TOKYO, June 23 (News On Japan) – The 24-hour unmanned candy stores have become extremely popular, expanding to 98 stores nationwide in just a year and a half. What is the secret behind their success? We spoke to the 29-year-old founder and CEO to find out.
The newly opened 24 Sweets Shop in Hiratsuka offers a variety of famous sweets from all over Japan. In the store’s chest freezers you can find everything from shortcake from Tokushima to jarred mitarashi dango from Fukui, with prices ranging from 200 yen to more than 1,000 yen. Customers can purchase their desired sweets through a self-checkout system.
‘I often come here to buy sweets for myself or as a gift. It’s great that the store is open 24 hours a day, especially if you’re hungry late at night,” said one customer. ‘The items here are also really photogenic.’
Shoya Kubota, the 29-year-old CEO, set up the first store in his hometown of Hiroshima in January last year. Since then, the chain has quickly expanded to 98 stores, with sales nine times greater than a year ago.
Kubota’s approach focuses on creating an inviting atmosphere that appeals to social media users. “We integrate elements such as neon lights to create a space that people want to share on social media,” he explained.
Before venturing into unmanned candy stores, Kubota ran construction and security companies. The idea for a 24-hour unattended vending came from his company officer’s mother, who often bought candy online but encountered problems with high prices and limited availability. Kubota saw a business opportunity in offering a wide selection of sweets available 24/7.
“The response to our first store was overwhelming, with more than 200 customers on the first day alone,” Kubota recalls. He also highlighted the benefits of an unmanned business model, which reduces labor and operational costs.
The 24 Candy Shop distinguishes itself by offering a constantly changing range of more than 40 to 50 types of candy at any time. ‘Initially it was a challenge to find products because suppliers were hesitant. But now, thanks to media coverage, suppliers are approaching us,” Kubota said.
Currently, the company works with approximately 80 suppliers, offering approximately 700 to 800 products. Kubota plans to release 200 new products annually to keep the offering fresh and exciting.
Kubota’s goal is to expand to 500 stores within five years. He believes that constant product rotation is crucial to maintaining customer interest. “We plan to source products not only from Japan but also from countries like South Korea, which is known for its innovative trends,” he added.
The stores’ more expensive sweets, compared to supermarket offerings, target customers looking for unique and Instagram-worthy items. Kubota sees its stores as places people visit for special occasions rather than for everyday purchases.
The unmanned model has also attracted franchisees, with some stores generating impressive sales, such as 20 million yen in the first month. Franchise owners, such as the CEO of a machinery manufacturer in Aichi Prefecture, appreciate the business model’s low labor requirements.
‘The key to success is location. Stores in suburban areas with parking facilities perform better than stores in city centers,” notes one franchisee.
As the company grows, Kubota remains focused on its core strategy: maintaining a dynamic and attractive product range. “We always want customers to discover something new and exciting when they visit our stores,” he said.
Kubota’s commitment to innovation and customer engagement drives the rapid expansion of 24 candy stores across Japan.
Source: TBS
