Toshima Ward, located in Tokyo, officially designated the street running north-south through Higashi-Ikebukuro 1-chome as "Animate Street" on March 1, 2025. The announcement was made public on March 3, generating mixed reactions across social media platforms.
According to officials from Toshima Ward, the decision to name the street was influenced by local resident requests and reflects the area’s growing reputation as a hub for manga and anime culture. A spokesperson noted, "The area around 'Hareza Ikebukuro' has seen excitement related to manga and anime, raising its value as a regional asset." The designated section of the street spans approximately 430 meters, stretching from Hareza Tower—home to TOHO Cinemas Ikebukuro—through landmarks such as Nak池袋 Park and Animate Ikebukuro Main Store, crossing Sunshine 60 Street, and leading to Green Avenue.
The reaction to the new name has been overwhelmingly supportive among anime fans. Online comments expressed excitement, with one user stating, "The 'Animate Street' has officially been born," indicating it has become part of the local culture. Another fan remarked, "This naming celebrates the presence of Animate as part of the local identity," highlighting the store’s significance within the community.
Despite the enthusiasm, there are also voices of skepticism. Some community members raised concerns about the prominence of one company over others. The designation of 'Animate Street' as part of the urban area sparked debates on social media, with mixed sentiments about having the street named after one specific brand. "Sure, it feels friendly and reserved for the area, but shouldn’t we celebrate all aspects of Ikebukuro?" one user questioned.
Animate Ikebukuro Main Store holds historic importance as it marks the first Animate store opened originally years ago. The store underwent extensive renovations and reopened to fanfare in March 2023, revitalizing its status as the first of 124 Animate stores across Japan. With its deep roots as a historic site for fans of manga and anime, it is now treated as one of the landmarks of Ikebukuro.
From March 15, 2025, the Animate Ikebukuro Main Store will also host the "Animate Ikebukuro Main Store 2nd Anniversary Cherry Blossom Festival," celebrating its renewal and the new street name. The event is expected to attract even more visitors as it highlights the vibrant culture of Ikebukuro.
Since 1990, Toshima Ward has been engaged in the initiative to name streets based on community input. The renaming of roads not only serves as commemorative but also helps establish a sense of local identity. Previously completed projects include the renaming of streets flowing north of the Tokiwa-so Manga Museum to recognize local cultural ties.
Reflecting on this naming process, Toshima Ward officials expressed hopes of the "Animate Street" embedding itself as a meaningful part of the region. The area has increasingly gained attention as Ikebukuro solidifies its reputation as the "holy land for otaku"—a vibrant space dedicated to anime and manga culture.
Though the association of one brand with the street name has raised questions, history suggests growing acceptance. Other streets named over the years, such as "Sunshine Street" and "Otome Road," originally faced similar scrutiny but have since become embraced within Ikebukuro's cultural narrative. With time, "Animate Street" may evolve and resonate with locals and visitors alike, embodying the very essence of Ikebukuro.
It remains to be seen how residents will adapt to the new name over time. For now, the excitement and engagement surrounding "Animate Street" reflect the unique blend of pop culture and community spirit, likely securing its place on the map of Tokyo's vibrant neighborhoods.