Switch 2 price increase in Japan causes hysteria, as stores restrict console sales

While the Switch 2 price increase affects gamers worldwide, Japanese buyers are among the most impacted. With an MSRP rising by a higher percentage, the news has sparked mass panic at retailers. Stores are now imposing restrictions to quell the chaos and thwart scalpers.

Why is the handheld cheaper in Japan?

In June 2025, Nintendo launched a cheaper, region-specific model in its home country. To limit international reselling, the console supports only the Japanese language and eShop. Unfortunately, the handheld is no longer such a bargain after the manufacturer announced new pricing. Meanwhile, the multi-language version is immune to the changes.

Originally ¥49,980 (≈$319 USD), the Switch 2 price in Japan will be ¥59,980 (≈$383 USD) on May 25th. That’s a 20% increase, steeper than the just over 11% in the United States, where it’s set to jump from $449.99 to $499.99 on September 1st.

Japanese fans have a much shorter window to make buying decisions. Also, despite Sony’s best efforts, its rival continues to dominate domestic console sales. Even though the region-locked PS5 Digital remains at ¥55,000 (≈$351 USD), it doesn’t seem to be swaying Mario loyalists.

The result is huge crowds at retailers like Yodobashi Camera and competitors. Gaming industry consultant Dr. Serkan Toto shared that Bic Camera is now taking action to restore order. Only gamers with a store-issued credit card can secure a handheld at the current Switch 2 price. Toto reminds followers that businesses employed a similar strategy at launch.

Price hikes across the Nintendo ecosystem

As Nintendo reacts to inflated storage and memory prices, the original Switch consoles didn’t escape unscathed. The OLED upgrade and standard model suffered ¥10,000 to ¥11,000 increases, with the Lite also becoming more expensive. Worth noting, Nintendo Switch Online will see rate hikes in the country.

Given differences in population, the Switch 2 has enjoyed faster adoption in Japan than in the U.S. Nevertheless, the system may experience a drop-off in sales after May 25th. As in other parts of the world, what first-party games Nintendo has planned for the remainder of 2026 will be a factor.