Our Shibuya IP Bookstore has been well-received, so building on that success, we decided to open one in Kyoto. With the Kyoto IP Bookstore, we wanted to prominently feature hololive production, with whom we had collaborated on various projects for the Shibuya store as well. Therefore, the very first company we approached after the opening of Kyoto IP Bookstore was confirmed was, in fact, COVER Corporation. I still remember sharing the news of the opening with the COVER staff member in charge of Shibuya IP Bookstore at the time before anyone else, and we both got so excited about it.

 When we received the request from Kyoto IP Bookstore, we proposed featuring Sakura Miko, considering its location in Kyoto and the bookstore’s concept, thinking that a talent who has a strong affinity with the wa concept would be the perfect fit.

Design COCO has also handled many of the figures we had previously organized and exhibited. I think the life-sized figure of Hoshimachi Suisei was our first project together, so we have great confidence in the quality of their work. By collaborating with COVER Corporation and Design COCO once again, I had no doubt we could accomplish another high-quality project.

We wanted to present this shop not as a standalone initiative but as one that is connected to and builds on our past efforts. The unique appeal of VTubers lies in the fact that real people are behind the anime-style characters, which why we always prioritize “a sense of reality” in this kind of project, and the idea of using goshuin notebooks and stamps embodies that idea here. While there are many ways to incorporate wa elements, we thought that we could integrate the imagery of Miko actually holding merchandise herself into the world of the shop if that merchandise was a goshuin notebook or an omamori (amulet). So, when producing illustrations with this wa feel, we kept this idea in mind to create a visual connection between the merchandise and the illustrations.

We also put a lot of effort into the goshuin stamps. With Miko’s help, we created stamps based on her handwriting, adding a unique VTuber element you cannot get from anime or video games.

The goshuin notebooks have been very well-received. It seems that nearly all of our customers purchase one, and it is especially fascinating to see that even people unfamiliar with Miko are picking them up. Since goshuin stamps are highly appealing to international customers, we’ve even been seeing those from overseas discovering her for the first time through these items.

I actually had a similar experience myself. When we first collaborated with COVER Corporation on a project, I was told, “You just have to see Miko perform live at least once!” and invited me to attend her solo live performance (Sakura Miko 1st Live “flower fantasista!”). At the time, I had watched some of her streams, but I didn’t fully understand her charm until I arrived at the venue, where I could clearly feel how eagerly her fans had been waiting for her and how much they looked forward to her performance. I was moved within five minutes and even found myself in tears thinking, “What is this bond and warmth she shares with her fans?!” We make sure IP bookstores are located in areas where a wide variety of people can easily stop by, so I proceeded with this project driven by a desire to make the store a place where as many people as possible could feel the exact same emotion I did.

Yes. We even brought in staff from the Shibuya shop, who are knowledgeable about all things hololive, to help serve customers here in Kyoto, ensuring that they had as much of a feel for the closeness and atmosphere shared between Miko and her fans as possible.

After it was decided that Sakura Miko would be featured, we developed the project around the concept of a shrine, given that she is a shrine maiden. Since shrines are traditionally places that bring people together, we felt the concept matched perfectly with the IP bookstore, which similarly connects various types of content and fans.

As we moved forward with the project centered on the theme of “connecting with fans in real life,” we also leveraged one of our strengths―life-sized figures. By displaying a life-sized figure of Miko, we wanted to make the shop a place where many people could gather and interact with each other. We also asked that Miko’s in-store videos be recorded specifically for this event, offering a delightful experience that makes visitors feel as if Miko were actually there.

Furthermore, we produced life-sized figures of “35P”*, the character representing her fans, as well as their senior, “Kintoki,” to create a space where fans could feel a stronger connection with her. As for the goshuin stamps, we asked Miko to handwrite phrases meaningful to her, and we created the stamps based on them―we are very happy that the stamps have been so well-received. While preserving the essence of Kyoto and shrines, we all worked closely to turn our vision into reality through continuous discussions.

We arranged to have these two figures as a surprise. We did make a prior announcement, but showed only their backs, so visitors can only see the whole figures when they come to the store.

Given the location, we anticipated a large number of overseas customers, so since Miko is known for her “Elite English” (laughs), we asked her to record videos in both Japanese and English. We are really grateful that she was able to record so many different variations.

Some of the customers watching her video even had tears in their eyes. Seeing that was really touching.

Since this pop-up shop is open over an extended period of time, we wanted to split the event period into two halves, themed around “Spring” and “Summer” respectively. Therefore, the content of the special in-store videos and the phrases on the goshuin stamps in the first half will differ from that in the second half. We are also giving away PR cards for the “hololive OFFICIAL CARD GAME” as a purchase bonus. We don’t often have the opportunity to work with the card game team for a single project, but we made it happen this time. The designs on these PR cards will also differ between the first and second halves of the event period.

Miko visited the Kyoto IP Bookstore in person and wrote the messages you can see in-store herself. She was just like the Miko we all see on her streams, very cheerful and full of energy as she walked around the store. I think her messages truly reflect her joy. Seeing her cheerfully explore the store made me certain that this project would be a success.

I felt that as long as Miko was happy, the 35Ps would surely be happy too. After the store’s grand opening, I witnessed 35Ps looking at her handwritten messages, with many especially impressed by the message on the life-sized 35P figure.

When talents actively engage in projects, just as has been the case with this shop, it provides us with a great source of strength. Miko even talked on her stream about our communication using Kyoto-style greetings, “Oideyasu” and “Okoshiyasu,” which we started during the preparation phase. We are glad we could incorporate unique “Sakura Miko x Kyoto” elements in a variety of ways.

Yes, the stamp-related design on the back cover of the goshuin notebook was created because she had mentioned she would love to have something like that, so we asked Design COCO to produce the design based on her idea. Since 35P and Kintoki are characters Miko created herself, we were in constant communication with her, making sure she was happy with the size and pose while producing their life-sized figures.

Since we are also selling candy as merchandise this time, there were some challenges that we don’t normally face with standard merchandise. For instance, we had to carefully manage expiration dates, ensuring they aligned with the event period, and coordinate effectively with our manufacturer and supplier to accommodate specific requests. We had several options, but we wanted to choose merchandise that makes a great souvenir to take home and captures the essence of Kyoto. In the end, we were able to create a product that truly conveys the spirit of Kyoto, and it has been very well received, thanks in part to the demand for souvenirs.

To be honest, that part was probably the biggest challenge for me. We faced various constraints in trying to display the life-sized figures so they could be seen from outside, such as coordinating with the facility and meeting installation requirements. However, I was determined to set them up that way, and we eventually were able to create a display that captures the attention of people passing by the store.

First and foremost, I was absolutely thrilled to see how happy her fans were. We set up an informational panel to introduce Sakura Miko midway through the event, because we received so many questions from international customers asking who Sakura Miko was. This panel allowed us to create a flow of customers who didn’t even know her, sparking their interest in the shop.

Even more impressive was that not only Miko’s fans but also many fans of other hololive talents visited the store. For example, I saw a customer wearing Shirakami Fubuki merchandise and an outfit, enjoying the shop, and an overseas customer commented, “It’s beautiful,” as they admired the spectacle that is the shop. I believe the shop has created a warm, joyful atmosphere, especially during the Golden Week holidays.

Building on an idea from S-san, we also created the hashtag “#京のみこ活” (#kyonomikokatsu) for this event and saw it lead to many connections between Miko and her fans, as well as among them. Because it is a physical store, it creates opportunities to share the same experiences and joy, which then spread across social media. I felt that the appeal of VTubers was reflected in this real-world setting.

While the Internet has its conveniences, we increasingly have fewer opportunities to encounter the unexpected, partly because of algorithms, whereas physical stores create unpredictable moments. Since IP bookstores feature a collection of different IPs, those who come to the store looking for merchandise from another IP might end up discovering Miko. Such casual encounters are a key appeal of actual offline stores, and I feel they have the power to connect people who would otherwise never have crossed paths.

Since so many of our fans constantly share their experiences on social media, we’ve seen a lot of posts about the event, such as “I went to the shop!” and “I went to see Miko! Nya-hello~!” I think the event turned out to be something people could really enjoy.

All the 35Ps seem to be having so much fun. Since fans look so visibly joyful, I think many other customers see them and want to join in the fun too. We are able to convey that kind of warm atmosphere and togetherness shared between Miko and her fans—that is where I feel the real magic lies.

We held regular meetings about twice a week, with plenty of time allocated for each one. We created a spreadsheet to manage the production process, organized all tasks in a to-do list format, and maintained close communication on a daily basis through our business chat tool. For this project, it was easy for us to execute since everyone already had a good understanding of VTubers as IPs. However, when we collaborate with a company for the first time, we always ensure we carefully explain the characteristics of the talents, how they differ from anime IPs, and that they provide real-time reactions. We made sure to create an environment where everyone felt comfortable sharing their opinions freely.

 We were able to proceed with this project while receiving a range of ideas and cooperation from everyone involved. For instance, Design COCO’s immediate response to our request for life-sized figures of 35P and Kintoki was very positive, indicating that they had no issues creating them. However, we apologize for any inconvenience caused by some of the merchandise selling out. We will learn from this experience as we plan future events.

I believe it’s rare to find a pop-up shop that brings joy to both the customers and the organizer. For those who haven’t visited the store yet, I’m sure you will have a fantastic time, so I really hope you stop by. For those who have already been, we would be delighted to welcome you back for a second or third time.
I also hope that not only fans of Miko but also anyone interested in hololive or VTubers or those wondering what VTubers are like will come and experience the shop for themselves. I’m sure it will exceed expectations, and we would be happy to welcome as many of you as possible.

The major theme of this pop-up shop is connecting Miko, Kyoto IP Bookstore, and our fans. In that sense, I think we have been able to create opportunities for a great number of people to connect with one another both off and online, including on social media. I hope this shop serves not only as a place to purchase merchandise but also as a place that offers experiences people value.
We are truly grateful to everyone who has visited our shop. We truly thank you for your continued support, and we will continue to plan events that everyone can enjoy.