Akihabara: Computer Shopping in the Neon City
In our first look at Akihabara, Computing Japan gathers together a selection of stores that may be of interest to the average shopper for computer systems and peripherals.by R.A. Lemos
Shopping in Akihabara can be a thrilling or frustrating experience, depending on your penchant for chaos. If your idea of a good time includes haggling with a shopkeeper over a 5% discount in a tiny, crowded shop in a not-so-clean part of town, then Akihabara is for you. Although prices continue to drop in Japan, the axiom still holds that only in Akihabara will you get the price that has the least chance of offending your sensibilities.
As a bastion of materialism, Akihabara has no peer. If slimmer notebooks, 24-bit 30-frame-per-second graphics, 16-bit sound, and computers that can microwave your food while you watch a J-League game make you drool, then Akihabara is the place for you.
Is it worth it?
The first thing to consider is whether you really need to go to Akihabara. Some people are still of the mind that if something transports electrons, it should be bought in Akihabara ó but times are changing. For those who live a fair distance away from the Denkigai (literally and unimaginatively translated as "Electric Town"), the possible 10% discount you haggle will be eaten up by the train fare and wasted time. For buying all but the most expensive goods, going to the local Laox would be save time and money. Or, if you already know exactly what you want and they have it, buying from a warehouse mail-order store like Step will be as cheap as traipsing around Akihabara.However, price is not the only consideration. Many components, discontinued products, and technical services and know-how can only be found in a few places outside of Akihabara. If you can't find what you need at a local store, then you have no choice but to make the pilgrimage to the Denkigai and pay homage to the neon gods of home electronics.
Navigating the byways
Until you develop a good sense of direction and find the well-known landmarks, there are a few methods to help you find your way through the streets of Akihabara. If you have a lot of time, you can just wander around and join the flow of people, remembering to stop occasionally to browse and sample the wares. If you are in a hurry, use the buddy system: go with a friend who knows his or her way around (one who can help you haggle in Japanese is best). Or, if the lure of the neon is not attractive to your friends and you're not feeling adventurous, arm yourself with this issue of Computing Japan and brave the technology traders. One valuable source of information for those able to run Japanese Windows programs is Fumitake Ishibashi's Akihabara Map program (available on Nifty-Serve and some other local BBSes as file akbmap20.lzh). The program is set up as a series of Windows Help (.HLP) files. The text is in Japanese and may be beyond the reading ability of the average foreigner, but just the maps themselves are a great help in getting around. The main map can be clicked to bring up more detailed maps, showing locations of major stores, and the stores can be clicked to bring up summary information about shop. We used the program as one of our guides to selecting placed to visit in Akihabara for this article. (If you think an English version of this program would be useful, contact the editors at Computing Japan and we'll see if we can negotiate with Ishibashi-san to translate his valuable program, or perhaps with the help of some experienced Akihabara shoppers in local users groups we can try to write our own ó Windows as well as Mac versions. ó Ed.)Akihabara nozoki
Computing Japan visited about 20 of the better known Akihabara computer stores to ask questions and price a list of items ranging from computer systems (the Mac Performa 630 and Compaq Presario CDS 520) and notebooks (the IBM ThinkPad 360 Cs and the Mac Powerbook 150) to software (Microsoft Office 4.2J Standard and Lotus Office for Windows 3J) and printers (the Epson MachJet and the HP Deskwriter). For the curious reader, a list of the best prices and the stores where they were found are included in a sidebar to this article.One confusing characteristic of Akihabara that a shopper must deal with is the fractured nature of many stores (witness the 20 or so Sofmap stores scattered around the area). When a store gains popularity, many find that a single larger location is not available (rental costs in Akihabara are outrageous), so they move part of the store into whatever tiny storefront is available. Many stores end up as one of a series (Sofmap #1, Sofmap #2, etc.) located up an alleyway, behind a ramen shop, or next to the punch-perm bloke wearing a trenchcoat and selling watches. While much of Akihabara seems seedy, remember that it is the nature of the place. The attraction of Akihabara is the low prices, not the ambiance.
In our first peek at Akihabara, we have aimed at those helping readers who need to buy a system, peripherals, and software. We sought out some general computer stores and several smaller specialty stores. Our selection does not constitute our recommendation ó they are simply to give you, the reader, a good idea of what is available. In no way should this be considered a definitive guide to the area or a buyer's guide for the best deals. Consider this article as an introduction to some of the typical shops that can be found and a sample of the kinds of prices that can be had.
We invite reader feedback on this article. Based on comments, criticisms, and e-mail flames from readers, we will have take another, more in-depth look or two at Akihabara in early summer. We'll focus on software deals in one issue, and hardware and peripherals in another. So if you have a favorite store (or one that you hate), and comments or advice about shopping in Akihabara, write, fax (03-3447-4925), or send us e-mail (editors@cj.gol.com).
The author would like to thank Lee Gunby for his help and guidance in researching this article.
Laox: The Computer Kan
Phone: 03-5256-3111
Strengths: Great selection, English-speaking sales staff
Weaknesses: none in particular
Prices: 3, fairly inexpensive for Japan
If there is a reigning king in Akihabara, that king would be Laox: The Computer Kan. From the Sega Hitech Land, walk down the street, away from the station, and turn left at the first intersection. (See the map.) The building sticks out, looking like a windowless block of sullied aluminum. Once inside, however, you'll find the six spacious floors and a basement are packed with computers, software, peripherals, and books. A person could easily spend an entire day playing with systems and examining the newest toys.
Like most multi-floor shops in Akihabara, each floor is dedicated to a broad class of computers or a kind of product. The ground floor consists of a large bookstore filled with computer books ó mainly in Japanese, but with some in English ó and a comprehensive magazine section. The upper floors are dedicated to IBM, Apple, NEC, and Fujitsu computers, with a smattering of others included.
Depending on the floor you are on, there is usually a person who can speak English, or at least understand enough to grasp the technical specifications of the product for which you are looking. On the Mac floor, I was able to ask for English assistance and they quickly found someone who could speak ó not very well, but he could understand my description of the particular 25-pin to Mac 8-pin cable I wanted.
If you need a place to start your search and get an idea of a median price, Laox: The Computer Kan is a good jumping-off point and a reliable benchmark by which to judge other stores. And while you are there, be sure to pick up the latest issue of Computing Japan on the first floor. T-Zone Minami
Phone: 03-3257-2771
Strengths: Great selection; an English speaker on every floor (many languages spoken)
Weaknesses: none in particular
Prices: 2, inexpensive for Japan
If Laox is the aging king, T-Zone Minami is the princeling heir. T-Zone is constantly trying to live up to the Laox legend, and doing a pretty good job of it. The first thing you will notice is that T-Zone Minami is a definite improvement over Laox for external building appearance. Most shoppers have eyes for little but the gear, however, and here, too, T-Zone Minami does well.
The seven floors of the main building are packed with Windows (NEC/Epson), Apple (Mac/PowerMac), and DOS/V (IBM and compatibles) hardware, software, and books. Unlike many other stores, each floor has several computers set up ó not just to demo the computer, but to show how well some of the peripherals work. My favorite setups included the video capture boards, TV tuners, game accessories (joysticks, etc.), and slide imagers.
The best feature of the store is the support for the international community. Every floor has a person who can speak not only English, but usually another language, too.
T-Zone Minami may not have the lowest price in Akihabara, but it comes close enough that, combined with the selection, they make a convincing case for one-stop shopping. You should find almost any common (and several uncommon) computers, peripherals, or accessories here. If you only have time to visit one place in Akihabara, T-Zone Minami is a good choice. Sofmap: Chicago and Mac
Phone: 03-3253-9400 (Chicago), 03-3253-3155 (Mac)
Strengths: depth of a specialty store in each category, lots of computer supplies
Weaknesses: the constant, stupid, and annoyingly catchy jingle
Prices: 2, inexpensive for Japan
If you wonder what the Goliath Sofmap grew from, check out these stores. There are little Sofmap stores sprinkled throughout Akihabara (about one per street ó you see their name wherever you look), so to find what you want you need to grab one of their brochures and check out the map on the back. Essentially a chain of stores with different specialties, combined together they form a formidable source of computer products and technical supplies.
Both the Chicago (DOS/V and Windows products) and Mac (Mac stuff, of course) buildings are have several smallish floors loaded with products. For the most part, these are inventory that are still in their boxes. While the selection is smaller than Laox and T-Zone, the prices are generally lower (though T-Zone comes close). If you do not have to do any cross-platform shopping, a stop in the right Sofmap store may be the best way to get what you need. There is bad with the good, though. The thing that irks me about all the Sofmap stores is the hellish jingle that they play constantly. The only one that has stayed unwelcome in my head longer is the Seibu Department Store ode to their baseball team, the Seibu Lions. If this sort of problem afflicts you, you may want to shop elsewhere. Dai-ichi Kaden's Able Media Kan
Phone: 03-3253-4191
Strengths: good selection of paper/printer supplies, lots of computer systems set up
Weaknesses: not as comprehensive as Laox or T-Zone Minami
Prices: 3, fairly inexpensive for Japan
Those arriving in Akihabara on the Hibiya line should not miss the chance to go to the few stores on that side of the JR station. If you pass in front of the street side of Rocket (not the side near the station), you will quickly come to the Able Media Kan (if you reach the bridge crossing the river, you've gone too far). Even though the first floor is half electronics, this building's five medium-sized floors are mainly computer systems, software, and peripherals. The one floor of software is filled with about 60% NEC 9801 software (plus 30% Windows and 10% Mac), but the hardware on sale is mainly Windows machines and Mac computers. The top floor has a good selection of printer paper (different colors, weights, and styles) and other supplies.
The selection at the Media Kan is only about a quarter of Laox's, but a few of the systems carry below-average prices (their price for the IBM ThinkPad 360Cs made our "best" list); others are marked higher. If you have time while pricing a system, the Media Kan is worth a look. Yamagiwa Technica/ Main Yamagiwa Store
Phone: 03-3253-0121 (Technica); 03-3253-2111 (Main)
Strengths: fair selection of computers at Technica, great selection of computer furniture at the main store and Livina
Weaknesses: fairly high prices; English not spoken
Prices: 4, you can probably find similar prices outside of Akihabara
After breezing through three Yamagiwas (I passed on Livina 2 and the anime and soft (i.e., porn) shops), I have yet to figure out their sales strategy. If you are searching for a game computer (such as a Sega or 3DO) or computer furniture, these stores may be the best place. For PC systems and supplies, the inventory is fairly low. Yamagiwa tends to have only a few select systems, and Yamagiwa Technica a few more (but still limited), plus lots of related supplies.
I would recommend bypassing the main store (the one shown here) and going directly to the Technica store for computers, or the Livina stores for furniture if you need something a bit more ergonomic than the ubiquitous kotatsu (the small knee-high tables that come equipped with heaters). Prices can be matched outside of Akihabara, but the selection in computer furniture (and to some extent, in computers), makes it sensible to check this store before buying elsewhere.
The only benefit of going to Yamagiwa main store is that it demos much more game software than even the stores that specialize in 3DO, Nintendo, and Sega. Most of the TVs have some sort of game player hooked up. If this is your kind of thing, or you need a break from shopping, stop in and try your hand.
Tsukumo
Phone: 03-3254-3999
Strengths: good selection of computers and related equipment
Weaknesses: not as comprehensive as the bigger stores, very little room to move around
Prices: 3, fairly inexpensive for Japan
My first introduction to Tsukumo was seeing the shop after exiting from Laox: The Computer Kan. I found the store to be quaint (pictured above) and trying to fit a bit of everything into one building. On the basement floor is a single room (about the size of my apartment) with a latest Mac computers, a few common supplies, and some peripherals. The other four floors have rooms twice the size filled with DOS/V and Windows-compatible computers.
If you walk past Laox: The Game Kan and hang a right, you will come to the main store (next to Hypercraft). The layout there is similar, but the floors are about three times bigger and have a decent selection of software. Prices are generally in the same range as Laox, but the smaller space means there are more sales people to take care of the customers (good) and that you can hardly move around (especially on the basement floor) due to all the inventory.
If you have time to look around, this is a good store in which to stop.
Rocket PC Center
Phone: 03-3257-0005
Strengths: a bit of everything, lots of IBM-compatible supplies
Weaknesses: very little (non-porno) software available
Prices: 3, fairly inexpensive for Japan
The first Rocket store that many will see is the big main store outside the Hibiya line exit. This one is mainly an electronics store, though it does have some domestically made Windows computers (mainly NEC and Fujitsu). And you come from the Hibiya side to the Denkigai side of the station, you will pass the Rocket Soft Store ( though I think "soft" here refers to soft pornography óabout two-thirds of the CDs are of this variety). Across the street from the Sega Hitech Land, though, is another shop, the Rocket PC Center, which has an acceptable amount of computer goods crammed into six floors.
The fourth floor is made up of mainly DOS/V and Macintosh computers, some peripherals, and supplies. The fifth floor is software, mainly computer games (for Windows and Macs), CD-ROMs (mainly porno), and few applications. English help is on par with a beginner's English lesson, so know what you want. Lits/Outlet Shop Lits
Phone: 03-5256-4433
Strengths: inexpensive, good Mac knowledge
Weaknesses: no DOS or Windows stuff, small inventory
Prices: 2 (1), inexpensive for Japan (cheap)
I visited three Lits stores: Lits #1 (behind T-Zone facing the station's parking area), Lits #2 (across from Sofmap Mac), and the Outlet Shop Lits (next door to Sofmap Mac). The Lits stores are small and hard to find, but if you know what you want and they have it in stock, they are worth a visit. The sales people like to boast about their support for their customers. Considering how long they have been around, I think they may be a good shop to go with.
Much of the inventory is split between Lits #1 and #2, with most of the interesting accessories at Lits #2. The store is hard to find, however, with an uninspiring entrance way (see photo) to the shop, which is located on the second floor. Packed into a small room is a good deal of computers and software and a some knowledgeable sales people to guide your decisions.
Before you make the decision to buy, though, make sure to visit the Outlet Shop Lits next to Sofmap Mac. Lits had the lowest price on the Performa 630 (set to be the next hot Mac in Japan) at least ·10,000 lower than the next lowest price, and the Lits Outlet shop beat even this by ·30,000!
Robin Electronics/Robin's Garage Shop
Phone: 03-3255-6027 (electronics)/03-3255-6791/2
Strengths: good technical knowledge, inventory of hard-to-find parts and components
Weaknesses: small shop, not for general users
Prices: 3, fairly inexpensive for Japan
If you want to buy your computer from someone who could build it themselves, or you want to build your own computer, then Robin Electronics or Garage Shop is the place to get it. Their systems are mainly to demonstrate their prowess, through they actually sell a few that they have built. For those who have gone to Step or Sofmap and come away with the wrong component or memory, Robin may be the best place to buy; the sale is backed by a good store of technical knowledge.
If you are looking for software or systems, however, Robin is not the place to go. They make no bones about the fact that they are their for technical people who build their own systems to spec. If you have the time and want to see the guts of your computer spread out for view, stop in and have a look around.
Hypercraft
Phone: 03-3253-3253
Strengths: great selection of Mac software/CD-ROMs
Weaknesses: weak on hardware, almost no DOS
Prices: 2, inexpensive for Japan
For those who have not heard of this chain, Hypercraft stores carry mainly CD-ROMs for Macintosh computers, but have been branching out recently. If you need to find a Mac CD-ROM, game software, or porno photoCD, Hypercraft is the place to go. They do not stock hardware at the Akihabara store, so if you need a CD-ROM drive, go somewhere else.
If you need to go to Hypercraft, though, you don't have to go to Akihabara. There are at least eight other Hypercraft stores in and around Tokyo, many of them bigger and better equipped.
Spunky's Computer
Phone: 03-5256-7656
Strengths: sales built on trust and good technical knowledge, good (though small) software selection
Weaknesses: very small specialty shop
Prices: 3, fairly inexpensive for Japan
If you are looking for a store with good knowledge of DOS/V and Windows hardware and software, Spunky Computer is just a short hike from Akihabara station. Though they do not aim for the technician, as does Robin, they have a good deal of technical knowledge and some of the rarer parts for your computer. However, the shop mainly concentrates on software.
The store has been around for a while and has a dedicated customer base. Their approach to business is the old-fashioned way of support and service with a premium selection. The bigger stores may eventually squash out the Spunkys of the world, but until they do, you can still go and visit this one.
