Asobi JTB Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Atsushi Saito; hereinafter 'Asobi JTB'), a joint venture between JTB Corporation and Asobisystem Co., Ltd., will hold the 'KAWAII Night Market vol.1 Harajuku Kawaii Night Market' (hereinafter 'KAWAII Night Market*1') for the first time from Thursday, August 20, 2026, to Sunday, August 30, 2026, at Harakado in Tokyu Plaza Harajuku.

This event aims to address the challenge of revitalizing Japan's nighttime economy by fusing the globally beloved 'KAWAII' culture with a modern reinterpretation of traditional Japanese street festivals and summer festivals, offering a new form of nighttime entertainment.

Additionally, the character brand 'KAWAII FRIENDS,' developed by Asobisystem, will appear at the event, enhancing the overall immersive atmosphere. Centered on the IP 'KAWAII Night Market,' created and developed by Asobi JTB, this initiative combines Japanese culture with character IPs and creative content to introduce Japan's charm to the world as a new form of tourism experience.

Background and Objectives

While daytime tourism offerings for international visitors to Japan are well-developed, stimulating nighttime spending—known as the 'nighttime economy'—remains a pressing challenge for increasing travel expenditure and improving visitor satisfaction. To address this, the 'KAWAII Night Market' will serve as a new solution by delivering unique value.

Set in Harajuku, a global hub of Japanese pop culture, the event will merge Asobi JTB's expertise in 'KAWAII' culture with a contemporary take on traditional Japanese festival culture, creating unprecedented nighttime experiences to energize the nighttime economy.

What is the KAWAII Night Market?

The KAWAII Night Market is a new nighttime market concept themed around 'Getting lost in a KAWAII world—an immersive Japanese night market.' It fuses 'KAWAII' culture with traditional Japanese festival and summer festival traditions.

At this event, 'KAWAII FRIENDS,' the character brand born from KAWAII LAB., will enhance the overall atmosphere with fantastical illuminations, spatial design, and experiential content that reinterprets traditional Japanese festival culture.

Moreover, original food and drink items and limited-edition merchandise will be available, offering visitors an immersive night market experience where they can 'see, play, eat, and take home' souvenirs. This summer's must-visit cultural event is perfect not only for couples on dates but also for international tourists eager to experience Japan's KAWAII culture.

Main Contents

- Illuminations: Colorful and dreamlike spatial design featuring 'KAWAII FRIENDS'

- KawaLabo Festival: Interactive experiences such as shooting games and ring toss, reimagined from traditional Japanese festival games through KAWAII.LAB.'s unique lens

- KAWAII Food & Drinks: Original menus designed to be both visually adorable and delicious, enhancing the night market atmosphere

- Goods Store: Exclusive 'KAWAII FRIENDS' items and original merchandise available only at this event

Event Overview

- Period: Thursday, August 20, 2026 – Sunday, August 30, 2026

- Venue: Harakado, Tokyu Plaza Harajuku

- Organizer: Asobi JTB Co., Ltd.

- Co-organizer: Asobisystem Co., Ltd.

- Support: Tokyu Real Estate Co., Ltd.

- Planning & Production: KIRINZI inc.

- Official Website: https://kawaii-yoichi.com

- Ticket Information: (TicketMe) https://kawaiiyoich-harajuku.ticketme.world

Future Outlook

Asobi JTB aims to expand the 'KAWAII Night Market' IP to various cities both domestically and internationally, starting with this 'vol.1' event. In the future, the company plans to develop new events by integrating local cultures and characteristics with the 'KAWAII Night Market' concept, promoting Japan's diverse appeal globally and contributing to sustainable regional economic revitalization and the advancement of Japan as a tourism-oriented nation.

About Asobi JTB Co., Ltd. (https://asobijtb.com/)

### General Inquiries

- Asobi JTB Co., Ltd. - Email: info@asobijtb.co.jp - Hours: 9:30–17:30 (Closed Dec. 30 – Jan. 3, weekends, and public holidays)

FACT BOX

  • Source: PR TIMES
  • Category: Event
  • Organizations: KIRINZI inc.
  • Products / services: KAWAII FRIENDS