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Shop-cafe brings World Cup fever to Japan

Japan is gearing up to cheer on Samurai Blue in its first match in the World Cup. One such place where the World Cup mood is expected to be high is a shop-cum-cafe which has temporarily opened in the heart of Tokyo.

TOKYO: Japan is gearing up to cheer on Samurai Blue in its first match in the World Cup.

One such place where the World Cup mood is expected to be high is a shop-cum-cafe which has temporarily opened in the heart of Tokyo.

Football-related memorabilia, kits, historic World Cup match balls, and the match balls for this year's World Cup can be found there.

The site, called 2014 FIFA World Cup Brazil Stadium, opened at the end of May in the stylish Roppongi Hills.

Tomohiro Shinkai, general manager of sales promotion at Sports Shop Kamo, said: "This ball, which will be used only in the final match, is sold here. The names of the teams in the final will be printed and this limited model will be sold."

The t-shirts at the store are exclusive to Japan.

Tomohiro Shinkai said: "These here with the World Cup motif are designed by artist Romero Britto, who's won approval to use the motif. They're available here and at football shops within the country as limited editions."

And of course, the official Samurai Blue jerseys can be purchased there too.

Ken Yamamoto, head of business unit (football) at Adidas Japan, said: "We needed to think about our marketing activity that delivers an atmosphere and excitement of World Cup Brazil in Japan.

“We have partnered with various official sponsors of FIFA World Cup and came up with this idea of creating a World Cup stadium, or a place where all supporters, or where people who don't even know about the World Cup, can come in and enjoy the fun and be excited about the World Cup."

The location where well-established international and Japanese firms have offices is ideal for revving up interest of the world's largest sporting event. .

In addition, organisers are holding talk shows with special guests including former football stars who can give expert analysis on the World Cup, and showbiz personalities who are football fans.

The shop-cafe, which can accommodate 110-115 people, will also broadcast World Cup matches.

The first match that will be showed is Japan vs Ivory Coast.  

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