#Japan #Tokyo #Retail Innovation #COUNTERWORKS #Shop Counter

Counterworks Achieves Remarkable Milestone

Introduction
In a noteworthy achievement, Counterworks, headquartered in Shinagawa, Tokyo, has announced that its pop-up store support platform, Shop Counter, has officially surpassed 100,000 completed deals as of June 2026. Launched in May 2015, the platform has seen enormous growth, with approximately 89,000 registered tenants and around 31,000 available spaces. This success highlights the increasing demand for experiential retail opportunities among both brands and consumers.

Background for Growth
The rise in e-commerce and D2C brands has intensified the importance of physical retail spaces. These spaces allow brands to convey the quality of their products and their overarching narratives in a more impactful manner. Consequently, pop-up stores are increasingly being utilized as test marketing venues for expanding brand awareness, building customer loyalty, and enhancing understanding of consumer preferences. Furthermore, companies across manufacturing, retail, and service industries are expressing a heightened demand for promotional events that facilitate direct engagement with consumers. Utilizing physical spaces in commercial facilities for product launches and engaging customer experiences has become a prevalent strategy to boost brand visibility and drive purchases.

This trend is also evidenced in the advertising sector, as reported in Dentsu's "2025 Japan Advertising Expenses" report, indicating that promotional media advertising costs reached a staggering 1.7184 trillion yen, marking a 2% increase year-on-year. Notably, segments like events, exhibitions, and audiovisual presentations experienced a significant surge, growing by over 11% due to increased demand spurred by grand events and urban development projects.

Recent Trends in Retail Spaces
In retail environments, there is a notable emphasis on creating income opportunities through the use of event spaces and vacant areas, as well as enhancing customer incentives and tenant freshness. Traditionally, contact points between space owners and retailers were limited, but the advent of online platforms has broadened possibilities for match-making, leading to increased short-term leasing opportunities and more flexible space utilization.

Rapid Growth in Completed Deals
Interestingly, nearly half of the 100,000 total deals were achieved within the two years preceding June 2026. The number of agreements skyrocketed from just 1,000 in September 2018, to 10,000 by September 2022, and hitting 50,000 by June 2024. The COVID-19 pandemic catalyzed a shift toward physical customer engagement strategies, with a sharp increase in demand for short-term retail opportunities in vacant commercial spaces, significantly influencing this surge in completed transactions.

Remarkably, the journey from 50,000 to 100,000 agreements was accomplished in merely two years, underscoring a period of concentrated growth and new opportunities in retail.

The growth is attributed to the accumulation of spatial data available for lease and the diversification of participants, including various brands and enterprises that are opening up retail opportunities. Additionally, the purposes for which spaces are utilized expanded from food sales to include promotional events, pop-up stores, and exhibitions, allowing a single platform to cater to diverse short-term leasing needs.

Comments from Leadership
Naoki Sanpei, CEO of Counterworks, remarked, "Reaching the milestone of 100,000 agreements on Shop Counter is a testament to the support we’ve received from our valued partners. In the early days of our service, pop-up stores were often limited to a handful of brands; however, they have now evolved into critical touchpoints for EC brands and local businesses looking to connect with new customers."

Sanpei also emphasized that commercial real estate still holds vast untapped potential for flexible uses, stating, "We aim to continue increasing matchmaking opportunities between retailers and space owners through Shop Counter, enhancing the possibilities for real-world commerce. Our mission is to create a new infrastructure for business through freer utilization of commercial spaces."

Conclusion
Shop Counter stands as a pioneering platform in the evolving landscape of retail, providing invaluable access and support for brands and space owners alike. As they continue to expand their services, the implications for future retail experiences are bound to be transformative. For potential space owners looking to utilize their vacant areas, Shop Counter offers a valuable resource that aligns with the current trends in consumer engagement and experiential marketing.

For further information on available spaces and services offered, visit the official website: Shop Counter.