Landing in Japan for the First Time! Interactive POPUP 'Dr. Simi TOKYO' to be Held in Shibuya

Farmacias Similares will host the first-ever limited-time popup shop in Japan, 'Dr. Simi TOKYO,' featuring 'Dr. Simi,' a character who boasts overwhelming popularity in Mexico, at ZeroBase Shibuya from Friday, April 10 to Sunday, May 10, 2026. Dr. Simi, loved as a national icon in Mexico, is landing in Japan for the first time with the goal of respecting Japanese character culture and serving as a bridge for new cultural exchange. At the venue, visitors can enjoy an immersive experience space where they can play, watch, and feel the world of Dr. Simi through music games, original content, and the sale of exclusive goods available only here. Additionally, a commemorative ceremony featuring special guests is planned for the grand opening on Monday, April 13, following a pre-opening period from Friday, April 10 to Sunday, April 12. Please pay attention to what kind of new appeal Dr. Simi, the 'subculture pop' icon Mexico is proud of, will create in Shibuya, the center of Japan where diverse cultures gather. ★Interactive POPUP 'Dr. Simi TOKYO' Event Outline Event Name: 'Dr. Simi TOKYO' Period: April 10 (Fri) - May 10 (Sun), 2026 Venue: ZeroBase Shibuya (2-5-8 Dogenzaka, Shibuya-ku, Tokyo) Business Hours: [Pre-opening] April 10 (Fri) - April 12 (Sun) 12:00 - 21:00 (Last admission 20:30) [Grand Opening] April 13 (Mon) 17:00 - 21:00 (Last admission 20:30) April 14 (Tue) - May 10 (Sun) 12:00 - 21:00 (Last admission 20:30) *Anyone can enter during the pre-opening period. Admission: Free / Priority Admission Reservation System (You can enter this event without a priority reservation. However, we recommend advance priority reservation as admission may be restricted depending on crowd conditions.) *Reservation Start Date: Reservations can be made from 0:00 AM on Monday, March 30, 2026. Content Introduction: <1F | Dr. Simi Greeting Floor> - A starting floor to enjoyably learn 'Who is Dr. Simi?' - The 1F is the floor where visitors first step in for an 'exciting encounter with Dr. Simi.' It is full of playful displays, such as a unique sushi counter where Dr. Simi, transformed into a sushi chef, welcomes you, 'SimiTV' delivering the news of his arrival in Japan, and 'Simi's Room' lined with travel journals and memory photos. It is an uplifting starting point where you can enjoyably experience Dr. Simi's story and charm in a colorful world that fuses Japan and Mexico. <2F | Dr. Simi Game Center Floor> - Play and get hooked! An entertainment space with the Dr. Simi world in full force - The 2F is an entertainment floor glittering with neon, inspired by Japanese game center culture. If you press buttons in sync with the beat flowing from a giant boombox, Dr. Simi's voice and sounds overlap to complete your own original music. Furthermore, with 'Dr. Simi Snaps!' where you can take photos with exclusive frames, you can get a picture you'll want to share immediately. It is a participation-style amusement space where you play, shoot, and get hyped. <3F | Dr. Simi Shop Floor> - Mexican streets appear in Shibuya! A lineup of 'must-have' items - The 3F is a colorful and pop goods shop floor inspired by the streets of Mexico. In a space filled with colorful ribbon decorations swaying from the ceiling and market-style displays, a variety of items are lined up, including standard plush toys, POPUP-exclusive T-shirts, totes, and stickers. Special goods commemorating the Japan landing and Shibuya-exclusive colors are also available, allowing you to enjoy an exciting shopping experience where you'll surely want to take your 'favorite Simi' home. Actually, is he super popular around the world!? What is 'Dr. Simi'? 'Dr. Simi' was born as the mascot character of Farmacias Similares in Mexico during a time when medicines were very expensive and many families could not access patented drugs. Born with the mission of making medical care more familiar and accessible, he grew into an existence that provides friendliness and a sense of security in daily life, going beyond just a corporate symbol. As Farmacias Similares expanded the provision of affordable medicines and pioneered a new model of attached medical offices, 'Dr. Simi' became the embodiment of the philosophy of 'inclusivity' and 'care.' He was not only a symbol of the brand but also a visible message showing that medical care can be closer, more accessible, and more human. Eventually, his role developed and he transformed into an entity known as 'a friend to the people.' Through the spontaneous cultural phenomenon of throwing 'Dr. Simi' plush toys onto the stage at concerts, and the spread of digital content across Latin America, he evolved into a widely loved cultural icon. 'Dr. Simi' is more than just a mascot. He is an entity that symbolizes values such as 'accessibility,' 'solidarity,' and 'connection.' These values resonate across borders. This popup initiative in Japan is an effort to deliver not just the introduction of one character, but the very 'spirit of supporting people' and 'social significance' he embodies. Name: Dr. Simi Origin: Mexico Appearance: A friendly and plump doctor characterized by a big mustache. Usually dressed in a white coat with a blue tie. Personality: Kind, bright, and friendly. Loves helping people and delivers happiness wherever he goes. About the character: Dr. Simi is the beloved mascot of Farmacias Similares in Mexico and a cultural icon known for his warmth, humor, and closeness to people. Features: Although usually known in a white coat, Dr. Simi is famous for having appeared in hundreds of different costumes so far, including a firefighter, a samurai, and an astronaut. His diverse appearances create fun and flexibility as a character, and he is loved by people of a wide range of generations. Why host a POPUP in Japan, in Shibuya? The reason for choosing Shibuya as the venue for this POPUP is that it is a city that has continued to disseminate culture and trends not only within Japan but to the world. Shibuya, where diverse cultures such as fashion, music, art, and subculture intersect, is considered the optimal location for disseminating Dr. Simi's unique worldview. Also, Japan is a country where character culture is rooted to a degree unseen anywhere else in the world. We planned this event with the desire to deliver the unique charm and friendliness of Dr. Simi to everyone in Japan, who is accustomed to 'yuru-chara' and mascot culture. We believe that 'Dr. Simi,' with his common and humorous charm, will bring fresh surprise and smiles to everyone in Japan as well. In particular, Shibuya, a center of youth culture, is a place where groups seeking new values and excitement always gather. We are confident that Dr. Simi's 'subculture pop' worldview and interactive content will strongly resonate with this highly sensitive demographic. We considered this the optimal stage as the first step to spreading the appeal of 'Dr. Simi' from Shibuya to all over Japan, and further to Asia and the world. Furthermore, promotions centered in Shibuya will also be deployed! In Shibuya, during the event period, we are planning multi-faceted OOH (Out-of-Home) development, such as video screenings centered in the Shibuya area and collaboration projects with fashion buildings for young people, beyond the popup event at ZeroBase Shibuya. By coloring the entire city of Shibuya with Dr. Simi's worldview, we will create opportunities for visitors as well as many people visiting the city to come into contact with his charm. Dr. Simi TOKYO ~Happy Theme Park of Dr. Simi from Mexico~ Secretariat MAIL: info@drsimi-tokyo.com Opening Period: March 25, 2026 (Wed) - May 29, 2026 (Fri) Business Hours: Weekdays 10:00 - 17:00 *Excluding Saturdays, Sundays, and holidays *During the event period (4/10 (Fri) - 5/10 (Sun)), the office will be open from 10:00 - 17:00 including Saturdays, Sundays, and holidays.