To Commemorate 25 Million App Downloads, Popular Cafe Collaboration "Paidy Cafe - A Place to Fulfill Dreams -" Opens in Harajuku!

Paidy Co., Ltd., provider of the leading "Buy Now Pay Later" service "Paidy," is celebrating the milestone of 25 million app downloads by hosting "Paidy Cafe - A Place to Fulfill Dreams -" for a limited time from July 9 (Thu) to July 12 (Sun), 2026, in collaboration with "café STUDIO" in Harajuku, Tokyo.

This event was planned as a space where visitors can personally experience Paidy's purpose: "Creating a world where dreams can be pursued with confidence and minds can be at ease." Under the concept "You can choose the timing to fulfill your dreams," we aim to deliver a moment for visitors to reflect on their own "timing to fulfill dreams." Please take this opportunity to visit "café STUDIO" in Harajuku.

Background of the Event: Paidy, the "Pay Later" Service, Hosts a Cafe to Think About Dreams

Paidy's purpose is "Creating a world where dreams can be pursued with confidence and minds can be at ease," and we have supported customers in realizing their dreams and goals through shopping. Paidy believes that shopping is not just consumption, but a positive step towards becoming "the person you want to be" and achieving "the life you want to live." As a "flexible pay later" service, Paidy embodies this purpose and strives to create an environment where everyone can enjoy smart, personalized shopping that fits their lifestyle.

This "Paidy Cafe - A Place to Fulfill Dreams -" is being held to express gratitude to our customers who use the service daily, marking the milestone of 25 million app downloads, and to convey the wonderfulness of having dreams, big or small.

With the year 2026 halfway over and summer vacation approaching, a time when people begin to think about new challenges and enjoyments, the event provides visitors with an opportunity to confront their own dreams and wishes and consider "when and how they want to fulfill them." Under the concept "You can choose the timing to fulfill your dreams," we are creating a space where visitors can personally experience Paidy's purpose through experiences such as writing a letter to their future selves and diagnostic content.

Comments from the Head of Customer Experience, Kei Sasaki, VP of Experience at Paidy Co., Ltd.

"Thanks to your support, our app downloads have surpassed 25 million. We planned this cafe as a way to express our gratitude. Paidy's purpose is 'Creating a world where dreams can be pursued with confidence and minds can be at ease.' We hope that through letters to your future selves and personality diagnostics, all our visitors will feel our desire for them to choose the timing to fulfill their dreams more freely."

Main Contents of "Paidy Cafe - A Place to Fulfill Dreams -"

1. "Dream Letter" to Your Future Self

This is a letter-writing content where you can record your current thoughts and dreams you wish to fulfill for your future self in 3, 6, or 12 months. Visitors will receive an original Paidy envelope at the venue, choose one of "To my self in 3 months," "To my self in 6 months," or "To my self in 12 months," write their letter, and if they wish to mail it, they can drop it into the "Dream Fulfilling Post" installed at the venue. Visitors will receive their letters at the timing they selected. It's an experience that allows you to leave a "step towards your dream" for your future self, not just ending on the event day.

2. Dream Fulfillment Method Diagnosis

This content diagnoses your unique "way of fulfilling dreams" by answering simple questions. The diagnostic results come in 6 patterns, such as "Inspirational Activist," "Reward Master," and "Future Investor." By understanding your own way of fulfilling dreams, you can use it as a reference when working towards your dreams and goals. The diagnosis can also be experienced online and shared on social media.

URL: https://ma-kko.com/free_plan/special/paidy/dream

3. Paidy Original Drinks and Specially Decorated Menu Items

During the event, we will offer the limited-edition Paidy original drink "Dreamy Magenta Watermelon Float," as well as original decorated menu items that are Paidy-themed arrangements of "café STUDIO's" menu. You can experience the world of Paidy while enjoying food and drinks.

4. Exhibition and Video Screening Modeled After the CM's Worldview

At the venue, in addition to an exhibition modeled after the worldview of Paidy's new commercial, we will be screening the current commercial and behind-the-scenes/interview footage (already released content). You can experience Paidy's CM worldview in a vivid space based on Paidy's colors, magenta and purple.

5. Paidy Original Novelty Gifts

During the event, customers who visit and make a purchase will receive an original Paidy pouch as a novelty gift on a first-come, first-served basis for the first 1,500 people. Additionally, those who wish to experience the Paidy Cafe's content will receive an "Original Pouch, Dream Letter Set, Flake Stickers, and Ballpoint Pen" as a "Dream Fulfilling Kit."

Furthermore, those who post about the event on social media will receive a "discount coupon" worth 300 yen that can be used at the cafe. In line with Paidy's distinctive service of interest-free installment payments*1, this coupon can be used in three installments of 100 yen each.

* The "discount coupon" is limited to the first 600 customers and will end once supplies are exhausted.

Visitor Feedback

On the first day of the event, we received many comments from visitors.

From those who mailed letters, we heard comments like, "I thought the concept of receiving a letter from my future self was groundbreaking. Writing the letter while imagining my future self, thinking 'What will I be doing in 3 months?' or 'Will I be working hard on this?' made me feel motivated to work hard from now on!" Visitors who experienced the diagnosis also shared, "I got a result as an 'Inspirational Activist,' the type who acts on impulse, and learning about my shopping tendencies made me reconsider how I spend my money, which was a good opportunity." Each visitor enjoyed a moment of reflection on their own "timing to fulfill dreams."

Event Overview

Item

Details

Event Name

Paidy Cafe - A Place to Fulfill Dreams

Event Period

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

Business Hours

July 9 (Thu): 2:00 PM - 9:00 PM

July 10 (Fri) - 12 (Sun): 11:30 AM - 9:00 PM

Venue

café STUDIO

(YM Square HARAJUKU 1F, 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 Fee

Free admission (food and drink orders required at the cafe)

* Admission may be restricted to alleviate congestion.

Organizer

Paidy Co., Ltd.

Commemorating 25 Million App Downloads: Paidy's Shopping Trends

To celebrate the 25 million app downloads, we have compiled the latest Paidy shopping trends and customer feedback regarding the Paidy app, which we would like to share.

Since the service began, the number of shopping transactions using Paidy has reached approximately 500 million (as of the end of April). In the past year (survey period: May 2025 - April 2026), shopping has occurred "3.6 times per second," indicating that Paidy's service is expanding as the next standard for shopping.

With the purpose of "Creating a world where dreams can be pursued with confidence and minds can be at ease," Paidy has supported customers in achieving their dreams and goals through shopping. In fact, over one in three people (37%) have responded that they have shopped with Paidy to fulfill their dreams. Actual customer feedback includes many who are fulfilling their dreams in their own way, such as "I was able to purchase the PC I admired," "I bought a highway bus ticket to meet friends for the first time in several years," and "I wanted to open my own shop, so I bought cake molds, packaging bags, and various other tools."

The most frequently purchased items with Paidy were "Daily Goods & Sundries (59%)," "Fashion (41%)," and "Devices (33%)," showing that Paidy is used for a wide range of shopping categories. Additionally, one customer uniquely purchased a "fish finder" to fulfill an unexpected dream.

The number of Paidy app downloads, which began with the iOS version in 2017 and the Android version in 2019, has steadily increased, surpassing 20 million in June of last year. The most common feedback regarding the Paidy app was "I can shop with peace of mind (92%)," reflecting the evaluation of the secure shopping environment provided by various security-enhancing features. Furthermore, the ease of use of the service, such as "The app is easy to understand and use (88%)" and "It's easy to manage my finances (86%)," was also highly rated.

The most frequently cited "favorite point" of the Paidy app chosen by customers was "Ability to switch to installment payments (51%)," highlighting the appeal of enjoying smart, personalized shopping as a "flexible pay later" service.

When asked to compare Paidy to a person, "Assistant/Secretary (29%)" ranked highest. Feedback such as "I can clearly see my financial management status without fail" and "It reminds me and stays by my side" indicates the appreciation for ease of management. Following closely were "Friend (17%)" and "Partner (17%)." Comments like "It's a familiar presence" and "It's a good partner for shopping" suggest that Paidy has become a special presence integrated into the daily lives of many users.

* Survey details are as follows:

【Survey Region】 Nationwide

【Target Audience Conditions】 Paidy Users (Customers who have used Paidy within the past 3 months)

【Survey Method】 Internet Survey

【Implementation Period】 May 23 - 28, 2026

【Sample Size】 5,014 people

【About Paidy】

A "Buy Now Pay Later" service that allows you to purchase desired items immediately using just your smartphone and pay "all at once later." In addition to lump-sum payments due by the 27th of the following month, we offer "3, 6, 12-installment payments" with no installment fees*1. In October 2020, we became the first in Japan to offer installment payments of 3 or more installments with perpetual zero installment fees*1, which is the true essence of BNPL. Furthermore, we offer "Paidy Installment Plan Apple Exclusive" for smart purchases of Apple products with up to 36 installments at 0%*1 installment fees, "Sugu Barai" which allows payment at your preferred timing without waiting until the next month, and the Paidy app for smart financial management with a simple UX. Used by many as a "flexible pay later" service that can be used in your own way, the app downloads have surpassed 25 million. In October 2024, we celebrated our 10th anniversary since the service launch. With the purpose of "Creating a world where dreams can be pursued with confidence and minds can be at ease," our important mission is to support the realization of everyone's dreams and goals through shopping.

https://paidy.com

【Paidy Plus Terms of Service】 https://terms.paidy.com/hokatsu/

【Paidy Installment Plan Apple Exclusive Terms of Service】 https://terms.paidy.com/hokatsu-apple/

*1 Installment fees are free only for bank transfers and direct debit payments.