"blue-ing!" is a new soccer experience facility by the Japan Football Association (JFA), located within Tokyo Dome City. This unique destination allows you to fully immerse yourself in the appeal and culture of Japanese soccer, featuring interactive content using the latest technology, a shop with exclusive merchandise, and limited-edition gourmet food. In this article, we report on its attractions along with a special limited talk event held in conjunction with a domestic friendly match.
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What is JFA’s Soccer Culture Creation Hub "blue-ing!"?
"blue-ing!" is a next-generation soccer culture creation hub produced by the JFA (Japan Football Association), which opened in December 2023 inside Tokyo Dome City. With the concept of "Encounter Blue, Expand Blue," it is designed as a space themed around "blue," where visitors can enjoy experiencing, learning, and interacting with the appeal of soccer.
The facility consists of four areas: the free "PARK" area, the paid "DISCOVERY" area featuring interactive exhibits using the latest technology, and the "CAFE & BAR" and "SHOP." It is a must-visit destination where passionate soccer fans, first-time visitors, families, and international tourists alike can enjoy Japanese soccer culture.
[On-site Report] How to Enjoy the Paid & Free Areas of "blue-ing!"
DISCOVERY: Experience the "Soccer of the Future" with Projection Mapping and VR
In the paid "DISCOVERY" area, you can enjoy an immersive experience as if you have entered the world of soccer, where digital exhibits and interactive experiences come together.
At "ROAD TO 2050," you can trace the history and future of Japanese soccer through videos and valuable historical materials. Next, at "VIRTUAL FIELD," you can play air soccer in single or two-player mode on a pitch projected by projection mapping, where a ball of light moves across the field. There is also "VR EXPERIENCE," where you can simulate passing and shooting by wearing VR goggles and sensors—content that both adults and children will enjoy. There’s even a photo booth where you can recreate a soccer player’s press conference, making it the perfect place to capture share-worthy photos.
SHOP: Get Exclusive Goods and Souvenirs!
The on-site shop offers a wide selection of merchandise, including exclusive blue-ing! items. Along with match-day essentials such as jerseys, towel scarves, cheering balloons, and keychains, you’ll also find a variety of original products available only here.
When we visited, the shop was bustling with supporters picking up match-day merchandise ahead of an international friendly that evening. Apparel and souvenirs are especially popular with overseas visitors, making them perfect keepsakes from a trip to Japan or thoughtful gifts for family and friends. After exploring the exhibits, be sure to stop by the shop browsing its exclusive merchandise is an experience in itself.
CAFÉ & BAR: Enjoy Exclusive Gourmet Treats
Located in the free-to-enter "PARK" area, the CAFÉ & BAR features a spacious, park-like setting with artificial turf, making it the perfect place to relax over a meal. The menu includes a variety of unique blue-themed dishes and drinks. The hot dog, topped with crispy fried onions, is especially popular—it’s easy to enjoy on the go with one hand. The refreshing blue drinks are just as eye-catching as they are delicious.
The café also features a large screen showing soccer matches and related content, creating a relaxing atmosphere for fans. Whether you’re taking a break during your sightseeing or simply looking for a comfortable place to unwind, it’s a great stop that’s popular with families, couples, and soccer enthusiasts alike.
EVENT: Regular Public Viewings and Exchange Events
"blue-ing!" regularly hosts a wide range of events, including public viewings, talk shows featuring players and special guests, and hands-on programs for children.
The "PARK" area also offers a variety of activities that anyone can enjoy, creating a welcoming space where people can connect through soccer. Since the event lineup changes throughout the year, every visit offers something new. Some events require advance reservations, so be sure to check the official website before your visit.
JFA Soccer Culture Creation Hub blue-ing!
- Address: 1-20-1, Kabukicho, Shinjuku-ku, Tokyo
- Access: 5-minute walk from Suidobashi Station
- Opening hours: Weekdays 11:00–21:00 (Fridays & holidays until 22:00), weekends & holidays 10:00–22:00 (Sundays & holidays until 21:00) *Last admission for DISCOVERY is 19:30 (closes at 20:00)
- Official website: https://blueing.jfa.jp/
Report on the Talk Event with Former Professional Soccer Players Hisato Sato and Keisuke Tsuboi, Public Viewing, and Exchange Events!
A special premium event was held exclusively for guests who booked the "Hospitality Package" offered in collaboration with "blue-ing!". The package features a two-part experience: an exclusive talk session with special guests, followed by an international friendly match viewed from premium seats.
The talk session featured former professional soccer players Hisato Sato and Keisuke Tsuboi. Held in the "DISCOVERY" area, which was reserved exclusively for the event, the venue welcomed enthusiastic fans dressed in team jerseys ahead of the evening’s international friendly. The arrival of the two guests was met with loud applause and cheers.
During the session, the guests reflected on their playing careers, shared their thoughts on the evening’s international friendly, and offered behind-the-scenes stories and insights available only at the event. The Q&A session was equally lively, with participants asking candid questions such as, “Did you ever talk to opposing players during matches?"
The event also included a prize draw, where participants had the chance to win autographed team jerseys and mini soccer balls signed by Hisato Sato and Keisuke Tsuboi. The venue became even more lively as winners were announced. Throughout the event, the close interaction between the guests and participants created a warm, friendly atmosphere filled with smiles, making it a memorable experience that built anticipation for the evening’s match.
An Emotional Moment! International Friendly Match Viewing Report
After the talk event, participants were transported by pre-arranged taxis to the "National Stadium", where the international friendly was set to take place. By the time they arrived, the area around the stadium was already filled with enthusiastic supporters wearing their team jerseys.
Following the exclusive talk event at blue-ing!, participants enjoyed priority entry to the stadium, as well as access to either a private suite on the third floor or premium front-row seating. These exclusive privileges made the experience feel special long before kickoff.
As the players entered the pitch, the stadium erupted in cheers, and the singing of the national anthem united the crowd in a shared moment of excitement. Japan scored the decisive goal in the second half to secure a 1–0 victory! The winning goal brought the entire stadium to its feet, with cheers and applause echoing throughout the venue. Combined with the exclusive Hospitality Package experience, the dramatic victory made for an unforgettable evening.
FAQ Before Visiting "blue-ing!"—All Your Questions Answered
Before heading to "blue-ing!", let's check the key points that travelers and visitors may be curious about.
Q1. Are there coin lockers?
A. There are no coin lockers inside blue-ing!. However, coin lockers are available throughout Tokyo Dome City, including large lockers for suitcases and other bulky luggage. You can check their locations and availability on the official website.
👉 Click here for Tokyo Dome City locker information (Japanese/English)
Q2. Can I charge my mobile phone or smartphone?
A. There are no public charging stations available inside blue-ing!. Visitors are advised to bring a portable charger or ensure their devices are fully charged before visiting.
Q3. Are there halal or vegan menu options at the CAFÉ&BAR?
A. There are no halal-certified menu items. However, vegetarian options are available. For more information, please contact the restaurant directly.
Q4. Where can I get information about events or special promotions?
A. Information about public viewings, talk events, and other programs requiring advance registration is regularly updated on the official website’s Events page. The latest updates are also posted on the official X and Instagram accounts.
👉 Click here for the blue-ing! EVENT page
Q5. What payment methods are accepted at the shop and CAFÉ&BAR?
A. A wide range of payment methods is accepted, including cash, major credit cards, e-wallets, and QR code payments. For details on supported payment services, please check with the facility.
Admission Fees and Advance Reservation for "blue-ing!"
Admission to "DISCOVERY", the paid exhibition area at "blue-ing!", requires a date- and time-specific ticket. Purchasing tickets in advance is recommended for a smoother visit.
- Fees: Adults 800 yen, junior high and high school students 600 yen, elementary school students 500 yen (free for preschool children)
- Special discounts: Visitors who download and use the official JFA Passport app receive a discount of ¥300 for adult tickets and ¥200 for elementary, junior high, and high school student tickets.
Tickets can be purchased through the official website, with reservations available up to two weeks in advance. Same-day tickets are also available at the venue. However, as admission is based on designated time slots, preferred entry times may be unavailable during busy periods. Advance booking is therefore recommended.
The PARK area, including the café and shop, is open to all visitors free of charge.
Summary: Experience the Excitement and History of Japanese Soccer at a Cutting-Edge Facility!
"blue-ing!" is a new Tokyo attraction where visitors can discover the history, culture, and appeal of Japanese soccer through a variety of interactive experiences. In addition to enhancing the excitement of match day, the facility offers exclusive merchandise and original food and drinks available only on-site, making it a destination well worth visiting. Recommended not only for soccer fans but also for anyone interested in Japanese culture and sports, blue-ing! offers a unique experience for visitors of all ages.
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