*AI Translated
ASOBI JTB Inc., a joint venture between JTB, the Japanese travel company that operates FUN! JAPAN, and ASOBISYSTEM Co., Ltd., will hold the very first “KAWAII Night Market vol.1 Harajuku Kawaii Night Market” (hereafter, KAWAII Night Market*1) at Tokyu Plaza Harajuku “Harakado” in Harajuku, Tokyo, from Thursday, August 20 to Sunday, August 30, 2026.
Japan’s “KAWAII” Colors the Night: An Immersive Entertainment Night Market
At the KAWAII Night Market, we offer a new nighttime entertainment experience by fusing the globally beloved “KAWAII” culture with a modern interpretation of Japan’s traditional festival and summer fair atmosphere. Furthermore, the event will feature the character brand “KAWAII FRIENDS” developed by ASOBISYSTEM, creating a unique world view throughout the venue. With the IP “KAWAII Night Market” planned and developed by ASOBI JTB at its core, we will share the appeal of Japan with the world as a new tourism content that combines Japanese culture with character IP and creativity.
What is the KAWAII Night Market?
The KAWAII Night Market is a new night market based on the concept of “getting lost in a KAWAII world and immersing yourself in a Japanese night market,” blending “KAWAII” culture with the traditions of Japanese festival and summer fair culture.
At this event, the character brand “KAWAII FRIENDS,” born from KAWAII LAB., will color the entire venue, with fantastical illuminations, immersive spatial productions, and hands-on experiences that reinterpret Japanese festival culture.
In addition, original food and limited-edition merchandise will be available, offering visitors an immersive night market experience where they can “see, play, eat, and take home” all at once. This is a must-see cultural event this summer, perfect for couples on a date as well as international travelers who want to experience Japanese KAWAII culture.
Main Content
- Illuminations: A colorful and fantastical space created by “KAWAII FRIENDS”
- KawaLabo Festival: Hands-on experiences such as shooting games and ring toss, reinterpreted from Japanese festival culture through the unique perspective of KAWAII.LAB
- KAWAII Food & Drinks: Original menu items that are as cute as they are delicious, bringing the night market atmosphere to life
- Goods Store: Exclusive “KAWAII FRIENDS” items and original merchandise available only here
Event Overview: “KAWAII Night Market vol.1 Harajuku Kawaii Night Market”
- Dates: August 20 (Thu) – August 30 (Sun), 2026
*Please check the special website for event hours. - Venue: Tokyu Plaza Harajuku “Harakado”
- Organizer: ASOBI JTB Inc.
- Co-organizer: ASOBISYSTEM Co., Ltd.
- Cooperation: Tokyu Land Corporation
- Planning & Production: KIRINZI inc.
- Special Website: https://kawaii-yoichi.com
- Ticket Information (TicketMe): https://kawaiiyoich-harajuku.ticketme.world
Future Prospects
Starting with “KAWAII Night Market vol.1,” ASOBI JTB aims to expand this IP to various cities both in Japan and overseas. In the future, we plan to develop new events that combine the unique culture and characteristics of each region with the “KAWAII Night Market,” sharing the diverse appeal of Japan with the world and contributing to the sustainable revitalization of local economies and the promotion of Japan as a tourism-oriented nation.
About Asobi JTB Corporation 👉Click here for details
Asobi JTB Corporation is a joint venture established in March 2026 through a partnership between JTB and Asobi System. By combining Japanese pop culture—especially "KAWAII" culture—with local resources, the company promotes the creation of new experiential value for international visitors to Japan.
Comments