Akiko Matsuo, founder of the Tokyo bookstore and publishing house Etc.books, launched her project in 2018 with a clear goal: providing a space for those who feel unheard. Her path began during a protest against entrance exam manipulation at Tokyo Medical University, an event that highlighted deep-seated inequality in Japanese institutions. Today, the store serves as a physical hub in the Shindaita neighborhood, holding 3,000 titles that promote ideas of gender equality and social justice.
Japan currently ranks low in gender equality among G7 nations. Cultural barriers, such as prohibitions against women entering sumo rings or certain religious sites, continue to shape public life. Matsuo founded her bookstore to challenge these norms and offer a third space for readers to connect. While the store carries diverse genres including philosophy and children’s literature, the common thread is a commitment to the definition of feminism provided by bell hooks: a movement to end sexism and oppression.
Beyond acting as a retail space, Etc.books has become a platform for underrepresented voices. Last year, the house published Buraku Feminism, a significant work by Risa Kumamoto that explores the intersection of social discrimination and gender. This project exemplifies Matsuo’s approach to publishing, which prioritizes works that confront systemic oversight and encourage difficult conversations. The bookstore also maintains an active calendar of events, including art exhibitions and woodblock print workshops led by queer artists.
However, the business faces significant pressure. Like many independent retailers in Japan, the store operates within a shrinking market. The number of bookstores nationwide has dropped by half over the past thirty years, and sales at the shop are down 80 percent from the previous year. Despite these headwinds, the shop continues to serve as a meeting point for activists and residents. For Matsuo, the primary objective is now clear: finding a way to keep the physical doors open so the community she has gathered can continue to thrive.
By creating a space that welcomes those who feel excluded from mainstream narratives, Matsuo has built more than a retail venture. She has created a network of people willing to address systemic issues collectively. While the future of the store remains uncertain due to industry trends, the presence of such a space represents a shift in how feminist discourse is managed and accessed in Japan.