What if we told you to follow the white rabbit? Would you have the knee-jerk reaction of “hell no!” or would you pull a Neo and see just how deep the rabbit hole goes? If you find yourself in Nagoya or Osaka, following the white rabbit might actually lead you to Wonderland! Tons of shoppers have been doing just that and have been arriving at a store called Alice on Wednesday. The store has been so popular that on the weekends, long lines form in front of the shop, letting you know exactly where the rabbit hole is.
What will you find in Alice’s Wonderland? What makes the store so popular that they are opening a new location in Osaka? You won’t have to take the red pill to find out, just click on through!

Japan enters Golden Week vacation period, survey shows one in three plan to ride it out at home
Japan’s new Pokémon jackets give you the look and powers of the Kanto starter trio
War in Iran threatening Japan’s pudding production
Studio Ghibli releases new anime keychains that are like miniature figurines
Injuries on stairs in Tokyo highlight an overlooked design flaw
Japanese film studio Toei announces first three video games from newly created Toei Games
Starbucks releases a Kyoto Matcha Latte in Japan for a limited time
Sanrio amusement park in Tokyo to host Psycho Game horror event this summer[Video]
We try the Jack & Coke canned cocktail to see if it’s any better than mixing one yourself
What’s the deal with akebi, the perfectly purple, alien-like fruit that’s in season now in Japan?
New Kyoto Converse sneakers celebrate Japan with traditional kimono fabrics for your feet
Japan’s 5.3 million beautiful Hitachi Nemophila flowers are now in full bloom[Photos]
Studio Ghibli launches huge new anime movie T-shirt collection with special design details
Tifa’s Final Fantasy VII bar is going to pop up in real-world Tokyo
Brand-new Square Enix Cafe to open in Tokyo…and in Los Angeles too!
Japanese convenience store gives away free ice cream with creative ad at Shinjuku Station
Japan is so hungry for workers it used up its five-year visa quota in record time
Tsujihan sushi bowl restaurant goes viral with foreign tourists, but is it worth the hype?
Hello Kitty is now a transforming truck robot[Photos]
7-Eleven Japan’s cooked-in-store takoyaki is here! How does it fare against the street food king?
Japan reportedly adding Japanese language skill requirement to most common foreigner work visa
Pokémon and Ikea Japan cross over into each other’s worlds with collaboration events
Wisteria season starts early with blooming of Japan’s Great Wisteria in its beautiful garden
Japan’s best conveyor belt sushi restaurant of seven years ago has now, finally, come to Tokyo
Brand-new Pokémon manhole covers coming to help the recovery of a disaster-stricken part of Japan
Japan’s awesomely beautiful Alpen Route snow corridor is now open
Mt. Fuji decorated with a 500,000-flower pink carpet is Japan’s ultimate spring view
Survey asks foreign tourists what bothered them in Japan, more than half gave same answer
Japan’s human washing machines will go on sale to general public, demos to be held in Tokyo
Starbucks Japan releases new drinkware and goods for Valentine’s Day
We deeply regret going into this tunnel on our walk in the mountains of Japan
Starbucks Japan releases new sakura goods and drinkware for cherry blossom season 2026
Japan’s newest Shinkansen has no seats…or passengers [Video]
Major Japanese hotel chain says reservations via overseas booking sites may not be valid
Put sesame oil in your coffee? Japanese maker says it’s the best way to start your day【Taste test】
No more using real katana for tourism activities, Japan’s National Police Agency says
Japanese film studio Toei announces first three video games from newly created Toei Games
Starbucks releases a Kyoto Matcha Latte in Japan for a limited time
Sanrio amusement park in Tokyo to host Psycho Game horror event this summer[Video]
We try the Jack & Coke canned cocktail to see if it’s any better than mixing one yourself
What’s the deal with akebi, the perfectly purple, alien-like fruit that’s in season now in Japan?
Brand-new Square Enix Cafe to open in Tokyo…and in Los Angeles too!
McDonald’s and Gundam team up for customized anime mecha and fried chicken sandwiches[Video]
What are the worst things about living in the Japanese countryside?[Survey]
11 different ways to say “father” in Japanese
Dorayaki from 89-year-old Japanese confectionery shop is one of the best sweets hidden in Tokyo
Sakura season schedule is screwed up, so we had a no-cherry blossom cherry blossom party in the office
Japan’s first all-matcha ramen restaurant is now open in Kyoto【Photos】