PARCO has announced an exciting collaboration with the animated film Paprika, directed by Satoshi Kon, to commemorate the film’s 20th anniversary during its upcoming Grand Bazaar. This partnership aims to immerse visitors in the film’s dreamlike world, blending reality and fantasy through various engaging activations and a captivating new commercial featuring beloved characters from the film.
The 2026 Winter Grand Bazaar: Paprika Edition will launch with a commercial airing nationwide on December 26, 2025. The advertisement showcases the Ushomuzō characters emerging at the bustling Shibuya scramble crossing, parading through the city to “Parade,” a classic song by Susumu Hirasawa. The protagonist, Paprika, appears in the final scene as an elevator attendant, inviting viewers into the vibrant world of PARCO.
Grand Bazaar Lottery and Exclusive Merchandise
During the Grand Bazaar from January 2 to January 12, 2026, shoppers at 15 PARCO locations nationwide can participate in a special lottery. Customers who spend ¥5,000 or more (approximately $32.12 USD) can enter the Grand Bazaar Lottery, with an additional chance to win by presenting the POCKET PARCO in-app payment registration or a PARCO Card. Prizes include exclusive Paprika merchandise, such as PARCO gift certificates in traditional pochibukuro envelopes, original knitted items by Amimono☆Horinouchi, hanetsuki paddle sets, cotton totes, and dream journals.
Additionally, customers spending ¥1,200 or more (about $7.71 USD) at participating restaurants and cafes will receive a lenticular bookmark featuring one of the film’s iconic motifs, the “shimmer of dreams,” available while supplies last. Five different designs will be offered randomly, enhancing the allure of the shopping experience.
Immersive Experiences and Social Media Engagement
This year’s Grand Bazaar will also feature numerous in-store announcements voiced by Megumi Hayashibara, the voice of Paprika, creating an immersive atmosphere that invites shoppers into the film’s enchanting world. Alongside physical activities, PARCO will launch social media campaigns on platforms like X and Instagram, where participants can win key visual posters and exclusive knitted items by expressing their love for the film.
The campaign extends beyond mere merchandise. Paprika-themed pop-up stores will open at PARCO locations in Sapporo, Nagoya, and Shinsaibashi, offering limited-edition items such as bath towels, mugs, and collaborative T-shirts with GEEKS RULE. In Shibuya, original collaborative items inspired by record shops will be available at Union Record Shibuya and Diskunion at Kichijoji PARCO.
CINE QUINTO in Shibuya will host “KON’S THEATER,” featuring special screenings of four of Satoshi Kon’s celebrated films: Perfect Blue, Millennium Actress, Tokyo Godfathers, and Paprika, along with the sale of original merchandise. Additionally, Paprika will be screened in 4K at WHITE CINEQUINTO and other theaters nationwide, allowing audiences to experience the film as they never have before.
To further enhance the festival atmosphere, QUATTRO LABO at Shibuya PARCO will offer limited-edition drinks set to the backdrop of Hirasawa’s soundtrack. Original coasters will also be available, and unique vending machines featuring specially labeled cans will appear at multiple PARCO locations, including Sapporo, Nagoya, and Shinsaibashi.
As Paprika continues to be celebrated two decades after its release, this Grand Bazaar allows fans to explore its themes of dream invasion and fantasy. With a host of engaging activities planned, the event promises to be a remarkable fusion of shopping and cinematic magic from January 2 to January 12, 2026. Whether one is a fashion enthusiast or a film lover, this event offers a unique opportunity to dive into the fantastical vision of Satoshi Kon.
