TSUTAYA BOOKS concierges collaborate with businesses to propose new lifestyles
At TSUTAYA BOOKS, genre experts offer sensory lifestyle proposals around books, now expanding beyond stores through corporate collaborations to create new value. (Updated Feb 13, 2026)
What is a concierge?
Value created by professionals who utilize their expertise and wide-ranging knowledge to propose unique lifestyles
The concierge service began in 2011. When Daikanyama T-SITE opened, this was introduced as a groundbreaking initiative for a bookstore. Currently, TSUTAYA BOOKS employs approximately 100 concierges working in 13 genres, including literature, history, picture books, and lifestyle suggestions such as travel, food, and fashion. They update their knowledge and sensibilities in their fields every day, and by turning that knowledge into sales floor plans, they make TSUTAYA BOOKS a place that constantly stimulates intellectual curiosity.
Create new experiences through knowledge and sensibility. TSUTAYA BOOKS's concierge proposal
TSUTAYA BOOKS's concierges not only create sales areas and select books for sale in stores, but also offer lifestyle suggestions in a variety of forms, such as organizing events, developing products, and publishing books. A symbolic initiative is the "Concierge Library" that is launched at TSUTAYA BOOKS nationwide every year in preparation for Autumn Reading Week and Book Day (November 1st). The concierges who normally work at each store will display a selection of paperbacks based on a single theme, providing customers across the country with the opportunity to discover new books.
In addition, there is a personal literary award called " ", which selects books that people really want to read, regardless of whether they are new or old, from among the literary works they have encountered in the past six months. Kawade Mami Award", a baking class experience event using a cookbook that children can enjoy, and a travel concierge who will talk about real stories from Yemen in the Middle East together with Doctors Without Borders and various experts. Talk eventAnd so on. We plan and produce events on a wide range of themes, from those that parents and children can enjoy together to those that provide in-depth learning opportunities.
This knowledge and experience is also utilized in his books and product development. For example, Hiromitsu Kitada, the manager of Umeda TSUTAYA BOOKS and literary concierge, founded the one-man publishing company Shoshi Kisuiiki in 2016, planned and held the Futako Tamagawa Book Fair in 2020, and from 2025 will host the "Book Fair" in which booksellers from all over the country will compete to plan fairs. Book Fair Championship (BFC)He also serves as the Executive Committee Chairman of the
Additionally, stationery concierge Kazuko Sakuma has collaborated with the German writing instrument brand Kaweco to develop limited edition fountain pens and inks featuring original illustrations. Furthermore, travel concierge Takuya Mori has traveled to over 130 countries and has used his knowledge to create original products, such as planning and developing messenger bags that meet all travel needs, from remote areas to urban areas. *The messenger bag is currently under development. We plan to seek support through crowdfunding in the future.
Even outside TSUTAYA BOOKS. Creating new value with companies
The concierge's activities create new value in collaboration with external companies and extend beyond the boundaries of the store. Working in a wide range of fields, including product planning, event presentations, and media appearances, they are always delivering new experiences as a bridge connecting culture and lifestyle.
One example is the promotion of Panasonic Corporation's shaver, the "Lamdash Palm-in Shaver Business 70th Anniversary Model ES-PV70."Concierges from a variety of fields, including literature, fashion, travel, music, beauty and health, used their respective expertise to present a video on "Life with the Lamdash Palm Inn."By talking about the palm-sized, highly functional, simple and sophisticated design in the context of lifestyle, the product's appeal is conveyed more deeply.
Their ability to propose ideas is also demonstrated in the creation of spaces. A concierge from TSUTAYA BOOKS participated in the launch of "Sumu Ueno East," the first store of "Sumu powered by Airbnb Partners" (hereinafter "Sumu"), a new concept accommodation brand that is "a hotel where you can live like at home," and designed a cultural space that will overhaul the "stereotypical image of Japanese culture" that inbound tourists have.
At the entrance to the hotel is the "Sumu Lounge," which is lined with books selected by the concierge. The wide selection of books ranges from well-known Japanese culture such as traditional performing arts, shrines and temples, anime and games to unique perspectives such as contemporary art, advertising culture, moe, fetishes and outsider art, creating a space where you can experience real Japanese culture. In addition, on the third floor there is a guest room called "Culture (Music)" with the theme of "living with analog records," offering a musical experience enjoyed through records. Featuring Japanese city pop and anime music that are popular with tourists from overseas, we have created a space where music will be engraved into the memories of your trip. The fourth floor guest room, "Culture (Japan)," is themed around "Living with the Beauty of Japanese Life," and introduces everyday items that have long been loved in Japanese life, such as tea ceremony utensils and sake cups, along with their correct usage and origins. It is a space where you can stay and feel the aesthetic sense.
TSUTAYA BOOKS concierges are professionals who can make lifestyle suggestions centered around books, and they utilize their expertise and flexibility to carry out a variety of activities both inside and outside the company. Going forward, CCC and its concierges will continue to work closely with customers to address their lifestyles and corporate challenges, and will continue to create new cultural experiences together with companies, combining their cultural expertise, business design capabilities, and media communication skills.
Panasonic "Lamdash Palm-in Shaver Business 70th Anniversary Model ES-PV70" Promotional Site:
Sumu official website: https://sumu-hotel.com/