Featuring anime is not something new about the Lawson convenience store chain. What’s something new though is the anime they will put up for their stores in Shanghai. Joining Ultraman and Detective Conan in the Lawson chain is ninja Naruto. Lawson opened five stores in Shanghai inspired by the anime Naruto Shippuden on Sunday and will last until September 30.
Before the opening of the stores, Twitter-inspired Weibo encouraged Naruto fans to join the opening ceremony dressed in Naruto-inspired characters. In Lawson’s outlet in Waitan in central Shanghai, ten Naruto fans have responded to the call and came ready for cosplay. As part of the campaign, Lawson tied up with Tudou, a video-sharing website and is the official distributor of the Naruto anime series in China. The two agreed to collaborate on an advertisement campaign featuring Naruto.
President Motonobu Miyake of the Shanghai Hualian Lawson Co. also announced that Lawson will open its first store in China’s capital early next month. Besides Shanghai, Lawson can also be found in Chongqing, Dalian, and Hangzhou. As of now, the Japan-based convenience store chain has about 390 branches in China. However, no further detail has been given by Lawson regarding its target of having 10,000 stores in China by 2020.
Among the three Japanese creations, Naruto is the most recently created and can be considered more popular among the younger generation. The Detective Conan series is still an ongoing project, but the manga was first published in 1994 while its anime followed two years later. It’s not surprising if the younger generation today is not familiar with Ultraman. The action figure was created in 1966. If the creation dates and prime years of popularity of Ultraman, Detective Conan, and Naruto were taken into consideration, then it can be said that Lawson is reaching out to a wide range of generations.
[via Jiji Press]