NVIDIA GeForce RTX 5090 Retail Prices Pass 1 Million Yen In Japan
Retail pricing for the NVIDIA GeForce RTX 5090 has crossed 1 million yen in Japan.
3 sources Sep 11 Updated
Reporting from 3 sources: Automaton, GameBusiness.jp, Game Spark.
Why it matters
The markup is not resale. Sofmap's 1,022,800 yen is a shop's regular retail price, which puts the ceiling of this market where the secondhand floor used to be.
Key Facts
- The Sofmap Omiya store listed an ASUS ROG Astral NVIDIA GeForce RTX 5090 at 1,022,800 yen including tax on September 11, 2026, limited to one unit.
- The ASUS ROG Astral NVIDIA GeForce RTX 5090 was priced in the lower 600,000-yen range when it went on sale in Japan in June 2025.
- The NVIDIA GeForce RTX 5090 has passed 5,000 euros in Germany, with the cheapest listing at 5,249 euros and the second-cheapest at 5,299 euros.
- Samsung has said the memory shortage will not be resolved at least until 2028, while SK hynix CEO Kwak Noh-jung said in July it will continue until the end of 2030.
- The MSI GeForce RTX 5070 12G VENTUS 2X OC rose to 154,500 yen as of September 11, 2026, after moving up about 20,000 yen at the end of July.
On September 11, the Sofmap Omiya store listed a single ASUS ROG Astral unit at 1,022,800 yen including tax, a card that sat in the lower 600,000-yen range when it launched in Japan in June 2025. The store said it received one unit. Japanese prices were in the upper 300,000-yen to 400,000-yen range around September last year, and the climb has continued through this summer. In Germany, the same card has passed 5,000 euros, roughly 890,000 yen, with the cheapest listings at 5,249 euros and 5,299 euros. A retail industry source had predicted the cheapest class would reach 900,000 yen and special editions would clear 1 million yen. On September 6, Apply warned customers that some graphics cards are scheduled to rise further.
Memory supply is the constraint behind the numbers, and the memory makers have been unusually direct about the timeline. The RTX 5090 carries a large VRAM load, and both capacity and bandwidth matter for local generative AI work, so card demand and memory demand pull in the same direction. Samsung has said the shortage will not be resolved at least until 2028. SK hynix CEO Kwak Noh-jung said in July that 2027 will be the worst year for memory and that the shortage will run until the end of 2030.
At the mainstream end, the increases are smaller in percentage terms but easier to see. The MSI GeForce RTX 5070 12G VENTUS 2X OC, a fixture of Amazon's rankings, moved up about 20,000 yen at the end of July to around 120,000 yen and then climbed again from the end of August to 154,500 yen. Comparable jumps have been confirmed at retailers across Japan, though the size varies by model and some cards sell out entirely.
Written with AI by Yomimono from the 3 cited sources below, including Japanese-language reporting where cited. See our editorial policy.
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