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Cutting-edge gadgets and electronic home appliances were in great demand as shoppers flocked to the grand opening of Yamada Denki Co. in the Minami entertainment district of Naniwa Ward, Osaka, last month, signaling the arrival of a major new competitor in the area's electronics market...The Yamada store is the third mega home appliance shop of a Kanto-based chain in central Osaka, following Yodobashi Camera Co.'s Multi Media Umeda near JR Osaka Station in Kita Ward and BicCamera Co.'s Nanba outlet. Yamada Denki is especially intent on challenging Yodobashi Camera, saying in a press release: "The competition among home appliance stores in the Kita and Minami districts is about to heat up"...Although the battlefield is Osaka, the competing firms are all Kanto-based retailers--Yamada Denki is headquartered in Maebashi, while BicCamera and Yodobashi are Tokyo-based, the former in Ikebukuro, the latter in Shinjuku. Meanwhile, the Nipponbashi district in Naniwa Ward, a center for electric appliance shops known as Denden Town, is meeting the threat to its existence by undergoing a metamorphosis. Yamada Denki's Labi 1 Namba is the chain's first retail outlet situated in the center of a major city
...About 300 meters southeast of Labi 1 Namba, lies the Nipponbashi district, home to a concentration of home appliance shops. However, since the opening of the BicCamera and Yodobashi Camera outlets, many of the relatively small and independently owned shops are facing an uncertain future, as they are unable to compete in the price-cutting wars of the major chains. Membership in Denden Town Kyoeikai, an association of mainly home appliance shops, has fallen from 86 firms in October 2001 to 77 as of the end of February. The number of shops operated by the member firms also dropped to 106 from 152 over the same period...The nature of the district has already changed, especially since 2000, according to Ashibe. Instead of home electric appliances, many shops now deal in anime and related items, such as DVDs and video games, similar to the trend observed in Akihabara in Tokyo, which calls itself Electric Town because of its profusion of shops selling computers and all kinds of electronic gadgets. There are also several maid cafes, in which men enjoy being pampered by waitresses dressed as maids. "The district has become more subculture-oriented," he said.
Ashibe believes the change is inevitable, saying: "Nipponbashi's character has changed from time to time. Before World War II, it was known for secondhand bookstores. After the war, electronic parts dealers were on the rise. In the 1960s, stores selling consumer electronics became popular, and in the 1990s, computer shops attracted customers." In April, Nipponbashi Machi Zukuri Shinko Gaisha, a firm established by the shop owners, launched Nipponbashi CG and Anime Village as part of its efforts to revitalize the district and turn it into a center for the computer graphics and anime industries. The village provides cheaper workspace for computer graphics artists and animators. Four firms and groups have moved into the village. In December 2004, the firm opened Robot Factory, a store selling robots and parts, in the hope that it would help revitalize stores dealing with electronics parts in the neighborhood. To attract attention, the district held the Nipponbashi Street Festa, an annual festival in late March that was first held last year. During the event, busy Sakaisuji-dori avenue, which runs through the center of the district, becomes a pedestrian-only thoroughfare.
During the event, people dress up as anime, manga and game characters for a parade while demonstrations of robots and computer graphics are featured. The shops also hold a special discount sale. This year's event, held on March 21, attracted 154,000 people, an increase of 15,000 from the previous year. Ashibe said: "The life of Nipponbashi as a town of electronics might not continue much longer, but the district will survive in a different form."
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