Western PR teams are slowly cottoning on to the marketing value of tie-in businesses, but when we do see them, they’re little pop-ups – such as the temporary London spitroast to promote Monster Hunter:World.
Dragon Quest, however, has a permanent home. Luida’s Bar, in Tokyo’s Roppongi district, spans two floors and offers up a host of appropriate treats. The obvious choice is a steamed bun in the shape of a Slime, but there are also bossreferencing sushi dishes, themed curries and a host of cocktails styled like potions from the game. Envisaged as a meeting place for fans of the series, it’s shown surprising staying power, attracting the same varied clientele as the game itself. And no, you absolutely may not see the photo of us being overwhelmed by a dozenstrong army of Slime plushes.