His stores carry about 40,000 items, everything from plastic trash cans to nail polish, underpants, pliers, reading glasses, wine goblets and ceramic pots. At regular stores, these items could cost up to 15 times more. Kazue Takasu, a Tokyo housewife, came out of Daiso's shop in Tokyo's trendy Shibuya ward carrying a white plastic bag and wearing a big smile. This is like a treasure hunt. President Kazuna Matsumoto wants to make his shops as accessible as possible, even at the cost of attracting shoplifters.
Customers are free to test new lipsticks, eye shadows and other cosmetics.
As a result, the shops have become a favorite hangout for teenage girls. Like Don Quijote, Matsumotokiyoshi is a popular dating spot for young couples. Matsumoto says many high-school girls come to his shops and give themselves complete makeovers using free samples. But he doesn't seem to mind. That doesn't sound like a viable business philosophy, however, and many wonder how long stores like Matsumoto's can maintain such a strategy.