Portuguese 
English 
Spanish 
4 min of reading 
0 comments 
With More Than 6,4 Thousand Stores Around the World, The Japanese Multinational Daiso Japan Chooses Marília Shopping for a Shared Format Unit, Scheduled for the Second Half of 2026, Strengthening Affordable Prices, a Variety of More Than 4 Thousand Items and The Direct Competition With Havan in Brazilian Retail.
Since 2012, when it began operations in Brazil, the Japanese multinational Daiso Japan has been expanding its presence in the country, supported by a global network that exceeds 6,4 thousand units and more than 170 stores nationwide. The strategy combines affordable prices, high product turnover, and a strong visual identity inspired by Japanese culture.
Now, the retailer’s next step is Marília: Marília Shopping announced its fourth expansion for the second half of 2026, forecasting the arrival of Daiso Japan in a project that raises a red flag for its direct competitor, Havan, a chain led by businessman Luciano Hang and one of the largest in Brazilian retail.
Marília Shopping Gains Store in Shared Format With Focus on Medium Cities
According to preliminary information, the Marília unit will be one of the pioneers in the State of São Paulo to operate in a shared format.
-
In a silent race, Shopee signs a mega contract in Guarulhos and accelerates the e-commerce war with faster deliveries, pressured shipping, and a new threat to rivals in Brazil.
-
Oil surged to $115 a barrel due to the war in the Middle East, and diesel in Brazil has already risen to R$ 7.45 per liter, while the United States…
-
Brazilian city bets on the business environment to generate jobs and attract investments in the energy sector — secretary reveals strategy at Macaé Energy 2026.
-
50 viaducts, 4 tunnels, 28 bridges, and 40 kilometers of bike paths: BR-262 in Espírito Santo will receive 8.6 billion reais for the largest engineering project in the state’s history, inspired by the Immigrant Highway in São Paulo.
In this model, there will be division of physical space, team, and checkouts with another brand, but without giving up the broad portfolio and the unique identity of Daiso Japan.
The choice of Marília Shopping is not casual. The decision is directly linked to the strategy of strengthening the brand in medium-sized cities, where the flow of regional consumers sustains large operations, but costs are still lower than in capitals.
The new stage of expansion for the shopping center, with the fourth expansion already announced, creates the ideal scenario for the Japanese multinational to test this format.
Low Prices, Thousands of Items, and Japanese Culture as Differentiators
The popularity of Daiso in Brazil has been driven by the combination of affordable prices and a wide range of products.
The chain offers items for home, kitchen, stationery, beauty, pet products, and a series of everyday utilities, always in packaging and formats that encourage impulse buying and frequent repurchase.
Additionally, the stores of the Japanese multinational also stand out for featuring Asian foods. In various units, customers can find ramen, cookies, candies, energy drinks, seasonings, and even typical desserts.
This curation of Asian products reinforces the brand’s positioning of spreading Japanese culture in Brazil and other countries in South America, creating a shopping experience different from traditional retailers.
Network Spread Across 10 States and Plan to Intensify Expansion
Since arriving in the country in 2012, Daiso Japan has consolidated a network with more than 170 stores distributed across different regions, including Rio de Janeiro, Paraná, Distrito Federal, Goiás, Minas Gerais, Pará, Santa Catarina, Maranhão, São Paulo, and Piauí.
The presence in shopping centers, commercial corridors, and areas with high foot traffic has helped establish the brand in the daily lives of consumers from various income levels.
The company itself indicates that the trend is to intensify the expansion to other states and cities, reinforcing the focus on medium-sized locations, such as Marília.
The opening of the new unit, in a shopping center undergoing expansion, signals that the Japanese multinational sees room for growth in the interior, increasing competition with already established chains like Havan.
Japanese Multinational Targets Havan and Reinforces Supply Security
In retail, the movement does not go unnoticed. Havan, cited as one of the largest chains in the country, sees Daiso’s expansion as an advance of a competitor with a large international scale and strong appeal for low prices.
The entry of the Japanese multinational into a relevant regional shopping center, with an ongoing expansion project, adds competitive pressure at a sensitive time for the sector.
Responsible for expanding the brand in Brazil, Marcos Hirai highlights that Daiso’s success combines quality, low prices, and exclusive items, elements that strengthen the value proposition in any crisis.
According to him, the company has a structure to maintain the supply of stores even in scenarios of instability in navigation or importation, with planned stock to serve the chain for several months, which reduces operational risks and ensures predictability in retail.
In light of this scenario, the arrival of Daiso Japan in the São Paulo interior adds another major player to the competition for consumers in search of low prices and variety in one place, intensifying the competition with national giants.
Do you believe that the arrival of this Japanese multinational in Marília could really take space from Havan and change where you do your daily shopping?
-
-
-
-
14 pessoas reagiram a isso.