The Harajuku-Omotesando area is a special place for visitors to Tokyo. Harajuku, famous for its colorful street fashion, and Omotesando, with its sophisticated atmosphere, are next to each other and attract everyone’s attention.
In particular, the area is filled with numerous luxury boutiques and is like a fashion mecca. But why do luxury brands flock here?
The answer lies in its past history, especially the events following World War II. This article explains in simple terms how Harajuku and Omotesando became a hub for luxury boutiques!
1. The new era after the war
Seized by the U.S. military
In 1945, Japan lost World War II (Pacific War). After this war, the U.S. Army occupied Japan, and Tokyo underwent major changes.
One of these changes was the creation of a place called Washington Heights, near Yoyogi Park. Washington Heights was a dormitory for American military officers and their families and was located around the corner from today’s Harajuku and Omotesando areas.
Washington Heights between 1945 and 1950.
New culture
The Americans living there brought their own culture and lifestyle. For example, American music, fashion and food began to spread through the area, influencing the locals.
At that time, Japan as a whole was still recovering from the damage of the war, but thanks to Washington Heights, the area gradually took on a special atmosphere.
Today only one Washington Heights building remains in Yoyogi Park.
2. Western culture changed Harajuku and Omotesando
Officers’ orders
Americans living in Washington Heights often visited the Harajuku and Omotesando neighborhoods. As they shopped and spent time there, the area took on a different “international feel” than other parts of Tokyo. In addition to traditional Japanese stores, Western-style stores and cafes gradually began to appear, changing the city’s landscape.
Popularity among young people
During this period, many Japanese were attracted to American fashion and lifestyle, and Harajuku and Omotesando began to be known as a place where the “new” and the “fashionable” came together. And it was this shift that later gave rise to the concentration of high-end boutiques.
Harajuku’s Takeshita Street is still bustling with young people
3. The Tokyo Olympics
Withdrawal of U.S. troops
Time passed and in 1964 Tokyo hosted the first Olympic Games. At that time, Washington Heights was returned to Japan from the U.S., where it became an athletes’ village and was reborn as Yoyogi Park.
Although the American troops had left, the international atmosphere that remained in Harajuku and Omotesando did not disappear. On the contrary, the Olympic Games turned Tokyo into a city that attracted international attention and brought many people and companies from abroad to the area.
Becoming a city of big brands
Luxury brands were particularly attracted to the area. This was because Harajuku and Omotesando had already forged an image as a sophisticated and fashionable place. It was the perfect place to attract the wealthy and fashion-conscious.
For example, famous brands such as Louis Vuitton and Chanel began opening stores one after another, transforming the whole area into a high-class district.
Omotesando full of famous brands
Summary
The reason why the Harajuku-Omotesando area became filled with high-end boutiques can be traced back to a history that began in Washington Heights after World War II. A combination of American cultural influences, changes brought about by the Tokyo Olympics and the strategies of luxury brands have turned the area into a global fashion hub.
Harajuku/Omotesando is more than a shopping area. It is a place where history and modernity blend to create a unique experience. Come and see for yourself!
