ASOBI JTB, a joint venture between JTB Corporation and ASOBISYSTEM, will host the inaugural “KAWAII Night Market vol. 1: Harajuku KAWAII Night Market” at Harakado in Tokyu Plaza Harajuku from August 20, 2026 to August 30, 2026.

This event aims to provide a new nighttime entertainment experience by revitalizing Japan’s nighttime economy through the fusion of night markets―a modern reinterpretation of Japan’s traditional temple and summer festivals―with the “KAWAII” culture that the world loves.

In addition, “KAWAII FRIENDS,” a character brand developed by ASOBISYSTEM, will make an appearance during this event to help set the overall tone. Centered on the ‘KAWAII Night Market’ IP, which was conceived and developed by ASOBI JTB, the company will promote the appeal of Japan to the world through new tourism content that blends Japanese culture with character IP and creative works.

■Background and Event Purpose

Currently, while daytime tourism options for international visitors to Japan are numerous, revitalizing the “nighttime economy” to encourage nighttime spending is considered an urgent priority to both increase tourism spending and improve visitor satisfaction. To address these challenges, the company will provide value through the “KAWAII Night Market” as one of its new solutions.
Set in Harajuku, which is a pop culture hub that Japan proudly showcases to the world, ASOBI JTB aims to revitalize the nighttime economy by creating an unprecedented nighttime experience that blends the company’s expertise in “KAWAII” culture with a modern interpretation of the lively atmosphere found at traditional Japanese festivals.

■What is a KAWAII Night Market?

Based on the concept of “a Japanese night market where guests can lose themselves in the world of ‘KAWAII’ and become fully immersed,” the KAWAII Night Market is a new night market that blends “KAWAII” culture with traditional Japanese festival and summer festival traditions.
At this event, “KAWAII FRIENDS, a new character brand created by KAWAII LAB, will bring the entire event to life with fantastical illuminations, spatial designs, and interactive experiences that reinterpret Japan’s traditional festival culture.
In addition, original food items and limited-edition merchandise will be available, offering visitors an immersive night market experience where they can “see, play, eat, and take home” all in the same place. This is a must-see cultural event this summer, and is perfect not only for couples on dates but also for foreign travelers looking to experience Japan’s “KAWAII” culture.

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・Lighting Display: A colorful and enchanting atmosphere brought to life by “KAWAII FRIENDS”
・KAWAII.LAB Festival: Hands-on activities, such as shooting galleries and ring toss, that reinterpret traditional Japanese festival culture from KAWAII.LAB’s unique perspective
・KAWAII Food & Drink: Enjoy the night market atmosphere with an original menu featuring dishes that are not only cute to look at but also carefully crafted and great tasting
・Merchandise Store: Guests can find limited-edition items from “KAWAII FRIENDS” as well as other original merchandise

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■Future Prospects

Starting with “KAWAII Night Market Vol. 1,” ASOBI JTB aims to expand this IP to various cities both in Japan and abroad. In the future, the company aims to develop new events that blend the “KAWAII Night Market” with the culture and unique characteristics of each region, and by showcasing Japan’s diverse charms to the world, it will contribute to the sustainable revitalization of local economies and the promotion of Japan as a tourism-oriented nation.