FIGHTING STRONG FOR THE FANS
Today, Izumi’s store is unmistakable. A huge poster etched with the iconic lucha libre Mexican wrestling mask hangs above its entrance. Its outer walls are plastered with dynamic fight posters of grappling men and women.
Inside, bright white spotlights shine upon a Royal Rumble of wrestling memorabilia. More lucha libre masks made famous by Mexican wrestlers hang off shelves, while mint-condition action figures of classic American wrestlers such as The Rock and Hulk Hogan stand proudly on display alongside glittering championship belts.
Some of the store’s specialty items are close to 80 years old, according to Izumi. And these vintage collectibles leave him in awe to this day.
“The amount of passion that pro-wrestling fans put into each item of merchandise cannot be overlooked,” Izumi observed. “Fans collect items with special meaning to them, and sellers come to sell their carefully stored items as if they are entrusting them to the next generation.”
Propelled by coverage on platforms like YouTube, where professional wrestlers have
documented their store visits, Toudoukan has increasingly garnered worldwide attention. While most of its orders these days are headed for the U.S., it was fans in European countries like Italy, France, and the United Kingdom who placed the earliest orders for the store’s specialty merchandise.
As he felt the fervor of fans around the world, Izumi realized that their love for Pro-wrestling was “more than words can describe".
“Through mail order, I’ve always been able to connect with fans overseas,” said Izumi, whose online business has nearly doubled throughout the pandemic period. “Now, even in difficult situations like the Covid-19 pandemic, I know I can still maintain my bond with them.”
“I hope that fans in distant countries such as Australia, England, and Mexico, where orders have been increasing in recent years, will feel free to order from us (with the knowledge) that they will receive their orders in just a few days,” Izumi said.
And while e-commerce will continue to be his go-to move for now, the business owner hopes that Toudoukan’s online customers will one day visit the store in person, and that fans will “continue to value real stores as an important place to support the pro-wrestling culture.”