Fuji-Q Highland (Fujiyoshida City, Yamanashi Prefecture) will host a collaboration event with Thailand's hugely popular character "Butterbear" from January 10, 2026 (Saturday) to July 10, 2026 (Friday).
This event marks Butterbear's first-ever collaboration in Japan and serves as the character's debut partnership as the brand expands into the Japanese market. Butterbear originated as the mascot for a Thai pastry shop and gained explosive popularity across East and Southeast Asia, particularly among people in their 20s and 30s, through adorable dance videos and social media content. Against the backdrop of Mt. Fuji, Fuji-Q Highland will transform into a sweet and charming confectionery paradise with attractions, collaborative food items, exclusive merchandise, winter snow activities, and more throughout the entire park. Highlights include the "Teacup" ride evolving into a brand-new Instagram-worthy attraction called "Par-tea CUP," which immerses guests in Butterbear's party world through music and visuals. Additionally, Central Park will feature a free-to-enter snow play area called "Butterbear SNOW PARK." Visitors can enjoy building snowmen with artificial snow or experience thrilling tubing slides (paid) with Mt. Fuji as the backdrop alongside Butterbear for a unique winter experience. The event also includes photo spots where Butterbear and Mt. Fuji appear together, collaborative food menus, and many other activities that let guests fully enjoy Butterbear's world.
Experience Butterbear's first appearance in Japan to the fullest at Fuji-Q Highland.
Event Period
January 10, 2026 (Saturday) to July 10, 2026 (Friday)
Special Event Page
https://www.fujiq.jp/event/butterbear_fujiq.html
Event Highlights
① "Par-tea CUP" Debut
The "Teacup" attraction, beloved since its opening in 1993, has undergone a major renewal for this collaboration and been reborn with the new name "Par-tea CUP."
The concept is "live entertainment where guests can enjoy together." The sound, lighting, and video systems have been completely renovated, with staff participating in the performance to energize the party atmosphere. Colorful and cute decorations, along with a newly installed large LED monitor in the center displaying Butterbear videos, create an Instagram-worthy space. Guests can even record videos while riding the attraction. We recommend posting your videos on social media with the event hashtag. This special experience delivers immersive entertainment in the character's world, making you feel as if you're partying together.
Admission Fee: ¥1,000 per ride
Image is an illustration
② "Butterbear SNOW PARK"
Until March 31 (Tuesday), a snow play area using artificial snow called "Butterbear SNOW PARK" will appear in Central Park. This area, where you can enjoy Butterbear's world with Mt. Fuji in the background, is free to enter. With adorable bear snowman photo areas and thrilling tubing slides (paid), it's an ideal spot for children's first snow play experience as well as international visitors.
Admission Fee: Free entry
Tubing rental: ¥500 for 30 minutes
Image is an illustration
③ Special Menus & Original Merchandise
Food venues "Q Marché" and "RM café" will sell special menu items that make you want to take photos. Popular Mt. Fuji souvenir "Fujiyama Cookies" will appear in Butterbear original packaging, and the Fuji-Q specialty "Zekkyō-yaki" (Scream Grill) will feature cute branded stamps, among many Japan-exclusive original products.
④ Scenic Photo Spot
A special photo spot will feature a giant Butterbear with majestic Mt. Fuji as the backdrop. Visitors can capture uniquely Japanese, buzz-worthy shots of "Mt. Fuji × Butterbear."
Image is an illustration
About Butterbear
"Butterbear" is a fluffy, adorable bear character beloved worldwide and based in Thailand. True to its name, the character's warm, butter-like charm brings smiles to everyone who sees it.
Born in Bangkok, Thailand, "Butterbear" quickly gained popularity through pop-up stores, cafes, and social media, earning tremendous support especially from young people and families. Its photogenic cute appearance and approachable world have spread explosively on Instagram and other social platforms, establishing it as one of Thailand's most popular characters.
Beyond being just a character, Butterbear has attracted fans through cafes where visitors can experience its world, as well as collaborative fashion items and miscellaneous goods, becoming a comforting presence integrated into daily life.
Its friendly appeal and global popularity have spread beyond Thailand to countries across Asia and around the world, making Butterbear a character to watch in the future.
Fuji-Q Highland Operating Information
Operating Hours
9:00 AM to 8:00 PM (times may vary)
Please check the official website for details.
Admission
One-Day Pass: Adults ¥6,000 to ¥7,800, Junior/Senior High Students ¥5,500 to ¥7,300
Elementary Students ¥4,400 to ¥5,000, Preschoolers/Seniors ¥2,100 to ¥2,500
*Prices vary by date. Please check the official website for details.
*Fuji-Q Highland offers free park admission.
Access
Car: Approximately 80 minutes from Shinjuku via Chuo Expressway, adjacent to Kawaguchiko IC
Approximately 90 minutes from Tokyo via Tomei Expressway, Gotemba IC, and Higashi-Fuji Go-ko Road
Bus: Approximately 100 minutes from Shinjuku by express bus, get off at Fuji-Q Highland
Approximately 110 minutes from Tokyo Station by express bus, get off at Fuji-Q Highland
*Direct buses operate from over 30 locations including the Tokyo metropolitan area, Nagoya, Kansai, and more
Train: Transfer to Fuji Kyuko Line at JR Chuo Main Line Otsuki Station, get off at Fuji-Q Highland Station
Approximately 50 minutes from Otsuki Station
