Popular 'Guilty Carbonated' Brand 'NOPE' to Appear at 'Content Tokyo 2026' Starting June 17, 2026

RX Japan LLC (Headquarters: Chuo-ku, Tokyo; Representative Executive Officer and President: Takeshi Tanaka) will launch a special 'NOPE Counter' within the venue of 'Content Tokyo 2026,' to be held at Tokyo Big Sight from Wednesday, June 17 to Friday, June 19, 2026. This collaborative initiative with Suntory's carbonated beverage brand 'Guilty Carbonated NOPE (NOPE)' aims to bring the brand experience directly to attendees.

'Guilty Carbonated NOPE' is a major new beverage brand launched nationwide by Suntory on Tuesday, March 24, 2026. In today's health-conscious era, the brand boldly embraces the word 'Guilty,' promoting a unique concept centered on 'dissolving stress' and 'indulging desires.' Since launch, it has gained significant attention on social media and surpassed 55 million units shipped within 50 days of release, generating widespread buzz.

Content Tokyo is an exhibition that brings together diverse forms of expression and methodologies connecting businesses and consumers—such as content creation, IP utilization, advertising and marketing, communication design, and fan communities. At the 'NOPE Counter,' attendees will have the opportunity to experience the brand firsthand through sampling, gaining insight not only into the product itself but also into its copywriting, packaging, and social media virality—what we call a 'talkable brand experience.'

At the venue, attendees can enjoy sampling of 'Guilty Carbonated NOPE,' and NOPE stickers will also be distributed. This initiative offers a refreshing break amid business meetings and research, allowing visitors to directly feel a real-world example of today’s most talked-about brand communication.

Official Website

◆ Organizer Comment

Atsuo Shimoita, Director, Content Tokyo Secretariat, RX Japan LLC

'Content Tokyo is a venue where companies consider how to communicate, how to deliver experiences, and how to inspire conversation. In this sense, NOPE—a major topic this year—is exactly the kind of 'living case study' we want attendees to experience on-site.

In an age where health-consciousness is the norm, deliberately calling oneself 'Guilty' takes courage and carries a slight sense of transgression. While attendees are deeply engaged in negotiations, learning, and strategizing, there are times when we need moments—like the fizz of carbonation—to gently pop the bubbles of rigid thinking.

We hope the 'NOPE Counter' becomes a place that not only quenches your thirst but also refreshes your imagination.'

◆ Suntory Comment

Takumi Otaki, Carbonated Brand Development, Brand Marketing Division, SBF Japan, Suntory Beverage & Food Ltd.

'Guilty Carbonated NOPE' is a new carbonated beverage with a rich, addictive taste, inspired by 'guilty consumption'—that feeling of indulging yourself despite knowing it contradicts health trends, amid Japan's growing stress culture.

Since launch, we have received overwhelming feedback on the taste, packaging, and brand world. We are delighted that NOPE has become more than just a beverage, but a conversation starter that encourages people to share their experiences.

We are grateful for the opportunity to introduce NOPE at Content Tokyo, a gathering of professionals in content business, marketing, and creativity. We hope attendees enjoy not only the uniquely addictive taste of NOPE but also the fun and novelty of experiencing it as a full brand experience.'

◆ Overview

[Event Details]

Event Name: NOPE Counter

Activities: Sampling of 'Guilty Carbonated NOPE,' distribution of NOPE stickers (planned)

Period: Wednesday, June 17 to Friday, June 19, 2026, 10:00–17:00

Location: Inside the 'Content Tokyo 2026' venue, West Exhibition Hall, Tokyo Big Sight

Target Audience: Content Tokyo attendees

Collaborator: Suntory Beverage & Food Ltd.

* Supplies are limited. Content subject to change without notice.

[Exhibition Overview]

IP, creativity, community, XR, marketing… A venue to discover insights for creating compelling projects, experiences, and brand touchpoints that users choose—and turn them into practice.

Exhibition Name: Content Tokyo 2026

Co-located Events: 19th Licensing Japan / 18th Creator EXPO / 17th Video & CG Production Expo / 15th Advertising Creative & Marketing EXPO / 15th Communication Design EXPO / 2nd Immersive Technology EXPO / 1st Fan Community Marketing EXPO

Concurrent Exhibition: 6th XR & Metaverse Comprehensive Expo [Summer]

Dates: Wednesday, June 17 to Friday, June 19, 2026, 10:00–17:00

Venue: Tokyo Big Sight (West Exhibition Hall)

Organizer: RX Japan LLC

Official Website: https://www.content-tokyo.jp/hub/en-us.html

About RX Japan LLC

[Company Overview]

Company Name: RX Japan LLC

Headquarters: Yaesu 2-2-1, Tokyo Midtown Yaesu, Yaesu Central Tower 11F, Chuo-ku, Tokyo

Representative Executive Officer and President: Takeshi Tanaka

Business Activities:

● Hosting 109 exhibitions across 38 fields annually in major cities including Tokyo, Makuhari, Yokohama, Nagoya, Osaka, Kobe, Fukuoka, and Kumamoto (2026)

● Supporting Japanese companies’ participation in overseas exhibitions (RX ISG)

Established: August 1986

Official Website: https://www.rxjapan.com/

[Inquiries]

Content Tokyo Secretariat, RX Japan LLC

11F, Yaesu Central Tower, Tokyo Midtown Yaesu, 2-2-1 Yaesu, Chuo-ku, Tokyo 104-0028

TEL: +81-3-6739-4107 EMAIL: content-tokyo.jp@rxglobal.com