Daimaru Matsuzakaya Department Store Develops Original Xr Horror Attraction
A major department store chain is producing its own original XR horror content, signaling a new type of retail-immersive entertainment crossover in Japan.
Reporting from 1 sources: PANORA.
Daimaru Matsuzakaya Department Store has begun production on an original XR horror attraction titled 'Meikai Department Store ~The Infinite Department Store Maze Where Endless Memories Wander~' in collaboration with horror creative company Yami and Japan XR Center. The free-roaming experience will be held at Daimaru Tokyo Store from July 16 to August 11, 2026. A crowdfunding campaign to support production launched on June 5, with rewards including early ticket purchases.
The story follows a night security guard who investigates 'spatial anomalies' in a department store and ends up trapped in the 'Meikai Department Store,' a floor where memories loop endlessly. Players wear a head-mounted display and navigate a free-walking horror experience, relying only on a security flashlight to escape. The event runs from July 16 to August 11 at the Daimaru Tokyo Store's 11th floor event hall.
Yami, a horror creative company known for exhibitions like 'Missing Persons Exhibition' and 'Fear Exhibition' that have drawn over 400,000 cumulative visitors, handles story production. The crowdfunding campaign on CAMP FIRE has a target of 300,000 yen and runs through June 23. Rewards include XR experience tickets and name display rights at the venue.
Synthesized by Yomimono from the 1 cited source below, including Japanese-language reporting where cited, then editorially reviewed before publishing.