"Nojiru Yokocho (のうじるよこちょう) 2026," an immersive food festival themed around the concept of "nojiru" — the dopamine rush that comes from deep passion and excitement — is set to take place at Bellesalle Akihabara in Tokyo from May 29 (Fri) to May 31 (Sun), 2026. Admission is free. A second wave of food stall lineups, drinks, and stage performers has been announced.
The festival's concept for this year, "Hounousai" (奉脳祭), invites visitors to channel all their sense of surprise, inspiration, and passion in a light-and-sound-filled festive space. Highlights include creator-collaborated food and drinks, live artist and DJ performances, and participatory stage events.
Official Website: https://noujiruyokocho.com
Nojiru Yatai (Food Stalls) – Second Announcement
Nine food stalls are planned in total, each created in collaboration with unique creators across various genres. In addition to weaving in "nojiru" elements, the 2026 edition adds interactive experiences at each stall.
Gal Style Ramen "Baku-Mori" (ギャル式 拉麺 爆盛)
A collaboration with CGO.com, a company that spreads the "gal mindset" worldwide. Bright pink ramen can be customized with a free choice of fun toppings, and the "GAL DNA DRINK" lets customers pick their favorite colors to create a personalized DNA-themed drink. The stall is designed to spark conversation and connection among visitors.
Menu (prices include tax):
- Vibes Baku-Age Noodles (with toppings): ¥1,000
- GAL DNA DRINK: ¥700
Mystery Curry: The More You Solve, The More You Get (ミステリーカレー マシマシ)
A collaboration with mysterious creator "Yuratafu Nozui." After ordering, customers take on a mystery puzzle within a time limit. Results decide the meal: solve the curry mystery for a full curry with generous toppings, or end up with just white rice. The Mystery Drink follows the same logic — crack the puzzle and unlock lassi, craft cola, or rooibos tea; fail and receive plain water.
Menu (prices include tax):
- Mystery Curry: ¥1,500
- Mystery Drink: ¥700
- Mystery Curry & Drink Set: ¥2,000
Tommy's Thorough Comparison Bakery (トミーの徹底比較ベーカリー)
YouTuber Tommy (of Mizutamari Bond) takes on the question: "Is curry really the best filling for curry bread?" The stall offers bread versions filled with beef stew, meat sauce, and hayashi (demi-glace) alongside the classic curry — visitors taste and vote, with results tallied in real-time in a "Everyone's Thorough Comparison Ranking." Lassi comparisons are also available.
Menu (prices include tax):
- Tommy's Curry Bread: ¥300
- Tommy's Beef Stew Bread: ¥300
- Tommy's Meat Sauce Bread: ¥300
- Tommy's Hayashi Bread: ¥300
- Tommy's Thorough Comparison Curry Bread Set (4 types): ¥1,000
- Mango / Strawberry / Banana / Lemon Lassi: ¥500 each
"Wait, That's Beef Bowl!?" Manarisu's Gyudon Stand (まなりす家 脳汁横丁本店)
Supervised by Manarisu, a man who has eaten at a gyudon chain every single day for over 2,000 consecutive days, this stall serves unexpected gyudon (beef bowl) creations. Options include colorful cheese-topped "Rainbow Cheesedon" (which went viral on social media last year), "Tropical Gyu" featuring mango, and "Gyu-kan" served canned in a retro tin. A towering wall of stacked beef bowl boxes will appear at the venue, and visitors can enjoy a "wall-don" photo experience.
Menu (prices include tax):
- Rainbow Cheesedon: ¥1,000
- Tropical Gyu: ¥900
- Gyu-kan: ¥700
- No-Pay Gyu: ¥500
- King Rainbow Cheesedon (with slot machine box): ¥3,333 (limited quantity)
- Ogyarinko Soda: ¥700 (alcoholic: ¥800)
- Manarisu Vinegar Sour (Muscat / Peach / Strawberry): ¥600
- Dollar Box Bowl (extra soup, drink of choice): ¥2,929 (limited quantity)
Menchi Niki's Menchi Gakuen: 1,000-Cut Challenge (メンチニキのメンチ学園 千人切り)
Influencer Menchi Niki, known for menchi (minced cutlet) puns and "cutting" at unexpected places, opens a school-themed stall. Visitors who order menchi cutlet items get to attempt a "menchi-giri" (menchi-cutting) experience on the spot. The goal is to complete 1,000 cuts across the three festival days. Menchi Niki will make occasional live appearances.
Menu (prices include tax):
- Menchi Niki's Menchi Katsu: ¥400
- Cheese Menchi (Struggling to Grow): ¥500
- Menchi Katsu Dog (Disciplinary Edition): ¥600
- Potato Fry (Leveled Up): ¥500
- Menchi Katsu Dog & Potato Set: ¥1,000
- Menchi Niki's Bibiru: ¥800
- "What Are You Looking At?!" Cola: ¥500
- Menchi Niki's Yummy Soda: ¥500
Nojiru Stand – Gasoline Station-Style Drink Station
Returning from 2025, the "Nojiru Stand" is a gas pump-style drink station featuring four new creator-collaboration drinks. A giant illuminated brain sculpture lights up the space while LED-lit hoses glow as colorful drinks are pumped through gun-shaped nozzles.
New Drinks:
"Will You Become an Ostrich?" (ダチョウになる魔剤？)
A collaboration with Kotobuki Yuzu (RiNCENT♯), known for viral ostrich impressions. The drink comes in a special ostrich-egg-shaped bottle filled with green grass-inspired jelly and a lactic acid drink blended with Blue Curaçao, finished with cardamom liqueur and super sour syrup. Price: ¥777 (tax included)
"Meiryou Sodan" – Color-Changing Consultation Drink (明瞭相談)
A collaboration with Tansan Asato. Based on melon soda with orchid liqueur, this drink changes color as a cotton candy cloud slowly dissolves into it, revealing one of five colors as a personal "divine revelation." Price: ¥777 (tax included)
"Kizuita Cola" – The Surprise Cola (気づいちゃったコーラ)
A collaboration with comedian Dekkachan. A cola with a secret ingredient — visitors discover what it is after drinking. Guess the hidden flavor correctly and win a "Nojiru Dekkachan" sticker. Price: ¥555 (tax included)
"Sweetie Water" with Nata de Coco (スウィー水)
A collaboration with Heisei culture researcher Yamashita Mero. A sports drink-based beverage with a sweet-and-sour sweetie fruit flavor, served in a retro paper-carton-style container complete with nata de coco inside. Price: ¥999 (tax included)
Lantern Mapping Stage (提灯マッピングステージ)
Approximately 150 paper lanterns form a giant screen at the back of the festival space, with video projections creating a fantastical atmosphere unique to the event. DJs, artists, and participatory events are scheduled on stage throughout the three days.
Stage Lineup:
May 30:
- DJ KOO (TRF)
- DJ Celly & MC GONZA
- DJ Dekkachan
- Zeroka Uchishi Hajimemasu.
- Cyber Namu Namu
May 31:
- ☆Taku Takahashi (m-flo, block.fm)
- DJ Yatsuiichiro
- Techno Hoyo
- Cyber Okasan with Denno Kaikan
- DJ Mariage & Mary Smith with DJ Hisense
All Days (May 29–31):
- Chiitan☆
- Fish Comedian Hattori
Participatory Stage Events:
- Food Mafia: Audience members and performers split into "citizens" (regular menu) and "werewolves" (spicy or special menu), then play a social deduction game as the crowd tries to identify who is who based on facial reactions.
- Nojiru BINGO: A large-scale bingo game played via the official LINE account on visitors' smartphones. Nojiru Yokocho prizes available to winners.
- Let's Dance Nojiru Ondo: Everyone dances together to the original "Nojiru Ondo" song with simple choreography that anyone can follow.
Event Details
Event Name: Nojiru Yokocho 2026 – Immersive Food Festival Themed on Passion and Excitement
Dates: May 29 (Fri) – May 31 (Sun), 2026
Hours: 11:00 AM – 8:00 PM
Venue: Bellesalle Akihabara, 3-12-8 Sotokanda, Chiyoda-ku, Tokyo (Sumitomo Fudosan Akihabara Building 1F)
Admission: Free (food, drinks, and merchandise are paid separately)
Pre-registration: Available via the official LINE account: https://lin.ee/lLPYU46
