[Event Report] Approximately 13,000 People Visited an Experience-Based Food Festival Themed Around 'Brain Juice' in 3 Days! Experience-Based Food Festival 'Nojiru Yokocho 2026'

Maruhan East Japan (President: Yu Kan, hereinafter Maruhan East Japan), a division of Maruhan Co., Ltd. (Headquarters: Kyoto/Tokyo), held the experience-based food festival 'Nojiru Yokocho 2026' themed around 'brain juice' from Friday, May 29, 2026, to Sunday, May 31, 2026, at 'Bellesalle Akihabara' (Sumitomo Fudosan Akihabara Building 1F, 3-12-8 Sotokanda, Chiyoda-ku, Tokyo). This event was part of the 'Otona Base Project', which started in April 2024 with the aim of acquiring and nurturing the next generation of fans. Approximately 13,000 customers visited the event over the three days, and it concluded successfully.

'Nojiru Yokocho 2026' is the 6th event of Maruhan East Japan's 'Otona Base Project'. It is an experience-based food festival overflowing with 'brain juice', with the concept of a 'Hounou-sai' (Brain Offering Festival).

Maruhan East Japan held 'Nojiru Yokocho 2026' as the 6th event of the 'Otona Base Project', which is developed under the keyword 'Otona', a coined term combining 'Otaku' and 'Adult'. This project supports adults who live passionately every day while cherishing their 'likes'. In today's society filled with a sense of stagnation, the aim is to help people affirm their individuality and recharge their energy through brain-pleasing stimuli and experiences, giving them the motivation to 'return to daily life and do their best'.

The concept of the 6th event, 'Nojiru Yokocho 2026', is the 'Hounou-sai', a festival where one dedicates all impulses to liberate instinct and passion, and to pursue surprise, inspiration, and 'likes!'. In a festive space enveloped in light and sound, the 'experience-based food festival' offered various contents themed around 'brain juice', including experiential food and drinks in collaboration with creators, and live stages by artists and DJs.

The term 'brain juice' used in the event name is a humorous expression for brain chemicals like dopamine and adrenaline, which are secreted when one feels surprise, achievement, or excitement. It first appeared as internet slang and spread as a culture where a state of strong excitement or immersion is described as 'brain juice is flowing'. It is cherished as a word symbolizing 'moments of being engrossed' in entertainment experiences like pachinko, and now it has spread mainly among younger generations as a term referring to the overall feeling of instinctive excitement, fun, and 'likes!' across genres.

Approximately 13,000 people (an increase of about 3,000 from the previous year) visited 'Nojiru Yokocho 2026' over the three days. The venue was a 'dimension-defying brain juice space' adorned with monuments such as the giant brain balloon, a staple of brain juice events, and the impactful bright pink torii gate of the 'Nojiru Gal Shrine'. The event offered unique food experiences at 9 'Nojiru Yatai' (brain juice stalls) in collaboration with creators from various genres, performances by artists and DJs on the 'Chochin Mapping Stage' which projected images onto approximately 150 lanterns, an exploratory exhibition modeled after a researcher's desk at the 'Otona Base Laboratory', and sales of original goods to capture memories of the event. Through these diverse contents stimulating all five senses, visitors were provided with an extraordinary experience overflowing with 'brain juice'.

Visitors gave positive feedback on the originality of the contents and experiences, and their comments suggested that 'Nojiru Yokocho 2026' contributed to improving Maruhan's image.

-- 'I found out about Nojiru Yokocho 2026 from news on X. I've always liked online creators like Tommy from Mizutamari Bond, Riro-san, and Manarisu, and I was completely curious about what they would do at a food festival. The fact that it was held in Akihabara, right in the middle of my hobby zone, meant I came straight after work. Before coming, honestly, I thought it might be a regular gourmet event, but it was completely different (laughs). The 'Nojiru Yatai' got me excited just from the menu names and visuals before I even ate. The one I found particularly delicious was the 'Brain-Direct Hit Gorgonzola Mapo' from 'Dopagaki Mapo'. The spiciness of the mapo and the umami of the cheese hit me all at once, and it really felt like my brain was glitching. In daily life, I use the phrase 'brain juice is flowing!' when I pull the item I was aiming for in a gacha on the first try, or when I make a godly play in a game. Today, I was overwhelmed by the light and sound the moment I entered the venue, and I definitely felt my brain juice flowing. If there's a next time, I think it would be fun to have collaboration stalls that tickle the otaku heart even more, or plans where you can experience 'brain-pleasing sensations' like more difficult puzzles.' (Male in his 20s, company employee, hobby is online games)

-- 'I found out about it from a friend's Stories. At first, the name 'Nojiru Yokocho 2026' was so impactful that I thought, 'What kind of event is this?', but when I saw the official website, the food and the space were all so cute that I decided to come to take photos. The free admission is also very helpful for us university students. When I actually came, it wasn't just about eating; you could get drinks at the shiny 'Nojiru Stand', take photos at the 'Nojiru Gal Shrine', and the whole venue felt like a food festival I'd never seen before. Every corner was a space I wanted to post on social media. What particularly impressed me was the 'Gal-style Ramen Bakumori'. The name alone was strong, and my friend and I got excited saying, 'This is definitely going to look great in photos!' I use the phrase 'brain juice is flowing!' quite often. When there's an overflow of content about my favorite idol, when I win rare tickets, or even when I just barely make a deadline for an assignment (laughs). Next year, I'd be happy if there were more photo spots and more plans that make social media posting fun.' (Female in her teens, university student, passionate about supporting her favorite idol group)

-- 'I was looking for a weekend event to go out with my family and found out about 'Nojiru Yokocho 2026' on social media. At first, I thought it might be for adults, but since it was free admission and had food trucks and stage events, it seemed like something we could enjoy with our child, so we came. When we actually entered the venue, the lantern and light decorations were very vibrant, creating a festival-like atmosphere. My child got super excited the moment they saw the giant brain balloon and took photos many times. What I enjoyed the most was the Nojiru Stand. The experience of pouring a drink from a machine that looks like a gas station was easy for my child to understand, and they were delighted, saying 'I want to try it too!' The food and drinks at the 'Nojiru Yatai' fully showcased the individuality of each creator, and the interesting visuals sparked conversation even before eating. I wasn't familiar with the term 'brain juice' in detail, but I think the feeling of getting unexpectedly excited, like when a child manages to do a pull-up for the first time or when family travel plans are decided, is probably what it means to have 'brain juice flowing'. Today, seeing my child walking around the venue with sparkling eyes made me feel glad we came.' (Female in her 40s, homemaker, elementary school child likes soccer and anime)

In a visitor survey, 95.4% of respondents