Newtro with Narumiya Characters ~Has Our Heisei Era Updated and Made a Comeback!?~
A Gathering of Beloved Characters, Including Angel Blue’s Nakamura-kun and Mezzo Piano Junior’s Berry-chan, at Lumine EST Shinjuku
From February 1st to March 2nd, 2025, Lumine EST Shinjuku will host a special event that promises a unique blend of new and retro, centered around Narumiya’s popular characters. This limited-time experience will feature a shop overflowing with Narumiya character goods, a collaboration cafe serving exclusive food menus, and special collaboration items available at various shops throughout Lumine EST Shinjuku. Visitors can also look forward to limited-edition novelty shoppers and the appearance of special sticker photo booths.
The event offers a chance to immerse oneself in a "Newtro" (NEW + RETRO) world, experiencing the charm of Narumiya Characters in a way that’s only possible at Lumine EST Shinjuku.
Event Highlights
The event is packed with a variety of attractions, ensuring there’s something for everyone:
- Narumiya Characters POP UP SHOP: Discover a treasure trove of limited-edition Narumiya character items.
- Narumiya Characters Cafe: Indulge in a special menu of limited-edition food items.
- Collaboration Goods: Explore 26 shops and 2 pop-up shops within the building offering limited-edition and pre-sale Narumiya character collaboration goods.
- Original Shoppers: Receive a special novelty gift in the form of original shoppers.
- Sticker Photo Booth: Capture memories with a Lumine EST Shinjuku exclusive Narumiya Characters sticker photo booth.
- NARUMIYA Characters Vision: Experience Lumine EST Shinjuku’s first AI concierge, where Nakamura-kun and other characters provide personalized campaign recommendations.
- Building-Wide Decorations: Enjoy special Narumiya character decorations throughout Lumine EST Shinjuku.
The campaign focuses on characters and brands that embody the "NEW + RETRO Newtro" theme. It’s a deep dive into the "Heisei Retro" aesthetic that has captured the imagination of Generation Z, featuring first-time pop-up shops and exclusive panel exhibitions that you will not want to miss.
Participating Shops
A total of 28 shops across various floors of Lumine EST Shinjuku will be participating in the collaboration, offering a wide range of Narumiya character-themed items:
- B2: Freaks Store Men’s Plus, Andy Freaks Store
- B1: Aclent, EMODA, Calnamur, GYDA, Free’s Mart, MERCURYDUO, MOUSSY, MURUA, RESEXXY
- 1F: Papabubble, ROSE BUD
- 2F: Ciaopanic TYPY, jouetie, titty&Co., Heather, merry jenny
- 3F: evelyn, DAZZLIN, PAGEBOY, MILK FED., LilLilly, Tabio
- 4F: RETRO GIRL
- 6F: Lee
- 8F: Marion Crepes
Essential Information
- Venue: Lumine EST Shinjuku
- Nearest Station: Shinjuku Station
- Address: 3-38-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022 (MAP)
- Event Period: February 1st (Saturday) – March 2nd (Sunday), 2025
- Official Website: https://www.lumine.ne.jp/est/2025%5Fnarumiyacharacters/
Please note that the published content is subject to change. For the most up-to-date information, it is always advisable to check the official website of the venue or organizer.
What is Narumiya Characters?
Narumiya Characters is a brand recognized for its engaging designs in children’s fashion and lifestyle products. Known for high-quality apparel and accessories, the brand appeals to both children and parents with its use of vibrant colors and playful motifs.
Beyond clothing, Narumiya Characters has expanded into themed events, collaborations, and merchandise, featuring its well-loved characters. Each character has a distinct personality and story, making them popular among children and nostalgic for older fans.
The Newtro Event at Lumine EST Shinjuku showcases Narumiya Characters’ ability to combine its classic designs with modern trends, providing an engaging experience for visitors. Whether familiar with the brand or discovering it for the first time, attendees can enjoy a creative and imaginative environment.
