Don Don Donki - Expanding Business Through Joint Venture
Japan’s largest discount store chain “Don Quijote” is known for its affordable prices among locals and tourists in Japan. How can the business retain its core strength even when approaching foreign customers overseas as “Don Don Donki”?
At a glance
Industry
Discount Store Chain
Year Founded
1980
Number of Stores Worldwide
667
(As of June 2021)
Number of Stores in Thailand
5
(As of 2022)
Abstract
Don Don Donki, Japan’s discount store brand, expanded into Southeast Asia, particularly Thailand, through a joint venture strategy and localized marketing. Founded in 1980, Don Quijote's international brand is known for its eclectic Japanese products, low prices, and unique shopping experience. The store entered Thailand in 2019 under joint ventures with local giants to leverage its market presence.
The case study explores how Don Don Donki adapted to location advantages such as Thailand's high consumer interest in Japanese products and the growing urban middle class, and how the joint venture significantly enabled the brand to overcome the liability of foreignness and facilitate a smooth entry into the local market to strongly establish itself in Thailand's retail sector.
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