From Mexico to Japan
Dr. Simi, a nationally beloved character and iconic figure in Latin America, will make his debut in Japan.
The character was created as the mascot for Farmacias Similares pharmacies in Mexico, a brand that helped to bring affordable pharmaceuticals and pioneered the new model of co-located clinics. Dr. Simi was born from the mission of making healthcare more accessible and has grown into a familiar and reassuring symbol.
The pop-up offers a free immersive experience where visitors can play and learn about the philosophy of Dr. Simi through games, original content and limited-edition merchandise available only at this event. The experience will take up three floors at ZeroBase Shibuya.
The first floor will explain who Dr. Simi is and explore his backstory through a colorful fusion of Japanese and Mexican culture. The second floor will have a neon-lit arcade featuring multiple games and activities. Guests can play games or take photos at the Simi Snaps photo booth. The third floor will be decorated like a Mexican street market and dedicated to merchandise. A variety of items will be available, including plush toys, exclusive T-shirts, tote bags and stickers.
