The Japanese convenience store operator Lawson will bolster its presence in Shanghai by fronting characters of the Japanese TV Ultra Series.

The first character to be used is the superhero himself, Ultraman – or Aoteman as he is named on Chinese TV.

The franchise chain which started in 1996 has scheduled a store opening with Ultraman props on June 8. The outlet will feature the TV character in store interiors, shelf displays of products, masks, figures, staff uniforms – and on a second floor children’s play area. Purchases for more than 100 yuan (US$16) grant access to the second floor space. 

Manabu Matsuura, president of Lawson’s China unit Shanghai Hualian Lawson, said the company aims to have 1500 stores in Shanghai by the end of 2015, a significant growth from the 350 there now.

Matsuura indicated that other popular Japanese TV characters will be featured in future store openings.

GB