Last week, the iconic Jiangan, Shanghai branch of TSUTAYA bookstore in the MOHO shopping mall closed its doors. Situated in a bustling central business district, MOHO is known for its high-end brand selection. However, declining customer footfall has forced the closure of this once-popular bookstore.

Many regular patrons expressed their regret over the closure, praising MOHO’s elegant interior design and scenic window views. TSUTAYA was a favorite among many, but even its devoted following was not enough to sustain the business.

Last October, TSUTAYA’s Xi’an branch announced its closure, with the Shanghai branch following suit months later.

Once regarded as a symbol of middle-class sophistication with its unique focus on literature, lifestyle, and curated accessories, TSUTAYA has struggled to maintain its relevance and profitability in the evolving market. The bookstore chain has operated in China since 2020, but its allure seems to have faded, as today it is unable to attract sufficient spending to cover rising costs.

Chinese book lovers often compare TSUTAYA to domestic bookstore chains like Fanshuo, Yanjiyou, and Zhongshuge, all of which share a similar strategy of attracting customers with refined interior design. These bookstores have chains in major cities where readers are most concentrated, but they face the same challenges as TSUTAYA.

The main culprit appears to be the slowing economy, which has pushed consumers toward cheaper alternatives. Many opt for pirated books or discounted online purchases, which also come with the convenience of fast delivery.

In response, offline bookstores have tried to diversify their offerings to entice visitors to linger. Coffee shops and community activities have become particularly popular additions, but these efforts have significantly increased operational costs.

Economic difficulties are not the only factor. Censorship has long been a sensitive issue for independent publishers in China. JF Books, a long-running Shanghai bookstore that was famously shut down in 2018, reopened in Washington, D.C., last September.

The fate of offline bookstores in China remains a hot topic of debate online. While digital platforms provide greater access to books and knowledge, many argue that cities still need iconic spaces where people can gather, explore, and engage intellectually. The question remains: can these bookstores adapt and survive, or will they become relics of the past?

Banner Image via Studio Ten.