The Daily Life of a Middle-Aged Online Shopper in Another World is a Japanese light novel series written by Hifumi Asakura and illustrated by Yamakawa. The series was originally published on the Shōsetsuka ni Narō website, with chapters being uploaded from September 2017 to June 2021. It was later acquired by SB Creative and Tugikuru Corporation who began publishing it under their Tugikuru Books light novel imprint in May 2018. A manga adaptation illustrated by Umiharu was serialized in Square Enix's Monthly GFantasy magazine from April 2019 to May 2024. The manga is licensed in English by Comikey and is also published on Square Enix's Manga Up! Global service. An anime television series adaptation produced by East Fish Studio aired from January to April 2025.
Contents
Plot summary
Ken'ichi Hamada, a 38-year-old freelance manga artist working in Tokyo, has become increasingly dissatisfied with his life. After moving back to his country home, he is just beginning to settle into his new lifestyle when he suddenly finds himself displaced into another world by a mysterious god. There, he discovers that he can still connect to Earth's internet and access his favorite online shopping site. He uses this cheat skill to sell and purchase things he needs and earn money to make a living in this new world, developing lots of love interests along the way. But in time, he begins to hear rumors that he may not be the only person from Earth stranded here.
Characters
Main characters
Ken'ichi Hamada (ハマダ ケンイチ, Hamada Ken'ichi)
Voiced by: Junichi Suwabe (Japanese); Marcus D. Stimac (English)
The main protagonist. Ken'ichi Hamada is a 38-year-old, single manga artist who grew up in a country town. Dissatisfied with his life in the city, he moves back after finding a way to commute. After finding himself abruptly transported into another world by a god, and discovering that he can somehow still shop on the internet, he sells items he finds in the other world and uses the funds gained to procure high-quality modern-day items to sell for a profit, as well as an Item Box that can carry an unlimited amount of objects. With that money, he hopes to set himself up for a quiet life in the countryside; but the more he uses his cheat abilities, the more notoriety he gains. He also gains lots of love interests, who are quite competitive for him.
If forced into combat, Ken'ichi either uses an excavator (any modern vehicles he uses are referred to as a "summoned iron beast" or a "horseless carriage"), a crossbow, a slingshot, a shield, or firecrackers, all of which he keeps stored in his Item Box, as his weapons of choice. He is later given the title and powers of a Holy Knight by Princess Lilith.
Primula (プリムラ, Purimura)
Voiced by: Kaede Hondo (Japanese); Sara Ragsdale (English)
The daughter of Mallow, a wealthy merchant in the town of Dahlia. After her maid ends up buying clothespins and jewelry from Ken'ichi's stall, which arouse her interest, she invites him to her house to ask him to sell them exclusively to her father's company, which Ken'ichi agrees to. She gradually becomes fascinated by his kindness and the exotic wares he has to offer. When she is kidnapped by Shaga's bandits, Ken'ichi goes out to rescue her, winning her affection. After he moves to Astrantia, she follows him on foot to his new home, stubbornly determined to marry him, and later becomes Ken'ichi's wife. She was originally meant to marry North Pole, but turned it down as she still has her sights on Ken'ichi. She is love rivals with Anemone. Owing to her background, she is already well-versed in opening and maintaining a business, thus serving as an intermediary in peddling Ken'ichi's wares in Astrantia.
Dahlia territory
Azaela (アザレア, Azarea)
Voiced by: Yurika Kubo (Japanese); Hannah Alyea (English)
An 18-year-old female worker at an inn in Dahlia, and Kenichi's first friend in the new world. In return for teaching him to read and write the local language, and the basics of the local economy, he gifts her with sweets from Earth. She has romantic affection for Ken'ichi and desires to be his lover.
Anama (アナマ)
Voiced by: Hiroko Kiso (Japanese); Kirsty Johnson (English)
A middle-aged female trader from Dahlia who runs a small stall next to Kenichi when he first sets up shop in Dahlia. When Kenichi sets out against Shaga's bandits, she joins his band of volunteers as a cook. Having lost her children to plague, she offers to take Anemone in, which the girl refuses as she wants to stay with Ken'ichi instead.
Nyakero (ニャケロ) , Nyamelo (ニャルメロ) and Nyanji (ニャンジー)
Voiced by: Yuji Murai (Nyakero), Takahiro Sumi (Nyamelo) and Toshinari Fukamachi (Nyanji) (Japanese); Aaron Campbell (Nyakero), Aaron Roberts (Nyamelo) and Aaron Dismuke (Nyanji) (English)
Three male cat beastmen and Myarey's companions who are won over by Kenichi's cooking and join him in his quest against Shaga's bandits. They seem to have feelings for Nyamena.
Mallow (マロウ, Marou)
Voiced by: Yōji Ueda (Japanese); Bill Jenkins (English)
An influential merchant in Dahlia and Primura's father. He also has an Item Box.
Norspaul (ノースポール, Nōsupōru)
Astrantia territory
Croton (クロトン, Kuroton)
Voiced by: Shūhei Matsuda (Japanese); Seth Magill (English)
One of the first people whom Ken'ichi befriends after moving from Dahlia to Astrantia. A former government official, he has made himself enemies who keep tormenting him and his family. After his little daughter Mary becomes ill and Ken'ichi aids him in procuring a rare medicine, they move to take up residence at North Pole's new barony near Dahlia with a letter of recommendation by Ken'ichi.
Canaan du Eupatorium (カナン・デュ・ユーパトリウム, Kanan de~yu Yūpatoriumu)
Voiced by: Yōko Hikasa (Japanese); Elizabeth Evans (English)
The wife of Viscount Eupatorium. She becomes acquainted with Ken'ichi after she assists Primura in her business when the latter gets harassed by the thugs of another merchant. As she vainly tries to seduce Ken'ichi due to her affection for him (even though she already has a husband) and witnesses his life with his extended family, she begins to realize the unhappiness in her own marriage.
Viscount Eupatorium (ガルム・デュ・ユーパトリウム, Garumu de~yu Yūpatoriumu)
Voiced by: Sōsihrō Hori (Japanese); Alfie Loy (English)
A viscount, lord of Astrantia and Canaan's husband.
Snowflake (スノーフレーク, Sunōfurēku)
Voiced by: Mikuru Tōgi (Japanese); Anastasia Muñoz (English)
A female magician and owner of a magical items shop. She knows of Anemone's mother.
Iris (アイリス, Airisu)
Royal Capital of Kadan
Lilith (リリス, Ririsu)
Voiced by: Hina Yōmiya (Japanese); Lindsay Seidel (English)
The spoiled 15-year-old first princess and only heir to the throne of the kingdom of Kadan. Despite her whimsical and egotistic personality, she is also sharp of wit and has her occasional generous moments. After gaining notoriety as a magician, Ken'ichi is called to the royal court to fight a duel with Kadan's court magician for the nobility's amusement. After seeing Ken'ichi's unusual "magic" in action, and after inviting herself to (and enjoying) his dinner cookings, she develops affection towards him and intervenes on his behalf (albeit not unselfishly) by granting him a royal pardon when the duel begins to escalate. When his business in the capital is concluded, she joins his family entourage.
Amaranth (アマランサス, Amaransasu)
Voiced by: Ami Koshimizu (Japanese); Monet Lerner (English)
The Queen of Kadan and Lilith's stepmother. Because her husband dotes on his daughter, she has made herself Lilith's self-declared rival. Having borne no royal heirs (and thus having lost standing with the nobility), and intrigued with Ken'ichi after his performance at court, she spontaneously invites herself to his family group. Like Canaan, she also tries to seduce Ken’ichi due to her also developing affection for him despite already being married.
The King (国王, Kokuō)
Voiced by: Takehiro Hasu (Japanese); Ethan Gallardo (English)
The unnamed meek King of Kadan, who is dominated by his wife, Amaranth.
Mailon (マイレン, Mairen)
Voiced by: Asaka (Japanese); Alex Moore (English)
Princess Lilith's personal maid. She appears to have taken a liking to Ken'ichi.
The Empire
Akira (アキラ)
Voiced by: Taisuke Nakano (Japanese); Ryan Negrón (English)
Another Japanese who was displaced into the other world by the same mysterious god from the start of the story, more precisely into a region known as the Empire. He established himself as a magician, but only gained the ability to create mayonnaise at will. He became notorious as the Dragon Slayer of the Empire after he killed a dragon by suffocating it with mayonnaise. Tired of the Empire's demands on him, he and Reylan decide to accompany Ken'ichi and his family.
Reylan (レイラン, Reiran)
A beautiful, well-endowed sorceress and Akira's wife.
Others
Count Asclepius (アスクレピオ伯爵, Asukurepio Hakushaku)
A noble from Dahlia. He is not seen, only mentioned.
Ameria (アメリア)
Anemone's deceased mother, who can use magic just like her. Snowflake and Melissa know her.
Traveling Bard (吟遊詩人, Gin'yūshijin)
Voiced by: Shōko Yuzuki (Japanese); Rowan Gilvie (English)
An unnamed female bard whom Fuyou gives a ride to Dahlia and later to an unknown location. Like Ken'ichi and Mallow, she also has an Item Box.
God
An unidentified deity who resembles a little girl with glowing jade skin and a white dress. She was the one responsible for transporting Ken'ichi and Akira to the other world. It is unknown why though or what her motive is.
Media
Light novel
Written by Hifumi Asakura, The Daily Life of a Middle-Aged Online Shopper in Another World was originally published on the user-generated novel publishing website Shōsetsuka ni Narō from September 13, 2017, to June 24, 2021. It was later acquired by SB Creative and Tugikuru Corporation who began publishing it under their Tugikuru Books light novel imprint with illustrations by Yamakawa on May 10, 2018. Three volumes have been released as of April 10, 2019.
Manga
A manga adaptation illustrated by Umiharu was serialized in Square Enix's Monthly GFantasy magazine from April 18, 2019, to May 17, 2024. Its chapters were collected into eight tankōbon volumes released from October 26, 2019, to December 27, 2024.
The manga is licensed in English by Comikey and is also published on Square Enix's Manga Up! Global service.
Anime
An anime television series adaptation was announced on August 17, 2024. it is produced by East Fish Studio and directed by Yoshihide Yuuzumi, with scripts overseen by Masanao Akahoshi, character designs by Hiroyuki Moriguchi, and music composed by Kujira Yumemi. The series aired from January 9 to April 3, 2025, on AT-X and other networks. The opening theme song is "Give & Take", performed by Asaka, and the ending theme song is "Aikurafuto" (あいくらふと; Love Craft), performed by Kiminone. Crunchyroll streams the series.