“Don, don, don, donki, Don Quijote!”
If you’ve ever been within 20 meters of the infamous store, I have no doubt that jingle is now stuck in your head. My apologies.
The shop—and its theme song—is an iconic part of Japan’s urban landscape, and in recent years, Don Quijote has become a sought-after shopping destination for travelers.
My very first encounter with Don Quijote
My first venture into the store was back in 2017, a month after moving to Japan to work as an assistant language teacher on the JET Programme. There was a Don Quijote—or Donki, as many call it—in the closest city to me, which was Fujisawa. I had been exploring the area, and before I even saw it, I heard it.
“Don, don, don, donki, Don Quijote!” was blaring into the humid night air, and I followed the sound like a child being led by the Pied Piper himself.
Just around the corner, I discovered the source of the tune: a brightly lit shopfront with goods spilling out in front of the doors. Above the entrance were the katakana (Japanese characters) “ドン・キホーテ” in bright, bold yellow lettering, and above that, a large blue penguin sporting what appeared to be a Santa hat (though according to the website, it’s actually a red nightcap).
Now, this was not the typical storefront I would see in the U.K.—this was something entirely new.
Like a moth to a bright light, I was lured inside, wondering exactly what this place sold. The answer: everything.
What to expect at Don Quijote: The unexpected
Don Quijote is the response to: “What would happen if we just unloaded Amazon into a single shop?” Whilst this may be hyperbole—Amazon warehouses are huge—it does convey the breadth of what you might expect to find in any given Donki. Skincare products are an aisle away from suitcases, which are around the corner from champagne, located not too far from the frozen food section.
You may find yourself surrounded by multi-socket chargers and, just a few steps away, browsing yoga mats. Depending on the location, some are Mega Don Quijotes with sprawling inventories, while others offer a more curated selection—but across the board, you’ll find everything from homeware and electronics to sporting goods and travel gear. Oh, and don’t forget the secret sex shop corner. This latter section features some rather raunchy items and serves as something of a novelty.
My favorite spot: The beauty aisles
Personally, my favorite area is the skin and hair care section. Donki stocks some great hair care products that I struggle to find in regular pharmacies here in Japan. Back when I had pink streaks in my hair, it was the only place I could find pink shampoo and conditioner to keep the color vibrant. The skincare section is equally impressive, typically offering just about anything you might want from Japanese beauty brands.
What’s it really like? A real-life account of navigating the Donki frenzy
Wandering around Donki is not for the faint of heart. Depending on the location, the shop can get seriously overcrowded. Don Quijote stores in major tourist hotspots—like the one in Shinjuku’s Kabukicho district—will leave you feeling like a sardine in a tin (and a rather musty one during those hot, humid summer months). I steer well clear of those, opting instead for locations a little further out, where there’s more breathing room and less worry about crowd control.
It isn’t just the crowding problem that can be overwhelming; it’s the noise. Inside the Donki shops, there are often five or more different speakers playing various audio at any given time. The theme tune plays overhead, on repeat, whilst voices from smaller speakers shout out about the products nearby. Every aisle offers a new barrage of sounds. My first time visiting, I came out with a mild headache, but now I’ve gotten better at tuning out the cacophony.
Why we love Donki: There’s magic in the madness!
Even with all that, Donki remains a prime retail destination for both locals and tourists alike, thanks to the sheer volume and diversity of its offerings—and its reasonable prices. For tourists, the variety of Japanese snacks and cute plushie mascots (plus tax-free shopping) make Donki a great souvenir stop. For locals, decently priced food (often available in bulk) as well as household appliances and electronics at reasonable prices make the store a practical choice.
Whilst it certainly isn’t a store I love to visit regularly, a trip once every couple of months is definitely worth it. As one of the most characterful shops in Japan, Donki has cemented itself as a staple in the country’s retail market.
