Brother to Open 'BROTHER JOYFACTORY TOKYO' Interactive Amusement Facility on June 30

Brother Sales, Ltd., the domestic sales subsidiary of Brother Industries, Ltd., has announced that 'BROTHER JOYFACTORY TOKYO,' an interactive amusement facility located within the Brother Tokyo Showroom, will officially open on June 30, 2026.

Under the theme of 'Stories x Making,' the facility offers activities centered around Japanese culture, such as Samurai action, Karaoke, and Shodo (Calligraphy), allowing guests to become the 'protagonists' of their own stories. The key feature of this facility is the ability to transform these experiences into tangible souvenirs. Using Brother’s industrial-grade printers and sewing machines, guests can instantly create and take home original items such as T-shirts, pin badges, record jackets, and embroidered goods based on their personalized experience data.

Featured activities include 'SAMURAI LEGEND,' which uses AI image processing to enhance guest performances into powerful visuals for T-shirt printing, and 'SHODO STAGE,' which utilizes Brother's proprietary 'ROOMDIVE' immersive environment system. 'KARAOKE RECORD' is another highlight, developed in collaboration with JOYSOUND (Xing Inc.).

Beyond serving individual visitors, the facility acts as a 'showcase' for business partnerships. Brother aims to collaborate with tourist facilities, IP holders, and event organizers to verify new business models and experiential values. This initiative aligns with the Brother Group vision, 'At your side 2030,' as the company strives to expand Japanese innovation through co-creation with diverse partners.

Renowned creators, including visual director Shinji Aramaki and game producer Shintaro Kojima, have participated in the development of these experiences.