[HMV&BOOKS SHIBUYA 10th Anniversary] Store Renewal Phase 2: "A Space Where Customers Encounter, Experience, and Connect with Entertainment" - Expanded Event Space and New Concept for Cosmetics Area

Lawson Entertainment, Inc. (Headquarters: Shinagawa-ku, Tokyo; President: Toru Noguchi) will conduct the second phase of store renovations for "HMV&BOOKS SHIBUYA" on July 18, 2026 (Sat), to commemorate its 10th anniversary. The renovations will focus on expanding the event space, renewing the museum space, and introducing a new concept to the cosmetics area.

▶HMV&BOOKS SHIBUYA 10th Anniversary Special Page: https://www.hmv.co.jp/news/article/251023113/

"HMV&BOOKS SHIBUYA," the first HMV&BOOKS store, opened in November 2015 with the aim of becoming a "new information hub for entertainment." Last year, in November 2025, it celebrated its 10th anniversary and underwent renovations with the theme "A space where customers encounter, experience, and connect with entertainment."

Now, as the second phase of renovations, we will further expand opportunities for "encountering" and "experiencing" entertainment by adding an approximately 20-tsubo event space to the current three event spaces. Additionally, the museum space, which hosts various exhibitions and projects, will be renovated, and a new concept will be introduced to the cosmetics area with a focus on "Oshi-katsu" (fan activities).

Furthermore, HMV&BOOKS SHIBUYA has numerous campaigns and events planned to celebrate the second phase of renovations, including in-store promotions such as Oshi-katsu merchandise giveaways and cosmetic sample gifts, as well as a digital stamp rally to explore the store.

"HMV&BOOKS SHIBUYA" will continue to announce various plans as "a space where customers encounter, experience, and connect with entertainment," so please stay tuned!

Outline of HMV&BOOKS SHIBUYA Renewal Phase 2

New Event Space (5F)

An approximately 20-tsubo event space will be newly established, adding to the three currently operating event spaces. This will promote the expansion of event hosting and create further opportunities for "encountering" and "experiencing" entertainment.

<First Event for New Event Space> Daizen Maeda "Gamushara: Why Do I Run So Much?" Book Launch Event

Prior to the opening of the new event space, an event will be held with the author, Daizen Maeda, to commemorate the release of his first autobiography.

Date & Time: July 10, 2026 (Fri) [Session 1] 5:00 PM– [Session 2] 6:00 PM– [Session 3] 7:00 PM–

Venue: HMV&BOOKS SHIBUYA 5F Event Space B

Performer: Daizen Maeda

Fan Club Benefits: 1 signed book from the author + 2-shot smartphone photo per ticket.

Sales Period: July 8, 2026 (Wed) 8:00 PM– July 9, 2026 (Thu) 11:59 PM

How to Purchase Products with Event Tickets: Limited quantity of eligible products will be sold on a first-come, first-served basis via "EntaGO."

▶Details Page: https://www.hmv.co.jp/store/event/55787/

<Eligible Product>

- Book Title: Gamushara: Why Do I Run So Much?.

- Release Date: May 13, 2026 (Wed)

- Price: 1,760 yen (tax included)

- Publisher: Gentosha

*Eligible products must be pre-ordered via "EntaGO" and will be handed over at the venue on the event day.

*What is "EntaGO"... An entertainment mobile order service that allows for smooth purchasing of merchandise and check-in procedures at live and event venues. Lawson WEB membership registration is required in advance.

HMV&BOOKS SHIBUYA Event Information

Events are held daily in the store. Please check the store's official event schedule page.

▶https://www.hmv.co.jp/store/BTK/

New Concept Introduction to Cosmetics Area

The cosmetics area will be updated as the "morecos+" area, positioning it as the offline store for "morecos+" (HMV's beauty and cosmetics e-commerce site). The sales floor will be enhanced for customers enjoying Oshi-katsu, with new concept shelves such as "For the Day I Meet My Oshi" for Oshi-katsu preparation and "To You Who Meets Your Oshi Today" to cater to customers' needs just before attending an event.

HMV&BOOKS SHIBUYA Renewal Phase 2 Campaign

1. [Ponta Pass Member Exclusive] 10x Ponta Points Campaign Register as a Ponta Pass member (paid) during the campaign period and receive 10x Ponta points on store purchases! Existing members can also receive 10x points by presenting their Ponta Pass member screen.

Campaign Period: July 18, 2026 (Sat) – July 31, 2026 (Fri)

2. [In-Store] HMV&BOOKS SHIBUYA Renewal Commemorative Digital Stamp Rally

Follow hints to explore the store and scan QR codes at each spot to collect stamps. Those who collect all stamps will receive an original trading card case, perfect for Oshi-katsu. Two designs will be available, and you can choose your preferred one (limited quantity). Participation is free regardless of product purchase, and we look forward to many customers joining.

Campaign Period: July 18, 2026 (Sat) – August 31, 2026 (Mon) *Prizes are limited and will be given out on a first-come, first-served basis until supplies last.

Original Trading Card Case (Image)

3. [In-Store] Receive Oshi-katsu Merchandise with In-Store Purchase Customers who purchase 3,000 yen (tax included) or more in-store during the campaign period and present their completed digital stamp rally screen will receive an original clear multi-case on a first-come, first-served basis. You can choose your preferred color from 8 available colors.

Campaign Dates: July 18, 2026 (Sat) – August 31, 2026 (Mon) *Prizes are limited and will be given out on a first-come, first-served basis until supplies last.

Original Clear Multi-Case (Image)

4. [Shiseido x morecos+] Receive a Sample Set of Popular Cosmetics! & Lottery for a Chance to Win a Generous "HAKU" Sample From July 18, 2026 (Sat) to August 2, 2026 (Sun), customers who make a purchase in-store and register for the "morecos+ Official LINE" will be eligible for a special campaign to receive sample sets of popular Shiseido cosmetics.

Campaign Overview

- Campaign Period: July 18, 2026 (Sat) – August 2, 2026 (Sun)

- Participation Requirements: Customers who make a purchase in-store during the period and register for the morecos+ Official LINE.

(*Existing LINE friends are also eligible.)

[Gift 1] First-Come, First-Served Gift: MAQuillAGE "Primer & Foundation" Sample Set A pouch sample set allowing you to try Shiseido's popular MAQuillAGE base makeup simultaneously will be given away on a first-come, first-served basis (1 set per transaction).

*Distribution is on a first-come, first-served basis and will end once supplies are depleted.

- Set Contents: 1. Makeup Base (Dramatic Skin Sensor Base NEO) / 2. Foundation (Essence Liquid EX Bright Glow)

[Gift 2] Participate On the Spot! Lottery to Win a "HAKU" Whitening Serum Sample

Additionally, in a lottery you can participate in on the spot, a total of 500 winners will receive a medicated whitening serum (Melano Focus IV 6g sample) from Shiseido "HAKU" for generous trial.

*The lottery will end once 500 winners are selected, even if within the campaign period. One lottery entry per transaction.

For details on each campaign, precautions, and future plans, please check the special page below. ▶HMV&BOOKS SHIBUYA 10th Anniversary Special Page: https://www.hmv.co.jp/news/article/251023113/