In 1983, conceived as a lifestyle store by Muneaki Masuda, Tsutaya began as a shop renting and sellingbooks, videos, and music. Since then, it has become an all-encompassing Japanese pop culture platform. In 2011, the company behind the Tsutaya project, CCC, introduced an evolved form of the Tsutaya bookstorein Daikanyama. Based on its “T Point” members ship program, the brand continues to suggest a new lifestyle concept.