Tamagotchi 30th Anniversary “Super Tamagotchi Festival” at Harakado and Shibuya
Image by James RichardsonTamagotchi is preparing a huge celebration for its 30th anniversary this November, with new details revealing exclusive merchandise, character-themed food and a special stamp rally across multiple locations.
The “Super Tamagotchi Festival in Shibuhara” will transform parts of Tokyo’s Harajuku and Shibuya districts into a celebration of Bandai’s virtual pets, with the main event taking place at Harakado shopping center.
Originally launched in 1996, Tamagotchi became a global phenomenon with its handheld digital pets, which players must feed, care for and raise as they grow into different characters.
The franchise has since expanded into numerous generations of virtual pet devices, video games and merchandise, with Mametchi, Memetchi and Kuchipatchi among its most popular characters.
For the anniversary celebration, Bandai has created a fictional archaeological mystery suggesting that Tamagotchi creatures may have arrived on Earth 3,000 years ago, making the franchise considerably older than previously believed.
The story forms the basis of the “3000th Anniversary!? Great Excavation Project Exhibition,” which will feature mysterious artifacts supposedly uncovered by the fictional Tamagotchi Lab research organization.
Among the exhibits will be the “Gotchi Stele,” an ancient-looking stone monument said to have been discovered during preparations for the Tokyo Toy Show.
A temporary Tamagotchi Factory merchandise shop will also open at the main venue, offering anniversary products and exclusive collectibles.
The merchandise includes a specially designed Tamagotchi neck strap, collectible New Gotchi Cards and a Tamamori sticker refill set created for the celebration.
Additional products will be available through the Tamagotchi Factory shop, with further merchandise details expected to be announced throughout the event.
Visitors will also be able to obtain a limited-edition digital display stand for Tamagotchi Paradise devices through special Lab Tama terminals installed at participating locations.
The celebration will extend into surrounding shops, with ten cafes and restaurants introducing food and drinks inspired by characters including Mametchi, Memetchi, Kuchipatchi, Mimitchi and Lovelitchi.
The collaboration menu will include character-themed cupcakes, cookies, soft-serve ice cream, fruit bowls, taro milk drinks and other treats available at selected businesses.
Five fashion, beauty and lifestyle retailers will also participate, including PUMA, WEGO, Thank You Mart, and ST TOKYO and an INNISFREE collaboration at @cosme TOKYO.
Image by James RichardsonA free stamp rally will encourage visitors to explore the participating locations, collecting stamps by finding Tamagotchi characters hidden throughout the shopping district.
Participants collecting three stamps will receive a Tamagotchi Lab Researcher ID and a special Memetchi sticker, while collecting every available stamp will qualify for an Advanced Researcher Certificate.
The stamp rally does not require merchandise purchases, and participants can collect their stamp sheets at Harakado or MAGNET by SHIBUYA109 before exchanging completed sheets at the main venue.
A separate Tamagotchi-themed photo booth will be available, alongside a temporary cafe serving additional collaboration food and drinks.
MAGNET by SHIBUYA109 will also host advance demonstrations of the upcoming “Tamagotchi Paradise – Neon Planets” device on weekends and public holidays, allowing visitors to try it ahead of its official launch.
Admission to the main exhibition, shop and cafe on the opening weekend will require an advance lottery ticket, with the original application period having already closed.
Additional admission restrictions may be introduced on subsequent weekends depending on visitor numbers.
The “Super Tamagotchi Festival in Shibuhara” will run from November 7 through December 6, 2026, with the main venue located at MAZE on the fourth floor of Tokyu Plaza Harajuku Harakado.
The exhibition will operate from 11:00 AM until 8:00 PM, while participating shops and restaurants will follow their individual opening hours.
The related MAGNET by SHIBUYA109 celebration begins separately on November 6 and concludes on November 30, 2026.
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