案例库 · 战略与领导 · 战略决策 · 2025–2026
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One Piece's Singapore store sets sail after 11 months — Jewel outlet closes Aug 31
Opened Sept 2025 as Southeast Asia's first official One Piece store, the Mugiwara Store at Jewel Changi closes on 31 Aug — its owners hint at 'new shores'.
Mugiwara Store Singapore · 2026-08-31
怎么回事
In September 2025 the Mugiwara Store opened at Jewel Changi Airport — Singapore's and Southeast Asia's first official shop for One Piece merchandise. Opening day drew the faithful: the Harajuku Chopper figurine sold out within five minutes. The shelves carried keychains, plush toys, apparel, stationery and replicas built around Monkey D Luffy, Nami, Tony Tony Chopper and Trafalgar Law.
The run lasted eleven months. On 22 July 2026 the store announced it would close on 31 August, without giving a reason; a final event with special activities and exclusive offers was promised before the end. The farewell kept the franchise's voice: 'After an unforgettable year at Jewel, Mugiwara Store Singapore will be setting sail to new shores on Aug 31', adding that 'a new journey awaits' and that the store may be closing but the adventure will continue.
The format itself keeps expanding internationally — Shanghai is open and Los Angeles is scheduled for late 2026. What did not survive was this address: an airport mall location betting that tourist traffic would buy One Piece forever.
为什么会这样
- No reason was announced — the farewell spoke in the franchise's voice and revealed nothing about the business, which points to a decision made above the store level.
- Jewel's traffic is airport traffic — visitors on a half-day layover, not a repeat fan base that restocks the shelves.
- The brand is phrasing the end as a relocation ('new shores'), so the failure is the location, not the franchise.
教训
Even a global IP cannot fill every location: Southeast Asia's first official One Piece store opened at Jewel Changi in September 2025 and closes 31 August — eleven months, no reason, 'new shores'.
后来呢
Mugiwara Store Singapore closes its Jewel Changi outlet on 31 August 2026. Its announcement hints at a relocation rather than an exit; other Mugiwara Stores continue in Japan and Shanghai, with Los Angeles due in late 2026.
资料来源
- CNA Lifestyle — "Mugiwara Store Singapore at Jewel Changi Airport to close on Aug 31", 23 July 2026 (official One Piece merchandise store closes 31 August, less than a year after opening September 2025; social media post: 'After an unforgettable year at Jewel, Mugiwara Store Singapore will be setting sail to new shores on Aug 31'; merchandise incl. keychains, plush toys, apparel, stationery, replicas of Luffy, Nami, Chopper, Trafalgar Law; other international stores: Shanghai, upcoming Los Angeles in late 2026; no reason given)
- AsiaOne — "One Piece Mugiwara Store at Jewel Changi Airport to close", July 2026 (opened September 2025; first Mugiwara Store in Singapore and Southeast Asia; closes 31 August 2026; announcement wording: 'a new journey awaits', 'setting sail to new shores', 'The store may be closing, but the adventure will continue'; Harajuku Chopper figurine sold out within five minutes on opening day)
- Top In Asia — "One Piece Mugiwara Store at Jewel Changi Airport to close after less than a year", 24 July 2026 (opened September 2025 as Singapore's only and Southeast Asia's first Mugiwara Store; closes 31 August 2026; announcement: 'a new journey awaits', 'setting sail to new shores'; before the permanent store Singapore had only limited-time pop-ups; Harajuku Chopper figurine sold out within five minutes on opening day; a final event with special activities is planned)
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