The Daily Life of a Middle-Aged Online Shopper in Another World episode 1: Kenichi's life in another world begins

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 was expected to mark the start of a particularly unique isekai offering in the Winter 2025 anime season. Officially released on Thursday, January 9, 2025, the series does indeed seem destined to play that role, based on what’s been seen so far.

The biggest signal The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 gives to this is the fact that its focus is somewhat all over the place. While Kenichi is the central focal point of the entire pilot, several other characters are introduced, most of whom are given minimal exposition.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 introduces protagonist Kenichi and several others

Brief episode recap

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The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 began with a focus on protagonist Kenichi Hamada, age 38, who was shown to have seemingly died at work. He’s then reincarnated into a new world as himself, with his only skills being Shangri-La and Item Box.

The former let him shop at an online retailer from his original Earth, while the latter allowed him to store various items effortlessly.

Using his Shangri-La skill, he first sold items he found on a nearby corpse— giving it a proper burial after— before buying food, a mountain bike, and other exploration items.

Despite his unfamiliarity with his new surroundings, he didn’t seem discouraged, already thinking about the future with how he could manage in this new world. Unfortunately, he was quickly discovered by wild beasts, which he drove away with a slingshot.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 eventually sees Kenichi exit the forest he appeared in, seeing what appeared to be a city nearby. He met Fuyou the merchant along the way, who offered him a ride to the city, which was called Dahlia.

Also in Fuyou’s wagon as a traveling bard, who also had an Item Box. She then pulled a lute out of her item box and began singing a song about Kenichi as they entered Dahlia.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 immediately highlights the dangers of this new world (Image via East Fish Studio)

Kenichi helped Fuyou unload some of his wares and also attempted to pay him for the ride with a bag of pepper. However, this led Fuyou to explain that the spice syndicate Bacopa has a monopoly on spices in Dahlia, and that earning their ire is bad news. However, Fuyou still accepted the pepper on the condition that he at least pay something for it. Kenichi agreed to this as the two parted ways.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 saw Kenichi enter a restaurant for lodging. He also learned here that his plan of becoming a salesperson won’t work since the Merchant’s Guild will test him on his ability to read, write, and calculate numbers in this world’s alphanumeric systems.

Kenichi explained that his problem is just reading and writing in this country’s language, and that he can do math just fine.

The woman at the front desk introduced herself as Azalea, and Kenichi asked her to tutor him in exchange for some candy as a reward. She also revealed that they were in the Kingdom of Kadan, and that there were nobles in this world.

Thankfully, the new world’s alphanumeric systems were similar to those from Kenichi’s world, allowing him to catch up quickly. Azalea realized how quickly he was learning and said she should be his mistress, but he rejected this.

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Despite Kenichi’s rejections, The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 suggested that the two spent that night together afterward.

The next day, Kenichi registered with the Merchant’s Guild before exploring the various shops and stalls in Dahlia, buying some fruit before returning to Azalea’s restaurant and lodge. Kenichi then built his stall in his room, with Azalea joining him.

She then noticed he was using some modern clothespins, which drew her eye as she complained about the ones she used being too flimsy. She asked if he was selling them, leading Kenichi to realize they may be profitable.

The next day, Kenichi set up his stall next to someone named Anama, who introduced herself to him as she bought some clothespins. Eventually, both Anama and he got some business, with Kenichi’s clothespins selling well.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 saw Anama thank him for bringing people to her shop by proxy. Someone of seemingly high status then approached Kenichi’s stall and asked to see one of his knives. When the man wanted something longer than a knife, Kenichi got a hunting sword from Shangri-La, offering to sell it for a single piece of gold.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 ends with Kenichi in a position to support himself and then some in this new world (Image via East Fish Studio)

As he watched the man debate whether or not he should buy it, a cat beastfolk named Myaley approached, and sniffed Kenichi, before being scolded by others of her kind.

The group of beastfolk eventually bought some wares, as did the apparent nobleman. Meanwhile, a maid customer of Kenichi, named Margaret, was showing the clothespins to her employer Lady Primula, who was so impressed that she wanted to sell them herself.

She revealed that she was a part of the Mallow Trading Company, as the focus returned to Kenichi, who was bathing himself after the long day. He then spent the night trying to think of ways to make his shop more profitable, before questioning how his Shangri-La skill worked, as well as why he was summoned here.

The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 ended with him saying it was useless, as the focus shifted to a young girl named Anemone surviving by herself in the same woods Kenichi came from.

In summation

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With The Daily Life of a Middle-Aged Online Shopper in Another World episode 1 getting basic introductions out of the way, the series should add some substance to its narrative in episode 2. More specifically, some of the additional characters introduced in episode 1 beyond Azalea and Anama should find their way into Kenichi’s life somehow.

What’s unclear at this time is if there is an overarching plot or narrative complete with an antagonist to Kenichi’s journey through another world. While the spice syndicate Bacopa could fulfill this role, it’s too early to tell whether they’ll be true villains in the series, or if Kenichi will quickly turn them into allies.