Foot traffic at Mitsukoshi BGC has doubled since its 2023 opening, underscoring the strength of a strategy built on cultural immersion and careful curation rather than scale.
In a district anchored by large complexes such as Uptown Mall, Mitsukoshi chose not to compete on size. As the first Japanese-branded mall in the Philippines, it focused on a tightly selected tenant mix, distinct operations, and a consistent Japanese ambience.
“Our foot traffic became double compared to 2023,” said general manager Yoji Kawaguchi. He said the mall’s smaller footprint pushed the team to prioritize being differentiated, specialized, and well curated instead of trying to match the scale of larger retail centers.
The concept evolved after its soft opening. Reviews on Google Maps frequently mentioned that shoppers felt like they were in Japan. That feedback led to a clearer direction captured in the tagline “Feel Japan and Experience Japan.”
Kawaguchi said the appeal goes beyond retail offerings. The goal is to reflect what draws many Filipinos to Japan in the first place, particularly safety, cleanliness, and friendliness. Those elements shape the mall’s interiors, seasonal installations, and service culture.
Events and partnerships reinforce the experience. Exclusive Japanese supermarket and beauty brands anchor the lineup, while Doraemon collaborations, sakura themed activities, omikuji fortune draws, and cultural showcases with Japanese partners add depth and repeat appeal.
The result is a mall that positions itself as a cultural destination as much as a shopping center. In a crowded retail landscape, Mitsukoshi BGC’s growth suggests that a strong, clearly defined identity can translate into sustained foot traffic.
