02 Intro

12 Publisher's Note

16 Comments
Reviews of Tsutaya collected through social media

18 Sketch
Rental
A sketch of downtown Tokyo, where Tsutaya's original and current state coexist.

22 Opinions
Beams Creative Director Hiroshi Kubo

26 Inner Space
T-Site
Tsutaya's complex culture analyzed through four branding elements.
Space T-Site

38 Opinions
Takayuki Ando, ​​editor-in-chief of the Japanese culture magazine PEN

42 The Premium Age
Objects
Cultural tastes of the premium age
Places
Commercial space targeting the premium age group
Interests
Leisure activities enjoyed by the premium age group

64 Opinion
Manabu Mizuno, CEO of Good Design Company

68 Landmarks
Development
Cultural landmarks closely linked to regional development

74 B's Cut
Tsutaya Scene
Daikanyama T-Site and its surrounding lifestyle scene

86 Brand Story
Starting as a rental platform, it encompasses lifestyles.
Tsutaya's Evolution: Building a New Distribution Model

94 CCC
Tsutaya's parent company and in charge of all planning
CCC's office space

100 Advancement
Tsutaya's business areas developed after Daikanyama T-Site

104 Interview
CCC CEO Muneaki Masuda
Architect Klein Dyssom collaborated with Tsutaya
Creative Director Tomoko Ikegai

110 Partners
We work closely with Tsutaya on a business level.
Partner companies and brands

112 Figures
Figures that describe Tsutaya's size and the structure of its parent company, CCC.

114 From the Editor in Chief
Tsutaya's core values ​​as told by the editor

116 Outro

Magazine <B> is an ad-free monthly magazine that introduces one well-balanced brand from around the world each month, discovered from JOH's perspective.
A serious yet readable magazine for everyone interested in brands, from brand executives contemplating new business opportunities to those seeking to develop a sense of branding.

The brand we are introducing this time is 'Tsutaya', known as a Japanese bookstore chain.
In an age where you can order books online and have them delivered to you for free within a day, this is a place that makes you reconsider the meaning of offline bookstores, which are gradually disappearing.
Tsutaya doesn't consider itself a bookstore. As its name suggests, CCC (Culture Convenience Club) suggests, it's a forward-looking company that generates revenue in various ways by planning and presenting lifestyles across cultures and actively utilizing its database.
Tsutaya says its lifestyle offerings are supporting Japan's cultural industry.
It's as if a company is generating profits while also doing things that public institutions would do with taxes or large corporations would do as social contribution projects.

Covering Tsutaya, I became even more convinced that the space we live in on this earth and the lifestyle suggested by the content that fills that space are meaningful and transcend the times.
The phrase "customer-centric" that Tsutaya President Muneaki Masuda talked about throughout the interview may sound somewhat clichéd, but I believe it was truly the result of deep contemplation about the life he wanted to live.