Sanrio Puroland in Tama, Tokyo will host Puroland Neo Summer Festival III from July 10 (Friday) to September 1 (Tuesday), 2026. Now in its third year, this limited-time summer event takes on the theme of "Future Cool Breeze," drawing on the Y3K aesthetic — a trend that layers near-future cyber sensibilities on top of early-2000s Y2K culture. Metallic and neon decorations throughout the venue create an immersive futuristic summer festival atmosphere.
Puroland Neo Summer Festival III Overview
Period: July 10, 2026 (Friday) – September 1, 2026 (Tuesday)
Official page: https://www.puroland.jp/event-campaign/2026_summer/
Theme: Future Cool Breeze — A neo summer festival blending Japan's traditional matsuri culture with a near-future, neon-drenched aesthetic. This year's "Neo Festival Stall Area" (ネオエンニチ) expands with both classic festival game booths and next-generation immersive content, all under the indoor comfort of the air-conditioned venue.
Main Contents:
- Neo Festival Stall Area featuring immersive futuristic experiences
- Wanpaku! Touken Ranbu × Sanrio Puroland collaboration
- Y3K-themed limited-edition photo spots throughout the venue
- Hello Kitty and Kuromi appearing in Y3K fashion for the first time
- Puroland Neo Summer Festival III Special Greeting (paid, advance reservation required)
- Limited-edition food menus and original merchandise
Neo Festival Stall Area: Immersive Experiences in a Neon-Lit Future Space
The Neo Festival Stall Area returns as the centerpiece of the event, this year amped up with the "Future Cool Breeze" theme. The space is filled with neon and metallic decor, combining the energy of a traditional summer matsuri with the coolness of the indoor venue and next-generation technology. It is located on the 1F Entertainment Hall.
The area features three types of participatory content:
- Kawaii Ennichi — classic festival booth games with a Puroland twist
- Digital Ennichi — next-generation experiences using MR technology
- Mirai Photo — a new AI-powered photo experience making its Japan debut
Additionally, a new Mirai Yagura display tower and cool-themed installations add to the immersive atmosphere.
Mirai Photo: Meet Your Y3K Self — Making Its Japan Debut
Mirai Photo is an AI-powered photo experience that transforms a photo taken on-site into a Y3K-style visual in real time. Visitors can also blend in Hello Kitty or Kuromi character elements to create their own SNS-ready futuristic portrait. The finished image can be taken home as a printed photo, and participants can also choose to send their image to the "Future City Billboard" — a large screen inside the Neo Festival Stall Area where their photo will appear.
- Participation fee: 1,000 yen per session
- Up to 2 people can be photographed per session
Kawaii Ennichi
Kawaii Ennichi brings traditional summer festival booth games into Puroland's signature kawaii world. This year features two new games: "Kakigori-otoshi" (a shaved-ice-themed take on the classic daruma-otoshi stacking game) and a "Yakisoba Game" where participants top their virtual yakisoba with Gudetama. The popular ring toss game ("Wanage") from last year also returns. All participants receive an original pin badge.
- Participation fee: 800 yen per game
Digital Ennichi
Digital Ennichi offers immersive festival experiences through MR (mixed reality) technology. The new attraction for this year is Pochacco's Hiyari Ice Matsuri — an MR-based ice party game where visitors play alongside Pochacco in a cool summer theme. Participants receive an original acrylic muddler as a souvenir.
- Participation fee: 800 yen per session
- Recommended age: 13 and over (see official website for details)
- Production cooperation: Gugenka Inc.
Mirai Yagura: Hello Kitty and Kuromi in Y3K Fashion on See-Through LED
Making its first-ever appearance at the Neo Festival Stall Area, the Mirai Yagura is a tower display featuring 3DCG versions of Hello Kitty and Kuromi dressed in Y3K fashion, projected onto a see-through LED panel. The display creates a sense of stepping into a futuristic cityscape with the characters. Additionally, a trial version of the 3D digital figure of Hello Kitty and Kuromi in Y3K fashion will be distributed within the venue, allowing visitors to enjoy AR-style photos and videos with the characters wherever they go.
Cool Energy Station
The Neo Festival Stall Area also features cool-themed installations that let guests experience a sense of "refreshing coolness" both visually and physically. A new Ice Pillar Object created in collaboration with Bandai will be on display, filled with character toys inside. Additionally, participants in the Kawaii Ennichi or Digital Ennichi games can enter a lottery to experience Coca-Cola Bottlers Japan's special exhibit item, the Chill Cooler.
Wanpaku! Touken Ranbu × Sanrio Puroland Collaboration
The sword warriors from Wanpaku! Touken Ranbu — a version designed and produced by Sanrio — will appear at Puroland for the first time as part of a special collaboration. A dedicated photo spot featuring the Wanpaku! Touken Ranbu characters will be set up inside the Neo Festival Stall Area. The collaboration also includes Puroland-exclusive goods and food menus with special collaboration designs.
Y3K-Themed Decorations and Limited Photo Spots at 3F Entrance
The 3F Entrance area will feature special seasonal decorations combining summer festival elements with Y3K motifs. Traditional items like paper lanterns and pinwheel ornaments are reimagined in neon and metallic materials, creating a festive yet futuristic atmosphere right from the moment visitors enter the venue.
- Location: 3F Entrance
Special Greeting with Hello Kitty and Kuromi in Y3K Fashion
The Puroland Neo Summer Festival III Special Greeting is a paid, advance-reservation event offering photo opportunities and close-up interactions with characters. Hello Kitty and Kuromi will appear in both neo-kawaii yukata outfits and, for the first time, in Y3K fashion costumes.
- Appearing characters: Hello Kitty, Kuromi, My Melody, Dear Daniel, Cinnamoroll, Pompompurin, Tuxedosam, Badtz-Maru
- Location: 1F Event Corner
- Paid admission; advance reservation required. See the official website for details.
Limited-Edition Food Menus
Restaurants inside the venue will offer seasonal menus throughout the event period. Character-themed curry dishes will appear in summer festival-inspired presentations, alongside refreshing sweets and drinks. Visitors who order the morning menu set will receive one of 10 original card novelties (distributed randomly).
Neo Natsumatsuri III Morning Set Fried Mochi Skewer & Refreshing Lemon Crepe — 1,300 yen
Cinnamoroll's Popping Cool Breeze Soda — 950 yen
Dear Daniel's Cool Grapefruit Jelly and Mont Blanc Dessert — 950 yen
Limited-Edition Original Merchandise
A range of "Future Cool Breeze"-themed merchandise will be available during the event, including practical items as well as collectible pieces.
Neo Natsumatsuri III Mascot Blue (Hello Kitty) — 3,850 yen
Neo Natsumatsuri III Pouch — 2,420 yen
Neo Natsumatsuri III Eco Bag — 3,300 yen
Neo Natsumatsuri III Acrylic Charm (Pompompurin) — 1,430 yen
© 2026 SANRIO CO., LTD. TOKYO, JAPAN
All prices are tax-inclusive and subject to change. Content is based on information available as of June 1, 2026, and is subject to change.
