docomo Harajuku Takeshita Street becomes "Star Project Takeshita Street"

NTT DOCOMO is collaborating with Takeshita Street in Harajuku, Tokyo, to run a limited-time campaign called "DOCOMO Student Discount Presents Hoshi Pro Takeshita Street" until March 14th. This campaign recreates the setting of their currently airing TV commercial, "Right in the Middle of Youth: Takeshita Street".

This installment is the latest in the "Hoshi Pro" series ( https://dentsu-ho.com/articles/6229 ), set in a crepe shop. In the series, actors Mackenyu Arata, Hiroki Hasegawa, and Minami Hamabe play characters who aren't quite popular yet. Multi-talented Hoshino Gen stars as the producer (Hoshino P) of the production company (Hoshipro) striving to make them popular.
On the first day, February 15th, a launch event featuring Mackenyu Arata was held at "BOK Gallery Takeshita Street".

The campaign collaborates with eight representative shops along Takeshita Street, selling original goods and menu items inspired by the commercial characters Donimal, Cosmof, and Monjuro.
The collaborating shops are: "Marion Crepe," "CANDY･A･GO･GO!," "Spins," "Pearl Lady," "Purikura LAND NOA," "WEGO," "TOTTI CANDY FACTORY," and "Rainbow Pancake." They will sell food items like crepes, candy floss, and tapioca milk tea, along with fashion items such as T-shirts and tote bags.

Furthermore, the exteriors of the collaboration stores will feature Star Project-themed designs. Takeshita Street will also feature character-adorned flags and banners, along with photo spots supervised by models Mei Tanaka and Yutaro. The CM song "Sapiens," sung by Hoshino, will play as street music, enhancing the CM's atmosphere.

 Original menu items and goods can be purchased at the "student discount" price by presenting a coupon from the special campaign page, available even to non-Docomo users and non-students. Beyond the aforementioned shops, 20 other stores along Takeshita Street are participating in the campaign, distributing limited-quantity original stickers with different designs.

Appearing at the launch event, Nitta-san beamed upon seeing Takeshita Street transformed by the fun atmosphere of Hoshipro, remarking, "I was really surprised they actually did this collaboration. It's so lively!" She carefully examined the collaboration items one after another, her eyes sparkling as she said, "I want the T-shirt. It's super cute," and "This is the character's color!" When introduced to the free Hoshipro-version purikura photo booth, she added, "I want to come take pictures with Hoshino-san and everyone."

On this day, Nitta assumed the role of "Hoshipro Takeshita Street One-Day Shopping District Chairman." Receiving a large business card from Kazuhiro Chisawa, Chairman of the Harajuku Takeshita Street Shopping District Association, she remarked, "I've never had my own business card before, so this feels fresh. I want to liven things up together with the three characters and Hoshipro. Please come visit!"
Official Website:
https://www.nttdocomo.co.jp/special_contents/pdcm/charajuku/index.html