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Brick and mortar media stores have not seen the same rate of decline in Japan that they have seen in other developed markets. Between 2008-2013, sales in these stores declined only 2% in Japan compared to 8% in North America. Still, with the increasing digitalisation of media consumption in the youth market, these stores must fight to remain relevant. Notable new concept stores offer retailtainment or products that can’t be downloaded but it remains to be seen whether these stores can broaden their appeal to consumers younger than 50.