Samsung Targets Japan’s Fandom Market With Glasses-Free 3D Displays

Samsung Electronics is seeking a larger role in Japan’s character merchandise and entertainment market with glasses-free 3D displays designed to attract fans and encourage longer visits to stores and event spaces.

The South Korean company demonstrated its Spatial Signage technology at NC’s booth during Tokyo Game Show 2026 at Makuhari Messe in Chiba. The installation featured characters from the game developer’s upcoming mobile title Astrae Oratio and formed part of Samsung’s push to broaden its commercial display business beyond conventional advertising screens.

Samsung sees an opening in Japan’s strong “oshikatsu” culture, in which consumers spend time and money supporting favored characters, celebrities and other figures. Character shops and temporary pop-up stores are a key part of that market, but many operate in locations where floor space is limited and rents are high. Samsung is positioning its relatively slim displays as a way to add immersive character experiences without bulky enclosures or major changes to store layouts.

The company’s technology uses a proprietary 3D Plate to create depth without requiring viewers to wear special glasses. At NC’s booth entrance, an 85-inch screen installed vertically recreated an in-game elevator and showed a character appearing to step forward, make eye contact and wave at visitors. Smaller 32-inch screens placed along the visitor route showed characters using different gestures and expressions.

An NC representative said the booth was designed to let visitors encounter the game’s characters naturally from the moment they entered. The company reported that more passersby lingered around the exhibit and that the waiting area became a popular place for photographs.

Samsung is also emphasizing ease of installation. The 85-inch model is 52 millimeters thick, weighs 49 kilograms and supports standard wall or stand mounting. The 32-inch version is 49.4 millimeters thick and weighs 8.5 kilograms, allowing it to fit on shelves or in narrow passages.

Lee Young-min of Samsung Electronics Japan’s Visual Display sales team said the company plans to expand the technology’s use beyond gaming exhibitions to pop-up shops, character specialty stores and the wider Japanese signage market.

The Tokyo showcase follows deployments at Everland’s Safari World in South Korea, the Governors Ball Music Festival in the United States and Gamescom 2026 in Germany. Together, the installations show how Samsung is testing character-driven 3D content as a commercial tool for retailers and entertainment operators seeking more customer engagement and social media exposure.