#Japan #Koto #Toyosu Market #Sugoroku Map #Magutare

Enhancing Visitor Experience at Toyosu Market

The Toyosu Market Commercial Cooperative (located in Koto City, Tokyo and chaired by Tamaki Fujii) has announced the launch of the interactive 'Real and Digital Sugoroku Map' at the Toyosu Market's Uogashi Yokocho, starting January 15, 2026. This innovative initiative integrates a traditional Japanese board game, Sugoroku, with both physical guide maps and an online platform, allowing visitors to discover store information while enjoying the game.

Features of the Initiative

1. A Hybrid Multilingual Guide

The Sugoroku game has been incorporated into both a physical guide map and a website, catering to a wide range of visitors. Users can seamlessly transition from the paper guide to the digital version through QR codes, making it easy for international guests to navigate the market with the support of multiple languages. The guide consists of eight pages that include a comprehensive floor guide and the Sugoroku map.

2. Learning Through Play

Using the traditional Sugoroku game format, each square on the board provides information about stores, their menus, and direct links. By rolling dice and progressing through the game, visitors are encouraged to actively gather information, all while having fun and naturally becoming familiar with the various shops at Uogashi Yokocho.

3. Incentives for Visiting and Purchasing

Once players complete the online game, they will receive a collectible voucher for the popular character “Magutare” acrylic keychain. This encourages visitors to engage with the physical shops by exchanging the voucher on-site, effectively driving foot traffic from online to physical locations.

4. Environmental Consideration and Data Utilization

By digitizing the guide, the need for paper is significantly reduced, showcasing a commitment to sustainability. Additionally, web analytics will be utilized to analyze visitor interests and preferences for continuous improvement.

Distribution of Physical Guides

Printed guide maps are available at all 63 Uogashi Yokocho member stores, including:

• - Senkaku Manrai
• - Hotel Lavista
• - JAL Hotels
• - Koto City Tourism Association
• - Teikei
• - Market Association PR Corner

How to Participate in the Web Version of Sugoroku (3 Steps)

[STEP 1] Access from the physical or web guide map.
[STEP 2] Roll the dice and move through the Sugoroku game, viewing store information at each stop.
[STEP 3] Upon reaching the goal, collect the voucher for exclusive merchandise at Toyosu Uogashi Yokocho.

The traditional game of Sugoroku will be represented in 3D, with sections of the board reflecting the various stores within Uogashi Yokocho.

Implementation Overview

• - Name: Toyosu Market Uogashi Yokocho 'Real and Digital Sugoroku Map'
• - Period: January 15, 2026 - February 28, 2026
• - Location: Toyosu Market Uogashi Yokocho (6-5-1 Toyosu, Koto City, Tokyo)
• - Languages: Japanese, English, Chinese (Simplified)
• - Participation Method: Clear the game in the project website
• - Exclusive Merchandise: 'Magutare' acrylic keychain (limited to the first 1,000 participants, on-site exchange)
• - Project Website: Uogashi Yokcho Official Site

Background and Objectives

Since relocating in 2018, Toyosu Market has become a popular tourist destination, attracting approximately 2.6 million visitors each year. However, many guests express uncertainty about which stores to visit, highlighting the need to enhance visitor navigation. This initiative seeks to merge digital technology with the traditional Sugoroku game, providing a fun, informative experience to promote visitor engagement. Additionally, by incorporating multilingual support, it aims to break down language barriers and showcase the charm of Toyosu Market to global tourists.

Future Developments

Following the analysis of visitor data, the initiative aims to optimize store information based on visitor interests. Depending on the response, there are plans to explore new digital and real-world integration strategies.

Inquiries for Further Information

For media coverage and inquiries regarding this initiative, please contact:
Toyosu Market Commercial Cooperative, Public Relations: Kusanagi, Inoki
Telephone: 03-6633-0308
Fax: 03-6633-0309
Website: Uogashi Yokocho
Operating Hours: Weekdays 9:00 AM - 5:00 PM

Additional Information

About Toyosu Market Uogashi Yokocho
Opened in October 2018, Uogashi Yokocho specializes in high-quality food ingredients and related items, and is a bustling shopping area for tourists year-round.

About Magutare
Magutare is an unofficial mascot character representing the market. Its charming design, inspired by tuna fish and turrets, has won the hearts of many visitors.