Brother to Open Experiential Amusement Facility 'BROTHER JOYFACTORY TOKYO' in June
Brother Sales, Ltd. will open an experiential amusement facility, 'BROTHER JOYFACTORY TOKYO,' within its Tokyo Showroom in June 2026. Targeting inbound tourists, guests can experience Japanese culture and turn their memories into merchandise using Brother products.
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- 📰 Published: April 15, 2026 at 20:00
- 🔍 Collected: April 15, 2026 at 11:31
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Brother Sales, Ltd. (Headquarters: Nagoya City, President: Koichi Yasui), a domestic sales subsidiary of Brother Industries, Ltd. (Headquarters: Nagoya City, President: Kazufumi Ikeda), will open "BROTHER JOYFACTORY TOKYO" (hereafter, Brother Joyfactory) within the Brother Tokyo Showroom (Chuo-ku, Tokyo) in June 2026. Brother Joyfactory is an experiential amusement facility where guests not only become the main characters and experience Japanese culture, but also can turn those memories into merchandise to take home.
The theme of Brother Joyfactory is "Story x Manufacturing (Monozukuri)." It is primarily aimed at inbound tourists from overseas. Through activities related to Japanese culture such as Samurai and Karaoke, guests not only enjoy "being the main character," but the facility also offers content that allows them to "give shape to memories" by turning their experiential scenes into merchandise like T-shirts, tin badges, and music [*1].
Furthermore, for travelers living in Japan, it aims to provide a unique experience where even adults can enjoy a "main character experience" and "giving shape to memories."
● Introduction of Activities
SAMURAI LEGEND
By changing into a Samurai outfit and swinging a sword in sync with a master on a massive display, guests can enjoy a "Samurai action experience" synchronized with video effects. The guest's martial arts performance is converted into even more beautiful and powerful visuals via AI processing, which can be taken home as an originally printed T-shirt on the spot. Furthermore, it is also possible to create merchandise like tin badges and mugs [*1]. The highlight of the experience is generated into a short video and sent to the guest immediately after the experience, allowing them to share their "main character experience" on their trip directly with friends and followers around the world via social media.
KARAOKE RECORD
An activity based on Karaoke, a culture originating in Japan and widely loved worldwide.
In a space resembling a recording studio, guests can choose their favorite songs from popular tracks like J-POP and anime songs, and sing feeling like an artist. Whether the guest's Japanese is vague or they sing in their native language, the singing voice remains the same but is converted into Japanese lyrics and recorded using the latest digital mastering technology. The pitch is also corrected precisely, so the finished audio track sounds like a professional singer's work. This audio can be taken home along with a record jacket featuring the experiential scene.
SHODO STAGE (Calligraphy Stage)
In an immersive space surrounded by Japanese elements such as visuals, music, and scents, guests can experience a calligraphy performance dynamically writing Kanji on a canvas using projected models as a reference. The piece created by the guest undergoes digital processing suitable for merchandising, allowing it to be turned into a variety of original goods such as foil printing, hanging scrolls, and embroidery [*1, 2].
SEWING STUDIO
An activity where guests choose their favorite fabric from colorful Japanese patterns and use Brother's sewing machines to tailor Japanese-style accessories like drawstring bags and pouches. Brother has a history of starting its business from sewing machine repair in 1908. Because its years of know-how are utilized in the experiential design, even beginners can enjoy the fun of sewing fabric and giving it shape.
CREATE KOBO (Creation Workshop)
An area where guests can combine image, audio, and design data generated from each activity with design templates featuring Japanese cultural motifs to create merchandise in various forms, such as tin badges, mugs, T-shirts, tote bags, and records. It can be taken home as a one-of-a-kind "memory goodie" in the world.
The theme of Brother Joyfactory is "Story x Manufacturing (Monozukuri)." It is primarily aimed at inbound tourists from overseas. Through activities related to Japanese culture such as Samurai and Karaoke, guests not only enjoy "being the main character," but the facility also offers content that allows them to "give shape to memories" by turning their experiential scenes into merchandise like T-shirts, tin badges, and music [*1].
Furthermore, for travelers living in Japan, it aims to provide a unique experience where even adults can enjoy a "main character experience" and "giving shape to memories."
● Introduction of Activities
SAMURAI LEGEND
By changing into a Samurai outfit and swinging a sword in sync with a master on a massive display, guests can enjoy a "Samurai action experience" synchronized with video effects. The guest's martial arts performance is converted into even more beautiful and powerful visuals via AI processing, which can be taken home as an originally printed T-shirt on the spot. Furthermore, it is also possible to create merchandise like tin badges and mugs [*1]. The highlight of the experience is generated into a short video and sent to the guest immediately after the experience, allowing them to share their "main character experience" on their trip directly with friends and followers around the world via social media.
KARAOKE RECORD
An activity based on Karaoke, a culture originating in Japan and widely loved worldwide.
In a space resembling a recording studio, guests can choose their favorite songs from popular tracks like J-POP and anime songs, and sing feeling like an artist. Whether the guest's Japanese is vague or they sing in their native language, the singing voice remains the same but is converted into Japanese lyrics and recorded using the latest digital mastering technology. The pitch is also corrected precisely, so the finished audio track sounds like a professional singer's work. This audio can be taken home along with a record jacket featuring the experiential scene.
SHODO STAGE (Calligraphy Stage)
In an immersive space surrounded by Japanese elements such as visuals, music, and scents, guests can experience a calligraphy performance dynamically writing Kanji on a canvas using projected models as a reference. The piece created by the guest undergoes digital processing suitable for merchandising, allowing it to be turned into a variety of original goods such as foil printing, hanging scrolls, and embroidery [*1, 2].
SEWING STUDIO
An activity where guests choose their favorite fabric from colorful Japanese patterns and use Brother's sewing machines to tailor Japanese-style accessories like drawstring bags and pouches. Brother has a history of starting its business from sewing machine repair in 1908. Because its years of know-how are utilized in the experiential design, even beginners can enjoy the fun of sewing fabric and giving it shape.
CREATE KOBO (Creation Workshop)
An area where guests can combine image, audio, and design data generated from each activity with design templates featuring Japanese cultural motifs to create merchandise in various forms, such as tin badges, mugs, T-shirts, tote bags, and records. It can be taken home as a one-of-a-kind "memory goodie" in the world.