Hard Rock Cafe Japan Announces Evangelion Merchandise Collaboration

Hard Rock Cafe Japan has announced a collaboration with the anime series Neon Genesis Evangelion. The partnership features a new line of merchandise themed around the series’ iconic giant robot, Evangelion Unit-01, and its signature color scheme.

Early November

The collaboration includes a limited-edition pin series scheduled for release in early November. Each design is limited to 500 units and will be priced at 3,080 yen, or approximately $19. These pins will be specific to individual Hard Rock Cafe locations.

November 3

The remainder of the collection goes on sale across Hard Rock Cafe locations in Japan. The merchandise lineup includes T-shirts available in white, gray, and black, featuring the Evangelion Unit-01 and the series’ AT field hexagonal pattern integrated into the Hard Rock logo. T-shirts are priced at 5,940 yen. The collection also features a Yokosuka jacket, priced at 66,000 yen, alongside shot glasses and magnets, both retailing for 3,080 yen. Customers purchasing these items will receive an Evangelion-themed shopping bag while supplies last.

Availability and Distribution

Items will be distributed across various Hard Rock Cafe branches in Japan, including locations in Roppongi, Ueno, Kyoto, Yokohama, and Osaka. Specific shirt colors are restricted to certain locations: white shirts are available at the Roppongi, Ueno, Kyoto, and Universal Citywalk Osaka branches; gray shirts at Roppongi, Yokohama, Citywalk Osaka, and Namba; and black shirts at Ueno, Yokohama, Kyoto, and Namba. Shot glasses and magnets will feature the name of the specific city where they are purchased.

Why it matters: This collaboration highlights the continued popularity of anime-themed merchandise in the Japanese retail market. By leveraging global brand recognition, the partnership demonstrates how international franchises like Hard Rock Cafe utilize local pop culture icons to drive consumer interest and foot traffic to specific regional branches.