Where the playful bookstore culture began
Village Vanguard is famous across Japan as the “bookstore you can play in.” Its very first store opened in 1986 in Ueda, a quiet neighborhood of Tempaku Ward, Nagoya. Even today, this flagship location keeps the same quirky atmosphere that started it all, offering visitors a mix of discovery, surprise, and fun.
From the outside, the shop looks more like a casual garage store than a typical bookstore. Step inside, and you’ll find warm wooden floors, winding staircases, and a playful layout that makes browsing feel like an adventure. True to the brand’s spirit of creativity, even the displays are unusual—watches and wallets, for example, are arranged on a billiards table.
An extraordinary find in an ordinary neighborhood
The surrounding area of Ueda is a calm residential district. Against this everyday backdrop, the Village Vanguard flagship feels like a hidden world of subculture. The contrast between the quiet streets and this imaginative space makes the visit all the more memorable.
A “not-so-Japanese” Japan that fascinates travelers
The store is not limited to books. Visitors can browse through fashion, accessories, food items, novelty goods, and much more. The eclectic selection feels like wandering through an overseas marketplace, creating a sense of stepping outside Japan while still being in the heart of Nagoya.
For international travelers, this flagship store often becomes a highlight of their trip. Unlike the many branch stores across the country, the Ueda location preserves the original style of Village Vanguard. For fans, it’s considered a kind of “pilgrimage site” where they can connect with the roots of the brand.
Why you should visit
Among the many Village Vanguard stores nationwide, the flagship in Tempaku Ward stands out with its unique atmosphere. It’s a must-visit spot for anyone who wants to experience Japanese subculture, discover unusual souvenirs, or simply enjoy a bookstore that is anything but ordinary. Visiting the birthplace of “Virevan” is more than shopping—it’s a cultural experience in itself.
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