Ketel Agency Unveils Shibuya’s Newest Hybrid: A Cafe & Bar That’s Also an Immersive Ad Medium
Step into “anemone403,” where your next coffee or cocktail could be a captivating brand experience.
In a move set to redefine urban advertising, Tokyo-based agency Ketel Co., Ltd. is launching its new Shibuya hub, CAFE & BAR “anemone403,” in January 2026. This isn’t just another trendy spot; it’s envisioned as an “experience-based advertising medium” where brands can connect with consumers through immersive, real-world interactions.
Ketel, known for its expertise in promotion design and operational know-how, particularly through its extensive fleet of kitchen cars, is now bringing this innovative approach to a permanent physical space. The agency believes that modern advertising needs to transcend mere visibility, transforming into “the experience itself” that consumers actively engage with. “anemone403” will serve as a dynamic laboratory where Ketel and its clients can co-create these cutting-edge promotional experiences.
Located in Shibuya’s Udagawacho (Shibuya Base Bldg. 4F), “anemone403” is designed as a “small oasis” in the heart of the bustling city, offering a “chill” atmosphere. By day, it functions as a cafe, transitioning into a member-only bar after 10 PM. The space is thoughtfully equipped, with all counter seats featuring power outlets, making it an ideal spot for focused work or relaxation.
Leveraging its comprehensive advertising agency background, Ketel will offer a one-stop service for businesses looking to implement collaborative cafe promotions at “anemone403.” This includes everything from strategic planning and concept development to the creation of promotional tools, design, store decoration, and operational management. For clients, this means their products, services, or intellectual properties (IPs) can be seamlessly integrated into the cafe’s environment through:
-
Complete interior and exterior “jack” transformations to align with brand worldviews.
-
Development and offering of original collaboration menus.
-
Natural incorporation of brand elements into in-store tools like coasters, POP displays, and staff uniforms.
-
Implementation of engaging tactics such as novelty giveaways, touch-and-try stations, and social media linked campaigns.
The foundation for this venture lies in Ketel’s proven track record with kitchen car promotions. With the capacity to operate over 10 kitchen cars simultaneously, and a team including registered dietitians and nutritionists, Ketel has mastered the intricate logistics of food-related promotions, from health permit applications to recipe development and ingredient sourcing. This experience now expands to “anemone403,” opening up new avenues for advertising that go beyond what a mobile platform can offer.
The inaugural collaboration at “anemone403” will feature Meiji Co., Ltd.’s “Nomu Choco Lab” (Drinking Chocolate Research Department). This project aims to popularize the culture of “drinking” chocolate in Japan, a tradition dating back 5,300 years. Visitors to “anemone403” will have the opportunity to savor unique chocolate drinks crafted using Meiji’s “The Cacao Professionals Floral Bouquet” product.
Ketel’s overarching vision, “Making passion a job!”, drives its unique blend of entertainment management and advertising agency functions. The company supports clients with everything from talent management to branding, SNS promotions, and video production. “anemone403” embodies this philosophy, transforming a creative idea into a tangible business opportunity.
For companies interested in exploring collaboration opportunities, Ketel invites inquiries via email at info@ketel.tokyo, specifically addressing the “Collaborative Cafe Team.” Furthermore, Ketel is actively seeking new team members who share their vision of “Making passion a job!” Interested individuals can find more details at https://www.wantedly.com/companies/company_5070479. This innovative approach by Ketel could signal a future where physical spaces are not just venues for consumption, but dynamic canvases for brand storytelling and consumer engagement, enriching the fabric of urban lifestyle.
