Cafe cul­ture


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.

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