321, Inc. will hold a large-scale live event called “LIVER Matsuri 2026” over two days on August 22 and 23, 2026, at the Shinjuku Sumitomo Building Triangle Plaza. The event will be hosted by 321 founder Yukos and Okura Shimon, with free general admission (some paid areas) as livers from across Japan gather for the celebration.

Highlights of the Two-Day Event

DAY 1 (August 22) features a variety stage, performances by 321’s idol project, and an improv music festival packed with laughter and music. DAY 2 (August 23) showcases a vocal championship, fashion stage, and unit stage where top-tier livers compete and perform. Even the food stalls and beer vendors at the venue will be staffed by livers, reflecting liver culture throughout every aspect of the event. Tickets are available through the ticket platform “tiget.”

Special Talk Featuring Nishino Akihiro and Maeda Yuji

As a special pre-event for LIVER Matsuri 2026, a free talk show titled “Beyond Making Support a Career: The Future of the Liver Industry and the Support Economy” will be held on August 23 from 11:00 to 11:40. SHOWROOM CEO Maeda Yuji and comedian Nishino Akihiro will take the stage, with 321 founder Sugamoto Yuko (Yukos) serving as MC. The event requires advance registration and is free of charge.

Guest Artist SHIROSE to Perform

SHIROSE, vocalist and producer of WHITE JAM, will perform as a guest on August 23. His signature track “Tattoo” ranked in the Top 50 of the TikTok music chart for eight consecutive weeks, with over 12 million YouTube views and 150 million total SNS plays. He has also produced tracks for numerous artists including Snow Man and Da-iCE.

Future Outlook

This year’s LIVER Matsuri has expanded beyond 321 to include multiple liver agencies, growing into an industry-wide festival for the liver industry as a whole. The shift to free admission is expected to draw more general visitors experiencing liver culture for the first time.

Commentary and Prospects

Hosting a free large-scale event at the prestigious Shinjuku Sumitomo Building Triangle Plaza speaks to the growing momentum of the liver industry. The special talk featuring SHOWROOM’s Maeda Yuji and Nishino Akihiro promises to be a valuable opportunity to gain a bird’s-eye view of the future of the liver industry and the support economy. With agencies beyond 321 participating, the event is solidifying its position as an “industry festival,” and is expected to raise public awareness of liver culture.

Source: PR TIMES