Bic Camera opened a free-trial space called “試食堂” in March 2026 at its Ikebukuro West-exit IT Tower store in Tokyo [1].
The initiative allows consumers to experience luxury home appliances and services before committing to expensive purchases. By removing the financial risk of a first trial, the retailer aims to convert casual visitors into buyers of premium goods.
At the center, visitors can taste rice prepared in high-end cookers. All featured rice cookers at the site cost more than 110,000 yen [1]. Specific models include a Tiger high-end rice cooker priced at 116,110 yen [1] and a Zojirushi model priced at 113,000 yen [1].
Customers praised the quality of the food. One shopper said the rice was delicious and that they could feel the distinct grains [2]. Another customer said the rice was chewy and had a sweetness to it [2].
Beyond kitchenware, the space offers hair-care services, and an area where children can play with toys at no charge [1]. The store does not require visitors to make a purchase to use the facilities.
Kamiaka, a Bic Camera cooking-appliance sales staff member, said it is not a problem if customers leave without buying anything [2]. He said some customers return to the store specifically because they had tasted the rice previously and decided they wanted a cooker [2].
“All featured rice cookers at the site cost more than 110,000 yen”
This shift toward 'experiential retail' reflects a strategy to combat the limitations of online shopping. By providing tactile and sensory evidence of a product's value—such as taste and feel—Bic Camera is attempting to justify the high price points of premium appliances to a skeptical or cautious consumer base.
