Published on
October 11, 2025
In recent years, the landscape of otaku culture in Japan has evolved significantly. What was once a solitary, home-based hobby, focused on anime and idol music, has now blossomed into a dynamic, travel-orientated experience. Enthusiasts can now fill their calendars with a variety of events, including concerts, meet-and-greets, and art exhibitions, all scattered across Japan. This shift has led to a growing number of otaku travelling across the country in search of new experiences, and in turn, the hospitality industry has had to adapt to meet the unique needs of these passionate fans.
One notable player in this shift is Toyoko Inn, a popular Japanese hotel chain. Toyoko Inn has identified the opportunity to cater to the increasing number of otaku tourists by offering a service that adds a personal touch to their stays—especially for those travelling with their beloved plushies.
The Birth of the “Overnight with Plushie Plan”
This month, Toyoko Inn has rolled out an innovative service called the “Supporting Your Oshi Activities! Overnight with Plushie Plan”. The term “oshi” refers to a fan’s favourite character or performer, and for many otaku, this involves not just an emotional attachment but a physical one as well. A plushie, figure, or acrylic standee of their oshi often travels alongside them, becoming a familiar presence in their lives and adventures.
Toyoko Inn recognised that for these travellers, their plushies are more than just collectibles; they are companions who are part of their journeys. To meet this demand, the hotel chain offers a unique service where plushies are treated to the same comfort and care as their human owners. The service includes setting up a small, personalised sleeping space for the plushie, complete with pyjamas and bedding made from the same high-quality fabrics used in the rooms for human guests. The pyjamas come in two sizes, small and medium, ensuring a proper fit for any plushie, no matter its size.
This service first debuted at the Toyoko Inn near Osaka Dome, a location that regularly hosts anime- and idol-related events. The success of the test run exceeded expectations, with many guests expressing delight at the extra effort taken to include their plushies in the travel experience. As a result of the overwhelmingly positive feedback, the programme was expanded to 55 additional locations across Japan.
Expanding the Service Nationwide
Recognising the growing trend of solo travellers bringing their plushies along to take photographs and share the experience on social media, Toyoko Inn saw the potential for this unique service to attract travellers even in destinations that do not host major otaku events. Plushie tourism has become a popular niche, and Toyoko Inn’s “Overnight with Plushie Plan” aims to cater to this segment of travellers who seek to include their favourite characters in every aspect of their journeys.
The service has now been introduced at select Toyoko Inn locations, including in major cities such as Tokyo. The hotels offering this service include the Nihonbashi Hamacho Meijiza-mae and Chofu Keio-sen Fuda-eki hotels. For a small fee of 300 yen (approximately US$2) per night, guests can ensure their plushie enjoys the same level of comfort as they do, making their stay even more memorable.
Why the Charge? A Touch of Realism
At first glance, it might seem surprising that this service is not free, especially given that the charge is relatively modest. For just 300 yen per night, guests get a plushie-friendly setup that includes pyjamas, bedding, and a dedicated space for their favourite character. The small fee, however, serves a deeper purpose than simply covering the cost of materials.
Guests who used the service during its test phase noted that the charge added a layer of realism to the experience. The fee for the plushie’s “stay” was akin to the cost of accommodating a second guest, which enhanced the sense that their plushie was an integral part of the trip. This small fee also helped manage guest expectations, ensuring that the service remains an enjoyable luxury without becoming a significant burden on travel budgets.
More Than Just A Service: A Growing Trend
The success of the “Overnight with Plushie Plan” goes beyond just providing a unique experience for fans. It taps into a broader trend in Japan where solo travellers often bring plushies on their journeys to create photo-worthy moments and share those memories online. Many otaku travellers post images of their plushie at famous landmarks, making these stuffed characters a part of their travel stories. Toyoko Inn’s service enhances this experience by offering plushie-centric accommodations that allow these fans to continue the narrative of their journey in a more personal and playful way.
Toyoko Inn has seen an increase in bookings from otaku tourists who are eager to participate in the “Supporting Your Oshi Activities! Overnight with Plushie Plan.” By expanding the service across Japan, Toyoko Inn not only caters to an underserved market but also establishes itself as a forward-thinking hospitality brand that understands the evolving needs of modern travellers.
Looking Ahead: The Future of Otaku Tourism
The rise of plushie-friendly accommodations is just one example of how otaku tourism in Japan is changing. As more fans travel to experience their favourite fandoms, new services and experiences will likely continue to emerge, further blurring the lines between the virtual and physical worlds. Toyoko Inn’s move to introduce this service is a step towards creating an immersive travel experience that aligns with the lifestyle and preferences of a growing demographic of otaku tourists.
This unique offering is also an example of how Japanese hotels are embracing niche markets. By recognising and catering to the specific needs of travellers with a strong attachment to their favourite characters, Toyoko Inn is helping to create a more inclusive and personalised travel experience that resonates with today’s otaku culture.
Conclusion
Toyoko Inn’s innovative and considerate “Supporting Your Oshi Activities! Overnight with Plushie Plan” serves the increasing number of otaku tourists in Japan. The hotel chain makes sure that fans can enjoy their travels with their favourite characters by offering plush accommodations. The service, which is currently offered in a number of locations nationwide, promises to give fans of all ages an additional level of comfort and enjoyment when they travel.
For those who intend to travel to Japan with their plush toys, Toyoko Inn provides a creative way to enhance the experience. This charming and quirky service will make your stay unforgettable, whether you’re visiting Japan or attending an anime event.
