TOKYO: Major US electric guitar manufacturer Fender Musical Instruments Corp. is set to open its first flagship store in the world, Fender Flagship Tokyo, on Friday, hoping to expand its share in the growing Asian market.

The move comes as the COVID-19 pandemic is believed to have led to more people playing the electric guitar at home.

Ahead of Friday’s opening, the four-story store in Tokyo’s Harajuku district was unveiled to the media on Thursday.

Edward Cole, president of Fender’s Japanese unit, said Japan is expected to attract more than 30 million tourists this year and 60 million in 2030, with many of them coming for shopping, indicating that the company is eager to expand sales mainly to the wealthy.

An electric guitar priced as high as 3.9 million yen excluding consumption tax is on display in the high-end products section on the third floor.

The flagship store will offer services such as instrument maintenance, in addition to selling electric guitars and amplifiers.

Items such as T-shirts and cups will also be sold, while a cafe will be opened on the basement floor, so people who do not play instruments can enjoy the store.

JIJI Press