Day in the Life of a Japanese Retail Store Worker

Day in the Life of a Japanese Retail Store Worker

This is a day in the life of a 
Japanese retail shop worker. [Music] [Phone alarm] [Phone alarm] [Music] This is Rinka. 23 years old, living in central Tokyo. And she’s just waking up for work. [Music] She lives in this two-room apartment with her boyfriend known as “dousei” in Japan. Living with your partner is not taken lightly, especially from older generations who tend to be more conservative. And although times are slowly changing, 37.4% of unmarried couples
will still at least formally meet with each other’s parents before living together. Rinka’s originally from Ibaraki Prefecture,
located north of Tokyo. And growing up in a loving family
with a hardworking salaryman father, mother who’s a nurse, and two siblings, she never really had any intention to move away. But after high school, near her home, she started to work part-time
at her current company. And just 2 months ago, 
a role opened up at their Tokyo store which she didn’t want to pass up. So, what are you into? Shopping… At home I look at clothes online
or I go shopping on the weekends. I’m so into fashion, I spend a lot of my money on it. Well, you love what you do! [Music] [Ignition sparks] Now that she’s done getting ready, 
she makes her own lunch. In Japan, it’s pretty common to pack
a bento box to save money. In fact, about 51% of working people in the country either make a bento or bring something from home. The average amount people spend on a weekday lunch is around 485 yen, about $3.28. [Music] Nice! Rinka’s using a “higasa” – UV cut umbrella. It’s super common in Japan, especially in the summer
where people are walking around a lot in the city. It definitely feels cooler, but most people use it
to protect their skin from sun damage. Unlike in many western countries,
where tanning is seen as healthy and attractive, Japanese typically tend to view sun exposure as harmful and dark spots unattractive. [JR East jingle] Rinka commutes to work by train, just like most workers living in large cities in Japan. It only takes a few minutes on the train but, door-to-door and all the walking considered, takes about 20 to 25 minutes. Good morning, y’all. I’m back with another Day in the Life and this one I’ve been trying to get permission
for such a long time and I finally got it! You guys don’t know how difficult it was, but we’re here now! And luckily, Rinka should be arriving shortly. [Music] Good morning! Good morning. How did you sleep last night? Since today is gonna be busy with a floor-set
and I’ve got social media filming. I slept early. That’s great! And this is the workplace:
and ST Tokyo, located right in front of Harajuku Station. It’s part of the and ST group, one of Japan’s most popular apparel companies. They operate about 1,500 stores across Japan, including more than 45 fashion brands like Lowrys Farm and niko and… That’s a lot of “and”s! Rinka works as a sales associate at her store, helping to create a shopping bot 
that’s fun, exciting, and easy. [Music] After she clocks in on the company PC, she does a bit of office work,
checking data from the previous day like customer numbers, sales, and sold items. Hey, cute nails! Thank you. I do my nails once a month. How much does it cost? A little less than ¥10,000 ($68). Holy hang nail! So, how are the sales yesterday? Sales were great. Hey, do you get a bonus if you sell a lot? We have a store sales goal and if we hit it,
we all get a bonus. Oh, that’s nice! Next, she works on 
creating content for their social media to promote their products. Can you choose anything you want? Yes! I can wear what I want and style it how I like
for filming. These days, it’s common for
Japanese apparel brands to run multiple social media accounts to share outfit ideas and inspire shoppers. And one of Rinka’s primary roles is to manage her own personal
brand-related Instagram account. She’s given dedicated time to perform this job. And it was this specific role which motivated her to leave her hometown. [Music] One of her dreams has always been to 
create fashion content And now she has a platform to share it with the world. So, where can I see your post? I post it on Instagram and the company’s styling app. [Music] Oh, wow. That’s all you. [Music] What are you doing now? I’mtaking care of our daily shipments. I need to refill the sales floor
and restock the back room. Cool. [Music} Oh, the store manager’s here! Good morning. Good morning! In Japan, it’s fairly common for retail stores
to receive restocks of products sold out the day before. So, the staff must work quickly every morning
to replace the products missing on the shelves before the store opens. In Japan, it’s also common that
security tags aren’t attached to every product. And although many people in the country
are raised with high moral standards, it’s simply enough to have
attentive customer service on the floor to prevent shoplifting. On top of this, laws are quite strict
as shoplifters face fines up to $500,000 yen – about $3,400 – or up to 10 years in prison. For most Japanese, it’s just not worth it. So, it looks like Rinka is going to be
stocking shelves for a little bit. So, while she’s doing that,
let’s see what fits us. [Music] So, this retail shop is quite interesting
because they have a bunch of different brands here. Look at this.
They’ve got some Detective Conan. Even have this, like, little keyhole thing. I think you can just, like, pose here. Oh, cool!
They even have Star Wars gear here! It’s pretty common for Japanese apparel brands 
to collaborate with anime, manga, movies, and even with major characters
from places like Disney and Sanrio. And ST Tokyo regularly features
limited time collaborations and capsule collections as part of their effort to keep the store experience
fun and fresh for their customers. And they’ve even got all of these accessories here. They got some pillows. This is kind of cool, if you want to get your festival vibe on. Oh, and check this out. Look! Rinka’s here, too. So, I think they’re building out a display. Kind of interested to 
see how this turns out. Hi. What do you do? I’m a VMD. Oh, how long have you been
in visual merchandising? 3 years. Nice. Did you have to
study to get this job? I originally started as a sales associate. I first learned from my boss. Also I learned a lot from different shop displays. Cool. What would you say is
the most challenging part of your job? The goal of my job is to sell… She says that she must carefully strategize
on how to inspire shoppers to buy. Striking the right balance between
beauty and effectiveness is always a challenge. It makes me happy when it sells. I’m sure it does! Before the store opens,
the workers clean the sales floor. Japanese sales associates are trained
to be incredibly meticulous and to never miss a single spot, as cleanliness is taken seriously in Japan. So much so that it’s even common 
to perform cleanings throughout the day. [Music] Good morning. It was around 97% and… Right before open, the staff
have a quick meeting which Rinka leads. The team reviews yesterday’s sales, today’s goals, and share information about new collections, promotional items, and future events
to ensure everyone is on the same page. Let’s start our Smile Training. Nice! To complete their daily meeting, the staff go through their original Smile Training. [Music] What are you doing now? Right now… I was checking the popular item on sales data earlier. Based on that I’ll change the mannequin. Before the store gets busy, she has
a few more tasks to take care of. So, how do the sizes range here? Some items are only from S~M, others are from S~L… Also, there are Free sizes, so it depends on the product. In Japan, where diversity is limited, 
clothing sizes tend to follow a narrower standard. A Japanese large can feel more like a 
western medium, or even small! And although Free size means one size-fits-all,
with only around 2.2% 20% of the population being non-Japanese, the actual size
is designed with a uniform body type in mind. So, Rinka, was there anything that you 
struggled with in the beginning? This job isn’t simply just customer service. There’s various tasks like this as well as PC work. So in the beginning it was tough for me
because there was a lot to learn. I see. Well, can you do everything now? Of course. Good for you! It’s now been 5 years since she joined the company. Through dedication and hard work,
she rose from part-time staff to a full-time position, earning a model role in the brand’s official campaigns. So, what’s popular these days? These sheer fabrics are trendy. It’s see through but not in an obvious way,
so it’s easy to wear for anyone. That’s cool, what else? These are called Custom Charms. It’s super trendy to put a lot of them on your bag. Wow! You’ve got a lot on yours, too! Do men also do it? For sure. Hey, maybe I’ll put it on my camera! On your camera? So, what’s considered out of style now? Actually, old trends that were fashionable
during the Heisei Period are coming back. For example, wearing pants under mini skirts. Interesting. Just now she referred 
to generations using Japan’s imperial eras. Instead of saying the ’80s or the ’90s,
it’s common in Japan to use terms like the Heisei Era or the Showa Era
when discussing trends, pop culture, or personalities. It’s a cultural nuance that reveals just how deeply era names are woven into
the country’s sense of identity and history. Nice! She’s helping out customers. Thank you so much for waiting. Here’s the Medium size. Retail sales in Japan requires a perfect balance. Never too pushy, never too withdrawn, but always ready to assist when needed. Store staff speak with exceptional politeness,
often undergoing formal training to master “keigo,” the respectful form of Japanese. It’s a distinctive blend of
professionalism and hospitality that makes shopping in Japan feel both welcoming and refined. These sold! Awesome! Good job! Nice. Rinka’s helping
a customer with a fitting, also known as “shichaku.” The Japanese fitting room experience may be
quite different from the typical western one. Here, sales associates gently remove hangers
for customers, politely ask to take off shoes, and provide face covers to prevent makeup
from transferring onto the clothes. [Knock] I’m sorry to bother you but how are
the sizes and colors working for you? After changing, staff often
check to see how the fit feels and are quick to assist with different sizes or colors. While the exact approach varies by brand,
the underlining principle is the same. A deep cultural commitment to catering for both
a customer and the items themselves. Nice! Another sale! She’s doing her job! You’re always welcome to come back. If customers can’t… May I cancel the purchase once and… It seems like something happened. Is everything okay? The customer bought a 30% dicounter item
but it was sold at full price at the counter. She says that the customer is currently traveling,
so the issue had to be resolved remotely. While the staff do everything they can
to avoid problems like this, unexpected situations still occur from time to time. In this case, it was the store’s mistake,
and they’ve sincerely apologized to the customer while making sure that she’s fully satisfied with the resolution. Nice, the store manager knew
exactly how to charge the amount correctly from this end. I can see why she’s the manager! So, it looks like Rinka’s gonna be
behind the cashier for a little bit. So, let’s walk around and see what registers. Look, this is-
I think it’s finished right now. What do you guys think?
It looks pretty good. Okay, so let’s make our way into the back room. Okay, so this is where they go when I go, “Hey, do you guys have this in a large?” Must have some sort of organization. Cool. So, I think they got
more stock, even back here. Oh, look. They even have
my favorite umbrella covers. These things are so awesome. And they keep the drip
from your tip, for your umbrella! All right, finally lunchtime! She gets a 1-hour break
and today, she’s eating with her coworker. What’s that? She gave me a Gacha ball that I wanted. What’s inside? It’s a character key [chain] from my favorite cafe. [Music] So the break room is actually 
in a different location, which is about a 5minute walk away. [Music] So do you two always eat lunch together? We rarely work the same shift. But when [our] shifts match, we eat together. Apparently she also has
the same social media role as Rinka. They’re the only two at the store,
so they naturally became friends. What are you eating? Today I got a rice noodle salad and… A newly released sandwich. No homemade bentos for you, huh? Yeah… I don’t cook. [All laugh] All good. So, do you have any future goals? Originally I wanted to do social media
and it’s why I moved here. And I want to continue to work hard on it
and someday I hope to work in HQ. Oh, what kind of job? My dream is to work in PR. Awesome. So, how did you get started? I love fashion and working in this industry was
my dream since I was young. She says she got a part-time job here during college and eventually became full-time. What did you study? I studied fashion.. more of designing. That’s cool. And what’s your dream? I want to continue to work in social media to raise
even more awareness about our brand. We’ll climb up the ladder together. Let’s work hard together. Well, I hope both of you achieve your goals! Now she’s back on the sales floor. [Music] Rinka, do you ever do overtime? Yes, when it’s busy, You get paid for it, right? Of course I get paid. That’s good. In Japan, alongside holiday and long weekends,
New Year’s marks one of the biggest sales events of the year known as “Hatsu-uri,” or first sale. Major department stores and retailers
typically open their doors on January 2nd or 3rd. As a result, those in the retail industry
often work through the New Year’s to prepare. Unlike in many Western countries, New Year’s in Japan
holds a far more cultural and commercial significance than Christmas, making the lead up
and shopping rush a serious affair. Cool. She’s stepping into the cashier counter
to help wrap a gift for a customer. In Japan, gift wrapping is treated
with great care and attention. Price tags are removed, and the item is often
first placed in a protective plastic bag before being elegantly wrapped. A reflection of the country’s deep appreciation 
for presentation and thoughtfulness. Oh, and it’s also common to offer
to combine the customer’s other shopping bags, even from different stores,
just to make carrying them more convenient. Rinka, does the store get lots of returns? Returns… More like size and color exchanges. Oh, but can you return items? You can. It must be within 2 weeks though. Although the store accepts returns in Japan,
casual returns isn’t part of the typical shoppers’ mindset. Nor does the idea of
“I’ll just return it if it doesn’t fit” exists. Also, retail return policies are often quite strict 
and leave little room for exception. So, it’s rare to see customers returning items,
even though it may be technically possible. [Music] It’s 18:00 so I am clocking out.
Thank you very much. Yay, finally finished! She has plans to grab drinks 
with her co-workers in Shibuya, which is just a short walk from Harajuku. Working in the heart of Tokyo’s youth fashion scene, it’s common for her to browse shops after 
work or meet up with friends for a night out. It’s one of the many perks
of being based in the city. [Music] You guys like beer, huh? It’s our favorite. I LOVE IT. Yeah, especially after work! Nice! The store manager
and other staff are here. The food looks great here and naturally, Rinka begins serving small portions to everyone. In Japan, it’s a subtle yet thoughtful gesture, especially during casual gatherings over drinks. Traditionally, the youngest person at the table 
takes on this role, though that custom has been 
gradually shifting in recent years. All right, so it’s a little bit loud in there,
so I had to  go outside. But it looks like Rinka is going to be
hanging out with her friends until probably 10 to 11 o’clock tonight
and then probably go to sleep just after 12. But that’s pretty much a day in the life of a retail shop worker! If you guys like this video, like always,
help me out and hit that like button. If you want to help support the channel,
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and I’ll catch you guys in the next one!

A day in the life of a Japanese Retail Apparel Store Worker. From her morning routine to closing time, you’ll see the daily working schedule, customer service style, and work culture that make Japanese retail so unique. Japanese work culture values punctuality, dedication, and professionalism. In retail, employees are expected to maintain a perfect balance — never too pushy, never too withdrawn — while being ready to assist customers at any moment. Staff undergo formal training in customer service etiquette, reflecting Japan’s deep cultural respect for others. Rinka arrives before opening to prepare the store, assist customers throughout the day, and handles the behind-the-scenes tasks like restocking. This dedication is part of what makes Japan’s service industry world-renowned. Rinka works as a sales associate at and ST TOKYO, the flagship clothing retail store right in front of Harajuku Station. From her morning routine to closing time, you’ll see the daily rhythm, customer service style, and work culture that make Japanese retail so unique.

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