JR East has announced a collaboration with the anime Haikyuu!! for a special campaign titled “Youkoso Sendai!! (Welcome to Sendai!!)”, set to run from 19 August to 31 October 2026. The campaign’s key visual and merchandise feature Hinata Shoyo and Kageyama Tobio dressed in station staff-inspired uniforms.
About Haikyuu!!
Haikyuu!! is a landmark sports manga by Haruichi Furudate, serialised in Shueisha’s Weekly Shonen Jump from February 2012 for over eight and a half years, with cumulative sales surpassing 75 million copies. The TV anime adaptation launched in 2014 and ran through four seasons until December 2020, captivating fans both in Japan and worldwide.
In February 2024, the theatrical film Haikyuu!! The Dumpster Battle — depicting the long-awaited clash between Karasuno High and rival Nekoma High — became a massive global hit, grossing over 20 billion yen (approx. USD 200 million) worldwide and earning the Animation of the Year award at the Japan Academy Prize.
Two highly anticipated follow-up projects are slated for 2027: the theatrical film Haikyuu!! VS The Little Giant, covering the quarterfinal double-header at Tokyo Metropolitan Gymnasium between Karasuno vs. Kamomedai and Fukurodani vs. Mujinazaka, and the special anime Haikyuu!! Where the Great Ones Go.
Part of JR East’s “Beyond the Border” Strategy
The campaign is part of JR East Group’s medium-to-long-term business growth strategy, Beyond the Border, which aims to stimulate travel between urban centres and regional areas by leveraging content-driven consumer interests.
AR Voice Content on the Shinkansen
Passengers riding the Tohoku Shinkansen or Akita Shinkansen can use the audio AR app Locatone to hear original voice content from seven characters:
- Hinata Shoyo
- Kageyama Tobio
- Oikawa Toru
- Iwaizumi Hajime
- Aone Takanobu
- Futakuchi Kenji
- Koganegawa Kanji
Each character’s audio content comes in four types (Type A, B, C, and D).
Digital Images and Collectible Cards
Fans who purchase a Shinkansen e-Ticket with Sendai Station as the destination and register via the JRE POINT website will receive an exclusive digital image from the campaign. Additionally, 100 lucky winners selected by lottery will receive an original design collection card.
Limited Goods Sale at Sendai Station
A limited-time merchandise event will be held at the stained-glass event space inside Sendai Station from 26 August to 2 September 2026. Items on sale include:
- Acrylic stands
- Clear files
- Clear fans (uchiwa)
- Clear sticker sets
- Can badge sets
- Name badges
- Aurora charms
- Trading cards
- Swaying acrylic blocks (ゆらゆらアクリルブロック)
Throughout the goods sale period, Sendai Station will also broadcast three special in-station announcements voiced by Hinata Shoyo (solo), Kageyama Tobio (solo), and the Hinata–Kageyama pair. Be sure to listen out if you’re passing through!
Full details on the “Welcome to Sendai!!” campaign are available on the official JR East information page.
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