DONKI Story

Brand Story of DONKI (Don Quijote)
DONKI, short for Don Quijote, is one of Japan’s most beloved discount retail brands, famous for its vibrant stores, amazing prices, and a treasure-hunt shopping experience.
The story began in 1978, when founder Takao Yasuda opened a small discount store called Dorobo-ichiba (“Thieves’ Market”) in Tokyo. His idea was simple: offer affordable, quality goods in a fun, untraditional space — a rebellion against Japan’s formal, rigid retail culture.
In 1989, the first official Don Quijote store opened in Fuchū, Tokyo. The name was inspired by the literary hero who dared to dream differently — just like Yasuda, who wanted to create stores that were colorful, crowded, exciting, and open late.