Sailor Moon × LINE FRIENDS Tokyo Pop-Up 2026: Ultimate Shopping Guide

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The convergence of two colossal titans of Asian pop culture has officially materialized. Today, on November 12, 2026, Tokyo is witnessing an unprecedented retail phenomenon: the launch of the Sailor Moon × LINE FRIENDS Collaboration. Originally teased earlier this year to celebrate the 15th anniversary of LINE’s stoic but lovable bear, Brown, this historic crossover brings Naoko Takeuchi’s legendary magical girl franchise into the whimsical, globally adored aesthetic of the LINE FRIENDS universe.

For inbound tourists traveling through Japan this November, this limited-time pop-up event is the ultimate prize. With an exclusive event running at LINE FRIENDS SQUARE SHIBUYA from November 12 to November 18, 2026, alongside widespread availability at the Sailor Moon Store in Harajuku and other premium character retailers, navigating this launch requires military precision.

As an expert travel writer on the ground in Tokyo, I have compiled the most exhaustive, definitive, and deeply researched 2026 guide to mastering the Sailor Moon × LINE FRIENDS pop-up. From exact yen prices and character lore to step-by-step walking directions and pop-up survival strategies, this guide will ensure you secure your limited-edition merchandise and capture the perfect photos without succumbing to the overwhelming Shibuya crowds.

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The Celestial Collision of 2026: Sailor Moon Meets LINE FRIENDS

To understand the sheer scale of this event, one must recognize the distinct cultural weight of both intellectual properties.

Why This Collaboration is Making Global Headlines

Since its debut in 2011 as a set of sticker characters for the LINE messaging app, the LINE FRIENDS cast—featuring Brown, Cony, Sally, and Choco—has transcended digital communication to become a multi-billion-dollar merchandising empire. In 2026, LINE FRIENDS is celebrating the 15th anniversary of Brown, the franchise's mascot. To commemorate this milestone, the brand has initiated one of its most ambitious crossovers to date.

Conversely, Pretty Guardian Sailor Moon is in the midst of its prolonged, multi-year 30th Anniversary Project. The franchise has seen a massive resurgence globally, fueled by the recent Sailor Moon Cosmos films, high-fashion collaborations (such as the famed Jimmy Choo capsule), the 2024 release of the "Raisonné ART WORKS 1991–2023" artbook, and the highly anticipated April 2026 opening of the permanent Shining Theater Shinagawa Tokyo.

When official news broke via the Sailor Moon Official Fan Club ("Pretty Guardians") on November 5, 2026, that the delayed October launch was officially slated for November 12, the inbound anime tourism community went into a frenzy. The brilliant creative hook? The LINE FRIENDS characters aren't just standing next to the Sailor Guardians; they are entirely cosplaying as them.

The Character Match-Ups Explained

The creative team behind this 2026 collection meticulously matched the personalities and color palettes of the LINE FRIENDS with the Inner Guardians. The result is a hyper-kawaii fusion that honors both lore systems:

• Cony × Sailor Moon: The energetic, sometimes flighty, but deeply loving rabbit Cony perfectly mirrors Usagi Tsukino (whose very name means "Rabbit of the Moon").
• Brown × Tuxedo Mask: Brown, the silent, reliable, and fiercely protective bear, is flawlessly cast as Mamoru Chiba (Tuxedo Mask), complete with a tiny top hat and cape.
• Choco × Sailor Mercury: Brown’s fashionable sister, Choco, takes on the blue-tinted brilliance of Ami Mizuno.
• Jessica × Sailor Mars: The sassy, sharp-witted feline Jessica channels the fiery, shrine-maiden energy of Rei Hino.
• Leonard × Sailor Jupiter: The frog Leonard is decked out in Makoto Kino’s signature green and pink rose accents.
• Sally × Sailor Venus: The small but mighty chick Sally dons the brilliant orange and blue bow of Minako Aino.
• Oliver Pan × Luna: In a deep-cut move, the mischievous Oliver Pan takes on the role of Usagi’s feline mentor, Luna.

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Complete Merchandise Lineup & Official Yen Prices

Whether you are shopping at the Shibuya Square pop-up, navigating the Sailor Moon Store in Harajuku, or trying your luck online, knowing exactly what to target is crucial. Japanese pop-up shops frequently employ "purchase limits" (usually 1 to 3 items per specific SKU per customer) to thwart scalpers.

Below is the verified, official November 2026 merchandise catalog, complete with actual Japanese Yen (¥) prices (inclusive of Japan's 10% consumption tax).

The Plush Keychains (The Core Collection)

The undisputed crown jewels of this collaboration are the plush keychains. Fans of 3COINS x Hello Kitty 2026: Ultimate Y2K Japan Shopping Guide know that plush bag-charms are currently the most aggressively sought-after street fashion accessory in Tokyo.

• Standard Size Plush Keychains (2 Types) — ¥3,960 each

  • Cony × Sailor Moon: Features Cony in the classic red, blue, and white sailor suit, wielding the Moon Stick. The craftsmanship includes satin bows and embroidered facial features.
  • Brown × Tuxedo Mask: A phenomenally dapper Brown holding a single red fabric rose, featuring a high-quality felt top hat and a flowing mini-cape.

• Mini Plush Keychains (7 Types) — ¥2,420 each

  • These slightly smaller plushies are designed to be clustered together on a backpack or ita-bag. The lineup includes the entire Inner Guardian roster: Cony (Moon), Brown (Tuxedo Mask), Choco (Mercury), Jessica (Mars), Leonard (Jupiter), Sally (Venus), and Oliver Pan (Luna).

Blind Box Acrylic Stands & Enamel Pins

For collectors with less luggage space, acrylic stands (commonly known as "aku-suta" in Japan) and pins offer affordable, highly displayable alternatives.

• Random Acrylic Stands (6 Types) — ¥1,540 each
  • Sold in blind-box packaging. You cannot choose which character you get. The artwork features dynamic, original 2D illustrations of the LINE characters posing in front of planetary backgrounds. The pool includes: Cony/Moon, Brown/Tuxedo Mask, Choco/Mercury, Jessica/Mars, Leonard/Jupiter, and Sally/Venus.
• Pin Sets (2 Sets available) — ¥1,540 per set
  • Set A: Sailor Moon & Moon Stick
  • Set B: Cony (as Moon) & Brown (as Tuxedo Mask)
• Pin Badges (2 Types) — ¥770 each
  • Slightly larger, single die-cast pins featuring high-gloss enamel finishes. Choose between a Luna/Oliver Pan combo or a classic Cony/Brown couples pin.

Stationery and Daily Accessories

To round out the collection, practical lifestyle goods featuring the 2026 exclusive key visuals are available.

• Satin Pouch — ¥2,420
  • A deeply luxurious, soft-touch satin cosmetic pouch covered in an all-over repeating pattern of the crossover characters, complete with a gold-plated crescent moon zipper pull.
• A5 Notebook — ¥880
  • Features the main 2026 promotional visual (the characters enjoying a moonlit picnic) with high-quality, fountain-pen-friendly Japanese paper inside.
• Memo Pad — ¥660
  • A compact, tear-away notepad perfect for the office, featuring four different page designs.
• Aurora Embossed Sticker Seals (2 Sets) — ¥770 each
  • Holographic, raised-texture stickers that capture the 90s shoujo anime aesthetic flawlessly. These are perfect for decorating a Suica card or a smartphone case.

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The Shibuya Pop-Up Event (Nov 12 – Nov 18, 2026)

If you are in Tokyo right now, your primary destination should be LINE FRIENDS SQUARE SHIBUYA. While the merchandise will eventually reach other retailers and online stores across Asia (including the Myeongdong flagship in Seoul), the Shibuya location is hosting the official commemorative Pop-Up Event for one week only: Thursday, November 12, to Wednesday, November 18, 2026.

Inside LINE FRIENDS SQUARE SHIBUYA

LINE FRIENDS SQUARE SHIBUYA is not merely a store; it is a multi-story experiential retail space spanning from the B1 basement to the 2nd floor. For this week-long event, the primary sales floor has been entirely transformed.

As you enter, you will be greeted by a massive, high-definition digital display broadcasting a special, exclusive teaser video produced entirely for this collaboration. The animation showcases the LINE FRIENDS characters enjoying a peaceful picnic before Sally points to a glowing crescent moon in the sky, initiating their magical girl transformation sequence.

Exclusive Photo Spots & Displays

Japanese pop-up culture places immense emphasis on "Bae" (インスタ映え - Instagrammability). LINE FRIENDS SQUARE has erected massive, die-cut panels of the 5 Sailor Guardians alongside their LINE FRIENDS counterparts.

The centerpiece is a life-sized, illuminated crescent moon backdrop where Usagi and Cony stand side-by-side, striking the iconic "In the name of the moon, I'll punish you!" pose. Tourists are encouraged to take photos here, but be aware that tripods and flash photography are strictly prohibited to maintain the flow of traffic.

The Brown Greeting Event (How to Meet Tuxedo Brown)

To celebrate launch day (November 12, 2026), the store is hosting a highly restricted Greeting Event. A mascot version of Brown, physically dressed in his custom Tuxedo Mask outfit, will make three scheduled appearances:

• 12:00 PM
• 3:00 PM (15:00)
• 5:00 PM (17:00)

Crucial Warning for Tourists: Participation in the Greeting Event requires advance reservation via a digital ticketing system, heavily publicized on the Japanese LINE app prior to the event. If you do not have a reservation, you will not be allowed to queue for a two-shot photograph with Tuxedo Brown. However, you can generally catch a glimpse of him walking to and from the photo area if you time your shopping correctly.

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Secondary Location: Shining Theater Shinagawa Tokyo

One of the most exciting developments in the Sailor Moon universe in 2026 was the grand opening of the Pretty Guardian Sailor Moon -Shining Theater Shinagawa Tokyo- in April. Located inside the Shinagawa Prince Hotel Club eX, this is an immersive, permanent experience theater dedicated to the franchise.

Experiencing the New 2026 Sailor Moon Theater

If you miss out on the Shibuya Pop-Up, or if you simply want to plunge deeper into the Sailor Moon mythos, Shinagawa is your next stop. The theater hosts dynamic performance shows and features a sprawling lobby area that functions as a high-end exhibition space and merchandise shop.

Shinagawa Greeting Event Details

In tandem with the Shibuya launch, the Shining Theater Shinagawa Tokyo is also hosting its own Tuxedo Brown Greeting Events. Because the theater already manages daily ticketed crowds, the integration of the LINE FRIENDS collaboration here feels remarkably premium. If you are already holding tickets for a November 2026 performance at the theater, checking the lobby for the exclusive merchandise kiosk is an absolute must.

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Where to Buy the Collection Across Japan

Because the Shibuya Pop-Up only runs until November 18, 2026, travelers arriving in late November or December might panic. Do not worry. The collaboration is officially stocked at several permanent retail fixtures across Tokyo. Here is your definitive store list:

1. LINE FRIENDS SQUARE SHIBUYA

• Status: The main hub (Pop-up event Nov 12 - Nov 18, general sales thereafter while supplies last).
• Operating Hours: 11:00 AM – 8:00 PM (20:00).
• Best Time to Visit: Arrive at least 45 minutes before opening if visiting on a weekend.

2. Sailor Moon Store (Harajuku Main Store)

• Status: The permanent, official Sailor Moon boutique located on the 5th floor of Laforet Harajuku. The store is visually split into a pink-themed Usagi world and a blue-themed Princess Serenity world. They carry a curated selection of the LINE FRIENDS goods.
• Operating Hours: 11:00 AM – 8:00 PM (20:00).
• Note: This store requires a physical queue on launch days. Due to its popularity, the Harajuku store frequently issues numbered paper tickets (Seiriken) in the stairwell of Laforet to manage the crowd.

3. Kiddy Land Harajuku

• Status: A legendary toy and character goods multi-level department store on Omotesando. While they do not have the massive photo-spots of the LINE store, Kiddy Land is confirmed as a retail partner for this collaboration.
• Operating Hours: 11:00 AM – 8:00 PM (20:00).
• Why Go Here: If the dedicated pop-up shops are sold out, Kiddy Land’s sprawling, slightly chaotic inventory system sometimes means hidden gems remain on the shelves longer.

4. Online Purchasing for Tourists

If you are currently relaxing in your hotel room and realize the items you want are sold out in stores, you can pivot to e-commerce. The goods are officially sold on the LINE FRIENDS Official Online Store, the Sailor Moon Store ONLINE, and through the "Pretty Guardians" Official Fan Club portal.

For travelers, navigating Japanese online character stores can be tricky due to domestic shipping restrictions and foreign credit card rejections. I highly recommend reading our guide on How to Order From Amazon Japan Before Your Trip and Ship It to Your Hotel (2026 Guide) to understand the general mechanics of front-desk hotel delivery in Japan, though note that LINE FRIENDS and Sailor Moon stores will require you to register an account with a Japanese address (your hotel) and pay via a proxy or accepted international card.

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Detailed Walking Directions & Access Guide (No Maps Required)

Finding character stores in the vertical, maze-like concrete jungles of Tokyo can be daunting. Because GPS signals frequently bounce off skyscrapers in Shibuya, rely on these exact textual walking directions rather than staring blindly at a digital map.

Navigating to LINE FRIENDS SQUARE SHIBUYA

Location: Jinnan 1-19-10, Shibuya-ku, Tokyo.

1. Disembark at JR Shibuya Station and head toward the Hachiko Exit.
2. Walk out into the famous Shibuya Scramble Crossing. Look straight ahead toward the massive Shibuya TSUTAYA building (which recently reopened after its massive renovations).
3. Cross the intersection toward TSUTAYA and walk up the street immediately to its right, which is Inokashira-dori.
4. Walk slightly uphill for about 3 minutes until you see the Shibuya MODI building (a large department store covered in vertical greenery) on your right.
5. Turn right at the intersection just past MODI. You are now entering the Jinnan district, a fashionable area known for select shops and streetwear.
6. Walk straight for about 2 minutes. LINE FRIENDS SQUARE SHIBUYA will be on your left, easily identifiable by the massive character displays in the ground-floor windows. Total walk time: 6 to 8 minutes from the station.

Navigating to Sailor Moon Store Harajuku (Inside Laforet)

Location: Laforet Harajuku 5F, Jingumae 1-11-6, Shibuya-ku, Tokyo.

1. Disembark at JR Harajuku Station and take the Omotesando Exit (East Exit).
2. Walk straight down the main, tree-lined avenue (Omotesando).
3. Continue walking downhill for about 5 minutes. You will reach the major Jingumae intersection where Omotesando crosses Meiji-dori.
4. On the diagonal right corner of this intersection stands Laforet Harajuku, a landmark fashion building.
5. Enter the building, bypass the ground-floor crepe stands, and take the escalator or elevator directly to the 5th floor. The Sailor Moon Store is unmistakable with its split pink and blue neon aesthetics. (Alternative: Take the Tokyo Metro Chiyoda or Fukutoshin Line to Meiji-jingumae Station, take Exit 5, and Laforet is practically on top of you).

Navigating to Shining Theater Shinagawa Tokyo

Location: Shinagawa Prince Hotel Club eX, Takanawa 4-10-30, Minato-ku, Tokyo.

1. Disembark at JR Shinagawa Station (an incredibly easy hub if you are coming via Shinkansen or the Yamanote line).
2. Take the Takanawa Exit (West Exit).
3. Exit the station and walk straight to the street level, crossing the major crosswalk immediately in front of you.
4. You are now staring at the massive Shinagawa Prince Hotel complex.
5. Walk up the curved driveway and enter the main hotel lobby. Follow the ample English signage pointing toward the "Annex Tower" and "Club eX". The theater is a distinct, circular building nestled within the complex's courtyard area, roughly a 2-minute walk from the station doors.

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Crafting the Ultimate Shibuya & Harajuku Anime Shopping Day

To maximize your 2026 trip, do not just visit the pop-up and leave. Shibuya and Harajuku offer the highest concentration of premium, IP-safe character merchandise in the world. Here is how to structure a full day around the Sailor Moon × LINE FRIENDS event.

Morning: Omotesando & Harajuku Kawaii Culture

Start your day at 10:30 AM in Harajuku. Head immediately to the Sailor Moon Store in Laforet right at its 11:00 AM opening to secure any exclusive store-only fan-club variants of the LINE merchandise. Afterward, cross the street to explore the labyrinth of Kiddy Land, picking up Snoopy, Mofusand, and Chiikawa goods.

If you are a fan of Japanese fashion crossovers, take a detour through the backstreets of Harajuku (Ura-Harajuku) to hunt for premium streetwear. Denim enthusiasts should definitely consult our Ultimate Tokyo Denim Shopping Guide 2026: Best Stores & Brands for recommendations in the immediate vicinity.

Afternoon: The Shibuya Anime Mecca (PARCO 6F)

Walk 15 minutes down "Cat Street" (the pedestrian alleyway connecting Harajuku to Shibuya) and make your way to Shibuya PARCO. Take the elevator straight to the 6th floor, internationally known as "CYBERSPACE SHIBUYA". Here, you will find:

• Nintendo TOKYO: The sprawling, red-themed official Nintendo store. If you are looking for specific game merch, read our Animal Crossing Gachapon Guide for Nintendo Tokyo & Osaka.
• Pokémon Center Shibuya: Famous for the giant, animatronic Mewtwo floating in a test tube at the entrance. This center specializes in graffiti-art Pikachu plushies and high-end apparel.
• Jump Shop: For fans of One Piece, Jujutsu Kaisen, and My Hero Academia.
• Capcom Store Tokyo: Featuring exclusive Resident Evil, Monster Hunter, and Street Fighter goods.

Late Afternoon: The LINE FRIENDS Pop-Up

After fueling up at the basement food hall of Parco (or stopping for a sweet treat—check out the Best Matcha Desserts in Tokyo | Top Sweets Shops for recommendations), walk 3 minutes over to LINE FRIENDS SQUARE SHIBUYA around 4:00 PM.

By late afternoon, the initial morning rush of resellers and die-hard locals has usually thinned out, making it much easier to enjoy the giant Sailor Moon photo spots. Take your time browsing the basement levels, grab your Tuxedo Brown plushies, and watch the exclusive digital video presentations on the main screens.

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Essential Survival Tips for Japan Pop-Up Events in 2026

If this is your first time navigating a highly anticipated pop-culture retail event in Japan, you must unlearn Western shopping habits. The Japanese system is highly structured, strictly enforced, and heavily digitized.

Ticketing Apps and the Japanese LINE App Requirement

It is highly ironic but completely logical: to interact with the LINE FRIENDS store, you often need the LINE messaging app. For major weekend rushes or specific character greeting events (like meeting Tuxedo Brown), Japanese stores do not allow physical queuing. Instead, they issue digital tickets (Seiriken) through an official LINE account.

Pro-Tip for Tourists: Download the LINE app before you leave your home country and register it with your domestic phone number (as Japanese SIM cards for tourists usually do not include voice numbers required for SMS verification). Once set up, you can scan QR codes outside Japanese stores to enter virtual queues.

Payment Methods & IC Cards

While LINE FRIENDS SQUARE, Laforet, and Kiddy Land all accept major international credit cards (Visa, Mastercard, Amex), cash is still a vital backup if foreign cards trigger a fraud alert overseas. Additionally, for quick purchases at vending machines, gachapon, or train rides between Harajuku and Shibuya, a loaded IC Card is mandatory. Unsure which one to get? Read our definitive guide: What is the Best IC Card for Tourists in Japan 2026? | Suica vs Pasmo vs ICOCA.

Staying Hydrated & Sun Protection in the Queue

Even in November, standing in an unshaded concrete stairwell in Shibuya or Harajuku waiting for a store to open can be intense. The Japanese sun is notoriously harsh. Before stepping out, armor up. We recommend browsing the Best Japanese Sunscreens 2026 | TOP5 for Western Travelers to protect yourself while queuing.

Furthermore, you might be tempted to save money by filling a water bottle at your hotel. If you are wondering about the safety of doing so, rest easy and consult Can You Drink Tap Water in Japan? | City by City Guide 2026. Tokyo’s municipal water is perfectly safe, ensuring you stay hydrated while hunting for Sailor Jupiter Leonard keychains.

Tax-Free Shopping Complexities

Japan offers a 10% tax exemption for temporary visitors (tourists) who spend over ¥5,000 (excluding tax) at participating stores on the same day.

• LINE FRIENDS SQUARE SHIBUYA: Yes, they generally offer a Tax-Free counter. You must bring your physical passport (copies are not accepted, and the entry stamp or Visit Japan Web QR must be valid).
• Sailor Moon Store (Laforet): Laforet Harajuku operates a consolidated tax-free counter on the first floor. You will pay the full price at the Sailor Moon Store on the 5th floor, then take your receipt, the unopened goods, and your passport to the 1st floor to receive a cash refund of the tax. Do not open the sealed tax-free bag until you leave Japan!

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Beyond the Pop-Up: More Anime Pilgrimages in Late 2026

Once you have conquered the Sailor Moon x LINE FRIENDS pop-up, your otaku journey does not have to end. November 2026 is an exceptionally vibrant time for anime tourism in Tokyo.

Exploring Azabu-Juban (The Real-Life Setting of Sailor Moon)

If you are a true Sailor Moon devotee, take the Tokyo Metro Namboku Line or Toei Oedo Line to Azabu-Juban Station. This upscale neighborhood is the literal, real-world setting where Usagi Tsukino lives, goes to school, and fights the Dark Kingdom. You can visit the Patio Juban (the park where Mamoru frequently reads), the Hikawa Shrine (the real-life inspiration for Rei’s family shrine, located a short walk away in Moto-Azabu), and gaze up at Tokyo Tower, the backdrop to countless iconic manga panels. For a broader understanding of how to conduct these real-world location hunts, check out our masterclass: Anime Pilgrimage in Japan: A Beginner's Guide.

Other Notable Anime Exhibitions in Tokyo

If your appetite for exclusive art and merchandise remains unsated, Tokyo is hosting several other massive anniversary events this month. Just a quick train ride north to Ikebukuro, you can attend the incredibly gritty and stylish BLACK LAGOON 25th Anniversary Art Exhibition Tokyo 2026 | Sunshine City Ikebukuro Tickets & Guide (Nov 13 - Dec 6). If you are deciding where to base your hotel operations to easily access all these hubs (Shibuya, Shinagawa, Ikebukuro), consider the east side of the Yamanote line. Review our top picks for the Best Hotels Near Akihabara 2026 | Value Location Convenience.

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Final Thoughts on the Sailor Moon × LINE FRIENDS 2026 Phenomenon

The Sailor Moon × LINE FRIENDS collaboration is more than just a merchandise drop; it is a masterclass in brand synergy. By pairing the nostalgic, empowering legacy of Naoko Takeuchi’s universe with the ubiquitous, modern, digital-first charm of LINE’s mascots, they have created a product line that appeals simultaneously to 90s anime purists, modern Gen-Z streetwear enthusiasts, and casual tourists alike.

For travelers currently in Tokyo during this November 12-18 window, participating in the Shibuya Pop-Up is a rare opportunity to engage with Japanese fan culture at its peak. Be respectful of store rules, do not photograph where signs forbid it, bring your passport for tax-free savings, and most importantly—may the guidance of the moon ensure you get the exact blind-box acrylic stand you desire. Happy shopping!

FAQ

Q: What are the dates for the Sailor Moon x LINE FRIENDS pop-up in Shibuya?

The official commemorative pop-up event at LINE FRIENDS SQUARE SHIBUYA runs for one week only, from Thursday, November 12, to Wednesday, November 18, 2026.

Q: How much do the exclusive Sailor Moon x LINE FRIENDS plush keychains cost?

The standard size plush keychains (featuring Cony and Brown) cost 3,960 yen each, while the mini plush keychains for the Inner Guardians cost 2,420 yen each, inclusive of tax.

Q: Do I need a ticket to meet Tuxedo Brown at the LINE FRIENDS SQUARE SHIBUYA launch?

Yes, participation in the Tuxedo Brown Greeting Event requires an advance reservation made through a digital ticketing system on the Japanese LINE app.

Q: Where else can I buy the collaboration merchandise in Tokyo if I miss the Shibuya pop-up?

The merchandise is officially stocked at the Sailor Moon Store (Laforet Harajuku), Kiddy Land Harajuku, and the Shining Theater Shinagawa Tokyo, as well as online.

Q: Can tourists get a tax-free refund on the Sailor Moon x LINE FRIENDS merchandise?

Yes, participating stores like LINE FRIENDS SQUARE SHIBUYA and Laforet Harajuku offer a 10% tax exemption for tourists spending over 5,000 yen (excluding tax). You must bring your physical passport to claim it.