Tokyo hosted H&M’s first store in Japan, which opened in 2008.
The opening gave H&M a presence in one of the world’s most influential fashion markets. Tokyo was a logical entry point because of its large population, strong department-store culture and internationally important districts such as Shibuya and Ginza.
Japan’s launch formed part of H&M’s Asian expansion during the 2000s. The company had already entered China and other markets before establishing its first Japanese store, and Tokyo’s opening attracted long queues and significant media coverage.
Tokyo is sometimes confused with Osaka or Kyoto because all three are major Japanese cities with prominent retail scenes. However, the first Japanese H&M store was in Tokyo. The date also distinguishes this opening from H&M’s later expansion across additional Japanese cities.