THE NIIGATA and KAGENAZO Jointly Develop "Niigata Sake Nazo" In-facility Mystery-Solving Game Starting May 2nd in Ginza, "Unlocking Niigata"

The "Ginza Niigata Information Center THE NIIGATA" (Ginza, Chuo-ku, Tokyo), a base for promoting the charms of Niigata Prefecture, will begin selling the in-facility touring mystery-solving kit "Niigata Sake Nazo" from Saturday, May 2, 2026, with the aim of creating new reasons for visitors through experiential content.

This kit is an experiential content where participants explore the facility while solving mysteries, incorporating elements related to Niigata's sake, food, and culture, allowing them to enjoy and experience the region's appeal.

The background is the challenge that "although located in Ginza, there was no reason to stop by." This project aims to attract new visitors, especially young people and tourists, and create opportunities to experience Niigata's charm by utilizing the increasingly popular "mystery-solving experience."

1. Features

(1) "Experiential Entertainment" Touring the Facility

Participants use a dedicated kit and a smartphone to explore the facility, solving hints and problems set up in various locations. Since it can be enjoyed with "inspiration" rather than knowledge, it is accessible to a wide range of ages.

(2) "Discover Niigata" Through Mystery-Solving

The problems and story incorporate elements related to Niigata's food, sake, tourism, and culture, designed to allow participants to enjoy and experience the region's appeal.

(3) Mechanism Leading to Consumption

During the mystery-solving experience, a purchase coupon for the "Niigata Sake Nazo Collaboration Tasting Ticket*" available within the facility will be provided. By connecting the experience to purchasing and dining, the aim is to extend the stay time and promote consumption. *Paid tasting of 1,500 yen can be purchased for 1,300 yen.

2. Background

While the Ginza Niigata Information Center THE NIIGATA sells Niigata's specialty products and disseminates information, it faced the challenge of approaching "those who are aware but do not visit."

Therefore, by utilizing the increasingly popular experiential content "mystery-solving" and creating a "reason to visit" itself, the center aims to appeal to previously unreached demographics and create new value for the facility.

3. Event Overview

・Name: [Niigata Sake Nazo] THE NIIGATA In-facility Touring Mystery-Solving

・Location: Within the Ginza Niigata Information Center THE NIIGATA

・Period: From Saturday, May 2, 2026

・Mystery-solving kit sales price: 1,500 yen (tax included)

*One dedicated "mystery-solving kit set" is required to participate in this event.

*This event is a mystery-solving game themed on the culture of Niigata and Japanese sake.

The mystery-solving kit does not include a 5-type Japanese sake tasting experience.

・Recommended age: 9 years and older (no age limit when accompanied by a parent)

・Time required: Approximately 90 to 120 minutes

・Items to prepare:

A smartphone or tablet equipped with a camera function and capable of reading 2D codes.

*This mystery-solving game progresses using the LINE official account.

＜Kit Contents＞

・1 Clear File

・B5 Mystery-solving Kit 8 pages & B5 Mystery-solving Sheet 1 page

・Pegsil

＜How to Participate＞

① After purchasing the mystery-solving kit, read the 2D code inside the kit to add the official LINE account.

② Explore the facility while advancing the story and aim to clear the mystery!

4. About Mystery-Solving Kit Planning and Development

The mystery-solving kit was developed jointly with KAGENAZO (operated by FUN SPIRITS Inc.), which develops content nationwide with the concept of "mystery-solving x regional revitalization."

KAGENAZO is a creative team that supports the creation of new tourists and consumption opportunities by combining regional charms with mystery-solving, and has previously handled numerous touring mystery-solving events in collaboration with local governments and companies nationwide.

In this project, too, by utilizing the space, products, and exhibits within the facility, a story design and mystery-solving content were developed that allow visitors to "experientially understand" the charms of Niigata.

＜Mystery Storyline＞

"THE NIIGATA" is packed with the charms of Niigata.

Your partner in the mystery you're about to challenge here is, surprisingly, an old man already feeling tipsy!?

He might seem a bit unreliable, but when it comes to talking about Niigata's sake, history, and specialties, he possesses unparalleled knowledge.

"Come on, let's drink and solve Niigata together!"

You'll explore the facility, carefully observing the displayed specialty products and searching for hidden clues.

Eventually, you'll uncover Niigata's profound culture and the truth of the intricately intertwined "Sake Nazo" -

Can you really unravel everything with this fun old man?

5. Future Developments

This project is not a limited-time event, but is planned to be developed as continuous content to promote visits. In the future, seasonal projects and story developments tailored to Niigata themes will also be considered to create repeat visitors.