Asobi JTB to Launch 'KAWAII Night Market vol.1 Harajuku Kawaii Yomachi' at Harakado

Asobi JTB Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; CEO: Atsushi Saito; hereinafter 'Asobi JTB'), a joint venture between JTB Corporation and Asobisystem Co., Ltd., will hold the 'KAWAII Night Market vol.1 Harajuku Kawaii Yomachi' (hereinafter 'KAWAII Night Market') for the first time from Thursday, August 20, 2026, to Sunday, August 30, 2026, at Harakado in Tokyu Plaza Harajuku.

This event aims to provide a new nighttime entertainment experience by fusing the globally beloved 'KAWAII' culture with a modern reinterpretation of Japan's traditional night festivals, street markets, and summer festival atmosphere, addressing the challenge of revitalizing Japan's nighttime economy.

Additionally, 'KAWAII FRIENDS,' the character brand launched by Asobisystem, will appear at the event to enhance its overall world view. Centered on the 'KAWAII Night Market' IP developed and planned by Asobi JTB, the company will combine Japanese culture with character IPs and creative content to create a new tourism offering that showcases Japan's charm to the world.

◆ Background and Purpose

Currently, while daytime tourism content for inbound visitors to Japan is well-developed, revitalizing the 'nighttime economy' to encourage evening spending remains an urgent challenge for increasing travel expenditure and improving visitor satisfaction. To address this, the 'KAWAII Night Market' will serve as a new solution by delivering unique value.

Set in Harajuku, a global hub of Japanese pop culture, the event will merge Asobi JTB's expertise in 'KAWAII' culture with a modern take on traditional Japanese 'ennichi' (temple festivals) and summer festival vibrancy, creating unprecedented nighttime experiences to drive nighttime economic activity.

◆ What is the KAWAII Night Market?

The KAWAII Night Market is a new night market concept with the theme 'Getting lost in a KAWAII world—an immersive Japanese night market.' It fuses 'KAWAII' culture with traditional Japanese festival culture.

At this event, 'KAWAII FRIENDS,' the character brand born from KAWAII LAB., will color the entire experience with fantastical illuminations, spatial design, and experiential content that reinterprets traditional Japanese festival games.

Moreover, original food and drink, as well as limited-edition goods, will be available, offering visitors an immersive night market experience where they can 'see, play, eat, and take home' all in one. This summer's must-see cultural event is perfect not only for couples' dates but also for foreign tourists eager to experience Japan's KAWAII culture.

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・Illuminations: Colorful and fantastical spatial design featuring 'KAWAII FRIENDS'

・KawaLab Ennichi: Experience-based attractions such as shooting galleries and ring toss, reimagined from traditional Japanese festival games through KAWAII.LAB's unique lens

・KAWAII Food & Drinks: Original menus designed to be both visually cute and delicious, enhancing the night market atmosphere

・Goods Store: Exclusive 'KAWAII FRIENDS' items and original goods available only at this event

◆ Event Overview: 'KAWAII Night Market vol.1 Harajuku Kawaii Yomachi'

Period: August 20 (Thu) – August 30 (Sun), 2026

※ Event hours available on the official website.

Location: Harakado, Tokyu Plaza Harajuku

Organizer: Asobi JTB Co., Ltd.

Co-organizer: Asobisystem Co., Ltd.

Support: Tokyu Real Estate Co., Ltd.

Planning & Production: KIRINZI inc.

・Official Website: https://kawaii-yoichi.com

・Ticket Information (TicketMe): https://kawaiiyoich-harajuku.ticketme.world

◆ Future Outlook

Asobi JTB aims to expand the 'KAWAII Night Market' IP to various cities both in Japan and abroad, starting with this first edition. In the future, the company plans to develop new events by integrating local cultures and characteristics with the 'KAWAII Night Market' concept, showcasing Japan's diverse appeal globally and contributing to sustainable regional economic revitalization and the promotion of tourism as a national strategy.

About Asobi JTB Co., Ltd. (https://asobijtb.com/)

A joint venture established in March 2026 by JTB and Asobisystem, Asobi JTB promotes the creation of new experiential value for inbound tourists by fusing Japan-originated pop culture—especially 'KAWAII' culture—with regional resources.