BROTHER JOYFACTORY TOKYO to Open on June 30
Next-Generation Facility Combining Interactive Amusement and Business Value Validation

Two Main Features of BROTHER JOYFACTORY TOKYO

Feature 1: An experiential facility where guests can feel like the main character and create lasting memories

Guests can immerse themselves in activities such as samurai, karaoke, calligraphy, and sewing, enjoying each one as if they were the main character of the experience. Scenes from each activity are captured as images and audio recordings, and, together with design templates inspired by Japanese culture, can be made into personalized souvenirs, like badges, mugs, T-shirts, tote bags, and record-style items, using Brother's printers and sewing machines.

SAMURAI LEGEND

Dressed in samurai attire, guests can experience "samurai action" that is synchronized with visual effects. Their performance is enhanced by AI processing, transforming the action scenes into even more striking and powerful visuals, which are then printed on original T-shirts on the spot. Additionally, highlights from the experience are compiled into a short video and sent to guests immediately, allowing them to share their "starring moment" from their travels with friends and followers around the world.

Feature 2: A Showcase for Verifying New Experiential Value and Business Potential

In recent years, not only is it important for tourist attractions, IP holders, and theme parks to provide guests with appealing experiences, but also to create lasting memories and build ongoing relationships with them.
Through future operations, this facility will examine which experiences guests find valuable, as well as the business potential, including operational frameworks, of the content offered by BROTHER JOYFACTORY TOKYO. Furthermore, by collaborating with IP holders, tourist attractions, theme parks, and event organizers, we aim to expand the possibilities for co-creation in various forms, such as joint planning, content development, and implementation in facilities and events.

Brother's Technology and Collaboration with External Partners

At BROTHER JOYFACTORY TOKYO, Brother's accumulated hardware technologies are combined with the expertise of creators and technical partners from various fields.
By integrating Brother's technologies with the knowledge of external partners, we have created a unified system that brings together enjoyable activities, a seamless experience throughout the facility, and a mechanism that allows memories to be turned into tangible forms on the spot.

About the Experience Activities

For the creation of immersive spaces in "SHODO STAGE (Calligraphy Stage)," Brother's immersive space creation system "ROOMDIVE," which is currently under development, has been introduced.
For "KARAOKE RECORD," we receive song provision and technical cooperation from XING INC. (U-NEXT HOLDINGS.), the company behind the commercial online karaoke service "JOYSOUND."

Furthermore, the development of these experiential activities involves participation from leading creators and technical partners from various fields, including Mr. Aramaki, who has worked on the "Ghost in the Shell" series, and Mr. Kojima, known as the former producer of the "Monster Hunter" series.

• Shinji Aramaki (SOLA DIGITAL ARTS CCO): Participated with his team in visual direction and motion supervision
• Shintaro Kojima (Game producer, former producer on the Monster Hunter series at Capcom): Game experience supervision
• Yuichi Saito (CEO of LVM): Generative AI and interactive experience design and implementation
• Kotaro Sakamoto (Researcher, Matsuo-Iwasawa Laboratory, The University of Tokyo): Generative AI and interactive experience design (^*based on research conducted while affiliated with the University of Tsukuba)

About Item Creation

Most of the equipment used to create original goods, such as T-shirts and button badges made using photos or voice data captured during activities at BROTHER JOYFACTORY TOKYO, is manufactured by Brother. Brother has also developed and introduced an in-store order management system, with development support from Nagaya Printing Co., Ltd., that seamlessly integrates ordering, various experience activities, payment, and production instructions for the items, all through dedicated terminals.