What this is
Kiryu and the Like a Dragon (Yakuza) game series take over one of Shinjuku's most striking skyscrapers for a month-long collaboration event. Spread across Tokyu Kabukicho Tower — including the 3rd-floor namco TOKYO arcade — the event features an AR experience triggered by pointing your smartphone at the building's exterior, a pop-up 'POPPO Tokyu Kabukicho Tower Store' (a nod to the in-game convenience store chain), and exclusive merchandise with purchase limits per person. It's a fan-service-heavy activation that blends the game's Kabukicho setting with the real-life Kabukicho district in a genuinely clever way.
Who should go
Like a Dragon / Yakuza series fans will get the most out of this — the POPPO store and AR gimmick are deep cuts that casual visitors won't fully appreciate. Anime and gaming tourists in Tokyo during summer should add it to their itinerary, especially since the venue is already a Shinjuku landmark worth visiting.
Good to know
Entry to the event areas appears to be free, but merchandise purchases will require cash or card — namco TOKYO generally accepts IC cards and major credit cards. On high-demand dates (July 31–August 2 and August 8), a lottery-based online numbered ticket system controls admission, so check the official website early to register. Tokyu Kabukicho Tower is a large multi-floor entertainment complex with restaurants, a hotel, and the namco TOKYO arcade on the 3rd floor — the collaboration spans multiple areas so allow at least an hour to see everything. The building itself is in the heart of Kabukicho, which is lively at all hours but particularly busy on weekends; weekday mornings are the calmest time to visit. Foreign visitors should note that the numbered ticket lottery system will likely be in Japanese — use a translation app or check fan community sites for step-by-step guidance.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.