Switch 2 Price Increase in Japan

Price Hike and Market Reaction

The price increase for the Switch 2 has affected gamers worldwide, but Japanese consumers have faced the steepest hike. In Japan, the recommended retail price of the console has risen by 20%, sparking a rush in stores and prompting retailers to introduce purchase limits to prevent bulk buying and reselling.

Reasons for Price Differences

In June 2025, Nintendo released a more affordable regional version of the console in Japan, which only supports the Japanese language and eShop. This move aimed to curb international resales. However, after the price hike was announced, the appeal of this version diminished. The multilingual version of the console did not see a price change.

Price Dynamics

Initially, the Switch 2 was priced at ¥49,980 (about $319) in Japan, but starting May 25, the price will rise to ¥59,980 (around $383). For comparison, in the US, the increase is just over 11%—from $449.99 to $499.99 starting September 1.

Market Situation and Store Measures

Japanese buyers had less time to decide on their purchase. Despite competition from Sony, Nintendo continues to dominate the console market in Japan. Even though the region-locked PS5 Digital costs ¥55,000 (about $351), this has not affected the popularity of Nintendo products.

Major retailers like Yodobashi Camera and Bic Camera have seen long lines. To maintain order, restrictions have been put in place: only holders of store-issued credit cards can buy the console at the current price. This practice has been used before during the launch of new devices.

Price Increases for Other Nintendo Products

Following the rise in memory and storage prices, original Switch consoles have also become more expensive. Both the OLED and standard models have increased by ¥10,000–¥11,000, and the Lite version has also seen a price hike. Additionally, the cost of a Nintendo Switch Online subscription in Japan has gone up.

Impact on Demand

The Switch 2 quickly gained popularity in Japan, despite the country's smaller population compared to the US. However, after May 25, a drop in sales is expected. As in other countries, demand will depend on which exclusive Nintendo games are released in the second half of 2026.