Scream for Your Throat? Rakugan-San Brings Full-Scale Haunted House to Japan Drugstore Show 2026

Ryukakusan Co., Ltd. (Chiyoda-ku, Tokyo; President and CEO, Ryota Fujii) will exhibit at the '26th Japan Drugstore Show,' to be held at Tokyo Big Sight from Friday, July 31, 2026, to Sunday, August 2, 2026.

At the Ryukakusan booth, the popular haunted house project—well-received in the previous two years—will return once again this year.

The reason Ryukakusan operates a full-scale haunted house is the inherent connection between 'screaming' and 'throat health.' Through the experience of involuntarily shouting in fear, Ryukakusan offers a unique brand experience only possible for a company that has long focused on throat care.

In 2024, the theme was 'Ghosts,' and in 2025, 'Zombies,' both of which were enjoyed by many attendees. This third year, the attraction will be themed 'Urban Legend: The Cursed Phone Booth,' creating a horror experience so intense that visitors cannot help but scream.

The setting is a cursed public phone booth located in a modern city street.

A vengeful spirit, 'Nodonoke,' appears drawn by the sound of ringing phones. Participants are given a mission to search for a missing journalist and retrieve notes left behind, stepping into a haunted street where Nodonoke roams. The spirit’s only weakness is human 'screams'—will participants succeed in their mission while surrounded by terror?

The project is produced by Yami Inc. (Minato-ku, Tokyo; President and CEO, Kenichi Uchiyama), a horror creative company known for its 'Horror × Technology'—'Horatech'—approach, having created numerous acclaimed works. With professional direction and spatial design by horror experts, the experience delivers a truly terrifying atmosphere unlike anything expected within a convention venue.

All guests entering the haunted house will receive Ryukakusan products as souvenirs to care for their throats after screaming.

※ Souvenirs are limited and distributed on a first-come, first-served basis each day until supplies run out.

Ryukakusan Booth Visual

'Urban Legend: The Cursed Phone Booth' Story

'Hey, have you heard of the urban legend of "Nodonoke" (the Throat Phantom)? They say when a phone rings near a phone booth, Nodonoke appears.' This urban legend spreads across social media. Behind it lies a tragic story.

Thirty years ago, one night, a woman attacked by an unknown assailant tried to call for help from a public phone.

But overwhelmed by terror, she couldn’t utter a sound, clutching the receiver until she passed away, unnoticed by anyone.

Her unfulfilled cry for help transformed into the vengeful spirit 'Nodonoke,' drawn to the sound of phones and appearing around them.

Nodonoke’s only weakness—human 'screams.' It is said that upon hearing the scream she could never make, it flinches and retreats.

One day, a journalist from a paranormal magazine, investigating the truth behind this urban legend, went missing during his research.

His last message was a fragmented transmission: 'I saw something near the phone booth...'

You are tasked with searching for the missing journalist and retrieving his notes, stepping into the cursed street where Nodonoke wanders.

'Urban Legend: The Cursed Phone Booth' Main Visual

26th Japan Drugstore Show Overview

● Name: 26th Japan Drugstore Show

● Dates: Friday, July 31, 2026 – Sunday, August 2, 2026

※ July 31 (Friday) is trade-only day; general admission is not permitted.

※ Trade visitors must register in advance. For details, please visit the official Japan Drugstore Show website.

● Hours: 10:00 – 17:00

● Venue: Tokyo Big Sight East Halls 1, 2, 3, 7, and 8

● Organizer: Japan Chain Drugstore Association

● Official Website: https://www.drugstoreshow.jp/

● Ryukakusan Booth: East Hall 3, Booth No. 3-074

About Yami Inc.

A leading Japanese horror creative company.

Yami Inc. produces multidisciplinary horror entertainment across events, AI, games, video, and web. In recent years, exhibitions such as 'Missing Persons Exhibition' and 'Fear Exhibition' have gained massive attention on social media, attracting over 400,000 visitors cumulatively. 'Renovation Horror House' won the Excellence Award at the 50th JNN Network Council Awards, and 'Missing Persons Exhibition' received the ACC Bronze at the 65th ACC Tokyo Creativity Awards 2025.

Official Website: https://yami.net

About Ryukakusan Co., Ltd.

The medicine 'Ryukakusan,' created during the Edo era to treat the asthma of a feudal lord in Akita, became widely available to the public after the Meiji Restoration. Today, Ryukakusan is a throat-care specialist, manufacturing and selling pharmaceuticals such as 'Ryukakusan' and 'Ryukakusan Direct,' throat-clearing candy 'Ryukakusan no Nodosukkiri Ame,' and medication-assist jellies 'Rakuraku Fukuyaku Zeri' and 'Okusuri Nometane.'

Official Website: https://www.ryukakusan.co.jp/

※ 'Gohon! to ieba Ryukakusan,' 'Ryukakusan,' 'Ryukakusan Direct,' 'Ryukakusan no Nodosukkiri,' 'Rakuraku Fukuyaku Zeri,' and 'Okusuri Nometane' are registered trademarks of Ryukakusan Co., Ltd.