Xiaomi has opened its first direct-operated store in Japan, located in Saitama City at the "AEON Mall Urawa Misono." The opening event was well-received, with high foot traffic reported. Xiaomi's East Asia General Manager expressed plans to expand further across Japan to bring the joy of technology to more people.
On the same day, Xiaomi's Chairman, Lei Jun, shared the news on social media, celebrating the opening of the Saitama store and congratulating the local team. The store offers over 160 products, including smartphones, TVs, vacuum cleaners, and kitchen appliances, with some items also available through e-commerce channels. A second store is set to open in Kawaguchi City, Saitama Prefecture, on April 5.
Xiaomi aims to introduce its "smart home" business model to Japan, leveraging its position as the fifth-ranked smartphone brand in the country. Plans include opening 5 to 10 stores by 2025, focusing initially on the Tokyo area. The stores will feature over 160 products, with an emphasis on smartphone-centered home appliance integration.
Previously, a temporary store at "Shibuya PARCO" exceeded expectations in both foot traffic and sales, prompting Xiaomi to pursue a more aggressive retail strategy. According to market research, Xiaomi held a 4.7% share of Japan's smartphone shipments in 2024, ranking fifth. While Xiaomi's primary customer base in Japan has been young consumers through online sales, expanding to family users remains a key goal.
