Pay Later Service Paidy Celebrates 25 Million App Downloads with Pop-Up Collaboration Café 'Paidy Cafe -A Place to Fulfill Dreams-' at 'café STUDIO' (Harajuku)

Paidy Inc., the company behind Japan's leading pay later (Buy Now Pay Later) service Paidy, will celebrate surpassing 25 million app downloads (※) with a limited-time pop-up collaboration café, 'Paidy Cafe -A Place to Fulfill Dreams-', held for four days from July 9 (Thu) to July 12 (Sun), 2026, at café STUDIO in Harajuku, Tokyo. (※) Expected achievement by early July 2026.

Event Background — Paidy's Pay Later Service Hosts a Café Dedicated to Dreams

Paidy operates under the purpose of 'Creating a world where people have confidence in their dreams and peace of mind.' Through shopping experiences, Paidy has long supported customers in achieving their dreams and goals. Paidy believes shopping is not merely consumption, but a positive step toward becoming the person you want to be or living the life you envision.

As a 'flexible pay later service for you,' Paidy embodies this purpose by enabling everyone to shop in a fun, smart, and personalized way that fits their lifestyle.

This 'Paidy Cafe -A Place to Fulfill Dreams-' marks the milestone of 25 million app downloads. It aims to express gratitude to loyal users while promoting the joy of having dreams—big or small. With just six months remaining in 2026 and summer vacation approaching, this event encourages visitors to reflect on their dreams and consider 'when and how they want to achieve them.' Under the concept that 'you can choose your own timing to fulfill your dreams,' the event offers experiential activities such as writing letters to your future self and interactive diagnostic content, allowing visitors to personally experience Paidy's core purpose.

Main Features of 'Paidy Cafe -A Place to Fulfill Dreams-'

1. 'Dream Letter' to Your Future Self

A letter-writing activity where visitors express their current thoughts and aspirations to their future selves 3, 6, or 12 months ahead. Guests will receive an original Paidy envelope at the venue and can choose to write a letter addressed to themselves at one of the three future time points. Those who opt for mailing will receive their letter at the future date they selected—an experience that extends beyond the event day, preserving a 'step toward your dream' for the future.

2. 'Dream Achievement Style' Diagnostic Quiz

An interactive quiz that identifies your personal 'dream achievement style' through simple questions. Results include six types such as 'Inspired Doer,' 'Reward Master,' and 'Future Investor,' offering insights to help approach your dreams and goals. The quiz is also available online and shareable via social media.

3. Paidy Original Drinks and Café Decorations

During the event, a limited-edition original drink, the 'Dreamy Magenta Watermelon Float,' will be available. This Paidy-exclusive beverage combines watermelon syrup and Sicilian lemon juice to create a lemon squash, topped with generous mixed berries and rich vanilla ice cream. Additionally, café STUDIO's menu items will be served with special Paidy-branded food picks for a unique presentation.

4. Exhibition and Video Screenings Inspired by Paidy's CMs

The venue will feature installations and video screenings inspired by Paidy's latest commercials, including currently released CMs and behind-the-scenes footage with interviews (previously released content). Visitors can immerse themselves in the vibrant world of Paidy, themed in its signature magenta and purple colors.

5. Paidy Original Giveaways and Discounts

During the event, the first 1,500 guests who visit and make a purchase will receive a 'Dream Fulfillment Kit' (including an original pouch, Dream Letter set, and flake sticker pen set) as a free gift upon payment.

Additionally, guests who post about the event on social media using the hashtag #ペイディカフェ will receive a 300-yen discount voucher, redeemable in three installments of 100 yen each at Paidy Cafe.

Future Goals

Through this event, Paidy aims to express gratitude for reaching 25 million app downloads and further promote its purpose of 'Creating a world where people have confidence in their dreams and peace of mind,' emphasizing the value of dreaming—no matter how big or small. Moving forward, Paidy will continue creating environments where customers can engage with their dreams and goals in a personal way, through shopping experiences, real-world events, social media, and collaborations with partner companies.

Event Overview

Item

Details

Event Name

Paidy Cafe -A Place to Fulfill Dreams-

Dates

July 9 (Thu) – July 12 (Sun), 2026 [4 days]

Opening Hours

July 9 (Thu): 14:00–21:00; July 10 (Fri) – 12 (Sun): 11:30–21:00

Venue

café STUDIO (1F YM Square HARAJUKU, 4-31-10 Jingumae, Shibuya-ku, Tokyo)

Access

4-minute walk from Meiji-jingumae Station (Tokyo Metro Chiyoda Line); 6-minute walk from Harajuku Station (JR Yamanote Line)

Admission

Free entry (dining purchase required)

※ Entry may be restricted to manage crowd density.

Organizer

Paidy Inc.

[About Paidy]

Paidy is a 'pay later (Buy Now Pay Later)' service that allows users to instantly purchase desired items using just a smartphone, with payment made later in a single or installment plan. In addition to single pay later transactions settled by the 27th of the following month, Paidy offers fee-free installment plans*1 for 3, 6, or 12 months. In October 2020, Paidy became the first in Japan to launch fee-free installment payments for three or more installments—a core feature of true BNPL services. Paidy also offers the 'Paidy Pay Later Plan for Apple,' enabling smart installment purchases of Apple products with zero installment fees*1 for up to 36 installments, and 'Pay Now,' which allows flexible payments before the next month. The Paidy app features a simple UX for smart financial management. As a flexible pay later service tailored to individual lifestyles, Paidy is widely used, with app downloads soon to exceed 25 million*2. In October 2024, Paidy celebrated its 10th anniversary since service launch. Guided by its purpose of 'Creating a world where people have confidence in their dreams and peace of mind,' Paidy remains committed to supporting everyone in achieving their dreams and goals through shopping.

https://paidy.com

[Paidy Plus Terms of Use] https://terms.paidy.com/hokatsu/

[Paidy Pay Later Plan for Apple Terms of Use] https://terms.paidy.com/hokatsu-apple/

*1 Fee-free installments available only with bank transfer or account withdrawal.

*2 Expected achievement by early July 2026.