Nintendo Expands Official Stores in Japan—But Europe Still Gets Snubbed Again

This announcement caught my eye for one simple reason: Nintendo’s latest store opening is another reminder of just how differently the company treats its global fans. While Japanese and American gamers get shiny official stores filled with exclusive merch, Europeans remain out in the cold-again. And with the Nintendo Switch 2 looming, it’s a telling move about Nintendo’s priorities and where the company expects its biggest superfans to show up in person.

Nintendo Store Expands to Fukuoka: What That Really Says About the Company’s Global Focus

• This is the fourth Nintendo Store in Japan, but still zero for Europe-don’t hold your breath for that to change soon.
• The new Fukuoka store is part of a big push ahead of the Nintendo Switch 2 launch, set to land with Mario Kart World.
• Physical stores remain a core part of Nintendo’s merchandising, keeping superfans hooked beyond digital storefronts.
• Once again, only US and Japanese fans get access to the best Nintendo-exclusive gear and events.

Game Info

Nintendo’s announcement about the new Fukuoka store didn’t surprise me-but it did sting a little. This is now the fourth official Nintendo retail outpost in Japan (Tokyo, Osaka, Kyoto, Fukuoka), on top of the two in the US (New York and San Francisco). Meanwhile, European fans—some of the most dedicated I’ve met at conventions and online—are still left refreshing news feeds for any whisper of a dedicated shop. If you’re hoping Nintendo is just biding its time, don’t count on it; there’s no sign Europe is part of the plan.

The timing isn’t accidental either. With the Nintendo Switch 2 launching later in 2025, and Mario Kart World lined up as the headline launch title, Nintendo’s in-person stores are about to become prime real estate for hype and early adopter mania. There’s a long history of Nintendo using its retail spaces for exclusive hardware drops, limited-edition merch, and special events—remember the lines for Pokémon and Zelda launches in Tokyo? This playbook isn’t changing.

From an industry perspective, it shows Nintendo doubling down on its physical brand presence—while most publishers have gone all-in on digital, Big N still understands the pull of a real-world clubhouse for fans. These stores aren’t just about selling plushies or T-shirts, either; they act as cultural hubs, which is why it stings that so many regions get passed over. And if you’ve seen the unique hardware mods or collector’s items available in New York and San Francisco, you know there’s a real FOMO at play here.

For gamers, this means two things: First, if you’re in Japan or the US, expect even more exclusive gear and events—especially as the Switch 2 hits shelves. Second, if you’re in Europe (or just not in one of these cities), prepare to keep watching from afar. As someone who’s imported my fair share of Nintendo collectibles, I feel your pain. The lack of European stores isn’t just an oversight—it’s a business choice that speaks volumes about where Nintendo sees its core audience, at least when it comes to physical fan engagement.

All eyes are on 2025, now shaping up to be a massive year for Nintendo. With hardware, software, and retail all lining up, the company’s betting big that the Switch 2 will recapture the magic of its predecessor. But whether you’ll get to join that launch party in person? That still depends a lot on where you live.

TL;DR: Nintendo is opening a new store in Fukuoka, Japan—its fourth in the country and sixth globally. Once again, European fans are left out, highlighting just how regionally focused Nintendo’s retail presence remains. With the Switch 2 and Mario Kart World launch approaching in 2025, expect these stores to be major hype centers. But unless Nintendo changes course, most fans will be participating from a distance—just like always.

Source: Nintendo via GamesPress