Nichii Choten Launches 'Identity V: Fifth Personality' Pop-Up Stores at All 6 BOOKOFF USA Locations

Nichii Choten Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Akitaka Mizutani; hereinafter 'Nichii Choten') will sequentially launch pop-up stores for the asymmetric multiplayer game 'Identity V: Fifth Personality' at all six BOOKOFF USA locations starting Friday, June 12, 2026, as part of its initiative to evolve from a general mail-order company into a comprehensive service (Web 3.0) enterprise centered on 'entertainment, global, and DX/digital'.

This project is the second international expansion following the successful limited-time pop-up event for 'Identity V: Fifth Personality' held in spring 2026 at 'ORBcafe Malaysia' in Kuala Lumpur, Malaysia. The 'NEO Series (TOKYO·OSAKA·KYOTO)' and '7th Anniversary Merchandise' that were well-received in Malaysia will now be delivered to fans on the West and East Coasts of North America through BOOKOFF USA’s retail network.

Background

Expanding the 'Identity V: Fifth Personality' Pop-Up Store to North America following Malaysia

Nichii Choten is strengthening its efforts to connect domestic and international IP content with local retail companies, designing integrated experiences that go beyond product sales to include in-store experiences, social media sharing, and fan community building.

In May 2026, Nichii Choten hosted a limited-time 'Identity V: Fifth Personality' pop-up at 'ORBcafe Malaysia' in Kuala Lumpur, Malaysia. Through interior and exterior store decorations, life-size character panels, key visual displays, and merchandise sales, the event created a space where fans could experience the game’s world in a physical retail environment.

For this North American expansion, Nichii Choten will utilize six BOOKOFF USA stores to deliver the officially licensed merchandise—popular in Malaysia—to fans on both coasts. Building on its success in Asia, Nichii Choten aims to further expand its IP collaboration-based retail strategies in North America.

Event Overview

The pop-up stores will primarily sell the 'NEO Series (TOKYO·OSAKA·KYOTO)' and '7th Anniversary Merchandise' from 'Identity V: Fifth Personality'. Some locations will feature life-size character panels, creating photo-worthy in-store experiences that encourage visitors to take and share photos on social media.

In addition to in-store and social media promotions by BOOKOFF USA, information will also be disseminated through NetEase, Inc.'s official social media channels. The campaign aims to bring the charm of the game directly from physical stores to 'Identity V: Fifth Personality' fans in North America, as well as visitors interested in anime and gaming culture, and BOOKOFF USA customers who enjoy Japanese pop culture.

Event Name

'Identity V: Fifth Personality' Pop-Up Store at BOOKOFF USA

Event Details

- Sale of 'NEO Series (TOKYO·OSAKA·KYOTO)' - Sale of 7th Anniversary Merchandise - Life-size character panels planned at select locations - Promotions at BOOKOFF USA stores and on social media - Information dissemination via NetEase, Inc.'s official social media channels

Schedule: The event will be rolled out sequentially across six BOOKOFF USA locations as follows:

【Phase 1】June 12 (Fri), 2026 – June 28 (Sun), 2026

- BOOKOFF Ani-Lab Little Tokyo (Los Angeles, CA) - BOOKOFF Ani-Lab Brooklyn (Brooklyn, NY) - BOOKOFF San Diego (San Diego, CA)

【Phase 2】July 3 (Fri), 2026 – July 19 (Sun), 2026

- BOOKOFF New York (New York, NY)

【Phase 3】July 24 (Fri), 2026 – August 9 (Sun), 2026

- BOOKOFF Riverside (Riverside, CA) - BOOKOFF Massapequa (Massapequa, NY)

※ Products for sale, exhibition content, and locations with life-size panels are subject to change. ※ All items are limited in quantity and may sell out before the event ends.

※ Event duration and store hours may vary by location. Please check individual store announcements for the latest information.

Future Outlook

Nichii Choten’s Vision: 'IP Collaboration × Overseas Retail'

Leveraging its expertise in product planning, sales, and customer engagement developed through years of general mail-order business, Nichii Choten is advancing its overseas expansion by connecting entertainment IPs with physical retail stores. The company aims to enhance the unique value of physical retail by combining product sales with immersive experiences that allow fans to step into the game’s world, photo spots designed for social sharing, and direct engagement with fan communities.

This 'Identity V: Fifth Personality' pop-up store follows the experiential pop-up in Malaysia and serves as a demonstration of Nichii Choten’s ability to deliver IP appeal across Asia and North America. Moving forward, the company will continue to develop new experiential commerce models by integrating IP content, local retail, e-commerce, and social media, all centered on the pillars of 'entertainment, global, and DX/digital'.

＜About Identity V: Fifth Personality＞

Developed by NetEase Games, Identity V is an asymmetric multiplayer game that delivers a unique thrill to players with its gothic graphics and mysterious storyline.

Official Website: https://www.Identityvgame.com/jp/

Official X: https://x.com/IdentityVJP

＜Company Overview＞

Nichii Choten Co., Ltd. Address: Itoyu Building Toranomon 3F, 3-20-5 Toranomon, Minato-ku, Tokyo Representative: President and CEO Akitaka Mizutani Founded: October 1977 (launch of Nichii Choten brand) Business: Comprehensive services (mail-order, content planning, advertising and promotional support, etc.) URL: https://corporate.666-666.jp