Japan spreads comics on the streets of Tokyo

Comic fans, mark your calendar! Kodansha is one of Japan’s largest publishing companies, and will launch their “Sant Jordi Day campaign” in April this year, giving Passersby a free first volume of popular comics series.

What is Sant Jordi Day?

Sant Jordi Day is a traditional Catalan holiday celebrated on April 23, where people exchange books and roses with their loved ones. That day he respected Saint George, the patron saint of Catalonia (St. George of Catalonia), and combined the elements of romanticity with literary appreciation. This beautiful tradition became so important that April 23 designated April 23 as the World Book Day inspired by the Catalonian celebration.

Kodansha brings this fascinating tradition to Tokyo, hoping to spread awareness of this “gift culture” among Japanese readers. While book exchange has always been popular in Japan, it connects it to this international tradition, creating a unique cultural bridge between Spanish and Japanese customs

Free comic distribution details

The event will be held at Shibuya Modi from 19-20 April 2025 from 11:00 am to 7:00 pm. Visitors will randomly select the first volume of the six popular champions published by Kodansha afternoon editorial department:

• Skip and loose (Accompanying the 2023 animation)
• Blue Period (Winners of multiple comic awards)
• medal (Sports drama is based on figure skating)
• Wandering (Dance-themed comics are becoming more and more popular)
• Traveling through the universe with you (Science Fiction Romance)
• history (Hitoshi Iwaaki’s historical comics)

These titles represent a series of most acclaimed series in recent years, making this giveaway particularly valuable to comic lovers. Each series offers something different, from the artistic pursuits of adult stories and sports dramas and historical novels, and there are things that appeal no matter which volume you receive.

Blue Period, medals and wandering special editions of the festival of St. Jodii (left to right)

Special limited edition cover

These are more than just regular volumes – each comic comes with a special Sant Jordi day-themed book cover that contains the event’s main visuals. The internal pages are also specially printed in the holiday iconic colors, making these non-commercial versions of True Collector items.

The special edition is designed specifically for the event and will not be available elsewhere. Kodansha noted that the volumes were produced by the author’s permission and resale, which underscores the particular nature of these gifts, designed to be cherished rather than traded.

Phase 2 of New Coudon Station

The event did not end in Shibuya. From April 21 to 27, Kodansha will showcase a special peeling ad on the Tokyo Metro Marunouchi Line Metro Promenade at Shinjuku Station. The ads will feature sample manuals with six comic titles and randomly print “Mr. //s’ Book”. [surname]”Featured with 200 different Japanese surnames. Passersby who find the surname can take the corresponding booklet home.

This personalized approach to the second stage cleverly realizes the gift spirit of Sant Jodi Day, thus making the books specialized in the meaning of readers who find them. It transforms standard marketing campaigns into something that feels more like a chance gift.

For comic lovers and collectors, this rare opportunity to enjoy the exclusive version of the Pop Champion, the perfect weekend outing at Shibuya. Freedom comics, limited edition design and the introduction of a stunning international heritage are one of the most unique promotions in Tokyo this spring.

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