Jiyugaoka Hikari-gai Expands Short-Term Rental Business for Vacant Spaces Using "Shopcounter"

COUNTERWORKS Inc. (Headquarters: Shinagawa-ku, Tokyo; CEO: Naoki Sampei; hereinafter "Counterworks") is supporting short-term rentals of vacant spaces at "Jiyugaoka Hikari-gai," a shopping arcade-style shopping street in Jiyugaoka, Tokyo, operated by the Jiyugaoka Hikari-gai Cooperative Association, utilizing "Shopcounter," a platform for supporting pop-up store openings.

As of the end of April 2026, approximately four years after its introduction, the number of inquiries has increased by about 6.8 times, and rental income has increased by 40% compared to the initial stage after introduction. Furthermore, the number of direct searches for "Jiyugaoka Hikari-gai" on search engines has also increased approximately fivefold compared to before the introduction, indicating that in addition to monetizing vacant spaces, the initiative has also contributed to increasing the street's recognition.

Background of Introduction

Jiyugaoka Hikari-gai is a shopping arcade-style shopping street in Jiyugaoka, Tokyo. While it has a history dating back to the post-war period and a retro atmosphere with unique specialty stores, it experienced a period where 10 out of 46 stores were vacant after the COVID-19 pandemic. Therefore, utilizing these spaces and creating new reasons for visitors to come became important themes. Additionally, redevelopment efforts were underway in front of Jiyugaoka Station, and some businesses operating in the vicinity were looking for short-term sales locations or new business opportunities.

In light of this situation, Jiyugaoka Hikari-gai began short-term rentals of vacant spaces using "Shopcounter" in March 2022. The aim was not just to rent out vacant spaces, but to monetize them and create vibrancy by expanding connections with tenants who fit the characteristics of Jiyugaoka and the atmosphere of the shopping street.

Specific Results After Introduction

(1) Inquiries Increased from the Initial Stage After Introduction

Since the start of using "Shopcounter," the number of inquiries for spaces within Jiyugaoka Hikari-gai has increased approximately 6.8 times compared to the initial stage after introduction (as of March 2022). The increase is attributed to the streamlined recruitment process on "Shopcounter," as well as the shopping street's efforts to create suitable spaces and plan events for pop-up stores. Furthermore, with the redevelopment in front of Jiyugaoka Station, some businesses operating in the surrounding area have been looking for short-term rental locations or new sales bases, and Jiyugaoka Hikari-gai's role as one of the receiving points is believed to be a factor in the increase in inquiries and successful rentals.

Moreover, repeat usage by tenants has also progressed. Among the unique tenants who have used Jiyugaoka Hikari-gai to date, the proportion of tenants who have used the space more than twice is 39.2%. With approximately 40% of tenants repeating their usage, it suggests that Jiyugaoka Hikari-gai is becoming established not just as a temporary sales location, but as a pop-up hub that brands and businesses can utilize continuously.

Additionally, the range of tenants has expanded, with a bazaar event organized by the editorial department of "POPEYE Web," operated by Magazine House, also being held. In this event, the retro atmosphere and handmade feel of Jiyugaoka Hikari-gai's space were evaluated for the purpose of real interaction with readers, leading to its selection as a venue for the pop-up. The fact that it was used not only for food and merchandise but also as a place for fan communication by a media editorial department serves as an example demonstrating the new potential of Jiyugaoka Hikari-gai.

Reference Article: https://shopcounter.jp/magazine/success-story/popeye-web-hikarigai

(2) Rental Income Also Increased Compared to the Initial Stage After Introduction

In terms of revenue, rental income from short-term rentals using "Shopcounter" increased by 40% compared to the initial stage after introduction.

By utilizing vacant spaces for short-term pop-ups and events, the utilization of spaces that were previously difficult to monetize has progressed. In particular, the increase in tenants with strong affinity for Jiyugaoka, such as those in the sweets, cafe, miscellaneous goods, fashion, and culture sectors, has also contributed to improving the flow of visitors within the shopping street.

(3) Direct Searches for "Jiyugaoka Hikari-gai" Increased Approximately Fivefold Compared to Before Introduction

The changes after introduction are not limited to space utilization and revenue. The number of direct searches for "Jiyugaoka Hikari-gai" on search engines has increased approximately fivefold compared to before introduction.

In addition to listing spaces on "Shopcounter," the recognition of Jiyugaoka Hikari-gai itself has expanded due to event planning and introductions in external media. This has generated not only direct revenue from vacant space rentals but also the effect of conveying the existence of the shopping street to new visitors and potential tenants.

(4) Permanent Store Openings Realized Through Events

Cases of permanent store openings have emerged from the event "Sweets Hop in Hikari-gai," produced by Counterworks.

Related Release: https://prtimes.jp/story/detail/zrPNY6cn4wB

The premium honey brand "Beelio TOKYO," which exhibited at the event, experienced sales opportunities at Jiyugaoka Hikari-gai through its pop-up appearance. Subsequently, it led to a permanent store opening in the same shopping street. Short-term rentals serve as a test marketing ground for businesses to assess their compatibility with the location and customer base, and for Jiyugaoka Hikari-gai, it also serves as an opportunity to create connections with new permanent tenants.

Comment from Irina Yanovskaya, Representative of Beelio TOKYO

We handle Ukrainian honey, beeswax candles, herbal teas, and more. Honey varies greatly in taste, aroma, and color depending on the flower and region, so we emphasize conveying its diversity through actual tasting.

We have held pop-ups in various locations, but we felt that Jiyugaoka Hikari-gai, with its calm atmosphere and the distance that allows for unhurried conversations with customers, was a perfect fit for our brand. As we held more events, we were increasingly asked by customers, "Do you have a store?" and realized the need for a place where they could see products, taste them, and choose them at their leisure at any time.

Since opening our permanent store, our regular customers have been delighted, and we ourselves feel a renewed connection with our customers. In the future, we want to make it a warm and comfortable place where people can enjoy not only honey but also tea and Ukrainian sweets.

Reference Article: The journey to Beelio TOKYO opening a store at Jiyugaoka Hikari-gai is detailed in a case study article on "Shopcounter Magazine."

https://shopcounter.jp/magazine/success-story/beelio-tokyo

Future Outlook

Going forward, Jiyugaoka Hikari-gai and Counterworks will continue short-term rentals using "Shopcounter" while also considering original planned events that leverage the shopping street's characteristics and pop-up plans linked with local events.

Furthermore, to expand support for food and beverage pop-ups, improvements to facilities such as water and sewage systems are being considered for future development. By enhancing the facilities, the plan is to broaden the scope for accepting tenants with strong affinity for Jiyugaoka, such as those in sweets, cafes, and light food services, thereby improving the overall flow of visitors and the value of the facility.

Comment from Takeshi Senba, Managing Director of Jiyugaoka Hikari-gai Cooperative Association

As a shopping street that has continued since the post-war era, Jiyugaoka Hikari-gai has embraced the commerce characteristic of Jiyugaoka in each era. In recent years, redevelopment in front of the station has progressed, and the townscape is undergoing significant changes. Amidst this, Hikari-gai aims to remain a place where unique businesses and small brands can take on challenges, distinct from large commercial facilities.

Since starting the pop-up initiative using Shopcounter, we have been able to attract industries and young entrepreneurs with whom we previously had no contact. We also feel that Hikari-gai's role has expanded as a receiving point for businesses temporarily seeking operating locations due to redevelopment. Moving forward, we want to continue creating new encounters through short-term rentals and generate new vibrancy in the community as a shopping street that embodies Jiyugaoka's counterculture.

Features of Jiyugaoka Hikari-gai's Event Spaces

Jiyugaoka Hikari-gai is a shopping arcade-style shopping street lined with over 30 unique specialty stores, ranging from jewelry and fashion to Japanese sweets and prepared foods. It coexists with long-established stores founded shortly after the war and trendy shops, offering the appeal of daily interaction with discerning visitors characteristic of Jiyugaoka. Event spaces can be utilized from 7,150 yen per day, with multiple sections suitable for apparel, fashion accessories, exhibitions, sales, and experiential PR. The spaces offer high visibility facing Megami-dori, and some include free fixture rentals, making it an environment that is easy to utilize for first-time pop-ups and test marketing.

URL: https://shopcounter.jp/building/XSuued

About Shopcounter

"Shopcounter" is a platform where you can book spaces for pop-up stores, events, exhibitions, and more online. It allows you to search and book various commercial spaces such as shopping centers, supermarkets, department stores, shopping streets, station areas, office buildings, photo studios, and exhibition venues. As of the end of March 2026, approximately 87,000 tenants have used the service, covering a wide range of industries including apparel, miscellaneous goods, food, and lifestyle services.

URL: https://shopcounter.jp

For those considering utilizing their spaces or idle spaces: https://shopcounter.jp/lp/owner

About Counterworks

Company Name: COUNTERWORKS Inc.

Location: Gotanda TOC Building 8F, 7-22-17 Nishi-Gotanda, Shinagawa-ku, Tokyo

Representative: Naoki Sampei, President and CEO

Business Activities: Planning, development, and operation of "Shopcounter" and "Shopcounter Enterprise"

Capital: 654 million yen (including capital reserve)

URL: https://counterworks.co.jp