# 圓山比東京先開幕，台北成了日本零售的實驗場

- URL: https://justfly.idv.tw/%e5%9c%93%e5%b1%b1%e6%af%94%e6%9d%b1%e4%ba%ac%e5%85%88%e9%96%8b%e5%b9%95%ef%bc%8c%e5%8f%b0%e5%8c%97%e6%88%90%e4%ba%86%e6%97%a5%e6%9c%ac%e9%9b%b6%e5%94%ae%e7%9a%84%e5%af%a6%e9%a9%97%e5%a0%b4/
- 日期: 2026-09-07
- 分類: 我知故我在
- 標籤: NITORI MALL, 圓山, 大巨蛋Garden City

![圓山比東京先開幕，台北成了日本零售的實驗場]

##### 一座商場，兩種算法

宜得利宣布的那則消息，細看有個容易被忽略的細節：這是宜得利海外第一座完整規格的「NITORI MALL」，選址在台北捷運圓山站旁，預計2027年3月開幕，1700坪空間，首度把食品和餐飲業態塞進門市。過去宜得利在海外開的都是單一居家賣場，這次是整個[複合式商場](https://zh.wikipedia.org/wiki/%E8%A4%87%E5%90%88%E5%BC%8F%E5%95%86%E6%A5%AD%E8%A8%AD%E6%96%BD)企劃連同營運一起搬過來。首年目標訂在來客100萬人次、營業額10億元新台幣，數字不算誇張，但意義在於：這個模式沒有先去東京周邊試水溫，直接落在台北。

同一個月，大巨蛋Garden City的B區試營運，全區預計9月中旬開幕。200多家全台首店，開幕當天大耳狗聯名商品讓排隊人潮直接炸開。真正的數字在客群結構上——SOGO系統過去主力客群落在35到55歲，這次25歲以下族群佔比衝到7成新客源。傳統百貨用了幾十年建立的年齡結構，被一場棒球場旁的商場試營運鬆動了。

##### 信義與大東區，兩套劇本同時上演

大巨蛋所在的區位，業界開始稱作「大東區經濟圈」，跟隔壁信義商圈正面對上。信義區走的是高端化路線，大巨蛋這邊靠的是「空間×內容×社群」——用大巨蛋本身的棒球賽事、演唱會、快閃活動當引流器，商場只是承接這些人潮的容器。全年目標挑戰100億元營收，等於直接對信義商圈下戰帖。

日系品牌顯然嗅到了風向。山本耀司之女山本里美的品牌LIMI feu，選在大巨蛋Garden City開台灣首店；同期mizuiro ind在松菸辦特展。這批品牌面對的是日本國內消費疲軟的現實，台北的新商圈成了海外測試的第一站，不是唯一選項，卻是優先名單上排得很前面的一個。

##### 圓山之外，還有一條隱形路線

把時間拉長看,這不是單一事件,是一整年的堆疊。日本鐵道商場品牌atre帶著「Metro Corner」進駐台北車站，5月開幕，主打壽司郎To Go和甜點這類日常飲食組合。美式休閒選貨店FREAK’S STORE先在心中山快閃測水溫,再落腳台北東區開海外首間路面店。京都抹茶老鋪八十八良葉舍則選在大稻埕迪化街,靠的是老街區的歷史氛圍,而不是百貨通路的人流保證。

三種完全不同的空間邏輯——大型複合商場、鐵道站內平台、老街區職人店——同時把台北當成海外第一站。這背後牽涉的不只是單一原因：台灣消費者對日系品牌的接受度、通路成本、與日本地理和文化的距離,都在同一張表上被計算過。台北常常排進這類布局的優先名單,但這張名單從來不是只看一個變數。

##### 週末去哪裡玩,答案正在被重寫

2026年之前,台北週末的固定路線大概是信義區看電影吃飯,或松菸文創園區晃晃。這張地圖現在多了圓山的日式生活提案、大巨蛋的次文化與IP聯名、大稻埕的職人職人系店鋪。三個點位分別對應不同的消費心理——圓山賣的是家居生活感,大巨蛋賣的是年輕次文化的歸屬感,大稻埕賣的是慢下來的職人體驗。

2027年3月,圓山那座1700坪的商場會正式開門。到時候可以回頭算算,首年100萬人次的目標有沒有達成,10億元營業額有沒有兌現。數字不會騙人,商圈版圖重畫完之後,誰輸誰贏,到時候一清二楚。

— 洪俊傑

### Tokyo Comes Second: Taipei Becomes Japan’s Retail Testing Ground

##### One Mall, Two Sets of Math

Buried in the NITORI announcement is a detail easy to skim past: this marks NITORI’s first full-scale overseas [shopping mall](https://en.wikipedia.org/wiki/Shopping_mall) under its “NITORI MALL” format, set for a spot beside Taipei’s Yuanshan MRT station, slated to open in March 2027. Past overseas expansion meant single-format home goods stores. This time NITORI is exporting the entire mall concept — planning, tenant mix, and operations — into a 1,700-ping space that will, for the first time anywhere, fold food and dining into a NITORI storefront. The first-year target sits at 1 million visitors and NT$1 billion in revenue. Not outlandish figures. What matters is the sequencing: this format skipped a trial run near Tokyo and landed directly in Taipei.

That same month, the Taipei Dome’s Garden City B-zone entered trial operations, with full-zone opening slated for mid-September. Over 200 stores debuting for the first time nationwide. Opening day saw queues erupt over a Cinnamoroll collaboration drop. The real number is in the customer data — department store chain SOGO’s core demographic used to sit between 35 and 55. Under-25 shoppers now make up 70% of new customers there. A demographic structure built over decades got shaken loose by a mall’s trial run next to a baseball stadium.

##### Xinyi and the New East Side, Two Scripts Running at Once

The district around the Dome is already being called Taipei’s “new east side economic zone,” squaring off directly against the established Xinyi shopping district. Xinyi leans upscale. The Dome side runs on “space × content × community” — baseball games, concerts, and pop-ups pulling foot traffic that the mall itself just has to catch. The annual revenue target: NT$10 billion, a direct challenge to Xinyi’s turf.

Japanese designer labels appear to have caught the scent. LIMI feu, the label by Yohji Yamamoto’s daughter Limi Yamamoto, picked Dome Garden City for its first Taiwan store, while mizuiro ind held a special exhibition at Songshan Cultural Park in the same stretch. These brands face soft consumption at home. Taipei’s new commercial zones became a first overseas test — not the only option, but one that keeps landing near the top of the list.

##### Beyond Yuanshan, a Quieter Route

Zoom out and this isn’t one event — it’s a year’s worth of them stacking up. Japanese railway-mall brand atre brought its “Metro Corner” format into Taipei Main Station, opening in May with Sushiro To Go and Butter Butler among its food-first lineup. Casual select shop FREAK’S STORE tested the waters with a pop-up before landing its first overseas standalone store in Taipei’s east side. Kyoto matcha specialist 八十八良葉舍 chose the old streets of Dadaocheng for its first permanent overseas location, betting on neighborhood atmosphere rather than mall foot traffic.

Three entirely different spatial logics — mega-mall, train-station platform, historic-district shop — all picked Taipei as their overseas first stop in the same stretch of months. The reasons aren’t singular: Taiwanese consumer receptiveness to Japanese brands, retail costs, and sheer geographic and cultural proximity to Japan all factor into the same equation. Taipei keeps showing up near the top of these lists, but that list was never decided by one variable alone.

##### Where Taipei Spends Its Weekends Is Being Rewritten

Before this year, a Taipei weekend meant Xinyi’s cinemas and restaurants, or a wander through Songshan’s creative park. The map now has three more points on it: Yuanshan’s imported Japanese home-life sensibility, the Dome’s youth subculture and IP tie-ins, Dadaocheng’s slowed-down artisan shops. Three different psychological pitches — domestic comfort, subcultural belonging, unhurried craft.

March 2027, that 1,700-ping mall beside Yuanshan opens its doors. Worth checking back then whether the million-visitor target and the NT$1 billion revenue line actually land. Numbers don’t lie, and once this retail map finishes redrawing itself, who won and who lost will be obvious.

— 洪俊傑