The Macaw bookstore is operated by Ngo Ngoc Khanh, a Hanoi native who moved to Japan in 2015 to pursue university studies. As an enthusiastic reader with a lifelong love for books, Khanh continued his reading habit abroad with three to four books each week. His family regularly sent him books from Vietnam, gradually filling his dorm room with Vietnamese literature works.
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Ngo Ngoc Khanh, owner of the Macaw bookstore (Photo: I LOVE VIETNAM) |
Reluctant to part with the books he had already read, Khanh began sharing them via social media. The enthusiastic response from the Vietnamese community in Japan encouraged him to consider a more permanent solution: opening a Vietnamese-language bookstore.
After completing his studies, Khanh turned that idea into reality. Today, his 90-square-meter shop, located on the ground floor of a residential building, is home to around 10,000 book titles. The selection spans Vietnamese novels, essays, cookbooks, and Japanese-language materials including photo books, reference guides, and works by celebrated Japanese authors.
The Macaw bookstore serves both walk-in customers and online buyers, catering not only to Vietnamese residents across Japan but also to Japanese companies that employ Vietnamese interns and seek to build Vietnamese-language libraries in the workplace.
With more than 400,000 followers on its Facebook page, the bookstore maintains an active online presence. Khanh regularly updates its website and social media with new arrivals, making it easy for readers to explore and order books from anywhere in Japan.
Despite higher prices due to import costs and the store’s focus on distributing only officially licensed books, Macaw continues to attract a steady stream of visitors. Its open, well-organized layout, along with designated reading corners and a cozy atmosphere, has made it a favorite destination for young readers. Light snack and drinks, especially its signature coconut milk coffee, add to its attraction.
Speaking with Japan’s national broadcaster NHK, Khanh shared that many Japanese visitors, particularly teachers and educators, visit the shop in search of books on the Vietnamese language and culture. To further promote reading and cultural exchange, he has also set up a free mini-library outside the store, inviting passers-by to donate or take books freely.
Khanh’s journey has not been without challenges, but support from friends and customers, along with his deep-rooted passion for reading, has kept him going.
For Khanh, Macaw is more than a bookstore - it’s a space to nurture a love of Vietnamese literature and foster deeper understanding between cultures.
Looking ahead, he hopes to open a second branch and continue bringing the richness of Vietnamese culture to more readers across Japan.
Source: VNA