#Japan #Shinjuku #Penguin Bakery #Mejiro #Trust Five

Revitalizing Mejiro Shopping District with New Ventures

In a significant move to enhance the charm of the Mejiro shopping district, Penguin Bakery has officially announced its entry into the area with a new brand, Penguin Pal. This new bakery store will open in the ground floor of the small commercial building called Koretasu Mejiro, a project developed by Trust Five, based in Chiyoda, Tokyo. This development, which is set to complete in January 2025, aims to breathe new life into the neighborhood by offering high-quality goods and encouraging foot traffic to the shopping district.

Koretasu Mejiro: Background and Significance

The Koretasu Mejiro building represents Trust Five's third development in Shinjuku and is strategically located on Mejiro Street, which has a rich history. The surrounding Mejiro Ginza shopping district is traditionally a vibrant marketplace. However, like many other neighborhoods across Japan, it has experienced a troubling trend with businesses converting into residential properties, undermining the area's commercial identity.

Although this trend might superficially appear as a solution to the issue of vacant storefronts, it actually leads to a permanent loss of the commercial essence of these shopping districts. This transformation is an important issue that often escapes the public eye, yet it is vital to understand that it is a fundamental threat to the local economy and cultural landscape.

The land for Koretasu Mejiro was entrusted to Trust Five by the previous owner with a specific vision—to preserve the spirit of the shopping district by developing a commercial building instead of a residential one. This conscious decision reflects a step towards revitalizing Mejiro Ginza and restoring its dynamic atmosphere.

The Introduction of Penguin Pal

Penguin Pal is the new bakery brand introduced recently by Penguin Bakery, a company renowned for its delicious, freshly baked goods made from high-quality wheat sourced from Hokkaido. Historically, the brand has primarily focused on suburban locations; however, with a desire to introduce their offerings to a broader audience, they have launched Penguin Pal, targeting city-dwellers in the Tokyo area.

The decision to identify Koretasu Mejiro as the flagship store for Penguin Pal stemmed from the excellent location and demographic opportunities it provides. According to Manabu Hanaki from the Development Department of Penguin Bakery, the area is populated by potential customers, and it offers convenient access from the company’s Tokyo branch located in Ikebukuro.

The essence of Penguin Bakery lies in its dedication to using Hokkaido-grown wheat to create high-quality bread. Since its franchise expansion began in January 2021, the brand has grown rapidly, boasting 54 stores across Japan in just four years. Their commitment to quality has earned them numerous accolades, including four national awards for their curry bread and two Gold Awards at the Fried Chicken Grand Prix. Their burgeoning recognition is bolstered by frequent features in media outlets and social networking sites, which have solidified their popularity among consumers.

Creating Unique Small Building Concepts: Koretasu

Koretasu embodies a small-building brand that focuses on creating spaces equipped to foster innovation and sustainable development. Designed to accommodate the needs of various tenants, the aims of Koretasu include:

1. Selection of Ideal Locations: Targeting areas with characteristics that appeal to tenants striving for growth and success.
2. High Performance in Small Footprints: Offering convenience, customer attraction potential, and disaster resilience to support tenant success.
3. Sustainable Development: Incorporating features aimed at minimizing environmental impact and allowing for future adaptability.
4. Respect for Design and Community: Ensuring bespoke designs that honor the unique aspects of local communities and promote coexistence among tenants, investors, and society.
5. Adding Value: Perform thorough environmental investigations for each project to enhance tenant value continuously.

The intent behind the establishment of Penguin Pal in Koretasu Mejiro is thus not merely about filling a store space, but it represents a collective effort towards revitalizing a cherished cultural space while catering to the community's modern needs.

Conclusion

As the development for Koretasu Mejiro progresses towards its anticipated completion, the introduction of Penguin Pal speaks volumes about the future of urban development in traditional neighborhoods. The integration of high-quality offerings and thoughtful space design promises to enhance not only the commercial vitality of Mejiro but also to create a robust community atmosphere, making it a cherished destination for residents and visitors alike.