Defying Declining Birthrates! Nishimatsuya Opens First Taipei Store at Breeze Nanjing, Aims for 20 Stores Across Taiwan in 5 Years

Nishimatsuya, Japan's top-ranked and most trusted chain brand for infant and childcare products, has officially opened its first Taipei store today (5th) at Breeze Nanjing, following its explosive debut in Tainan earlier this year. After rapidly expanding into Taichung, Taoyuan, and Linkou, this new store marks a significant milestone in Nishimatsuya's entry into the Taiwanese market. The launch brings a wide range of best-selling products and exclusive opening gifts, offering families a spacious, convenient, and comfortable one-stop shopping experience for all parenting needs.

With over 70 years of history, Nishimatsuya has successfully operated more than a thousand stores across Japan, achieving 31 consecutive years of revenue growth. Known for its 'high Japanese quality at cross-border real-time pricing,' the brand has quickly gained a strong reputation in Taiwan since its debut in early 2026. Its combination of superior quality and highly competitive pricing has made it a favorite among countless new parents.

Among the most popular offerings at Nishimatsuya stores are its two flagship private-label brands: ELFINDOLL, specializing in apparel and accessories, and SmartAngel, covering large items and consumables. Top-selling items include short-sleeve T-shirts, capri pants, practical leggings, and essential newborn bodysuits. Praised for their soft, comfortable materials and affordable 'sweet pricing,' many parents say they can 'buy every color without hurting their wallet.' SmartAngel's diapers and feeding bibs are also top choices for daily parenting essentials. The brand's toys perform exceptionally well too, with the 'Little Turtle Outdoor Toy' standing out as a must-have item. Combining auspicious symbolism with practical soothing functions, its cute design and vibrant colors effectively capture babies' attention, making it a go-to tool for calming infants during outings.

Nishimatsuya offers a comprehensive range of products, from prenatal and maternity supplies to children's accessories for upper elementary grades, continuously expanding its R&D to support every stage of a child's growth.

Despite Taiwan's current challenges with declining birthrates and rising living costs, Nishimatsuya has demonstrated unwavering confidence and commitment to the market. Hirokazu Omura, President of Nishimatsuya Chain, attended the Taipei opening in person and publicly announced the brand's ambitious expansion goals, revealing plans to open more than 20 physical stores across Taiwan within five years.

President Omura stated, 'Since opening our first store in Tainan in early 2026, we've deeply felt the enthusiastic response and strong recognition from Taiwanese parents. Taiwanese families show a high level of expertise in parenting, and their love and care for their children mirror that of Japanese families. Nishimatsuya aspires to become an indispensable pillar in Taiwanese parenting life, creating a warm and joyful environment where raising children feels fulfilling and happy.'

In response to the strong market reception, Nishimatsuya has decided to accelerate its store expansion beyond the original schedule, aiming to reach the 20-store target earlier than planned. The brand hopes to bring its convenient, spacious, and joyful shopping experience closer to more parenting families across Taiwan, eliminating the need for expensive overseas trips or waiting for international proxies. Nishimatsuya aims to become the most trusted and powerful support system for Taiwanese families.

The grand opening of the Breeze Nanjing Taipei store features over 100,000 items and 6,000 product series. To celebrate the launch, all summer items are offered at a 20% discount, expected to ignite another shopping frenzy among residents of Taipei and New Taipei City. On opening day, multiple exclusive gifts are available: the first 500 visitors will receive a free limited-edition 'Nishimatsuya Mimi-chan Rabbit Balloon Wristband'; all shoppers (first 500) will get a 'Nishimatsuya Original Mini Sketchbook'; and those spending over NT$2,000 (first 1,000) will receive a high-quality 'Nishimatsuya Original Tote Bag.' These generous promotions reflect Nishimatsuya's sincere commitment to deeply embedding itself in the Taiwanese market.

[Store & Opening Information] • Location: 2F, Breeze Nanjing, No. 337, Section 3, Nanjing East Road, Songshan District, Taipei City • Opening Date: August 5, 2026 (Wednesday) • Promotions: Balloon wristband for all visitors on 8/5; mini sketchbook for first 500 shoppers (any purchase); tote bag for first 1,000 customers spending over NT$2,000; 20% off all summer items.