Experience Dance with Rilakkuma in New XR OOH Ad at Shinjuku Southern Terrace Vision

Rilakkuma Takes Center Stage in New XR OOH Content

Rilakkuma, a beloved character from San-X, is set to take the spotlight in an upcoming original XR experience titled "Funwari Time," scheduled to launch at Shinjuku Southern Terrace Vision on November 12, 2025. This initiative follows the successful first installment which featured the popular character Sumikko Gurashi. The collaboration between San-X and Odakyu Agency aims to redefine out-of-home (OOH) advertising through the integration of cutting-edge extended reality (XR) technology, providing audiences with a unique and interactive viewing experience.

Launching of the New XR Content

The new XR content will showcase Rilakkuma and friends breaking out from the screen to dance, providing an engaging experience that captures the imagination. The utilization of advanced XR technology will not only enhance the visual appeal but also create a deeper connection between the audience and the characters. The opening day promises to attract crowds, enhancing the urban atmosphere of Shinjuku and inviting onlookers to take a moment of joy amid their busy lives.

The first phase of the "Funwari Time" series had already seen success with approximately 1,000 visitors indulging in the Sumikko Gurashi XR content during its run. This significant turnout highlights the growing interest in interactive content that transcends traditional advertisements, transforming passive viewers into active participants. The second installment aims to build on this success with even more immersive experiences that resonate with both existing fans and newcomers to the Rilakkuma universe.

High-Quality XR Engagement

Rilakkuma’s new XR experience promises to take engagement to new heights. The immersive technology allows for deeper interaction, enabling visitors at the Shinjuku Southern Terrace Vision to use their smartphones to interact with the content in real time.

How to Enjoy the Content

1. AR Camera Experience (Location-Specific): By pointing their smartphones at the Shinjuku Southern Terrace Vision, guests can experience Rilakkuma’s exciting AR dance directly in front of them. This interaction is made possible through GPS positioning, combining the surroundings with a playful soundtrack to create a lively atmosphere. Users are encouraged to use headphones for an enhanced audio experience.
2. Anywhere AR Camera: Beyond the physical location, fans can enjoy the “Rilakkuma” characters anywhere they go. Users can manipulate the characters via their screens, which allows for a shared calming experience with Rilakkuma and friends, fostering an atmosphere of relaxation and joy.

The XR content has been elegantly crafted using the no-code AR creation tool "palanAR" by Palan, ensuring high-quality interaction that appeals to a diverse audience.

Purpose and Vision

San-X’s aim with the "Funwari Time" project is not only to entertain but to provide solace through the delightful narratives of its characters amidst the bustling environment of Shinjuku. Each viewing is designed to uplift the minds of passersby by creating memorable encounters that linger in their hearts. This initiative shines a spotlight on the potential for OOH media to enhance everyday experiences, guiding individuals to take a brief escape into a world of whimsy and peace.

Odakyu Agency’s commitment to pioneering new forms of OOH advertising highlights the changing landscape of how audiences interact with advertisements. By embracing XR technology, they are spearheading a movement towards more participatory and engaging advertising methodologies. This approach not only captivates the audience's attention but also invites them to engage actively with the content, making each impression far more valuable.

As the digital and physical worlds converge, the upcoming Rilakkuma experience is set to become a benchmark for future OOH initiatives, paving the way for even more innovative integrations of technology in everyday life.

For more details about the XR experience, please visit the dedicated announcement site here.

Conclusion

Rilakkuma, a character known for its soothing and whimsical personality, has been a part of numerous successful collaborative events and promotions. By integrating XR technology into OOH advertising, San-X and Odakyu Agency are creating opportunities for both millions of loyal fans and newcomers to discover and connect with this charming character in a joyful and memorable way.

Mark your calendars for November 12, 2025, to witness the magic of Rilakkuma's dance at Shinjuku Southern Terrace Vision!