The anime merchandise retailer Animate has returned to Hong Kong with the opening of a direct-operated store in Mong Kok, several years after closing its previous location.
The outlet, which opened in Mong Kok in 2012, operated for around eight years before shutting down in 2020. Its associated Animate Cafe, also known as Youme Cafe, closed at the same time. The new store is located on the fourth floor of the shopping mall TOP (This Is Our Place) in Mong Kok.
Animate said operating the store under a direct management model will allow for faster access to the latest anime merchandise, including peripherals, manga and audiovisual products. Moreover, the new format will shorten product launch timelines and offer a shopping experience closer to that of its Japanese stores.
“We hope that the new store can become a communication hub for Hong Kong anime fans and attract more local and overseas visitors,” the company said.
