Evangelion store in series’ real world location celebrates 13th anniversary with new merch
An official store for the seminal anime franchise Neon Genesis Evangelion is set to celebrate its thirteenth year of operation.
The Hakone Yumoto Eva-ya store has become a landmark for fans, situated in the town of Hakone which serves as the real-world backdrop for the series’ fortified city, Tokyo-3.
This link to the show’s universe has established the store as a key site for anime “pilgrims” who visit the locations featured in their favorite series.
In line with commemorative event traditions in Japan, a new piece of key art has been created for the anniversary.
The illustration reimagines Shinji Ikari, Rei Ayanami, Asuka Langley Soryu, Mari Illustrious Makinami, and Kaworu Nagisa, the five central pilots of the Evangelion units, as welcoming staff members of the Eva-ya store.
This new art will serve as the basis for a range of exclusive merchandise.
A promotional fair is also planned, offering special items to customers to mark the milestone.
The event will include a personal appearance by the store’s mascot, Yuru-shito.
This character is a “yuru-chara”, a style of mascot popular in Japan known for its gentle and often simplistic design, and is a playful reinterpretation of the monolithic “Angels” that are the antagonists in the anime.
New products will include a set of collectible badges featuring the anniversary illustration, priced at 2,200 yen ($14.98 USD / £11.03 GBP).
Acrylic stands, a popular form of character merchandise, will be available for each of the five pilots in their staff uniforms for 1,980 yen ($13.48 USD / £9.98 GBP) each.
A traditional Japanese cotton hand towel, or “tenugui”, decorated with the “Welcome to Eva-ya” art will be sold for 1,100 yen ($7.49 USD / £5.51 GBP).
The store will also release a series of multi-layered acrylic magnets for 990 yen ($6.74 USD / £4.96 GBP) each, featuring designs of EVA Unit-01, Rei and Asuka in summer yukatas, and the Yuru-shito mascot.
A ceramic teacup, or “yunomi,” adorned with the characters in a classical picture scroll (“emakimono”) style, will be priced at 1,650 yen ($11.23 USD / £8.27 GBP).
Coasters designed to look like traditional tatami mats and featuring the NERV logo or picture scroll style art will sell for 990 yen ($6.74 USD / £4.96 GBP) apiece.
A single-serving glass of Japanese rice wine, known as a “cup sake”, will be offered with NERV-themed branding for 990 yen ($6.74 USD / £4.96 GBP).
During the anniversary fair, customers will receive a free “senjafuda”-style sticker for every 3,000 yen ($20.43 USD / £15.05 GBP) spent.
These stickers, offered in five random designs, are styled after the votive slips that were historically left at shrines and temples by pilgrims.
The giveaway is limited to five stickers per customer and will conclude when the stock is depleted.
The Yuru-shito character greeting is scheduled to occur at three separate times throughout the day, with each appearance lasting approximately fifteen minutes.
The promotional fair and the initial launch of the new merchandise are set to begin on July 12th.
The tatami-style coasters will have a slightly later release and are expected in the store around July 19th.
The Hakone Yumoto Eva-ya will officially celebrate its 13th anniversary on July 14th, 2025.
Source: Official Website
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