WWD Decodes the Tokyo Shops Foreign Tourists Queue For—and How the Word SpreadsA · FULL TRANSLATION

That tourist queue isn't luck—it's designed. WWDJAPAN dissects what queue-worthy shops do right and how the word reaches travelers' must-visit lists abroad. The scarce asset in Japan's inbound boom isn't a good product but the ability to be seen, understood and shared by visitors who don't read Japanese and plan via social media. The weak-yen crowd is a windfall that will recede; the shops that keep foreign customers treat 'being shared' as part of the product. Is your store designed for locals, or for travelers deciding their next stop on a phone?