Hareruya 2

What Hareruya 2 does

Hareruya 2 (晴れる屋2) is a Japanese specialty retail chain focused exclusively on the Pokemon Trading Card Game, founded in 2020 as a sister brand to the original Hareruya (Magic: The Gathering specialty) and Hareruya 3 (Duel Masters specialty) under the Hareruya corporate group. The company operates 14 physical stores across Japan's six major regional blocs — Tohoku, Kanto, Chubu, Kansai, Chugoku, and Kyushu — with the Akihabara Tower flagship offering 152 free-play seats and the full network providing over 700 seats for organized play. Each location combines retail floor space with dedicated tournament and free-play areas, functioning as community hubs that run daily events including beginner rule classes, BOX battle tournaments, exchange meetings, and competitive championships requiring registration through the Hareruya member app.

The retail offering is built around a Shopify-based e-commerce storefront plus a separate hare2buy.com net buying site, and spans the complete Pokemon TCG product catalog from the original 1996 PCG series through current MEGA and Scarlet & Violet releases, including expansion packs, starter and theme decks, promotional cards, PSA-graded/appraised singles, accessories (sleeves, playmats, storage), and Hareruya 2-exclusive original packs (Oripan) and custom pre-constructed decks. The technology stack is intentionally standard — Shopify e-commerce plus separate net-buy domain — with no proprietary platform, no public APIs, and no AI/ML features disclosed.

The business model is vertically integrated and consumer-facing: revenue comes from retail product sales (one-time transactions), in-store and net-based card buyback (where Hareruya 2 is the buyer of cards from consumers at floor prices including minimum guarantees on SR/UR and RR/RRR rarities), and event participation. Go-to-market is event-driven — daily tournaments and free-play spaces drive footfall and customer acquisition — supported by YouTube content, an official Twitter/X account (@hareruya2pokeca), and content marketing on the website. Customers are segmented horizontally into Pokemon TCG collectors and players (primary) and beginner players (secondary), all transacting at small unit ticket sizes with no enterprise or B2B accounts disclosed. The company is privately held, founder/management operated, with no external venture or private equity investment indicated.

Name

Hareruya 2

Legal name

晴れる屋2 (Hareruya 2)

Website

https://hareruya2.com

Company type

Private

Founded year

2020

Operating status

Operating

Short description

Hareruya 2 is a Japanese Pokemon Trading Card Game specialty retail chain operating 14 stores nationwide plus a Shopify e-commerce site and net buyback service, serving individual collectors, players, and beginners through retail, card purchasing, and daily organized tournament events.

Ownership category

akta.pro rank

Product category

Trading Card Game Specialty Retail

NAICS

Hobby, Toy, and Game Retailers (45912)

SIC

Retail-Hobby, Toy & Game Shops (5945)

akta.pro primary industry

Trading Card Games (TCGs) Retail (CRALALAF)

akta.pro secondary industries

Collectible Card Games (CCG/TCG) Retail (CRALAGAC), Non-Sports Trading Cards Retail (TCG/Entertainment) (CRALAGAB)

Keywords

• Pokemon TCG retail
• Trading card game specialty store
• Collectible card games
• Card buyback service
• Organized play tournaments

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Sale of Pokémon Trading Card Game products including expansion packs, starter decks, promotional cards, accessories and supplies. The store carries products from all TCG series spanning from early PCG series to the latest MEGA and Scarlet & Violet series.
2. Card Buying Service: Both in-store and net-based card purchasing services where the company buys cards from customers. Individual card appraisal and purchase with minimum price guarantees for SR/UR (200 yen) and RR/RRR (10 yen) cards under certain conditions.
3. Event Participation: Various tournaments and events including BOX夺回战 (BOX Battle events), rule lessons, and exchange meetings. Participation typically requires prior registration.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Hareruya 2 is a Pokémon Trading Card Game specialty retailer that sells expansion packs, starter/theme decks, promotional cards, appraised and PSA-graded cards, original Hareruya 2-branded packs and custom decks, and player supplies (sleeves, playmats, storage) across all TCG series through its e-commerce site and 14 physical stores. It also runs daily in-store tournaments, rule lessons, exchange meetings, and free-play spaces, and buys cards from customers both in-store and via the hare2buy.com net buying service.

Product overview

Hareruya 2 (晴れる屋2) is a specialized retail chain for the Pokemon Trading Card Game, operating both a physical store network across Japan and an online e-commerce platform. The core offering centers on Pokemon Card Game products — expansion packs, starter decks, theme decks, promotional cards, and certified/appraised items — spanning all major series from the original PMCG series through current releases. The portfolio also includes original Hareruya 2-branded products (original packs/オリパ and custom decks), card supplies and accessories, and assorted collection sets. The business model is vertically integrated: the stores also provide card buyback/purchase services (both in-store and online via hare2buy.com), free play spaces, and a full calendar of organized competitive and casual events (rule workshops, tournaments, box battle events). The company positions itself as the largest Pokemon Card Game specialty retailer in Japan.

Differentiator

Problem solved

Functional benefit

Products and services

• Pokémon TCG Products (Expansion Packs, Starter Decks, Theme Decks) New and vintage Pokémon TCG expansion packs, starter decks, theme decks, and promotional cards across all series, sold to collectors and players through stores and the e-commerce site.
• Appraised and PSA-Graded Pokémon Cards PSA-certified and appraised Pokémon cards sold with grading documentation, targeted at collectors seeking authenticated, condition-graded inventory.
• Pokémon TCG Supplies and Accessories Card sleeves (deck shields), playmats, storage solutions, and other accessories for Pokémon TCG players.
• Hareruya 2 Original Branded Packs (オリパ / Oripan) Original sealed packs created and sold under the Hareruya 2 own brand for collectors and players.
• Hareruya 2 Original Custom Decks Original pre-constructed decks curated and sold exclusively by Hareruya 2 as part of its in-house product line.
• Card Buyback/Purchase Service (店頭買取・ネット買取) Card purchase/buyback service where Hareruya 2 buys Pokémon cards from customers at set or negotiated prices, available in-store at all locations and online via hare2buy.com. Includes minimum-price guarantees (SR/UR ¥200; RR/RRR ¥10) under stated conditions.
• Events and Tournaments (イベント・大会) Daily Pokémon Card Game events including casual exchanges, rule tutorials, battle tournaments (e.g., BOX奪回戦), and large-scale championship events with prize points. Participation typically requires prior registration via the Hareruya member app.
• Assorted/Collection Box Sets (詰め合わせ商品) Pre-assorted collections and variety boxes of Pokémon cards and related products offered as bundled retail items.
• Unsealed Promotional Items (未開封プロモ) Unsealed promotional and event-exclusive Pokémon cards available for purchase through the e-commerce site.

Segments2 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record.

• 晴れる屋 (Hareruya MTG)OthersMTG (Magic: The Gathering) specialty store under the same Hareruya corporate group. Listed as a related store on hareruya2.com. Located at Tournament Center Tokyo.
• 晴れる屋3 (Hareruya 3)OthersDuema (Duel Masters) specialty store under the same Hareruya corporate group. Located in Takadanobaba, Tokyo.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Star City Games: Large U.S. hobby retailer and event organizer, originally focused on Magic: The Gathering with growing Pokémon TCG presence. Comparable specialty-retail-plus-events model, but a broader incumbent serving the U.S. rather than Japan.
• Troll and Toad: Long-standing U.S. hobby retailer carrying multiple TCGs including Pokémon, Yu-Gi-Oh!, and Magic. Comparable broad TCG catalog model, though predominantly an online operator without Hareruya 2's physical event-driven community moat.
• Card Kingdom: U.S.-based specialty retailer for trading card games with deep inventory and a strong buyback service. Comparable vertical-integration model (sell, buyback, events), though primarily Magic-focused with growing Pokémon exposure.
• BOOKOFF: Japanese secondhand retailer with significant TCG and hobby inventory across a national store network. Competes with Hareruya 2 on used card sourcing and resale, though it lacks a dedicated Pokémon-only specialty focus or event programming.

Direct peers

• Hobby Japan: Established Japanese publisher and hobby retailer with strong TCG retail operations including Pokémon, Yu-Gi-Oh!, and other categories. Similar omni-channel model with retail plus events and is a direct competitor for Pokémon TCG player mindshare in Japan.
• TCGplayer: Leading U.S. online marketplace and price guide for trading card games, including Pokémon. Competes with Hareruya 2's e-commerce and net-buyback operations on price discovery and secondary-market liquidity for individual cards.
• Pokémon Center: Operated by The Pokémon Company, Pokémon Center is the official retail channel for Pokémon TCG and merchandise in Japan. Direct competitor to Hareruya 2 in Pokemon-focused specialty retail, with privileged allocation of new releases and brand-controlled pricing.
• AmiAmi: Japanese online retailer specializing in hobby goods including figures, trading cards, and TCG products. Operates an omni-channel Japanese hobby retail model with strong pre-owned and new inventory comparable to Hareruya 2's catalog depth.
• Yellow Submarine: Japan's largest chain of trading card and hobby game specialty stores, offering Magic, Pokémon, Yu-Gi-Oh! and other TCGs across many locations. Comparable specialty-retail-plus-events model, but broader TCG category coverage than Hareruya 2.

Others

• Hareruya (MTG): Sister company under the same corporate group, focused on Magic: The Gathering retail and tournaments. Operates the Tournament Center Tokyo hub and shares back-office resources with Hareruya 2; comparable specialty TCG retail-and-events template.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/hareruya2pokeca
• YouTubeyoutube.com/channel/UCILaktOUrPp-N1IY1s_fvmQ

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hareruya 2