(Photo courtesy of Dr. Simi Tokyo)

You may have seen videos online of a dancing bald-headed doctor mascot on the streets of Mexico or dolls of the same mascot gifted to celebrities like Adele or Miley Cyrus. But, if you’ve spent any time in Mexico or on the U.S.-Mexico border, you may recognize this iconic mascot as Dr. Simi, the figurehead of a low-cost pharmacy chain there.

Farmacias Similares is a Mexican pharmacy chain specializing in affordable generic medications that has more than 9,600 branches across Mexico and Latin America. The brand is launching its first limited pop-up shop in Japan at ZeroBase Shibuya. “Dr. Simi TOKYO” will run from April 10 through May 10.

Dr. Simi, the friendly, plump doctor mascot with a large mustache sporting a white coat and blue tie, has grown beyond only a corporate symbol into a widely loved cultural icon. The pop-up will not feature pharmaceuticals, but instead catapult the brand’s familiarity and serve as link to the Latin American community and fanbase in Japan.

You can meet with the beloved Mexican mascot at the pop-up shop and play with him through music, games or buy some exclusive items in store.

First floor or “Dr. Simi Greeting Floor”

Dr. Simi Greeting Floor (Photo courtesy of Dr. Simi Tokyo)

When you get into the ZeroBase Shibuya popup shop, you will be welcomed by Dr. Simi disguised in a sushi chef costume. Here you can also learn more about Dr. Simi through “SimiTV,” and experience his adventures through his travel notes and photos. When you leave the floor, you will see yourself fascinated by his friendly, humorous personality.

Second Floor or “Dr. Simi Game Center Floor”

Dr. Simi Game Center Floor (Photo courtesy of Dr. Simi Tokyo)

Colorfully decorated with neon illuminations, the second floor is created with the image of a Japanese game arcade in mind. In such a cheerful atmosphere, you can interact with Dr. Simi with a music game. Create your own original music by operating a board with buttons for sound effects, according to the music beats and Dr. Simi’s voice. At the “Dr. Simi Snaps!” photo booth, you can take your photo with exclusive Dr. Simi frames.

Third Floor or “Dr. Simi Shop Floor”

Dr. Simi Shop Floor (Photo courtesy of Dr. Simi Tokyo)

The third floor makes you feel like you are walking along a vibrant market street in Mexico, complete with well-arranged colorful ornaments and decorations. Enjoy your shopping on the floor that sells a wide-range of must‑have Dr. Simi items, including pop-up-exclusive T-shirts, totes and stickers.

According to the event provider, they opened the Dr. Simi pop-up in Shibuya because the city is a global hub for culture and trends, not just within Japan but worldwide. They saw the city where music, art and subcultures intersect in one place, an ideal location to showcase Dr. Simi’s unique world.

Things to know

For more information, email info@drsimi-tokyo.com.