Free Admission! Experience-based Food Festival 'Noujiru Yokocho 2026' Featuring Original Merchandise!
Maruhan East Japan will hold 'Noujiru Yokocho 2026' at Bellesalle Akihabara from May 29 to May 31, 2026, as the sixth event of its 'Otona Kichi Project' aimed at capturing next-generation fans. Event content and details of 11 types of original merchandise have been announced.
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- 📰 Published: May 22, 2026 at 20:00
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## Maruhan East Japan Hosts 6th 'Otona Kichi Project' Event: 'Noujiru Yokocho 2026'
Maruhan East Japan (President: Yu Han) announced that it will host 'Noujiru Yokocho 2026,' an experiential food festival themed around 'brain juice' (Noujiru), as part of the 'Otona Kichi Project' aimed at capturing and nurturing next-generation fans. The event will take place over three days from May 29 (Fri) to May 31 (Sun), 2026, at 'Bellesalle Akihabara' in Chiyoda Ward, Tokyo.
This project centers on the keyword 'Otona'—a portmanteau of 'Otaku' and 'Adult'—with the goal of affirming individuality and recharging energy through enthusiastic experiences. The concept for this event is 'Hounousai' (Brain Offering Festival). The festival will feature a celebratory space adorned with light and sound, offering numerous contents such as experiential food and live stages.
## Noujiru Yokocho 2026 Original Merchandise (11 Items)
The original merchandise items to be sold during the event include:
- **Noujiru Yukata**: A flashy, all-over graphic design drawn by 'Saigo no Shudan.' Price: 39,800 JPY (tax included).
- **Noujiru Aloha Shirt**: An Aloha shirt covered in 'brain juice universe' graphics. Price: 7,777 JPY (tax included).
- **Noujiru T-shirt 2026**: Features bold graphics on the front. Price: 6,000 JPY (tax included).
- **Noujiru Skateboard**: A deck featuring all-over graphics that can be used or displayed as art. Price: 29,800 JPY (tax included).
- **Noujiru Sandals 2026**: Addictive black-based sandals with 'Brain' and 'Juice' logos. Price: 3,333 JPY (tax included).
- **Noujiru Acrylic Keychain 2026**: Prism-processed keychain that sparkles from different angles. Price: 777 JPY (tax included).
- **Noujiru Acrylic Stand**: An acrylic stand that turns your space into 'Noujiru Yokocho.' Price: 1,111 JPY (tax included).
- **Noujiru Omamori (Amulet)**: Designs including 'Probabilistic Variation Prayer' and 'Brain Drug' ver. Price: 999 JPY (tax included).
- **Noujiru Patch 2026**: Embroidered patch with depth. Price: 1,111 JPY (tax included).
- **Noujiru Stickers 2026**: A set of four cute but slightly crazy stickers.
Through these contents, Maruhan East Japan aims to be widely recognized as a brand that supports the straight-forward feelings of 'liking' something, held by every individual. For more details, please visit the official website (https://noujiruyokocho.com).
Maruhan East Japan (President: Yu Han) announced that it will host 'Noujiru Yokocho 2026,' an experiential food festival themed around 'brain juice' (Noujiru), as part of the 'Otona Kichi Project' aimed at capturing and nurturing next-generation fans. The event will take place over three days from May 29 (Fri) to May 31 (Sun), 2026, at 'Bellesalle Akihabara' in Chiyoda Ward, Tokyo.
This project centers on the keyword 'Otona'—a portmanteau of 'Otaku' and 'Adult'—with the goal of affirming individuality and recharging energy through enthusiastic experiences. The concept for this event is 'Hounousai' (Brain Offering Festival). The festival will feature a celebratory space adorned with light and sound, offering numerous contents such as experiential food and live stages.
## Noujiru Yokocho 2026 Original Merchandise (11 Items)
The original merchandise items to be sold during the event include:
- **Noujiru Yukata**: A flashy, all-over graphic design drawn by 'Saigo no Shudan.' Price: 39,800 JPY (tax included).
- **Noujiru Aloha Shirt**: An Aloha shirt covered in 'brain juice universe' graphics. Price: 7,777 JPY (tax included).
- **Noujiru T-shirt 2026**: Features bold graphics on the front. Price: 6,000 JPY (tax included).
- **Noujiru Skateboard**: A deck featuring all-over graphics that can be used or displayed as art. Price: 29,800 JPY (tax included).
- **Noujiru Sandals 2026**: Addictive black-based sandals with 'Brain' and 'Juice' logos. Price: 3,333 JPY (tax included).
- **Noujiru Acrylic Keychain 2026**: Prism-processed keychain that sparkles from different angles. Price: 777 JPY (tax included).
- **Noujiru Acrylic Stand**: An acrylic stand that turns your space into 'Noujiru Yokocho.' Price: 1,111 JPY (tax included).
- **Noujiru Omamori (Amulet)**: Designs including 'Probabilistic Variation Prayer' and 'Brain Drug' ver. Price: 999 JPY (tax included).
- **Noujiru Patch 2026**: Embroidered patch with depth. Price: 1,111 JPY (tax included).
- **Noujiru Stickers 2026**: A set of four cute but slightly crazy stickers.
Through these contents, Maruhan East Japan aims to be widely recognized as a brand that supports the straight-forward feelings of 'liking' something, held by every individual. For more details, please visit the official website (https://noujiruyokocho.com).
FAQ
What is Noujiru Yokocho 2026?
It is an experiential food festival based on the concept of 'Hounousai' (Brain Offering Festival). Visitors can enjoy light and sound production, live stages, experiential food, and exclusive merchandise.
Where can I buy the original merchandise?
They will be sold at the Bellesalle Akihabara venue during the event.
Is there an entrance fee?
Admission is free.