PARCO Collaborates with Paprika for Its Winter Grand Bazaar
Kicking off an 11-day campaign with a wide range of activations, including commercials, lotteries for original merchandise, special novelties, and more.
PARCO has teamed up with Paprika, the animated film directed by Satoshi Kon, for its Grand Bazaar. This partnership also marks the 20th anniversary of the movie’s release. Drawing inspiration from the film’s iconic “dream parade,” the Grand Bazaar campaign features a new commercial that includes classic Paprika characters. In addition, a variety of activations inspired by Paprika’s dreamlike world — where reality and fantasy intertwine — will be rolled out across multiple locations. These special activations will include lotteries offering original merchandise, special novelties and access to limited-time pop-up events.
The 2026 Winter PARCO Grand Bazaar: Paprika Edition commercial will air nationwide on Friday, December 26, 2025. In the project, the Ushomuzō emerge at Shibuya’s iconic scramble crossing and march through the city to “Parade,” the classic song by Susumu Hirasawa. In the final scene, the protagonist, Paprika, appears dressed as an elevator attendant, inviting viewers into PARCO.
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Nationwide Paprika Campaigns Roll Out at 15 PARCO Locations
Across 15 PARCO locations nationwide, a wide range of Paprika tie-in initiatives will be launched during the Grand Bazaar. From Friday, January 2 through Monday, January 5*, shoppers who spend ¥5,000 or more (tax included) ($32.12 USD) can take part in the Grand Bazaar Lottery. An additional draw is available by presenting the POCKET PARCO in-app Pokepal payment registration screen or a PARCO Card. Prizes include Paprika–exclusive items, available only through the lottery, such as PARCO gift certificates in traditional pochibukuro envelopes, an original knit by Amimono☆Horinouchi, a hanetsuki paddle set, cotton totes, dream journals and more.
During the event, PARCO will also host a giveaway in which customers who spend ¥1,200 or more (tax included) ($7.71 USD) at participating restaurants and cafés will receive a lenticular bookmark with a changing image depending on the viewing angle (available while supplies last). Offered at random from five designs, the bookmark allows fans to take home one of the film’s most iconic motifs: the “shimmer of dreams.”
In addition to these IRL activations, social media campaigns will be held on X and Instagram. On X, a total of 30 people will win key visual posters, while on Instagram, three winners will receive the original knit. For both campaigns, entries require a comment expressing love for the film.
Throughout the campaign period, in-store announcements voiced by Paprika, also known as Megumi Hayashibara, will play, creating an immersive experience that makes the shopping space feel as though the world of the film is overtaking it.
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From Pop-Ups to Cinemas and Collaborative Drinks: Turning the Entire City into Paprika
At PARCO locations in Sapporo, Shibuya, Nagoya and Shinsaibashi, the Paprika Limited Pop-Up Store will open its doors, offering a range of exclusive items available only for this occasion. The lineup includes bath towels, hand towels, mugs, acrylic key holders and collaborative T-shirts with GEEKS RULE.
At Union Record Shibuya in Shibuya PARCO, as well as Diskunion at Kichijoji PARCO and Urawa PARCO, original collaborative items created with a record-shop-inspired approach will be released. Alongside limited-run items, Shibuya’s cinema CINE QUINTO will host “KON’S THEATER,” featuring special screenings and exhibitions of four of director Satoshi Kon’s signature works — PERFECT BLUE, Millennium Actress, Tokyo Godfathers, and Paprika — along with the sale of original merchandise. Furthermore, Paprika will receive a 4K revival screening at WHITE CINEQUINTO and other theaters nationwide.
At QUATTRO LABO on B1F of Shibuya PARCO, limited-edition drinks will be served with Susumu Hirasawa’s soundtrack playing in the background, and original coasters will be distributed as well. Original vending machines created in collaboration with TAG LIVE LABEL will appear at PARCO locations in Sapporo, Nagoya and Shinsaibashi, selling specially labeled canned drinks in four randomly assorted designs.
Twenty years on from its 2006 release, Paprika continues to be reappraised and celebrated around the world. This year’s Grand Bazaar allows visitors to experience a world themed around “dream invasion,” as if Paprika’s universe has expanded into the city of Shibuya. Whether you’re a fashion enthusiast or a film lover, don’t miss these 11 days where the energy of shopping and Paprika’s fantastical vision collide.
*(Shibuya and Kinshicho PARCO will run the lottery from January 3.)
PARCO GRAND BAZAR
January 2 – January 12, 2026
Shibuya and Kinshicho PARCO: from January 3
Participating Locations: 15 PARCO stores nationwide (Sapporo, Sendai, Urawa, Shibuya, Ikebukuro, Chofu, Hibarigaoka, Kinshicho, Kichijoji, Shizuoka, Nagoya, Shinsaibashi, Hiroshima, Fukuoka PARCO, and PARCO_ya Ueno)
For more details, please visit the special website.
