, Tianfu Square, Qingyang District, Chengdu (Metro AB Exit)
Permanent Store Opens in Nanjing Aqua City
On December 23, 2024, a permanent Brave stores location opened in Aqua City, Nanjing.
Nanjing, China, is a city where historic cityscapes and high-tech industries coexist, creating a harmony between ancient structures and modern skyscrapers.
The new store is in Nanjing Aqua City, a large shopping center featuring brand-name shops, restaurants, and cafes. It is a popular urban facility for tourists and local residents alike, offering opportunities for leisure and cultural experiences.
This marks the first permanent overseas store for Brave stores, providing a continuous venue to deliver the globalization of Japan’s content industry to a greater number of customers than ever before. The opening was covered by local television and media, drawing significant attention.
Nanjing Aqua City Store
- Business Hours:10:00 AM – 10:00 PM
- Address: F3, Pengxin Aqua City, 1 Jiankang Road, Qinhuai District, Nanjing, Jiangsu Province
- RED Books (Xiaohongshu)
Now Available at GIGI FOX GOODS in Changchun
On December 31, 2024, Brave stores opened in a “Shop in Shop” format inside GIGI FOX GOODS, located in Changchun’s Qicai Tiandi.
Changchun, China, is a key hub in the northeastern region that has developed as the center of China’s automotive industry, blending history and industry.
The “Shop in Shop” model involves opening a store within another brand’s retail space. This launch places Brave stores within a section of GIGI FOX GOODS, creating an opportunity for more local customers to easily access Japanese merchandise.
GIGI FOX GOODS is a brand that offers unique and customizable products for young people in China. Based on the concept “可盐可甜，百变GIGI（Sweet or Salty, Ever-Changing GIGI）,” the brand develops products that allow young people to express their individuality and uniqueness. It is a trend-setting brand shop that is expanding throughout China.
GIGI FOX GOODS (Shop in Shop style)
- Business Hours:9:30 AM – 8:00 PM
- Address: 140 Nanyang Road, at the intersection of Huxi Road and Tailai Street, Lüyuan District, Changchun, Jilin Province
About Our Merchandise
[Anime-Related Merchandise]
The Legend of Hei, The Quintessential Quintuplets, Fate/Grand Order, Frieren: Beyond Journey’s End, Delicious in Dungeon, Blue Lock, Case Closed (Detective Conan), Bungo Stray Dogs, WIND BREAKER, Hatsune Miku, Haikyu!!, Cardcaptor Sakura
[VTuber/VSinger/Virtual Artist Merchandise]
Blitz Wing (COCOA DOMYOJI, IORI MATSUNAGA, ANKO ASAKURA, MIONA SUMERAGI), ChoGingaRecord (SUZUNA NAGIHARA, AKANE KANZAKI, MISAKI HATSUSEGAWA), Kigensho Records (YUKA NAGASE), HIMEHINA
*Please note that product availability may differ by store.
Background of Business Expansion
In recent years, while Japan’s content industry has gained worldwide popularity, particularly in Asia, the circulation of counterfeit and pirated goods has become a serious issue. In 2019, the international trade of counterfeit and pirated products reached $464 billion, equivalent to 2.5% of total world trade.
According to the FY2022 Survey on Intellectual Property Activities, 13.9% of companies in Japan have reported damages from counterfeiting, yet only about 30% are taking countermeasures. The reasons cited include “difficulty in grasping the extent of the damage,” “low cost-effectiveness,” “lack of funds and resources,” and “unclear on specific countermeasures.”
Against this backdrop, the Brave stores initiative—which directly provides official goods and licensed products, including our own IPs and those of Japan’s leading anime and manga, to customers in various countries through legitimate distribution channels—contributes to curbing the circulation of counterfeit and pirated goods and enhancing the credibility of Japanese content.
Furthermore, because our physical stores pre-emptively remove defective or damaged items, customers can physically handle the products and verify their quality before purchasing authentic goods with peace of mind. Unlike cross-border e-commerce, we also offer the convenience of receiving products on the spot.
＜Related Links＞
Bringing Japanese Content to the World! Announcing the Expansion of the Overseas Merchandise Business “Brave stores”
Brave stores Official Website
