Pion Room

Pion Room is Neova’s sister shop, and the contrast is perfect. Neova is the rebellious sibling sneaking out late; Pion Room is the bedroom-pop sweetheart. It’s a more approachable take on Harajuku cute, built around love, harmony and that feeling of being wrapped in something soft.

The space is ‘room-like’ in the most literal way: personal, cosy and set up like you’ve stepped into your teenage dream room. Their selection runs on emotion, looking for pieces that spark joy and tap into the sweetness and innocence people associate with earlier eras. And it’s all soundtracked by J-pop hits from artists like Kyary Pamyu Pamyu or Hikaru Utada, playing through their retro pink stereo.

Everything here runs on the concept of magokoro, or real sincerity. They even have a character universe built around it, scattered throughout the shop in plushies, stickers and ceramics. Besides clothing, they’ve got period-accurate accessories, old magazines, and little objects you’ll convince yourself you need because they make your life feel cuter… or because the store’s mirror told you that you are. Pion Room is the kind of store that makes you remember why Harajuku was magic in the first place.