What this is
Chiikawa — the wildly popular Japanese manga and anime franchise about tiny, anxious creatures navigating an overwhelming world — gets a dedicated pop-up merchandise store across 25 TOHO Cinemas locations nationwide to mark the theatrical release of 'Chiikawa: The Secret of Mermaid Island'. The merchandise line features the film's original key visual with Chiikawa characters dressed in flower crowns and grass skirts. Spend ¥2,200 or more and you receive a random movie scene changing clear card; hit ¥8,800 and you also get a random character face badge from four designs.
Who should go
Chiikawa fans of any age, particularly collectors chasing the trading cards and badges. Note that entry during the opening two weeks (July 10–23) requires joining a LINE lottery for a digital numbered entry slot, so casual drop-ins won't work during that period.
Good to know
Entry during the first two weeks (July 10–23) is controlled via a LINE lottery digital numbered-entry system — you must apply through the official LINE account before visiting, so set that up in advance. TOHO Cinemas locations vary in size and stock levels; flagship locations in Shinjuku, Roppongi Hills, and Shibuya are likely to have the widest selection but also the longest queues. Merchandise is limited and popular Chiikawa items tend to sell out quickly at launch — arriving at opening time on a weekday is advisable. The random trading cards and badges are distributed at point of purchase, so there is no guarantee of specific designs.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.