To celebrate the 50th anniversary of the magazine LaLa, a unique interactive advertisement has appeared at Tokyo’s Shinjuku Station. From July 20 (Monday, holiday) to July 26 (Sunday), 2026, commuters on the Tokyo Metro Marunouchi Line can experience actual flippable manga pages at the Metro Promenade.
Since its launch in 1976, LaLa has delivered stories that go beyond the boundaries of shoujo manga, featuring dual-natured protagonists, absurd premises, and dark fantasy worlds. The new “flippable manga advertisement” aims to let readers discover the hidden appeal of these works—the fun that isn’t obvious from the cover alone. Each page displays a keyword on the front; flip it to reveal the work’s title and a QR code for free sample reading.
Three works receive special treatment as “giant flippable manga”: CIPHER (Narita Minako), Ouran Koukou Host Club (Hatori Bisco), and Natsume Yuujinchou (Midorikawa Yuki). For these, the artists have contributed newly drawn illustrations, personal messages, and iconic scenes from the series, all presented on oversized pages for visitors to enjoy in detail.
In total, 34 works are featured. The three giant manga are joined by 31 other titles from LaLa‘s history, each with its own flippable page. The full list of participating works (in order of original serialization) is as follows:
- Koyama Sou no Kiraware Mono (Nakaji Yuuki)
- Kanata Kara (Hikawa Kyouko)
- Kaguyahime (Shimizu Reiko)
- Yakumo Tatsu (Itsuki Natsumi)
- Kareshi Kanojo no Jijou (Tsuda Masami)
- Omake no Kobayashi-kun (Morii Masami)
- Kiss (Matsumoto Tomo)
- Kini no Corda (Kure Yuki / Ruby Party)
- Vampire Knight (Hino Matsuri)
- Ryuu no Hana Wazurai (Kusakawa Tame)
- Kaichou wa Maid-sama! (Fujiwara Hiro)
- Kiss yori mo Hayaku (Tanaka Meka)
- Toshokan Sensou LOVE&WAR (Yumi Kiiro / original story by Arikawa Hiro)
- Gakuen Babysitters (Tokino Hari)
- Koi da no Ai da no (Tsujita Ririko)
- Last Game (Amano Shinobu)
- Uso Kano (Hayashi Mikase)
- Sabaku no Harem (Yumeki Mitsuru)
- Tendouke Monogatari (Saitou Ken)
- Tonari wa Nani o Kuu Hito zo (Fujitsuka Yuki)
- Mint Chocolate (Orimasa Mami)
- Itsuwari no Freya (Ishihara Keiko)
- Tensei Akujo no Kuro Rekishi (Fuyunatsu Akiharu)
- Kikai-jikake no Marie (Akimoto Aki)
- Konyakusha wa Dekiai no Furi (Nakano Emiko)
- Tsuchikaburi no Elena-hime (Harumi Hitsuji)
- Teikoku no Koi Yome (Kauta Matome)
- Uchi no Manri ga Osewa ni Narimasu (Kaido Chitose)
- 3-gatsu no Hekireki (Ike Junko)
- Aisare Kouhi no Yuuutsu (Kiyone Kei)
- Shiokaze to Ryuu no Sumika (Shima Asato)
In addition to the advertisement, LaLa is releasing special anniversary issues. The September and October issues of LaLa and the September issue of LaLaDX will feature three consecutive connecting covers. Each issue comes with a deluxe freebie: the LaLa Sōkan 50-shūnen Anniversary Book in red (with September issue), blue (with October issue), and white (with LaLaDX September issue).
The September issue of LaLa (on sale July 24 – August 23, 2026) includes contributions from a wide range of artists, including Anson Mitsuwa, Itsuki Natsumi, Okano Shika, Kauta Matome, Kawaguchi Kei & Karine, Kitafuku Yoneko, Kuwata Noriko, Komatsuda Nappa, Saitou Ken, Sakata Yasuko, Shichimi, Tachibana Yutaka, Tsujita Ririko, Tsuda Masami, Fuyunatsu Akiharu, Naoki Nana, Nakano Emiko, Hayashi Mikase, Hikawa Kyouko, Hirai Mari, Fujitsuka Yuki, Fujimoto Mame, Hoshikage, Makoto, Miuchi Suzue, Midorikawa Yuki, and Wakatsuki Megumi, plus a collaboration manga by Kauta Matome and Fuyunatsu Akiharu.
The October issue of LaLa (on sale August 24 – September 23, 2026) features Akizuki Sora, Akimoto Aki, Asou Mikoto, Amano Shinobu, Ike Junko, Ooshima Yumiko, Oozora Wataru, Kaido Chitose, Kadono Yuu, Kinoe Toshie, Kuho Kiriko, Shima Asato, Shimizu Reiko, Sugaya Chiyo, Suzuki Yuu, Takemiya Keiko, Tokino Hari, Naomoto Sanba & Asano Non, Nakaji Yuuki, Narita Minako, Nankai Hontai, Hagio Akira, Hasu Mizu Riku, Fukami Midori, Matsumoto Tomo, Yanagihara Nozomi, and Yumi Kiiro, plus a collaboration manga by Ike Junko and Kaido Chitose.
The LaLaDX September issue (on sale August 5 – October 4, 2026) includes Aoi Ike, Akatsuki, Ishihara Keiko, Uno Ayumi, Ogura Akane, Orimasa Mami, Karasawa Chiaki, Kawase Natsuna, Kiyone Kei, Kusakawa Tame, Kure Yuki, Shirafuji Kei, Tanaka Meka, Tsukimiya An, Tsukuba Sakura, Nizakana, Hatori Bisco, Harumi Hitsuji, Hino Matsuri, Hibiki Wataru, Fujikata Mayu, Fujiwara Hiro, Hoshizaki Maki, Yumeki Mitsuru, Riku Ichi, Roppongi Aya, and Watanabe Tomochika, plus a collaboration manga by Amano Shinobu and Hayashi Mikase.
Animate stores will offer purchase-exclusive bonuses: B5-size reproduction illustrations for Natsume Yuujinchou and Ouran Koukou Host Club, and B6-size illustration cards for Tensei Akujo no Kuro Rekishi and Itsuwari no Freya.
The advertisement at Shinjuku Promenade runs until July 26. The flippable manga experience is available from 10:00 to 20:00 daily. For inquiries, contact Hakusensha’s advertising department; please do not approach station staff. The display may be suspended if it interferes with station operations.
Advertisement Overview
Period: July 20 (Mon・holiday) – July 26 (Sun), 2026
Location: Tokyo Metro Marunouchi Line Shinjuku Station Metro Promenade “Shinjuku Metro Super Premium Set”
Flippable experience hours: 10:00 – 20:00
