Japan's beloved culture of mascots takes center stage this winter with the arrival of the limited-time Gunma-chan Cafe, opening on December 1st on the 32nd floor of the Gunma Prefectural Office. Running for just two weeks until December 14th, the pop-up cafe is being held at Yamatoya Coffee 32 and celebrates the prefecture's iconic mascot.
In Japan, mascots are far more than marketing tools. Known as yuru-kyara, these characters represent cities, prefectures and public services, and play a major role in tourism promotion and regional identity. Gunma-chan is one of the country's most recognizable examples, and is loved by both locals and visitors. This cafe brings that cultural phenomenon to life through food, drinks, merchandise, and even personal appearances by the mascot itself.
The menu features a range of Gunma-chan-inspired items, from a colorful Gunma-chan burger bento created in collaboration with local steakhouse GGC to character-themed donuts, sodas, and latte art. Limited-edition soft serve in caramel and coffee flavors adds a sweet seasonal touch. Exclusive merchandise is also on sale, including mugs, tins, tote bags, keychains, and postcards available only during the event. The cafe space itself will be specially decorated for the occasion and offers sweeping views over Maebashi and the wider Gunma Prefecture.
Gunma-chan is scheduled to make several in-person appearances throughout the two-week run, and a special one-day coffee workshop and souvenir event will take place on December 6th. With food, art, character culture, and panoramic scenery combined in one spot, the Gunma-chan Cafe offers a uniquely Japanese experience.
