Nohohon Books & Coffee in Hokuto, Yamanashi Prefecture is a charming bookstore that has captured the hearts of locals and visitors alike. Owned by Junpei Watanabe, a copywriter with a passion for books, this cozy bookstore offers a curated selection of 3,000 books arranged by themes such as „create“ and „think.“ The wood-toned interior creates a warm and inviting atmosphere, perfect for leisurely browsing through the shelves.
Located at the foot of the picturesque Yatsugatake mountain range, Nohohon Books & Coffee has become a popular spot for young families and vacationers in the area. In addition to books, visitors can also enjoy a cup of coffee while they peruse the shelves. Watanabe’s vision for the store is to provide a space where people can drop in casually, fostering a sense of community and connection through the love of books.
Inspired by the success of Nohohon Books & Coffee, major book wholesaler and distributor Tohan Corp. launched the „Honyal“ project to support small bookstores. This initiative aims to reduce transportation costs for small bookstores with monthly transactions of ¥300,000 to ¥1 million, making it easier for them to stock a variety of publications. By partnering with Tohan, these small bookstores can access a wide range of books and magazines, enhancing their offerings and attracting more customers.
The decline in the number of bookstores in towns has raised concerns about the future of the publishing industry and the accessibility of paper books. According to a report by Nippon Shuppan Hanbai Inc., online bookstores account for 20.5% of publication sales, while traditional bookstores still make up 58.2% of sales. The decrease in the number of bookstores has led to a decline in paperback sales, highlighting the importance of revitalizing bookstores as cultural hubs in local communities.
In response to these challenges, the Economy, Trade and Industry Ministry established a project team to promote bookstores and address issues such as the book distribution system and library book purchases. The ministry has published a guide for booksellers on utilizing support measures and subsidies for small and medium-sized enterprises, encouraging the growth of new bookstores and innovative approaches to attract readers.
Bookstores across Japan are taking proactive steps to promote paperbacks and engage readers. Events like the BUN-1 Grand Prix, organized by a group of 12 bookstores, aim to select the bestselling paperback novel among general readers. Similarly, Maruzen Junkudo Bookstores Co. holds an annual „Nonfiction award chosen by booksellers,“ showcasing the best works as voted by booksellers nationwide.
As the landscape of the publishing industry continues to evolve, the government and private sectors are collaborating to nurture small bookstores and preserve the tradition of face-to-face book browsing. With a renewed focus on community engagement and innovative initiatives, bookstores like Nohohon Books & Coffee are leading the way in creating unique and inviting spaces for book lovers to explore, connect, and discover the joy of reading.