Korean self-photo-booth brand DON'T LXXK UP makes its full Japan entry with months-long stores in Shinjuku and Namba Marui

PRISM.ER Inc., the Tokyo company that runs DON'T LXXK UP's Japan business, said it is opening months-long limited-run stores for the Korean self-photo-booth brand inside Marui's Shinjuku main building and Namba Marui -- its first full-scale entry into the Japanese market, after a run of short, one-off event bookings.

The Shinjuku Marui store, in the seventh-floor event space, opened on October 17 and is booked through to March 31, 2027; the Namba Marui store, on the third floor, opens October 22 and runs to February 24, 2027, according to the company, which noted both end dates may be extended or shortened. Both are open from 11:00 to 20:00, with last entry at 19:30. DON'T LXXK UP is known in Korea and elsewhere in Asia for booths shot from a high angle and for branded interiors built around K-pop artist tie-ins.

The launch is tied to a Halloween collaboration with ENJIN, the dance-and-vocal group under Yoshimoto Kogyo -- the brand's first tie-up since entering the Japanese market, PRISM.ER said. From October 17 to 25 at Shinjuku and October 22 to 25 at Namba, customers can use a special photo frame in which ENJIN's members, dressed as butlers, appear to pose alongside the shopper, alongside limited butler-themed merchandise and a random trading-card giveaway. A standard shot costs ¥600 for a half-size print and ¥700 for a normal or full-size print, tax included; adding the ENJIN frame to a normal-size print costs ¥1,500.

DON'T LXXK UP's Japan presence so far has been built on short, high-profile bookings: it debuted at the "Snow Man 1st POP-UP" in Osaka and Tokyo between December 2025 and February 2026, then ran a collaboration with ALPHA DRIVE ONE at Yurakucho Marui in March 2026. PRISM.ER said it plans further collaborations with K-pop artists and major Japanese IP as the brand builds out its Japan stores.

The shift from weekend bookings to runs of four and five months is the real news here. Self-photo booths are not a new idea on a Marui floor -- Japan invented the format with purikura decades ago -- but a Korean operator booking months of event space inside two of Marui's own buildings, rather than a weekend's worth of floor, suggests Marui sees the format's current wave of high-angle, artist-branded booths as worth a recurring footfall draw of its own, not just a novelty event.