SEGA has revealed new developments in the ongoing "Dairensa!" project celebrating the 35th anniversary of the action puzzle game series Puyo Puyo. The latest announcements include a collaboration with Shinken-Zemi Shogaku Kouza and pop-up stores at KIDDY LAND Osaka Umeda and MEDICOS SHOP Shinjuku.
35th Anniversary "Dairensa!" Project Update
The project has been rolling out a series of announcements numbered by "rensa" (chain) — previous announcements (1 rensa through 17 rensa) can be found on the 35th anniversary special website.
35th Anniversary Special Website: https://puyo.sega.jp/35th/
18 Rensa: Puyo Puyo x Shinken-Zemi Shogaku Kouza Collaboration
A collaboration between Shinken-Zemi Shogaku Kouza and Puyo Puyo has been announced. Subscribers to the tablet learning service "Shinken-Zemi Challenge Touch" will be able to play an original Puyo Puyo game, and Puyo Puyo characters will appear throughout the Shinken-Zemi learning materials.
The collaboration is scheduled to launch with the August issue of Shinken-Zemi Shogaku Kouza, available from Saturday, July 25.
19 Rensa: Puyo Puyo 35th Anniversary POP UP SHOP at KIDDY LAND Osaka Umeda
Following last year's event, the "Puyo Puyo 35th Anniversary POP UP SHOP in KIDDY LAND" returns to KIDDY LAND Osaka Umeda. The shop will feature a wide selection of anniversary merchandise, along with exclusive items sold first at KIDDY LAND to mark the pop-up's return.
A free limited coaster (1 of 3 designs) will be given with every purchase of ¥2,000 (tax included) or more.
Event Overview
Event Name: Puyo Puyo 35th Anniversary POP UP SHOP in KIDDY LAND
Dates: Saturday, June 27, 2026 – Tuesday, July 7, 2026
Venue: KIDDY LAND Osaka Umeda, POP UP 1
(1-1-3 Shibata, Kita-ku, Osaka, Osaka / Hankyu Sanbangai North Wing)
Hours: 10:00 AM – 9:00 PM (follows KIDDY LAND Osaka Umeda store hours)
20 Rensa: "Puyo Puyo" / "Puyo Puyo Tsu" POP UP SHOP at MEDICOS SHOP Shinjuku
A "Puyo Puyo" / "Puyo Puyo Tsu" POP UP SHOP will be held at MEDICOS SHOP Shinjuku, featuring new merchandise using nostalgic and charming illustrations from the classic titles.
Shoppers receive a free clear card (1 of 6 designs) with every purchase of ¥1,000 (tax included) or more. Additionally, an exclusive Arle birthday card (1 design) will be given with purchases of ¥3,000 (tax included) or more at the venue.
Event Overview
Event Name: "Puyo Puyo" / "Puyo Puyo Tsu" POP UP SHOP
Dates: Friday, July 17, 2026 – Sunday, August 2, 2026
Venue: MEDICOS SHOP Shinjuku
(Shinjuku Marui Annex 6F, 3-1-26 Shinjuku, Shinjuku-ku, Tokyo)
Hours: 11:00 AM – 8:00 PM (follows MEDICOS SHOP Shinjuku store hours)
Merchandise
- Mini Acrylic Diorama: ¥1,925 (tax included)
- Acrylic Piggy Bank: ¥4,070 (tax included)
- Bromide Set: ¥770 (tax included)
- Acrylic Badge Collection: ¥660 (tax included)
- Acrylic Block Collection: ¥990 (tax included)
- Sticker Collection: ¥440 (tax included)
- T-Shirt: ¥4,400 (tax included)
- Long T-Shirt: ¥5,500 (tax included)
- Lunch Tote Bag: ¥1,980 (tax included)
About Puyo Puyo
The Puyo Puyo series is an action puzzle game loved by players around the world for over 30 years. The original Puyo Puyo launched in 1991 for MSX2 and Famicom Disk System, with the arcade and Mega Drive versions released by SEGA in 1992. Its simple and intuitive rules — connect four or more same-colored "puyo" to clear them — along with charming characters and the first competitive format in a falling-block puzzle game, made it a massive hit. The series has continued to evolve across home consoles, PC, and smartphones, reaching players of all ages across generations.
Puyo Puyo is also recognized as an official JESU (Japan Esports Union) title, drawing attention in the esports scene with active competition both domestically and internationally.
Puyo Puyo Portal Site: https://puyo.sega.jp/portal/index.html
Puyo Puyo Official YouTube Channel: https://www.youtube.com/user/puyosega
Midori Puyo (Puyo Puyo Series Official) X: https://x.com/puyopuyo20th/
