[Nihon Chokuhan Co., Ltd.] Nihon Chokuhan, in collaboration with BOOKOFF USA, will hold a limited-edition “SNOW MIKU” pop-up in San Diego (from October 24, 2025)
Nihon Chokuhan Co., Ltd. Press Release: October 29, 2025 Nihon Chokuhan and BOOKOFF USA will collaborate to hold a limited-edition “SNOW MIKU” pop-up in San Diego (from October 24, 2025) ~ Expanding our West Coast presence with
simultaneous openings at two stores: LA in July and NY in August. In-store photo spots, UGC photo campaigns, and purchase bonuses promote store visits, experiences, and spread of the “IP x physical store x SNS” combination ~ Nihon Chokuhan Co., Ltd. (Headquarters: Minato-ku, Tokyo; President and CEO: Akitaka Mizutani; hereinafter “Nihon Chokuhan”) has partnered with its US partner, BOOKOFF In collaboration with BOOKOFF USA, Inc. (Headquarters: Gardena, California, USA; CEO: Kazuya Hirata; hereinafter referred to as “BOOKOFF USA”), we will be hosting a limited-time “SNOW MIKU” pop-up at the BOOKOFF USA San Diego store (starting October 24, 2025). The pop-up will combine in-store photo spots, a UGC photo campaign, and purchase bonuses, creating an integrated design that combines “IP x brick-and-mortar store x social media.” As part of our efforts to evolve from a general online retailer to a “comprehensive service” company centered on “Entertainment Global DX,” we will be testing and expanding our North American expansion model of “Entertainment x Retail” on the West Coast.
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https://prcdn.freetls.fastly.net/release_image/166086/15/166086-15-3c0a932e6ea05f071a32982cade44610-2074×1164.png ■ 5 implementation points 1. SNOW MIKU Limited Edition Merchandise Sale While focusing on items that received a high response in New York, the display and flow have been optimized to suit the San Diego store’s customer demographic. 2. Photo Submission Campaign “My Snow Miku Style in San Diego” Participate by posting a photo taken at the in-store photo spot with the designated hashtag #snowmikusd 3. In-store photo spot (Snow Miku panel decorations) A photo area has been set up to motivate customers to visit the store and enhance their stay experience. Promote organic growth of UGC 4. Purchase Bonus Receive a “novelty gift” with purchases of $25 or more (first come, first served, while supplies last) 5. Announce and spread the word on BOOKOFF USA’s official social media accounts Information will be shared before and during the event, primarily on Instagram/X. In-store staff will also assist with posting.
https://prcdn.freetls.fastly.net/release_image/166086/15/166086-15-48e08a89f6972e9034ba6e34bcf823ee-878×649.png ■ Promotion design • UGC axis: Promote posts on #snowmikusd. How to participate will be clearly explained through in-store notices and POPs. • In-store experience: Designed with a clear flow from photo spot → purchase → receipt (benefit) • Social Media Integration: BOOKOFF USA’s official Instagram and X will be streamed in three phases: pre-sale, during the sale, and closing. • Effectiveness measurement: Aggregate the number of posts, engagement, number of store visits, sales by category, and average customer spending to reflect in the next development. ■ Past Initiatives — Recent Achievement Highlights • Simultaneous event at two New York stores (August 20th – September 30th, 2025) Pop-ups will be held at BOOKOFF New York and BOOKOFF Brooklyn (in Japan Village). By linking the storefront, social media, and events, we will verify the synergy between customer traffic and UGC. • Preliminary verification in LA (July 3rd to July 31st, 2025) BOOKOFF A limited-time deployment will be held at Ani-lab Little Tokyo. Gaining experience design and operational expertise on the West Coast. ■ Japan Direct Sales Co., Ltd. Location: 3-20-5 Toranomon, Minato-ku, Tokyo Ito Yu Building, Toranomon, 3F Representative: President and CEO, Akitaka Mizutani Established: October 1977 (Japan Direct Sales Brand Launch) Business: Comprehensive services (mail order, content planning, advertising and sales promotion support) etc.) URL: https://corporate.666-666.jp ■ BOOKOFF U.S.A. INC. (BOOKOFF USA) Address: 15606 Broadway Center Street, Gardena, CA 90248, U.S.A. Representatives: CEO Kazuya Hirata / CFO Yuka Hashimoto / Director Toru Inoue Established: October 1999 Capital: US$ 1,279,579.63 Business: BOOKOFF brand second-hand retail (books, CDs, DVDs, video games, anime) Goods etc.) URL:
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