“If fashion brands and computer brands can do it, why can’t we?” I journeyed to the only dedicated Fender store in the world – and found out how it could change the future of guitar retail as we know it

Fender Flagship Tokyo composite image of outside and inside store.

Japan is experiencing a record-breaking travel boom. 36.8 million tourists journeyed to the country in 2024, and I was one of them.

But while the usual sightseeing hotspots were high on my to-do list, I, like many tourists, was also feeling the pull of the Japanese shopping experience. And top of my list was the only Fender store in the entire world.