Inside the -196 Konbini Backroom That Turned NYC Into a Tokyo After-Hours Scene
Self-made cultural architect Rebecca Black soundtracked the immersive pop-up that pulsed with nightlife energy.
What went down in New York City felt like a transportive cultural moment. On March 27, -196 — the Japanese-born vodka seltzer from Suntory Global Spirits — took over 169 Bowery and reimagined the Lower East Side as a fully immersive konbini experience, tapping into the global fascination with Japanese convenience store culture. For one night only, guests stepped into a space that mixed nightlife and pop culture, setting the tone for the kickoff to seltzer season.
The front of the space leaned heavily into Japanese c-store authenticity. Shelves were stocked with familiar Japanese convenience store staples like fruit sandos and onigiri, while fridges were packed with -196’s signature flavors — Lemon, Strawberry, Peach and Grapefruit — offering a first-hand introduction to the vodka seltzer’s fruit-forward profile. Hidden behind a discreet refrigerator door, the experience shifted gears entirely, transporting attendees from a casual konbini setting into a neon-lit Tokyo-inspired backroom that pulsed with contagious energy, all fueled by -196’s brand new tall boys in Lemon, Strawberry and Strawberry & Pineapple.
Ari Weiss
Ari Weiss
Ari Weiss
Ari Weiss
Ari Weiss
At the center of that transition was Rebecca Black, who brought her evolving DJ persona to the activation with a high-energy set that reflected her recent momentum — from festival stages to a viral Boiler Room appearance. Her performance anchored the night, turning the space into a packed dance floor fueled by remixes and crowd energy. It was a fun mix of nostalgia, internet culture and club-ready sound that gave the activation its edge.
Beyond the spectacle, the event underscored a bigger play. Since launching nationwide in the U.S. last year and moving over 500,000 cases, -196 has been building its stateside presence by leaning into its Japanese roots — not just in flavor, but in experience. From its innovative Japanese Freeze, Crush, Infusion process, which gives the brand its real-fruit flavor, to immersive pop-ups like this, -196 has been leaning into their roots and bringing the flavor and hype of Japan to fans in the states. If this activation proved anything, it’s that -196 is highlighting a moment that feels distinctly global while landing right in the heart of downtown New York.
For more information visit minus196.com.
