Running for the train? Not so fast. According to a trend report released by @Press, Japanese people are spending more time browsing in train stations instead of bolting through them. PR flacks are calling this shopping experience “ekitame,”  combining the words eki (station) and entame (entertainment), to refer to the station shopping mall as an entertaining destination in its own right. Focusing on the continuing success of Tokyo Station’s First Avenue mall, the report hints that this shopping complex may be the shape of things to come.

Instead of just being a convenient place for commuters to kill time,  this station mall exploits the fact that tourists from all around the country pass through Tokyo Station. Two areas of First Avenue are particularly adept at attracting tourists: One is Tokyo Ramen Street,  which has eight outlets operated by famous Tokyo ramen shops; and the other is Tokyo Character Street, which houses over 20 big-name character goods stores.