Crowds Overwhelm Tokyo’s Akihabara for Nvidia’s Latest Graphics Cards
Hundreds of buyers, primarily from China, swarmed Akihabara, Tokyo’s iconic gaming and electronics district, to secure the highly coveted GeForce RTX 50 Series graphics cards. The overwhelming demand led to chaotic scenes on January 30, forcing a local electronics store, PC Koubou, to cancel its sale and issue an apology.
Store Apologizes for Disruption
PC Koubou, which planned to sell dozens of the new GeForce RTX 50 cards, faced unexpected crowds of up to 400 people. Buyers obstructed sidewalks and trespassed on neighboring properties, including climbing fences to enter a nearby kindergarten. The store apologized for the disturbance, stating:
“We formally present our deepest apologies for the great commotion that has burdened and worried our customers, neighboring communities, and related parties.”
Why Are Chinese Buyers Flocking to Japan?
The massive interest in Nvidia’s latest release stems from US-China export restrictions on advanced chips. The RTX 5090 and RTX 5080 cards boast exceptional processing speeds and image rendering capabilities, making them a must-have for gamers. However, the versions available in China are modified with slower AI capabilities, leading to increased demand for international versions.
Key Differences Between Global and Chinese Models
- RTX 5090 (Global): Handles 3,352 trillion operations per second (TOPS).
- RTX 5090D (China): Limited to 2,375 TOPS, about 29% less powerful.
- Price in Japan: $2,600 for the RTX 5090.
- Price in China: $2,270 for the RTX 5090D.
Scenes of Chaos in Akihabara
The sale at PC Koubou was intended to be orderly, with winners of an online lottery getting first access. However, the turnout far exceeded expectations. Videos showed buyers packed tightly on narrow sidewalks, spilling onto roads, and breaking nearby property.
The store later canceled the in-person sale and switched to a two-day online lottery for the cards, promising to announce results soon.
Skyrocketing Demand Drives Resale Market
With the RTX 5090 cards unavailable in China, resellers are exploiting the demand. On platforms like Taobao, the cards are being sold for as much as $5,700—nearly triple the US retail price of $1,999.
Global Demand Fuels Reseller Activity
- Chinese resellers are advertising the chips on social platforms like Xiaohongshu (RedNote).
- Buyers are seeking tips to purchase the cards in countries like South Korea and Thailand.
- One student in Thailand posted, “If I bring some RTX 5090s back, will there be buyers who will pay well?”
Impact of US-China Tech War on Gaming
The chaos in Tokyo reflects broader tensions in the US-China tech war. Nvidia has previously introduced modified versions of its gaming chips to comply with export restrictions, including the RTX 4090D in 2024.
Gil Luria, head of tech research at D.A. Davidson, highlighted the restrictions:
“For diehard gamers, the difference between restricted and unrestricted chips is meaningful, driving them to seek alternatives in other markets.”
Conclusion
The frenzy for Nvidia’s GeForce RTX 50 Series graphics cards underscores the global demand for high-performance gaming technology. As US restrictions limit access in China, buyers and resellers are turning to international markets like Japan, driving up prices and creating unprecedented chaos.
