Japanese Retail Giant Daiso Makes Southwest Riverside County Debut

MENIFEE, CA — As 99 Cents Only Stores wind down operations amid voluntary Chapter 11 bankruptcy protection, a Japanese discount retailer is moving into Southwest Riverside County this month.

Daiso announced it will celebrate a grand opening at Menifee's Town Center Marketplace, 30099 Haun Road, on June 22. The new 5,870-square-foot Daiso store will feature low-priced, quirky Japanese-inspired home decor, stationery, beauty items, food and other products.

It will be the first Riverside County location for the retailer, but more stores could be coming to the region. Since entering the U.S. market in 2005, Daiso has expanded. The company operates over 130 stores in seven states with more planned in 2024.

Self-touted as "Japan's No.1 living ware supplier," Daiso has a massive presence in its home country. At the end of 2023, the retailer reported 4,360 stores across Japan, and almost 1,000 shops around the world.

Though some shoppers might view Daiso as a cheap tchotchke seller, others see treasures. Banana protectors, dinosaur plushies, Rilakkuma and BT21 school supplies —Daiso stores are crammed with deals on unusual stuff.

The retailer has a strong social media and online following, which company officials say helped influence the decision to open in Menifee.

"Menifee-based Daiso customers have shown us through our online business and social media their desire for us to have more stores within the state, influencing our immediate growth strategy in this region," said John Clarke, chief development officer for Daiso USA.

A page on Daiso's website lets shoppers suggest locations for future store openings. It's not clear how many asked for a Southwest Riverside County spot.

"We are thrilled to open our store at Town Center Marketplace," said Jack Williams, chief retail operations officer for Daiso USA. "This achievement reflects the dedication and support of our customers who have embraced Daiso's unique concept and diverse product range."

Founded in the 1970s, Daiso’s business model is based on its 100-yen (approximately 64 cents when converted today) pricing strategy, and there's an interesting backstory to it:

In 1972, at the age of 29, Hirotake Yano set up his first business: a street vending shop he called Yano Shoten (Yano Store). He later changed the company's name to Daiso and his stores became famous for their 100-yen pricing. (It's been reported that Yano and his wife, Katsuyo, found it too time-consuming to price products differently so they decided to charge 100 yen for every item.)

At the time of his death earlier this year at age 80, Daiso-founder Hirotake Yano was a billionaire.

Today the company says it keeps more than 70,000 different items in stock. Its U.S. headquarters is located in Anaheim.

In an effort to bring customers to the new Menifee store on opening weekend, the first 100 customers to shop at the Town Center Marketplace location and make a minimum purchase of $30 will receive an exclusive goodie bag.

The Menifee Daiso store hours will be 9 a.m. to 9 p.m. Monday through Saturday, and 10 a.m. to 8 p.m. Sunday.