#Japan #Tokyo #Asakusa #JOYLAB #MY CELLAR

Grand Opening Announcement

On June 13, 2026, JOYLAB, a subsidiary of the prominent Japanese group Aucnet, celebrated the grand opening of its new store brand, MY CELLAR by JOYLAB, located in Asakusa, Tokyo. This store signifies a new chapter in the alcohol marketplace, offering both purchasing and retail services for quality alcoholic beverages.

Originally launching as a purchasing-only outlet in February 2026 in response to customer demand, MY CELLAR by JOYLAB is now fully operational, catering to both retail and buyback customers. The new store will feature a carefully curated selection of sought-after Japanese spirits, including renowned whiskies like Yamazaki, Hibiki, and Hakushu, along with hard-to-find sake and shochu like Mori-Izo and Junmai Daiginjo from Juyondai.

Celebratory Promotions

To commemorate its grand opening, MY CELLAR by JOYLAB is running two exclusive promotions:
1. A 10% discount on all alcoholic beverages (in-store purchases only) from June 13 to June 30, 2026.
2. An additional 5% increase on the total estimated value of alcohol buybacks for customers who present a promotional coupon up until July 31, 2026.

This unique offering positions MY CELLAR not just as an alcohol retailer but as a trusted marketplace, benefiting from JOYLAB's 11 consecutive years as a Yahoo Auction Best Store and a staggering total of over 325,000 transactions.

Asakusa: The Ideal Location

Chosen for its historical connection to the drinking culture and vibrant tourism, Asakusa provides a prime location for MY CELLAR. The area is known for both its souvenir demand from visitors and the bustling local dining scene, making it an ideal locale for alcohol sales.

As a company with a legacy of excellence since its founding in 1985, JOYLAB combines its extensive experience with the credibility of being part of a Tokyo Stock Exchange prime listed group, ensuring customers receive genuine products backed by trust and strong operational protocols.

Rigorous Quality Control

Commitment to excellence is evident in MY CELLAR's operational practices. Each beverage is stored in a temperature-controlled warehouse maintained between 15 to 17 degrees Celsius, ensuring the quality of delicate alcoholic goods is preserved until they reach the customer. This meticulous management protects against degradation, making high-value and vintage wines safer purchases.

Professional Procurement Support

MY CELLAR is equipped to handle both individual and professional needs. With a diverse selection of rare and collectible spirits, it serves private customers looking to enhance their home collections, as well as industry professionals seeking reliable sourcing for their businesses.

Continued Expansion and Future Plans

The grand opening of MY CELLAR in Asakusa is just the beginning. JOYLAB aims to replicate this model in other regions, drawing on the reliable experience of its parent company, Aucnet, to bring quality alcohol retail to more local markets. As customers seek unique shopping experiences paired with trusted service, the movement from online-only auction services to physical locations reflects a broader shift in consumer preferences, with a strong emphasis on convenience and reliability.

Explore the New Offerings

Looking ahead, customers can anticipate even more promotional events and an expanding range of products, including luxury wine with connections to notable figures such as former Japanese national soccer team coach Philippe Troussier, who has partnered with the brand to introduce his luxury Bordeaux wine collection. These offerings promise to enhance the experience at MY CELLAR, establishing it as a first-choice destination for premium alcoholic beverages in Tokyo.

Join Us at MY CELLAR by JOYLAB

Customers are encouraged to visit MY CELLAR by JOYLAB and take advantage of these unique offerings. For those unable to visit in person, JOYLAB also offers convenient online options for valuation and purchasing through its digital platform. Whether you're a casual drinker or a connoisseur, MY CELLAR is set to meet all your alcohol needs with quality and trust at its core.