PARCO has partnered with the animated classic Paprika, directed by Satoshi Kon, to celebrate the film’s 20th anniversary during its Winter Grand Bazaar. This collaboration, themed around Paprika’s iconic “dream parade,” will feature a variety of special events and merchandise, inviting fans into a fantastical world where reality and dreams intertwine.
The 2026 Winter PARCO Grand Bazaar: Paprika Edition will kick off with a commercial airing nationwide on December 26, 2025. The ad showcases the Ushomuzō characters emerging at Shibuya’s famed scramble crossing, marching to the tune of “Parade,” composed by Susumu Hirasawa. In a whimsical finale, the protagonist, Paprika, appears as an elevator attendant, beckoning viewers into the vibrant world of PARCO.
Exciting Activations Across 15 Locations
From January 2 to January 12, 2026, the Grand Bazaar will feature numerous activations at 15 PARCO locations throughout Japan. Shoppers spending ¥5,000 or more (approximately $32.12 USD) will be eligible to enter the Grand Bazaar Lottery, with an additional entry available through the POCKET PARCO app or PARCO Card. Prizes include exclusive Paprika merchandise, such as traditional pochibukuro envelopes filled with gift certificates, an original knit by Amimono☆Horinouchi, hanetsuki paddle sets, cotton totes, and dream journals.
Additionally, customers who spend ¥1,200 or more (about $7.71 USD) at participating restaurants and cafés will receive a lenticular bookmark, featuring the film’s motif of the “shimmer of dreams.” This giveaway will be available while supplies last and will include five different designs.
Immersive Experiences and Collaborative Offerings
The campaign will not only thrive in physical stores, but also through social media initiatives on platforms like X and Instagram. Participants can win exclusive posters and original knit items by expressing their love for Paprika in comments. Throughout the event, in-store announcements voiced by the character Paprika, known in real life as Megumi Hayashibara, will enhance the immersive shopping experience.
Special pop-up stores will be established at PARCO locations in Sapporo, Shibuya, Nagoya, and Shinsaibashi, offering exclusive products, including bath towels, mugs, and collaborative T-shirts. At Union Record Shibuya and Diskunion at Kichijoji PARCO, unique items inspired by record shops will be available.
In an artistic twist, CINE QUINTO in Shibuya will host “KON’S THEATER,” featuring special screenings of four of Satoshi Kon’s renowned films, including Paprika, along with an exhibition and original merchandise sales. The film will also screen in 4K at WHITE CINEQUINTO and other theaters across the country.
At QUATTRO LABO on the first basement level of Shibuya PARCO, visitors can enjoy limited-edition drinks paired with Susumu Hirasawa’s soundtrack, while original coasters will be distributed. Unique vending machines, created in collaboration with TAG LIVE LABEL, will offer specially labeled canned drinks at select PARCO locations.
As the world reflects on the impact of Paprika two decades after its release in 2006, this Grand Bazaar provides a unique opportunity for fans to immerse themselves in a city transformed by the film’s dreamlike narrative. The event promises to captivate both fashion enthusiasts and film lovers alike, merging the thrill of shopping with the enchanting vision of Paprika in a celebration of creativity and imagination.
