MIMARU to relaunch immersive Pokémon Rooms across Japan with 100 Pokémon and new family-focused features

How is MIMARU expanding its family tourism offering with redesigned Pokémon Rooms in Japan’s urban hotel market?

Cosmos Hotel Management Co., Ltd., the operator of Japan’s apartment hotel brand MIMARU, has announced that it will roll out a significantly upgraded version of its Pokémon-themed guest rooms beginning July 1, 2025. These evolved Pokémon Rooms will be available in ten properties across major Japanese tourist cities—Tokyo, Kyoto, and Osaka—reimagining the original concept that first launched in 2019. The initiative, which aligns with Japan’s inbound tourism recovery and growing demand for experiential family stays, is expected to draw renewed attention from international guests seeking character-branded accommodation.

The new design follows the theme of “More Pokémon. Deeper Immersion. More Fun for Families,” with each room now featuring 100 Pokémon integrated throughout the interior space. From walls and ceilings to kitchens and bathrooms, the room is designed to envelop guests in the Pokémon universe, making it a multi-generational travel highlight. MIMARU is responding not only to tourism trends but also to an evolving hospitality landscape in Japan that increasingly blends pop culture IP with travel.

Originally launched in 2019, the Pokémon Rooms quickly became a staple for families and overseas travelers. This relaunch represents the most comprehensive update since the product’s debut, tailored to deepen user interaction while maintaining broad accessibility in the midscale lodging segment.

What experiential features and exclusive merchandise define the new 2025 MIMARU Pokémon Room upgrades?

The evolved Pokémon Rooms at MIMARU now host 100 Pokémon species per room, transforming traditional accommodations into fully immersive environments. Large character murals, ceiling graphics, and Pokémon-themed fixtures—including Poke Ball-designed tables and kitchenware—turn everyday elements into a continuous narrative space. A standout feature is the presence of a giant Snorlax plush, placed directly on the bed to create a memorable and photogenic centerpiece that appeals to both children and adult fans.

Guests who book the Pokémon Room will also receive exclusive original merchandise. Each reservation group will be gifted a limited-edition souvenir set that includes a Pokémon-themed laundry bag, a drawstring pouch, a small collectible pouch, and character sticker sets. These exclusive goods, available only in the Pokémon Rooms, serve as both mementos and additional marketing touchpoints that extend brand engagement beyond the stay itself.

The relaunch also includes a newly introduced bunk bed room type, designed with expanded group travel and special occasions in mind. This configuration targets families celebrating birthdays, holidays, and anniversaries—key travel triggers during Japan’s peak domestic and inbound travel periods.

How are MIMARU’s Pokémon Rooms positioned within Japan’s tourism recovery and pop culture hospitality segments?

MIMARU’s Pokémon Room relaunch coincides with Japan’s broader post-pandemic tourism recovery strategy, which places strong emphasis on family travel, regional immersion, and cultural engagement. According to data from the Japan National Tourism Organization, inbound visitor levels in 2025 have returned to near pre-COVID highs, with family groups and multi-generational travelers forming a large portion of this resurgence.

The Pokémon brand, globally recognized across generations and demographics, offers significant cross-market appeal. By integrating the Pokémon experience into its hospitality product, MIMARU aligns with an increasingly popular strategy among Japanese lodging operators—leveraging intellectual property (IP) to attract fans and convert brand loyalty into overnight bookings.

Institutional observers suggest that branded hospitality, particularly those tied to anime, gaming, and cultural icons, has seen measurable growth in both average daily rate (ADR) and occupancy relative to non-branded comparables in Tokyo’s urban hotel submarket. MIMARU’s apartment-style hotels, which offer larger units and kitchenettes, are particularly suited to extended family stays and group tourism.

What does the relaunch of Pokémon Rooms indicate about MIMARU’s brand evolution and domestic expansion goals?

Cosmos Hotel Management’s decision to update the Pokémon Rooms after nearly five years signals a maturing brand strategy for MIMARU. Rather than simply maintaining past successes, the hospitality group is proactively evolving its most visible IP-aligned product in response to shifting customer expectations. The move reinforces MIMARU’s identity as a family-first, culturally immersive hospitality brand.

The 2025 rollout also reflects growing momentum behind “themed stays” in Japan’s lodging market. MIMARU’s diversified approach to experiential hospitality—balancing playfulness, design, and practical family needs—has helped the brand carve out a defensible niche amid heavy competition from global and domestic hotel operators. By integrating exclusive elements like redesigned room layouts, interactive interiors, and co-branded merchandise, the Pokémon Room positions MIMARU for sustained differentiation.

From a business standpoint, the refreshed Pokémon Rooms are likely to generate higher room revenues due to their premium status and merchandising potential. Analysts anticipate strong summer demand across the 10 participating properties, particularly during Japan’s school vacation and inbound travel peaks. The product’s adaptability for celebrations also introduces seasonal pricing flexibility and deeper engagement.

What is the future outlook for MIMARU’s themed hospitality offerings and Pokémon Room growth potential?

Analysts expect MIMARU’s Pokémon Rooms to play an increasingly pivotal role in the hotel chain’s brand visibility and sales strategy through 2025 and beyond. With Japan preparing to host several global events and festivals over the next 24 months—including the World Expo 2025 in Osaka—family-friendly themed accommodation is expected to gain further traction. These Pokémon Rooms not only enhance MIMARU’s room-night yield but also serve as gateways to direct bookings, social media amplification, and merchandising upsells.

Given that MIMARU now operates Pokémon Rooms across three major tourism hubs—Tokyo, Kyoto, and Osaka—the brand is well-positioned to scale the model to other Japanese cities with high travel interest, such as Fukuoka, Sapporo, and Nagoya. Institutional sentiment also suggests that future expansion could include cross-brand collaborations with other major Japanese franchises or entertainment IPs.

From a corporate strategy perspective, the enhanced Pokémon Room serves as a blueprint for blending local culture with global fandom, in a way that delivers measurable guest satisfaction and revenue upside. Whether through additional room types, mobile app integration, or event-specific tie-ins, MIMARU appears poised to continue innovating within the family tourism segment.