JR East has announced a new collaboration with the anime Haikyuu!! titled “Welcome to Sendai!!”, set to run from August 19, 2026. The campaign features key visuals and merchandise depicting characters such as Hinata Shouyou and Kageyama Tobio in station staff uniform-style designs.
New Shinkansen Boarding Privilege Campaign
Haikyuu!! is a landmark sports manga by Furudate Haruichi, serialized in Shueisha’s Weekly Shonen Jump from February 2012 for eight and a half years. The series has sold over 75 million copies in print worldwide. The television anime adaptation began in 2014 and ran through four seasons until December 2020, captivating fans both in Japan and abroad.
The 2024 film Haikyuu!! The Dumpster Battle depicted the intense match between Karasuno High School and their longtime rivals Nekoma High School, earning over 20 billion yen globally and winning the Japan Academy Prize for Outstanding Animation. Two new works are scheduled for 2027: Haikyuu!! VS The Little Giant, covering the quarterfinal matches between Karasuno and Kamomedai, and between Fukurodani and Mujinazaka, and a special anime titled Haikyuu!! Where the Monsters Go.
Shinkansen In-Car Limited Audio Content
The “Welcome to Sendai!!” collaboration is part of JR East Group’s mid-to-long-term business growth strategy “Beyond the Border”, which aims to create flow through content-driven connections and revitalize movement between urban and regional areas.
During the campaign period, passengers on the Tohoku Shinkansen and Akita Shinkansen can use the audio AR app “Locatone” to hear original voice messages from Hinata Shouyou, Kageyama Tobio, Oikawa Tooru, Iwaizumi Hajime, Aone Takanobu, Niiyama Kenji, and Ougon Kanji. Four types of audio content are available: Type A, Type B, Type C, and Type D.
Shinkansen Boarding Privilege Present Campaign
Additionally, passengers who use a Shinkansen e-ticket with JR Sendai Station as their destination and register via the JRE POINT website will receive a “Welcome to Sendai!!” original digital image. Furthermore, 100 winners will be selected by lottery to receive a “Welcome to Sendai!!” original design collection card.
Limited-Time Collaboration Goods
From August 26 to September 2, a pop-up goods sales event will be held at the event space in front of the stained glass at Sendai Station. Available items include acrylic stands, clear files, clear fans, clear sticker sets, can badge sets, name badges, aurora charms, trading cards, and swaying acrylic blocks. During the event period, three types of special in-station announcements will be played at Sendai Station: Hinata Shouyou (solo), Kageyama Tobio (solo), and a pair announcement featuring both Hinata and Kageyama.
The “Welcome to Sendai!!” collaboration runs from August 19 to October 31, 2026. For full details, check the official information page.
(C) Furudate Haruichi / Shueisha, “Haikyuu!!” Production Committee
