What this is
Love Live! Series PremiumShop is an official pop-up merchandise shop dedicated to the beloved Love Live! multimedia franchise, which spans anime series, music, and mobile games and has built a massive global fanbase since its debut in 2010. Running from July 3 to October 1, 2026, at Ikebukuro Square au Style IKEBUKURO, the shop centers on the 'Summer Birthday Collection,' celebrating 13 characters whose birthdays fall between July and September. Newly drawn illustrations are used across a range of original merchandise released sequentially throughout the event period, making repeat visits worthwhile for collectors. An accompanying online store, PremiumShop Online, allows fans outside Tokyo to access select goods. Ikebukuro is already one of Japan's premier anime shopping districts, making this a natural home for a Love Live! retail event of this scale.
Who should go
This is essential for Love Live! fans — whether you follow the original μ's, Aqours, Nijigasaki, Liella!, or any other group in the franchise. Collectors hunting limited-edition merchandise with exclusive new illustrations will find this particularly rewarding, and the sequential release schedule rewards multiple visits over the summer. Casual anime fans curious about the franchise's merchandise culture will also enjoy the immersive shop atmosphere. Arrive early in the event period or shortly after a new merchandise drop to get the best selection before popular items sell out.
Good to know
Entry to the shop is free, but budget for merchandise purchases — official Love Live! pop-up goods typically range from a few hundred yen for small items to several thousand yen for premium pieces. The venue is located at Ikebukuro Square au Style IKEBUKURO on the 2nd floor at 1-14-1 Higashi-Ikebukuro, a short walk from Ikebukuro Station's east exit. Sequential merchandise releases mean the shop's stock will change throughout the summer, so following the official Love Live! Series accounts on X (Twitter) is the best way to track new drops. The PremiumShop Online store runs alongside the physical shop, which is useful if you cannot visit in person or if a specific item sells out. Ikebukuro's surrounding area — including Animate's flagship store and Sunshine City — makes this an easy addition to a full day of anime shopping in the neighbourhood.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.