This video is the memorable first episode introducing Yasuko Oya, the third-generation owner of “Matsuda Stationery Store,” a long-established stationery shop in Joyful Minowa Shopping Street. This traditional stationery store has about 80 years of history. The video tells the story of how the business evolved from a general store run by her grandparents to a specialized stationery shop, gradually transformed by her father who joined the family as a son-in-law.
Currently popular among elderly customers and foreign tourists, the store sells not only stationery but also socks and character goods. Foreign visitors particularly appreciate Japanese-style postcards and memo pads with traditional designs. Ms. Oya treasures her connections with local people, and finds the greatest joy when customers say “That was great” or “You really helped me.” The video beautifully captures the charm of this community-rooted stationery store, showcasing Ms. Oya’s warm personality and deep affection for the shopping street.
Host 2 (Ishizaki): Hello everyone. The first episode of Joyful Minowa Shopping Street YouTube Channel is starting. Thank you for joining us. Today’s hosts are Vice Chairman…
Host 1 (Takasugi): I’m Takasugi.
Host 2 (Ishizaki): And I’m Ishizaki from the office. Please enjoy the show. Today, we’d like to ask Vice Chairman Takasugi, who initiated this YouTube channel, to share his enthusiasm and thoughts. Please go ahead.
Host 1 (Takasugi): We’ve been used for filming for a long time, but in recent years, we’ve seen even more filming activity. For drama productions, we’ve become Japan’s number one filming location for a shopping street. There are various reasons for this, but the main one is definitely the cooperation of our shop owners and customers. Also, we’re the terminal station where you can encounter the Toden streetcar, the Sakura Tram. Plus, the Showa era atmosphere remains here. The charming shop owners who maintain this Showa-era street are truly attractive people.
Host 2 (Ishizaki): Yes, they’re interesting. They’re here and they’re fun. The name “Joyful” says it all.
Host 1 (Takasugi): That’s right. So we want to spotlight these people more, showcase their charm, and help people enjoy Joyful from different angles. That’s why we’re starting today.
Host 2 (Ishizaki): Yes, I’m really excited too. I want to learn more and more. Today, we’re introducing Ms. Yasuko Oya from Matsuda Stationery Store, located in the middle of Joyful Minowa. Hello everyone.
Ms. Oya: Nice to meet you. Please treat me kindly.
Host 2 (Ishizaki): Actually, I’ve lived in this area since childhood. When I was in elementary school, I went to swimming school, and I always stopped by the stationery store first to have my mother buy me coloring books. I loved Hello Kitty coloring books, and I have such vivid memories of that.
Ms. Oya: Yes, back then, thanks to NAS Swimming being there, many children came to the shopping street, and coloring books sold really well.
Host 2 (Ishizaki): That’s right. That was when I was in elementary school, so it was quite a long time ago, wasn’t it?
Ms. Oya: Yes. I’m the third generation now. When my grandparents ran it, they sold various things like a general store rather than just stationery. I’m not sure exactly what year it started, but it’s definitely been operating for 80 years. When my father and mother got married, my father was adopted into the family, and since he came from a paper company background, he gradually transformed it into a stationery store.
Host 2 (Ishizaki): I see.
Ms. Oya: And that’s how we got to where we are today.
Host 1 (Takasugi): You have photos of the street from back then, don’t you?
Ms. Oya: Oh yes, I have old photos.
Host 2 (Ishizaki): What really catches my attention is the variety of items Matsuda Stationery Store carries now, like socks and other things.
Ms. Oya: Yes, yes. We have many elderly customers, and also many foreign visitors. They really like character goods and such things, so we stock those too. Stationery alone is quite challenging nowadays.
Host 2 (Ishizaki): What do foreign customers usually buy?
Ms. Oya: Well, they prefer Japanese traditional items. Whether it’s postcards or memo pads with Japanese designs.
Host 2 (Ishizaki): If it’s okay, could you show us your top three bestsellers when we visit your store later?
Host 2 (Ishizaki): Today we’ve come to Matsuda Stationery Store. Now, please introduce your top three recommendations.
Ms. Oya: Top three.
Host 2 (Ishizaki): Yes, please go ahead.
Ms. Oya: First is block memo pads.
Host 2 (Ishizaki): Who typically buys these?
Ms. Oya: Many overseas visitors buy these as souvenirs. But Japanese customers also buy them for personal use because we have various types, and they enjoy choosing from them.
Ms. Oya: Second is postcards. We have postcards for all four seasons, so please come and take a look.
Host 2 (Ishizaki): Who buys these?
Ms. Oya: Mostly elderly customers, I think. Nowadays people send emails and such via computers, but there are still people who prefer handwritten messages, and they buy these.
Host 2 (Ishizaki): Yes, I often type on computers too. But handwritten messages have more character, don’t they?
Ms. Oya: That’s right. I think people who receive them are happier too.
Host 2 (Ishizaki): Wonderful. I want some too.
Ms. Oya: Third, these are gift money envelopes! From wedding envelopes to regular celebration envelopes, we have various types for different purposes. I’d love for everyone to come and see them at least once.
Host 2 (Ishizaki): They’re so cute. The wedding ones especially.
Ms. Oya: Yes. We also have envelopes that can be used for anything, so we have quite a selection. I’d like people to come and see them.
Host 2 (Ishizaki): Thank you very much.
Ms. Oya: Thank you.
Host 1 (Takasugi): I think you and your siblings are board members of the shopping street, and you’re also active in local community activities, so you know Joyful well. Stationery stores are gradually disappearing these days, aren’t they?
Ms. Oya: That’s true.
Host 1 (Takasugi): It’s simply wonderful that people come from far away to shop here. You’re truly traditional. But I think human connections are important, and this represents the good aspects of traditional downtown stationery stores.
Ms. Oya: Yes. For stationery stores, it’s really about the variety of products. We need to stock many different items to make it work.
Host 2 (Ishizaki): Could you share your thoughts about Matsuda Stationery Store and your feelings about this shop?
Ms. Oya: Well, the words that make me happiest are when customers say “Oh, that’s great!” or “That was really helpful!” Sometimes they say “I couldn’t find this anywhere else.” That makes me happy. As Mr. Takasugi mentioned, it’s about valuing human connections. That’s what retail stores are about, isn’t it? If we value that, good things will follow naturally. That’s how I feel.
Host 2 (Ishizaki): That’s profound.
Ms. Oya: Yes. People who come from far away say “This shopping street is nice.” When you live here all the time, you don’t notice it. But when I ask what’s good about it, they say “It feels really warm somehow.” That’s definitely something we need to cherish.
Host 1 (Takasugi): We really heard some good stories today.
Host 2 (Ishizaki): Oh, is it that time already?
Host 1 (Takasugi): Yes, that time. My hope is that people will feel closer to Joyful Minowa through this. I want more people to love this area. For that, we need to value human connections and work with local government to make this a better shopping street that everyone truly loves.
Host 2 (Ishizaki): Exactly.
Host 1 (Takasugi): It’s been about nine years since I opened my shop here. I grew up in Oji, Kita Ward, so I understand downtown shopping street connections. I’m also a talkative person, and somehow that warmth comes through.
Ms. Oya: It seems like anyone would be accepted here. That’s just how it is.
Host 1 (Takasugi): Everyone unites and organizes various projects and events. The events are gradually taking shape.
Host 2 (Ishizaki): Yes, like the Benten Market. We’d like to introduce the Benten Market and other things in the future. I’m looking forward to it, so we’ll continue to make this YouTube channel more exciting. Please everyone, keep watching. This concludes our first episode.
Everyone: Thank you very much! See you again!
Please note that this transcript was generated by AI and may contain some unnatural expressions or errors. We appreciate your understanding.