Nihonchokuhan Inc. and BOOKOFF Launch SNOW MIKU Limited POP-UP at Orchard Road in Singapore

From November 15th to January 4th, visitors can experience the integration of “IP × physical retail × UGC” through in-store photo spots, social media and giveaways.

Nihonchokuhan Inc. (Head Office: Minato-ku, Tokyo; President and CEO: Akitaka Mizutani; hereinafter “Nihonchokuhan”) has strengthened its collaboration with BOOKOFF Corporation Ltd. (Head Office: Sagamihara City, Kanagawa; President and CEO: Yasutaka Horiuchi; hereinafter “BOOKOFF”) to launch a vocaloid SNOW MIKU limited POP-UP within the anime specialty store operated by Bookoff at Courts Nojima The Heeren. The pop-up will commence on Saturday, November 15, 2025. Building on its North American track record (LA/NY/San Diego), this pop-up represents the first Asian test for the integrated concept: “In-store Experience × Social Media Engagement (UGC) × giveaways.”

Background
BOOKOFF’s first limited-time POP-UP store in Singapore is developed as a specialized anime-focused package. Based on anime specialty formats that have demonstrated strong performance in the United States, the store offers a wide range of high-quality reused items, including anime-related books, CDs, games, character goods, figures, and trading cards. The space is designed to create moments of serendipitous discovery for anime fans while delivering a new form of “used in Japan” entertainment experience to the local market through the unique appeal of pre-ordered products.
The SNOW MIKU limited POP-UP will be presented as a dedicated corner within the BOOKOFF POP-UP Store. In addition to merchandise sales, the activation promotes experiential store visits through in-store photo spots and Social Media-linked campaigns.
As a part of Nihonchokuhan’s evolution from a General direct-sales business into a comprehensive service company centered on “Entertainment, Global, and DX,” the initiative locally optimizes a customer attraction, purchase, and sharing model built on “IP x physical retail x Social Media Engagement (UCG).”

Overview
Event Name: SNOW MIKU Limited POP-UP
Period: November 15,2025 – January 4, 2026
Venue: Courts Nojima the Heeren, 3rd floor. (Inside BOOKOFF POP-UP Store)

Key Features
SNOW MIKU Limited Merchandise Sales
Product selection is centered on items that received strong responses in New York with layouts and customer flow optimized for local visitor demographics.
In-store Photo Spots (Mirror / Piapro Wall / Display Decorations)
Dedicated photography areas and a Piapro Wall where visitors can leave messages or drawings encourage natural growth of the User Generated Content.
Gift Campaign Using #snowmikuskytownsg Posts
Visitors who post using the designated hashtag will receive a small gift.

Promotion Design
UGC Activation: In-venue photo sports and hashtag displays
Creative Displays: Usage scenario proposals and set-focused merchandising
Digital Awareness: Pre-event visibility through outdoor advertising (signage and banners

Comment from the Project Representative
Marketing Representative: Tomomi Sawada
Following expansions in North America, Singapore represents the first step into the Asian Region. Under the slogan “Delivering the best of Japan to the World,” the project was designed in collaboration with BOOKOFF and Courts Nojima to showcase Japanese creativity and experiential value. The SNOW MIKU POP-UP recreates participatory elements such as the interactive “Piapro Wall”, reflecting feedback from local fans and offering an immersive experience. The company aims to go beyond product sales to deliver Japanese culture and emotional impact as experiences

Comment from the BOOKOFF Representative
Through collaboration with Nihonchokuhan, this POP-UP focused on delivering experiences rather than limiting engagement to product purchases alone. The combination of BOOKOFF’s diverse product lineup and a treasure-hunt-style section process created a space where Hatsune Miku fans in Singapore could connect. The initiative is viewed as a meaningful step in providing new value, with continued collaboration planned to expand access to Japanese content and experiential opportunities.

Company Information
Nihonchokuhan Inc.
Address: Itoyu Building Toranomon 3F, 3-20-5 Toranomon, Minato-ku, Tokyo
Representative: President and CEO, Akitaka Mizutani
Established: October 1977 (launch of the Nihonchokuhan brand)
Business: Comprehensive services (mail order, content planning, advertising and sales promotion support, etc.)
URL: https://corporate.666-666.jp

BOOKOFF Corporation Ltd.
Address: 2-14-20 Fuchinobe, Minamu-ku, Sagamihara City, Kanagawa
Representative: President and CEO, Yasutaka Horiuchi
Established: August 1991
Business: Operation of comprehensive reuse businesses for books, packaged media, apparel, and more.
URL:https://www.bookogroup.co.jp/our-company/top/group-companies/
List of Press Releasese by Nihonchokuhan Inc.
https://prtimes.jp/main/html/searchrlp/company_id/166086