#Japan #Tokyo #Snow Miku #BOOKOFF USA #Anime NYC

Japan Direct Sales Collaborates with BOOKOFF USA for Snow Miku Pop-Up

Japan Direct Sales Co., Ltd., located in Minato-ku, Tokyo, is evolving from a comprehensive shopping service to a broader “entertainment, global, and DX”-focused organization under the leadership of President Akitaka Mizutani. As part of this initiative, the company is strengthening its partnership with BOOKOFF U.S.A. INC., based in Gardena, California, to host a special pop-up event centered around the beloved character Snow Miku, which will take place at two locations in New York: BOOKOFF New York and BOOKOFF Ani-Lab Brooklyn. Scheduled from August 20 to September 21, 2025, this event is strategically aligned with Anime NYC 2025.

The upcoming pop-up is set to capitalize on insights gained from a previous event conducted in Los Angeles this past July, allowing for a multifaceted approach on the East Coast, including a thorough examination of customer journey pathways and experiential value.

Event Overview

• - Event Name: SNOW MIKU POP-UP in NEW YORK (Simultaneously held at two BOOKOFF locations)
• - Date: August 20, 2025 - September 21, 2025
• - Locations:

- BOOKOFF New York (Manhattan)
- BOOKOFF Ani-Lab Brooklyn (Japan Village)

• - Objective: Create pathways connecting Japanese pop culture experiences with store visits, events, and social media to validate a continuous pop-up model in North America.
• - Exhibits Include: In-store special corners, photo spots, life-sized panels, and limited-time merchandise sales.

Images of BOOKOFF New York exterior and Ani-Lab Brooklyn interior

Three Key Focus Areas Rolled Out from LA Learnings

1. Integrated Pathways: The collaboration will involve overlapping promotions through event signage, social media teasers, and influencer engagement leading into physical store promotions.
2. Experience-Centric In-Store Displays: The layout will emphasize photo spots and life-sized panels to enhance customer engagement and encourage user-generated content (UGC).
3. Optimized SKU Design: The merchandise will tailor offerings to the visitor demographic, focusing on smaller items such as keychains and acrylic stands, alongside a limited selection of apparel.

Anticipated Merchandise Items (Excerpt)

• - Snow Miku-related keychains, acrylic stands, tapestries, and general goods.
• - Apparel (T-shirts and more).
• - Sales validation of traditional crafts through items like “Miku Kokeshi” and tatami coasters.
• - Limited-time offerings from Tokyo Lollipop Daruma (availability will vary by location and date).

Promotional Strategies

• - Pre-Event: Generate awareness through social media teasers and influencer partnerships to encourage store visits.
• - During Event: Foster UGC through hashtag campaigns and create clear paths to physical store posts.
• - Linked to Anime NYC 2025: Strategically timing peak visitation around the event days with promotional activities planned for the day before and after.

Sneak peek of the promotional video teaser for social media

Future Endeavors

• - Standardization: Developing templates for pathway design, SKU distributions, and UGC strategies to ensure consistent performance across multiple locations.
• - Modeling Circulations: Establishing a cyclical model between the East Coast and West Coast, extending to other cities.
• - Exploring Contemporary Art: Aiming to integrate traditional crafts with pop culture to create modern artistic experiences.
• - Example: Conceptual art figures like Snow Miku Daruma showcased in unique collaborative narratives.

The company is also investigating the gift and collectible market for foreign visitors, aiming to enhance their shopping experiences with local culture.

Partner Recruitment Announcement

Japan Direct Sales is actively seeking partners in traditional crafts to co-create new experiences, modern art, and product developments that blend traditional craftsmanship with pop culture.

• - Target Partners: Workshops, businesses, artists, designers, and local municipalities.
• - Focus Areas: Daruma, Kokeshi dolls, folding fans, washi paper, lacquer, ceramics, dyeing, joinery, woodworking, and more.
• - Support Scope: Planning and design, overseas pop-up events, cross-border e-commerce operations, promotion and public relations, and rights management compliance.

Interested parties should contact the company using the details provided at the end of this release, making sure to include project objectives, materials, reference works, and desired timelines for a smooth outreach.

Company Overview

Japan Direct Sales Co., Ltd.
Location: 3-20-5 Toranomon, Minato-ku, Tokyo
President: Akitaka Mizutani
Established: October 1977 (Japan Direct Sales brand launch)
Business Description: Comprehensive services (online shopping, content planning, advertising, promotional support, etc.)
Website: Japan Direct Sales

BOOKOFF U.S.A. INC. (BOOKOFF USA)
Location: 15606 Broadway Center Street, Gardena, CA 90248, U.S.A.
CEO: Kazuya Hirata / CFO: Yuka Hashimoto / Director: Toru Inoue
Established: October 1999
Capital: US$ 1,279,579.63
Business Description: Retail of reused goods under the BOOKOFF brand (books, CDs, DVDs, video games, anime goods, and more)
Website: BOOKOFF USA