What this is
The Yumeiro Cast 10th Anniversary After Party is a special pop-up celebration event marking a decade since the launch of Yumeiro Cast, a Japanese multimedia franchise developed by Contents Seed Co., Ltd. The event is held at Shinjuku Marui Annex 6F, a popular venue in central Tokyo known for hosting anime and character goods pop-up shops. Running for one week from July 14 to July 21, 2026, the event centres on exclusive merchandise sales tied to the anniversary milestone. Fans can expect limited-edition goods, purchaser benefits, and the kind of curated character shop atmosphere that Japanese anime pop-ups are known for.
Who should go
This event is tailor-made for fans of Yumeiro Cast and followers of the broader otome game and character franchise scene in Japan. Collectors and merchandise hunters will find it particularly rewarding, given the limited purchase quantities and anniversary-exclusive items on offer. The relaxed daytime shopping format makes it accessible for solo visitors and small groups alike. Arrive early on weekdays to avoid queues, especially if you are targeting random (gacha-style) merchandise with the 20-item-per-transaction cap.
Good to know
Entry to the event space is free, but merchandise sells out quickly at popular anniversary pop-ups — arriving at or before opening time is strongly recommended, especially on the first day and weekends. Purchase limits are strictly enforced: random merchandise is capped at 20 items per product per transaction, and open-sale items at 3 per type, so plan your wishlist in advance. Payment at Marui department store pop-up shops typically accepts major credit cards including foreign-issued Visa and Mastercard, as well as IC cards and cash. Timed-entry or queuing procedures have not yet been confirmed and will be announced via the official X account, so check before you go. The final day closes early at 18:00, so do not leave your visit until the last minute.
This event was sourced and translated from Japanese by What's On Japan. Details may change — verify with the official source before attending.