CCC to launch TSUTAYA franchise operations in Thailand, with first Bangkok store opening on 14 November

Culture Convenience Club (CCC), based in Nishi Ward, Yokohama, announced on 26 October 2026 that it would launch TSUTAYA BOOKSTORE franchise operations in Thailand in November. Its first store is scheduled to open on 14 November at One Bangkok, a large mixed-use development in central Bangkok. For franchise businesses assessing the market, the key points are its use of Japanese anime and manga to attract customers and the division of responsibilities with a local bookshop chain.

First store in central Bangkok to be run by a local bookshop chain

According to a Kanagawa Shimbun report published on 26 October, a Malaysian joint venture between CCC and Sojitz will manage the Thai franchise business, while Thai bookshop chain Asia Books will operate the store. The arrangement combines franchise management by the joint venture with store operations by a local company to bring the Japanese brand to market.

The planned location, One Bangkok, is a large mixed-use development in the city centre. The announcement sets out the launch of franchise operations in Thailand, along with the first store’s opening date, location and operator. With several companies involved, it is important to distinguish between the organisation responsible for developing the brand and the business running the store itself.

This is also an announcement ahead of a November launch, rather than a report on the performance of an existing store. Planned openings should be distinguished from results after launch. The first concrete milestone for the Thai business will be the store’s scheduled opening on 14 November.

Japanese anime and manga at the heart of market development

CCC plans to use popular Japanese anime and manga to develop its presence in Thailand. Its approach is to use Japanese content as a gateway for introducing the bookshop brand to a new market.

CCC President and Chief Executive Officer Takanori Takahashi said: “We want these stores to be places that bring Japanese culture to customers, rather than simply pursuing growth in store numbers.” This places emphasis on the stores’ cultural role alongside expansion of the network.

The comment is important to understanding the opening plans. It sets out the brand’s purpose in terms of what the stores will offer customers, rather than simply how many outlets it intends to open. The focus on anime and manga should also be seen in the context of this aim to share Japanese culture.

However, that cultural purpose is separate from the commercial performance of individual stores. Franchise businesses considering this example should not treat the stated strategy as evidence of customer demand or profitability. The initiatives introduced after opening, and their results, remain to be seen.

Adding Thailand to the Asian store network

CCC already operates TSUTAYA BOOKSTORE and Tsutaya Books outlets in China, Taiwan, Cambodia and Malaysia. Across these overseas markets, it has promoted stores that combine bookshops with cafés, encouraging customers to spend time on the premises.

The move into Thailand adds another market to these Asian operations. However, the features described for existing overseas stores should be distinguished from the specific offering planned for the first Bangkok outlet. Understanding the brand’s overall direction is not the same as knowing the details of an individual store.

CCC is also considering future expansion into major European cities, including Milan, Paris and London. These plans remain under consideration, however, and are at a different stage from the Thai project, for which an opening date and operating structure have been announced.

Potential destinations often attract attention in overseas expansion news. In this case, separating the longer-term European ambitions from the Thai franchise launch in November makes the immediate priorities clearer. The near-term focus is the first Bangkok store, run by a local company.

Understanding the division of franchise responsibilities

The plan identifies three distinct roles: CCC’s brand development, franchise management by the Malaysian joint venture between CCC and Sojitz, and store operations by Asia Books. For franchisors and businesses considering overseas expansion, it highlights the importance of looking beyond the destination to establish who will manage the franchise business and who will run the stores.

When comparing this model with their own plans, businesses should assess the brand’s purpose and operating structure separately. What a brand wants to offer customers is one question; which company will deliver that offer in-store is another. CCC’s announcement sets out both its aim of bringing Japanese culture to customers and its decision to appoint a local bookshop chain as the operator.

This example alone does not establish whether the same expansion model would suit other brands. Contractual responsibilities, support for local operations and the allocation of costs all require separate scrutiny when developing an overseas franchise business.

Practical takeaway: When assessing an overseas franchise plan, look beyond the location and brand name to identify the franchise manager, store operator and purpose of the outlet. Then distinguish clearly between scheduled openings, longer-term ambitions and actual performance after launch.