Puroland Neo Natsu Matsuri III Starts July 10! Featuring Japan's First AI-Powered 'Mirai Photo'

Sanrio Puroland, operated by Sanrio Entertainment Co., Ltd., will hold its summer seasonal event, 'Puroland Neo Natsu Matsuri III,' for a limited time from July 10 (Fri) to September 1 (Tue), 2026. This is the third installment of the Neo Natsu Matsuri series, which began in 2024. This year, under the theme of 'Future Cool Breeze,' we will deliver a new summer festival experience incorporating the 'Y3K' worldview, which is gaining attention mainly among Gen Z. Y3K is the latest trend that incorporates a near-future and cyber feel, often called the next-generation version of 'Y2K,' which represents 2000s culture. In a near-future space colored by metallic and neon lights, we will deliver a 'neo' summer experience that modernizes Japanese summer festival culture. The highlight of this event is the annual popular 'Neo Ennichi.' This year, it has evolved further under the theme of 'Future Cool Breeze.' In addition to 'Kawaii Ennichi,' which arranges classic festival games in a cute way, you can enjoy next-generation summer festival experiences such as 'Pochacco's Cool Ice Festival,' a competitive shooting game using MR technology. Furthermore, a new photo experience called 'Mirai Photo,' utilizing AI technology landing in Japan for the first time, will appear. You can enjoy an immersive photo experience where you can meet your 'Y3K self' by converting the photos you take into future-style visuals in real-time. You can also arrange them in the style of Hello Kitty or Kuromi, creating a picture full of the worldview unique to Neo Natsu Matsuri. Also, 'Mirai Yagura,' where Hello Kitty and Kuromi in Y3K fashion are projected onto see-through LEDs, will appear for the first time. In the near-future space created by neon production, you can experience an immersive feeling as if you have entered the worldview of a future city. Inside the venue, we plan to develop content where you can enjoy 'coolness' visually and physically, such as 'icicle-style objects' containing character toys in collaboration with Bandai Co., Ltd., and cool experience-based content where you can win drinks from 'Chill Cooler,' an experience-based item from Coca-Cola Bottlers Japan Inc., by lottery. In addition, a collaboration project with 'Wanpaku! Touken Ranbu' will also be implemented. We will deliver special collaboration content only for this summer, such as Puroland-limited design goods, food menus, and photo spots.