Currently, the number of foreign tourists visiting Japan is rapidly increasing, and popular tourist destinations such as Tokyo, Kyoto, and Osaka are especially crowded with foreigners. According to the Japan National Tourism Organization (JNTO), the number of foreign visitors to Japan in July was 3,292,500, a 41.9% increase from the same month last year and a 10.1% increase from the same month in 2019 before COVID-19. The cumulative number of visitors by July reached 21,069,900, surpassing 20 million at the fastest rate ever. Shibuya is no exception, and due to its appeal as a youth culture and shopping area, about 60% to 70% of the people walking around the city are foreign tourists.

On the other hand, there are still challenges to be overcome in terms of tourist spots that foreigners can enjoy and content that will expand the nighttime economy. With the redevelopment, Shibuya has seen the appearance of new landmarks such as Shibuya Sky and MIYASHITA PARK, providing new experiences for tourists, but the numbers are still small. Future challenges include new initiatives to extend the length of stay and increase consumption, such as offering live music, traditional performances, Japanese culture, and activities that can be enjoyed until late at night, in addition to dining, drinking, and shopping.

In light of this situation, as an initiative aimed at inbound tourists, the commercial facility in front of Shibuya Station, "MAGNET by SHIBUYA109," has opened a new spot on the 7th floor called "SHIBUYA SCRAMBLE S," where customers can enjoy entertainment in a casual atmosphere, with the concept of "Shibuya Excitement."

Top left) The event stage at S-LABO, where live concerts and other events are held; top right and bottom left) Tables in the S-LABO food court and box seats by the windows; bottom right) S-CUBE, characterized by its white floors and tables, is a space centered around the collaboration cafe.

The floor area is about 790m2 and can accommodate about 1,000 people. The floor is divided into four areas: "S-LABO," "S-CUBE," "S-SKY," and "S-POP," and the operating format changes depending on the time of day. "S-LABO" is a food court that holds events such as live performances from 10:00 to 22:00, and offers a selection of popular gourmet foods from around the country, including ramen and burgers. "S-CUBE" has about 40 seats and will hold various events, mainly collaboration cafes.

"S-SKY" overlooks the Shibuya Scramble Crossing, allowing you to enjoy dynamic views such as the flow of the crowds crossing the intersection.

"S-SKY" is an observation deck DJ lounge that overlooks the Shibuya Scramble Crossing from above. It is open from 10am until 5am the next morning, and you can enjoy drinks and music in a spectacular location. "S-POP" is a sales corner that sells items that reflect the latest trends and culture, as well as local specialties from all over Japan.

Floor map for the new spot on the 7th floor, "SHIBUYA SCRAMBLE S."

Starting from August 30th, the entire seventh floor will be open as "S NIGHT CLUB" every Friday, Saturday, and the day before a public holiday until 5am the following morning, in an effort to revitalize the nighttime economy. Through these four unique areas and nightclub operations, the mall is strengthening its measures for inbound tourists, aiming to become a "multi-purpose entertainment space" that offers a variety of content.

Furthermore, the rooftop event space "MAG's PARK" facing the Shibuya Scramble Crossing will be hosting a regular anime song DJ event "Anisong Scramble" from September 22nd. Produced by DJ Kazu, who is active at festivals both in Japan and overseas, the event will feature popular anime songs from around the world as its key content, and will be enjoyed by people of all nationalities. Many tourists visit Japan for the subcultures of anime, manga, and games, and in the future, the plan is to develop the event into a famous Shibuya event. By promoting a uniquely Japanese culture, the event aims to become a new tourist attraction in Shibuya.

Left) Stage for rooftop events. Right) View of Shibuya Scramble Crossing from the rooftop. This is a new event that will draw attention as it allows you to enjoy anime songs until the morning.

The first anime song DJ event on September 22nd will feature Hige Driver, Kevin Mitsunaga (fhána), Yuriko Tiger, DJ HACK, and DJ Kazu. The event will be held from 5pm to 10pm, and admission is free (drinks are charged separately).

In the future, MAGNET by SHIBUYA109 plans to hold events linking SHIBUYA SCRAMBLE S on the 7th floor with the rooftop event space MAG's PARK, in order to revitalize the entire facility and provide a wide variety of entertainment content for foreign tourists visiting Japan.

Venue

Interviews and writing

Editorial Department: Takashi Fujii

Shibuya registrar. In addition to Shibuya of Culture information, seasonal news and topics, it will spell write that feel every day.