A new kanzashi (hair ornament) specialty store, Yufuin Kinrinko Kanzashiya Wargo, is set to open in the Kinrinko area of Yufu City, Oita Prefecture, in late July 2026. The store will be operated by Wagokoro Co., Ltd. (headquartered in Shibuya, Tokyo; President and CEO: Tomohiro Mori; Tokyo Stock Exchange Growth Market: 9271), which operates Japanese accessory brands including kanzashi, wagasa (traditional Japanese umbrellas), and chopsticks across Japan under the vision of "Bringing Japanese Culture to the World."
Third Wagokoro Store in the Yufuin Kinrinko Area
This new store follows Yufuin Kinrinko Hokusai Graphic and Yufuin Kinrinko musumusu, making it the third Wagokoro-brand store to open in the Yufuin Kinrinko area.
In the Yufuin Kinrinko area, the company is pursuing a dominant strategy that draws on the specialty of each brand, encouraging visitors to move between stores and improving the time spent and the shopping experience for each customer. By offering the enjoyment of touring multiple brands, the approach also aims to enhance the appeal of the area as a whole.
Yufuin, which draws many visitors from Japan and overseas, is known for its seasonal natural scenery, hot springs, and atmospheric townscape. The company has been building stores that blend the area's charm with Japanese culture, and adding Kanzashiya Wargo further strengthens its brand presence in the Kinrinko area.
What Kanzashiya Wargo Offers
Kanzashiya Wargo (かんざし屋wargo) designs kanzashi, a traditional Japanese hair ornament, for modern lifestyles, offering pieces suited to both everyday wear and traditional Japanese dress. The store invites visitors to choose a favorite piece while traveling, wear it while strolling through Yufuin, and capture the moment together with the town's scenery — an experience of "wearing Japanese culture."
Touring Kanzashiya Wargo alongside the neighboring Hokusai Graphic and musumusu stores in the Kinrinko area lets visitors encounter the distinct worldview and products of each brand. From Japanese-pattern umbrellas and sauna goods to kanzashi, the stores offer visitors a chance to experience Japanese culture from a variety of angles, aiming to raise the overall value of the sightseeing experience.
Under the vision of "Bringing Japanese Culture to the World," Wagokoro Co., Ltd. plans and sells products and services that bring Japanese culture into modern lifestyles. Through continued strategic store openings in tourist destinations, the company aims to share the appeal of Japanese culture both domestically and internationally, while contributing to local vibrancy and tourism promotion.
Store Information
- Name: Yufuin Kinrinko Kanzashiya Wargo (tentative name)
- Opening: Mid-July 2026
- Address: Yufuincho, Yufu City, Oita Prefecture (the detailed address will be announced at a later date)
About Kanzashiya Wargo
Kanzashiya Wargo is one of Japan's leading handmade kanzashi specialty stores, offering hairpins that blend traditional Japanese craftsmanship with modern design. The company handles every step in-house — planning, design, production and store development, web design, and sales — as a direct-from-maker retailer, taking pride in every piece it creates.
Official website: https://wargo.jp/collections/kanzashi
