Fusajiro Yamauchi founds Nintendo Koppai in Kyoto

Background. Fusajiro Yamauchi, originally born as Fusajirō Fukui, was a Japanese entrepreneur living in Kyoto. Before founding Nintendo, he operated shops selling lime in the city. His decision to enter the playing card market was driven by the commercial success of Hanafuda and his own personal taste for the game. Hanafuda are traditional Japanese playing cards, typically smaller and stiffer than Western decks.

Founding of Nintendo Koppai. On 23 September 1889, Yamauchi opened Yamauchi Fusajirō Shōten, also known as Yamauchi Nintendo or Nintendo Koppai. The business was established as an unincorporated entity in Shimogyō-ku, Kyoto, located in an unoccupied house he had purchased. The primary purpose was to produce and distribute Japanese playing cards, specifically hand-crafted Hanafuda, which were popular despite associations with criminality.

Early Operations and Market Position. While other manufacturers left the Hanafuda market due to fears of criminal associations, Yamauchi persisted. Within a few years, he became the primary producer of Hanafuda. The company initially focused on hand-crafted cards, later expanding to Uta-garuta decks in 1890. The name 'Nintendo' has uncertain etymology, with suggestions ranging from 'leave luck to heaven' to 'the temple of free hanafuda'.