Why Purikura Is Japan’s Ultimate Group Photo Experience

For young girls in Japan, visiting spacious, themed photo booths with friends is a classic afternoon activity. Called “purikura,” these machines exist in almost every major district of Tokyo. Since the 1990s, they have been steadily taking over entertainment centers , with entire shops now dedicated to housing these booths. Keep reading to find out what makes them so unique!

What is Purikura?

Purikura (プリクラ), short for “print club” (purinto kurabu), are large photo booths, typically found in Japanese game centers and shopping malls. Unlike typical booths, they allow for large groups of people to take photos together. They are often themed, and include automatic photo retouching, from enlarging eyes to adding makeup. Users are also encouraged to edit photos themselves! The machines provide countless decoration options, such as stickers, filters, and the ability to freely draw on photos! 

Purikura is particularly popular among young women and is seen as a fun, easily accessible social activity. Taking photos typically only costs ¥200 to ¥400 ($1.26 to $2.51), with machines printing out multiple photo sheets to share. This inexpensive, physical memento of time spent with friends that purikura provides is its main appeal! 

Origins and Popularity

Inspired by the popularity of girl photo culture and photo stickers in Japan, The first Purikura, Print Club, appeared in 1995. Game software companies Atlus and Sega were behind the creation of Print Club, and in the beginning, these machines were fairly simple photo booths that only added stylish frames to your photos. Soon, however, they became a widely popular form of entertainment among young people, with more and more booths appearing. Today, there are entire floors dedicated to purikura machines in arcades and amusement centers, now equipped with even more advanced technology. 

The popularity of purikura also contributed to the introduction of front-facing cameras and selfies. Japanese mobile phones were some of the first to include these, in the late 1990s to early 2000s. Now, features of purikura have been adopted by different smartphone apps, such as Snapchat or Instagram, allowing users to decorate their photos with different filters and editing options. These photo trends have, over the years, come to be associated with youth culture. Purikura is just one part of a larger phenomenon.

Why is Purikura Unique?

The customization options available at purikura booths are one of their main selling points, allowing for colorful frames, stickers, face makeup, and endless filters. After taking their photos, users are given time to edit and decorate to their heart’s content. Though this section is often time limited, multiple people are allowed to edit at the same time before photos are printed. Typical purikura reflects a wider kawaii (cute) culture in Japan, allowing users to “beautify” themselves and overload their photos with cute decorations.

Many booths emphasize a different style or theme. For example, while one may aim to highlight natural beauty, another may focus on bold makeup and exaggerated features in order to achieve a “gyaru” look. Some booths even provide rental costumes and accessories to choose from based on these themes. 

Having grown outside only kawaii culture, many genres of purikura now exist, and the photos are all individually customizable. For example, many girls may rebel against the typical expectations of cuteness, instead curating their own aesthetic. Not only is it a fun activity to do with friends, it also provides an outlet for self expression. No matter one’s interest or style, there are various ways to enjoy purikura!

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Where to Find Purikura

Purikura can most often be found in arcades and shopping malls in Tokyo, notably districts such as Shibuya, Harajuku and Ikebukuro, which are known for their lively youth culture. One location famous for its variety of booths is Purikura Land NOA in Harajuku, along the famous Takeshita street. Purikura Land NOA has been open since 1997, declaring itself as Harajuku’s first purikura shop!

Additionally, major arcade chains, usually found in Akihabara, often have entire floors dedicated to purikura. For visitors, this includes Taito Station, Sega, and Namco! Note that, as the booths are strongly geared towards women, men will often not be allowed into dedicated sections unless they are accompanied by a woman. 

Unfortunately, purikura machines are somewhat rare outside of Japan, though they do exist! They can be found in larger cities, namely Los Angeles and New York, as well as certain arcade centers. 

Why do people still like purikura today?

Since their debut, purikura machines have been a staple entertainment outlet, acting as a playful way to share memories with others. They are just one way that young people, still in the middle of discovering themselves, can express their individuality. Teenagers, who face immense societal pressure, are even more in need of these outlets. As a form of self-photography, purikura provides a small glimpse into the constantly evolving youth culture of Japan.