Noujiru Yokocho 2026, an immersive food festival built around the concept of "noujiru" — a slang term for the rush of excitement that comes from living passionately — will be held at Bellesalle Akihabara (Sumitomo Real Estate Akihabara Building 1F, 3-12-8 Sotokanda, Chiyoda-ku, Tokyo) from May 29 (Friday) to May 31 (Sunday), 2026. Admission is free. The event is presented by Maruhan East Japan Company as the sixth installment of its "Wotona Base Project."
The concept for this year's event is "Hōnōsai" (奉脳祭) — a festival of pure devotion to one's passions, where instinct, excitement, and the impulse to pursue what you love are fully unleashed. Set within a space filled with light and sound, the festival brings together collaboration food and drinks created with artists and creators, live stages featuring artists and DJs, and a range of interactive content, all celebrating the spirit of noujiru.
Official Website: https://noujiruyokocho.com
Noujiru Yokocho 2026 Original Goods (11 Items)
Eleven types of original merchandise will be on sale at the event. Here is the full lineup.
Noujiru Yukata
The first-ever yukata in the Noujiru official goods collection. It features artwork from "Saigo no Shudan" (最後の手段) depicting a "Noujiru cosmic world" printed across the entire garment. The back features a bold "NOUJIRU" logo, while the obi sash carries a Noujiru logo pattern. Available in limited quantities.
¥39,800 (tax included)
Noujiru Aloha Shirt
A Noujiru aloha shirt featuring cosmic graphics by "Saigo no Shudan" spread across the entire garment, with a bold "NOUJIRU" print on the back. Available in sizes M / L / XL / 2XL.
¥7,777 (tax included)
Noujiru T-Shirt 2026
The 2026 edition of the popular annual Noujiru T-shirt. It features artwork by "Saigo no Shudan" on the front and "脳" (brain) and "汁" (juice) kanji embroidered on each sleeve.
¥6,000 (tax included)
Noujiru Skateboard
A skateboard that doubles as an art piece, featuring full graphics by "Saigo no Shudan" on one side and a bold Noujiru logo on a pink background on the other. It can be ridden with trucks and wheels attached, or displayed as wall art. Available in limited quantities.
¥29,800 (tax included)
Noujiru Sandals 2026
The 2026 edition of the perennially sold-out Noujiru sandals. This year's design shifts from the previous white base to a black base paired with a Noujiru cosmic visual, with "脳" and "汁" characters printed boldly on each foot.
¥3,333 (tax included)
Noujiru Acrylic Keychain 2026
This year's acrylic keychains feature prism processing that catches light at different angles. Two designs are available: Rainbow Nou-kun ver. and Noujiru Logo ver.
¥777 (tax included)
Noujiru Acrylic Stand
The first-ever acrylic stand in the Noujiru official goods lineup. Two designs are available: Rainbow Nou-kun ver. and a Noujiru cosmic world ver., both based on artwork by "Saigo no Shudan."
¥1,111 (tax included)
Noujiru Omamori (Lucky Charm)
Themed after this year's "Hōnōsai" concept, the Noujiru lucky charm comes in two designs: the classic "Kakuhen Kigan" (Wish for a Jackpot) and the provocative "Nōnai Mayaku" (Brain Narcotic) ver. Each design is available in a dignified black-based version or a colorful full-color version.
¥999 (tax included)
Noujiru Patch 2026
The 2026 edition of the quietly popular Noujiru patch. Three designs are available: Noujiru Logo, Nou-kun, and Campains. The embroidered texture and slightly whimsical style are characteristic of this series.
¥1,111 (tax included)
Noujiru Sticker 2026
A set of four Noujiru stickers for 2026, featuring popular designs including the Noujiru logo, Nou-kun, and Rainbow Chigyu in holographic finish, plus a neon-colored melting Noujiru logo. Compatible with smartphones, PCs, luggage, and more.
¥777 (tax included)
Noujiru Poster 2026
A B2-size poster showcasing the Noujiru Yokocho 2026 visual in large format, featuring artwork by "Saigo no Shudan."
¥999 (tax included)
Additional Attractions
Images are for reference. Actual designs and specifications may differ.
Giant Brain Balloon
A giant brain-shaped balloon — a signature element of Noujiru events — will greet visitors at the venue entrance in a bright pink hue. A banner displaying the Noujiru Yokocho 2026 key visual will be hung below the balloon, alongside hanging banners on either side. The installation also serves as a photo spot.
Noujiru Gal Shrine
At the center of the light-and-sound Noujiru space stands the "Noujiru Gal Shrine," a striking pink torii gate created in collaboration with CGO.com's "Gal Shrine." Beyond the torii gate, visitors will find a "Noujiru Fountain" with glowing jets, a "Noujiru Offertory Box" reminiscent of a pachinko prize box, and genuine neon tube lighting.
Exploration Exhibition: "Wotona Base Research Institute — The Desk of Researcher H"
A recreated desk belonging to a researcher at the fictional "Wotona Base Research Institute," filled with handwritten notes, mysterious messages, and years' worth of research materials. Visitors can explore the space to discover the philosophy behind the Wotona Base Project and catch a glimpse of future plans.
Noujiru Lottery (Smart Fukubukuro)
Maruhan's "Smart Fukubukuro" service, powered by Web3.0 technology "Anicana," is used to run a Noujiru Yokocho 2026 exclusive lottery. Prizes include the ultra-rare S Prize "Noujiru Neon" (not for sale), A Prize "Noujiru Skateboard," B Prize "Noujiru Yukata," C Prize "Noujiru Aloha Shirt," and P Prize "Noujiru Trading Card," among others. Amazon gift cards worth up to ¥100,000 are also included. Entry is ¥777 per draw (tax included), with a total prize value of ¥2,558,910 (tax included). In the online lottery version, unwanted prizes can be sold and converted to cash in real time (note: cash conversion value is less than the entry fee).
Venue Floor Map and Stage Timetable
Event Overview
| Event Name | Noujiru Yokocho 2026 — An Immersive Food Festival |
| Dates | May 29 (Fri) to May 31 (Sun), 2026 |
| Hours | 11:00 AM to 8:00 PM |
| Venue | Bellesalle Akihabara (Sumitomo Real Estate Akihabara Building 1F), 3-12-8 Sotokanda, Chiyoda-ku, Tokyo 〒101-0021 |
| Access | 3-min walk from Akihabara Station Electric Town North Exit (JR Lines) / 5-min walk from Akihabara Station Exit A3 (Tsukuba Express) / 6-min walk from Akihabara Station Exit 2 (Tokyo Metro Hibiya Line) / 4-min walk from Suehirocho Station Exit 1 or 3 (Tokyo Metro Ginza Line) |
| Admission | Free (food, drinks, and original merchandise require purchase) |
| Organizer | Maruhan East Japan Company |
| Event Supervisor | Afromance / Afro&Co. |
| Official Website | https://noujiruyokocho.com |
Main Content (Planned)
- Noujiru Food Stalls — Collaboration food and drinks with artists and creators
- Noujiru Stand — A gas-station-style drinks stand
- Chochin Mapping Stage — Live performances by artists and DJs, plus participatory events
- Noujiru Festival Space — A sensory space filled with light and sound
- Noujiru Experience Content — Puzzle-solving games and interactive activities
Pre-Registration via LINE Official Account
Pre-registration is available through the LINE Official Account at https://lin.ee/lLPYU46 for those planning to attend. Registration helps organizers estimate visitor numbers; it does not reserve a spot or grant any special access.
