Google’s retail ambitions are finally expanding beyond the US.
The company confirmed plans to open its first physical Google Store outside the US this summer in Tokyo’s Omotesando district. The store will give shoppers a place to try, buy, repair, and get support for Google hardware, including Pixel phones, Nest devices, Fitbit products, and accessories.
The move comes as Pixel’s position in Japan has strengthened, giving Google a timely reason to test whether its hardware ecosystem can translate online momentum into a stronger physical retail presence.
Inside Google’s Omotesando Store
When the store is launched, Google says customers will be able to find it on the first floor of the Omokado shopping mall, Tokyu Plaza, in the Omotesando district of the country’s capital.
In a mockup image of the store, the store combines Japanese styling, such as the wooden baton framing, with Google Store brand signatures.
Moving away from the outside, through the store, customers shopping in Japan will encounter a wide range of experiences and products. It offers brand-new Pixel devices, including exclusive Pixel colors, according to 9to5Google, as well as a wide range of merchandise.
Alongside smartphones, customers can find Google Nest products, Fitbit devices, and more accessories. Aside from being a walk-in store, it also serves as a pickup location for orders placed on the Google Store Japan website.
A store like this won’t be complete without pre- and post-sale services. Customers will be able to “experience the latest AI technologies” and receive on-site technical support from staff. That means users can get troubleshooting assistance, initial setup, Pixel repairs, and more benefits on Google products.
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Why Japan?
When Google launches this store, it will be the company’s 11th physical store and its first international outlet. Unlike Apple and Samsung, which have several stores across different regions abroad, Google sells its products to overseas customers primarily through online orders or via third-party stores that still order and ship the products.
That pattern appears to be changing, with Japan leading the way. Google’s decision to begin its international rollout of physical stores in Japan can be viewed through two lenses:
- Japan has been Google’s first stop for international expansion before. The company opened its first overseas office there, and its first physical store outside the US follows a similar path.
- The second factor, which Google didn’t mention but is strong enough to have influenced this decision alongside the first, is Google’s recent smartphone performance in the country.
Already, the company has a strong foothold in Japan spanning years, and in February it surpassed Samsung to become the country’s No. 2 smartphone company in the country.
Where does this leave Japanese customers?
For customers in Japan, Google’s decision is both a sign of appreciation for years of support and an attempt to position Japan as a region with a strong Google presence, even with Samsung being nearby.
Also, it offers a practical advantage for users who prefer hands-on evaluation before buying, especially for devices closely tied to software features like AI and camera systems. Workshops and guided sessions add another important advantage, helping customers get clearer insights into how Google’s ecosystem works in daily use.
The store is expected to open in the summer of 2026, with Google confirming the location. To get alerted when it opens, you can sign up for Google’s Japan newsletter.
Also read: Google is easing Gemini usage limits after complaints that complex prompts were draining user quotas too quickly.
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