BROTHER JOYFACTORY TOKYO opens in June
Everyone is the star! Turn your experience into custom creations at this interactive amusement facility!
April 15, 2026
Brother Industries, Ltd. Brother Sales, Ltd.
Brother Industries, Ltd. (Head Office: Nagoya; President: Kazufumi Ikeda) and its domestic sales subsidiary, Brother Sales, Ltd. (Head Office: Nagoya; President: Koichi Yasui), announced the opening of "BROTHER JOYFACTORY TOKYO" (hereinafter BROTHER JOYFACTORY) in June 2026 within the Brother Tokyo Showroom (Chuo-ku, Tokyo). BROTHER JOYFACTORY is an immersive, interactive entertainment facility where guests can actively participate in Japanese cultural activities and create personalized souvenirs that capture and commemorate their experiences.
The theme of BROTHER JOYFACTORY is "Stories × Creation." This facility is primarily designed for inbound visitors, offering activities inspired by Japanese culture, such as "SAMURAI LEGEND" and "KARAOKE RECORD." Through these experiences, guests can not only enjoy feeling like the main character, but also turn memorable moments from their activities into original goods*1—such as T-shirts, button badges, or music—to take home as lasting mementos.
In addition to inbound visitors, we aim to make this facility a place where many people, including those living in Japan, can create lasting memories of their travels by enjoying unique "main character experiences" for all ages.
Overview of Activities
SAMURAI LEGEND
Guests change into samurai attire and enjoy a "samurai action experience" by swinging a sword following the movements of the master displayed on a giant screen, accompanied by dynamic visual effects. The guest's performance is enhanced using AI processing, transforming it into a more beautiful and powerful image, which can then be printed and taken home as an original T-shirt. Additionally, guests can create other goods such as button badges and mugs*1. Furthermore, highlights of the experience are generated as short videos and sent to guests immediately after the activity, allowing them to share their starring moment from their travels with friends and followers around the world via social media and other platforms.
KARAOKE RECORD
This activity is based on karaoke, a form of entertainment that originated in Japan and is now loved all around the world. In a recording studio-inspired space, guests can select from popular J-POP and anime songs and enjoy a singing experience as if they were a professional artist. Even if guests are not confident singing in Japanese or prefer to sing in their native language, advanced digital audio processing will convert the lyrics into Japanese while preserving their vocal characteristics. Automatic pitch correction ensures a professional studio-quality performance in the final recording. Guests can take home their completed track along with a custom record jacket featuring a scene from their experience.
SHODO STAGE (Calligraphy Stage)
In an immersive space surrounded by Japanese-inspired elements such as visuals, music, and fragrance, guests can experience a dynamic calligraphy performance. Using a projected model as a reference, they can boldly write kanji characters onto a canvas. Their completed work will be digitally processed, allowing it to be made into a variety of original goods such as foil-printed items, hanging scrolls, and embroidered products.
SEWING STUDIO
In this activity, guests can choose their favorite fabric from a variety of colorful traditional Japanese patterns and use Brother sewing machines to create Japanese-style accessories such as drawstring bags and pouches. Founded in 1908 as a sewing machine repair company, Brother has developed extensive expertise over the years, which is incorporated into this program, allowing even beginners to participate with confidence.
By sewing and shaping the fabric with their own hands, guests can experience the joy of creating something themselves.
CREATE KOBO (Creative Workshop)
Through the order terminal, guests can combine images, audio, and design data generated in each activity with design templates inspired by Japanese culture. In this creative area, guests can transform their memories into original items such as badges, mugs, T-shirts, tote bags, and record-style items using Brother printers and sewing machines. The items created on the spot become unique "memory pieces" that guests can take home as one-of-a-kind souvenirs.
Top Game Creators Join the Project as Technical Partners and Producers
The development team includes leading creators and technical experts from various fields, such as Mr. Aramaki, known for his work on the "Ghost in the Shell" series, and Mr. Kojima, former producer of the "Monster Hunter" series.
Film Director , Notable works include Ghost in the Shell: SAC_2045, ULTRAMAN, and APPLESEED.
Participated with his team in visual direction and motion supervision
Former producer on the Monster Hunter series at Capcom
Game Experience Supervision
CEO of LVM
Generative AI & Interactive Experience Design and Implementation
Researcher, Matsuo-Iwasawa Laboratory, The University of Tokyo
Generative AI & Interactive Experience Design (*Based on research conducted while affiliated with the University of Tsukuba)
Upcoming Schedule (Tentative)
April 21: Test operations begin for industry professionals, partner companies, and international influencers and content creators
Mid-May: Ticket sales begin via online travel booking sites
May 27: Opening ceremony for media and stakeholders
June: Grand opening of the BROTHER JOYFACTORY TOKYO
About Ticket Sales (Overview)
The admission ticket includes access to the interactive activity "SAMURAI LEGEND" and an original T-shirt as a souvenir.
Additional activities, including the "CREATE KOBO" workshop experience where guests can create original goods, are available for an extra fee and can be reserved via dedicated terminals inside the facility.
- Ticket Prices (Planned):
Admission Ticket: 8,800 yen (tax included)
Additional Activities: from 4,950 yen each (tax included)
- How to Purchase
Admission tickets are scheduled to go on sale in mid-May via online travel booking sites.
Details, including the exact sales start date and purchase URLs, will be announced on the official website once confirmed.
Facility Overview
| Facility Name | BROTHER JOYFACTORY TOKYO |
|---|---|
| Location | Brother Tokyo Showroom (Brother Tokyo Building), 3-3-8 Kyobashi, Chuo-ku, Tokyo 104-0031, Japan (Brother Tokyo Showroom) |
| Access |
Approximate walking times from nearby stations: - 2-minute walk from Exit 3 of Kyobashi Station (Tokyo Metro Ginza Line) - 3-minute walk from Exit 7 of Ginza-itchome Station (Tokyo Metro Yurakucho Line) - 5-minute walk from Exit A4 of Takaracho Station (Toei Asakusa Line) - 6-minute walk from Kyobashi Exit of Yurakucho Station (JR Lines) - 8-minute walk from Yaesu South Exit of Tokyo Station (JR Lines) |
| Opening | Scheduled to open in June 2026 |
| Opening Hours | 1:30 p.m. - 9:00 p.m. (last admission: 7:00 p.m.) *tentative |
| Closed | Wednesdays and designated company holidays |
| Website | https://web.global.brother/joyfactory/index.html |
- Admission tickets include the interactive activity “SAMURAI LEGEND” and an original T-shirt souvenir. Other activities and hands-on craft experiences at “CREATE KOBO” require an additional fee.
- Guests create custom items in the CREATE KOBO.
