Free Admission! Experiential Food Festival "Noujiru Yokocho 2026" themed on Brain Juice: First Announcement of Food Stalls & Performers!
Maruhan East Japan will hold "Noujiru Yokocho 2026," an experiential food festival themed on "brain juice," for three days from May 29, 2026, at Belle Salle Akihabara. This event, part of the "Otona Kichi Project" to attract next-generation fans, will feature food stalls collaborating with creators and DJ performances, aiming to stimulate the brain and support the "likes" of Gen Z.
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- 📰 Published: May 11, 2026 at 20:00
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Maruhan East Japan (Headquarters: Kyoto/Tokyo), specifically its East Japan Company (President: Yu Han, hereinafter "Maruhan East Japan"), will hold the experiential food festival "Noujiru Yokocho 2026," themed on "brain juice," for three days from May 29 (Friday) to May 31 (Sunday), 2026, at "Belle Salle Akihabara" (Sumitomo Fudosan Akihabara Building 1F, 3-12-8 Sotokanda, Chiyoda-ku, Tokyo). This event is part of the "Otona Kichi Project," which started in April 2024 with the goal of acquiring and nurturing next-generation fans. We are now making an additional announcement regarding the first wave of four "Noujiru Yatai" food stalls collaborating with creators, creators participating in the "Noujiru Market," and some of the DJs and artists performing on the "Lantern Mapping Stage."
Noujiru Yokocho Official Website: https://noujiruyokocho.com
Maruhan East Japan's "Otona Kichi Project" 6th installment is "Noujiru Yokocho 2026"
"Noujiru Yokocho 2026," an experiential food festival overflowing with "brain juice," is based on the concept of "Hounousai" (Festival of Dedication to the Brain).
Maruhan East Japan will hold "Noujiru Yokocho 2026" as the 6th event of the "Otona Kichi Project," which is developed around the keyword "Otona*," a coined word combining "Otaku" and "Adult." This project aims to support "Otona" who live passionately every day, cherishing their "likes." In today's society, which is filled with a sense of stagnation, the project aims to affirm one's individuality and recharge energy through stimulating experiences that delight the brain, making people feel motivated to "return to daily life and do their best again."
The concept of this 6th installment, "Noujiru Yokocho 2026," is "Hounousai" (Festival of Dedication to the Brain), which is about liberating instincts and passions, and dedicating everything to surprise, inspiration, and the impulse to pursue what you "love!" It is an "experiential food festival" where you can enjoy numerous contents themed on "brain juice," such as experiential food and drinks created in collaboration with creators, and live stages by artists and DJs, all within a festive space enveloped in light and sound.
Through the holding of "Noujiru Yokocho 2026" as part of the "Otona Kichi Project," Maruhan East Japan aims to widely appeal to its brand as one that supports and affirms everyone's straightforward feelings of "love!" and contribute to acquiring and nurturing next-generation fans, especially those centered around Gen Z. Please look forward to further information regarding "Noujiru Yokocho 2026" in future announcements.
*Otona = "Otaku" + "Adult." A coined word by Maruhan East Japan referring to adults who are passionate about something and live every day enthusiastically.
"Noujiru Yatai" offering unique food experiences in collaboration with creators
Nine "Noujiru Yatai" food stalls, collaborating with unique creators active in various genres, are scheduled to open. In addition to fusing "brain juice" elements into food and drinks, experiential elements will also be added in 2026. Beyond just eating and drinking, a lineup of unique food experiences that "defy expectations," "are somehow addictive," and "make you want to take photos" will be available. This time, we are announcing information for four of the nine "Noujiru Yatai."
▼First Announcement of "Noujiru Yatai"
Direct hit to the brain! Dopamine-inducing Mabo "Dopagaki Mabo"
"Dopagaki Mabo" is a stimulating Mabo stall at Noujiru Yokocho, a collaboration with "Go-sai." The highlight is the "Brain-Direct Hit Gorgonzola Mabo," where rich gorgonzola and the spiciness and umami of Mabo directly hit your brain. Furthermore, with the experiential "Dopagaki Roulette," you have a chance to win toppings such as coriander, chili peppers, fried eggplant, and extra cheese. Drinks are served in a crushed ice style in a bag, irresistible for alcohol lovers. Eat, spin, drink, and get your dopamine fix. Enjoy a Mabo experience unique to Noujiru Yokocho.
【Menu】*All prices are estimated and include tax
・Brain-Direct Hit Gorgonzola Mabo ¥1,200
・Super Delicious Mabo Tofu ¥1,000
・Rice sold separately ¥200
・Truly Scary Sake: Kinmiya Shochu with Plum Wine ¥500
・Bloody Caesar ¥500
・Coriander Pineapple ¥500
→ For "Brain-Direct Hit Gorgonzola Mabo" and "Super Delicious Mabo Tofu," challenge the Dopagaki Roulette for a chance to add toppings!
Go-sai
Representative of Mabo Tofu Co., Ltd. After working as an acupuncturist, writer, and advertising professional, he entered the food and beverage industry with Mabo Tofu, which he started as a hobby. He gained fans through food truck appearances and collaboration events with other establishments, opened a store in Higashi-Nakano in 2024, moved to Shinbashi in 2025, and plans to open the Shibuya Jinnai main store in 2026.
X
Cyber Okan and Nyanmaru's "Rainbow Parlor"
Cyber Okan and Nyanmaru Kitchen Car, an unexpected collaboration at Noujiru Yokocho! Introducing "Nyanmaru Rainbow Yaki," a classic Nyanmaru-yaki topped with rainbow-colored chocolate, and "Zubuzubu Nyanmaru Skewers," which are eaten after dipping in colorful syrup. Purchase eligible menu items to receive a rainbow item.
Noujiru Yokocho Official Website: https://noujiruyokocho.com
Maruhan East Japan's "Otona Kichi Project" 6th installment is "Noujiru Yokocho 2026"
"Noujiru Yokocho 2026," an experiential food festival overflowing with "brain juice," is based on the concept of "Hounousai" (Festival of Dedication to the Brain).
Maruhan East Japan will hold "Noujiru Yokocho 2026" as the 6th event of the "Otona Kichi Project," which is developed around the keyword "Otona*," a coined word combining "Otaku" and "Adult." This project aims to support "Otona" who live passionately every day, cherishing their "likes." In today's society, which is filled with a sense of stagnation, the project aims to affirm one's individuality and recharge energy through stimulating experiences that delight the brain, making people feel motivated to "return to daily life and do their best again."
The concept of this 6th installment, "Noujiru Yokocho 2026," is "Hounousai" (Festival of Dedication to the Brain), which is about liberating instincts and passions, and dedicating everything to surprise, inspiration, and the impulse to pursue what you "love!" It is an "experiential food festival" where you can enjoy numerous contents themed on "brain juice," such as experiential food and drinks created in collaboration with creators, and live stages by artists and DJs, all within a festive space enveloped in light and sound.
Through the holding of "Noujiru Yokocho 2026" as part of the "Otona Kichi Project," Maruhan East Japan aims to widely appeal to its brand as one that supports and affirms everyone's straightforward feelings of "love!" and contribute to acquiring and nurturing next-generation fans, especially those centered around Gen Z. Please look forward to further information regarding "Noujiru Yokocho 2026" in future announcements.
*Otona = "Otaku" + "Adult." A coined word by Maruhan East Japan referring to adults who are passionate about something and live every day enthusiastically.
"Noujiru Yatai" offering unique food experiences in collaboration with creators
Nine "Noujiru Yatai" food stalls, collaborating with unique creators active in various genres, are scheduled to open. In addition to fusing "brain juice" elements into food and drinks, experiential elements will also be added in 2026. Beyond just eating and drinking, a lineup of unique food experiences that "defy expectations," "are somehow addictive," and "make you want to take photos" will be available. This time, we are announcing information for four of the nine "Noujiru Yatai."
▼First Announcement of "Noujiru Yatai"
Direct hit to the brain! Dopamine-inducing Mabo "Dopagaki Mabo"
"Dopagaki Mabo" is a stimulating Mabo stall at Noujiru Yokocho, a collaboration with "Go-sai." The highlight is the "Brain-Direct Hit Gorgonzola Mabo," where rich gorgonzola and the spiciness and umami of Mabo directly hit your brain. Furthermore, with the experiential "Dopagaki Roulette," you have a chance to win toppings such as coriander, chili peppers, fried eggplant, and extra cheese. Drinks are served in a crushed ice style in a bag, irresistible for alcohol lovers. Eat, spin, drink, and get your dopamine fix. Enjoy a Mabo experience unique to Noujiru Yokocho.
【Menu】*All prices are estimated and include tax
・Brain-Direct Hit Gorgonzola Mabo ¥1,200
・Super Delicious Mabo Tofu ¥1,000
・Rice sold separately ¥200
・Truly Scary Sake: Kinmiya Shochu with Plum Wine ¥500
・Bloody Caesar ¥500
・Coriander Pineapple ¥500
→ For "Brain-Direct Hit Gorgonzola Mabo" and "Super Delicious Mabo Tofu," challenge the Dopagaki Roulette for a chance to add toppings!
Go-sai
Representative of Mabo Tofu Co., Ltd. After working as an acupuncturist, writer, and advertising professional, he entered the food and beverage industry with Mabo Tofu, which he started as a hobby. He gained fans through food truck appearances and collaboration events with other establishments, opened a store in Higashi-Nakano in 2024, moved to Shinbashi in 2025, and plans to open the Shibuya Jinnai main store in 2026.
X
Cyber Okan and Nyanmaru's "Rainbow Parlor"
Cyber Okan and Nyanmaru Kitchen Car, an unexpected collaboration at Noujiru Yokocho! Introducing "Nyanmaru Rainbow Yaki," a classic Nyanmaru-yaki topped with rainbow-colored chocolate, and "Zubuzubu Nyanmaru Skewers," which are eaten after dipping in colorful syrup. Purchase eligible menu items to receive a rainbow item.