A line spilled out and wrapped around a red brick building less than two miles from campus. The mob of patrons buzzed in anticipation of the grand opening of Arisu, a new small business offering an immersive experience of Japanese pop culture. 

The store officially opened in the spring, as marked by a ribbon-cutting ceremony in May. However, fans’ initial excitement has yet to diminish. 

An official press release shared insights from owner Ellie Greenberg, providing a glimpse into the retail magic that has secured the establishment’s success. She describes Arisu as a “unique oasis” that is “a gateway to a full Japanese experience, transporting visitors to the bustling streets of Tokyo.” 

Greenberg is the founder of Wonderlosity, a company dedicated to reimagining the conventional concept of retail. She has opened six locations across Connecticut and Pennsylvania, including a second Arisu store in Mystic. 

Wonderlosity oversees four distinct retail brands, with environments that range from whimsical to mysterious. Greenberg underscored that “Wonderlosity is not merely a collection of retail stores, but a gateway to an enchanting realm.” 

She is committed to “creating spaces that are not just stores but destinations—places where imagination is kindled and every visit is memorable.”

At Arisu, the possibilities are endless. 

Upon entering the store, fans are met by floor-to-ceiling shelves stocked with more than 5,000 manga books. 

The aisles are overflowing with merchandise, representing more than 200 anime categories. 

As they continue to explore, they will be greeted by the larger-than-life statues of their favorite characters.  

Customers may test their luck with the retro gaming arcade. Or, they can feel the rush of opening their surprise toy from the wall of Gachapon vending machines. 

An entire section, labeled as the “Market,” is a recreation of a Japanese 7-Eleven. It is loaded with unusual snacks and beverages, from Shrimp Chips to Strawberry Shortcake Kit Kats.  

In the fridge, you can grab a Ramune Japanese Soda. Before quenching your thirst with the soda’s fruity fizz, you must puncture the top to release a glass marble intended to seal in the carbonation. 

With each visit, anime lovers will have the opportunity to discover something new to enjoy. 

Manager Maryanne Schultz can attest to the positive reception the store has received, which has only grown in recent months. This fall, Arisu garnered an audience with an event featuring voice actors David Vincent and Erik Scott Kimerer. 

For further community outreach, the staff visited Fairfield University’s campus and connected with the Japanese Animation Club. 

“We met the Anime Club and they came in right after the event,” Schultz explained. “They bought a bunch of stuff and have been coming in pretty periodically to try out the Gachapon machines.”  

Margaret Irizarry ‘26, a member of the Japanese Animation Society, first visited Arisu to pick up items to decorate their table for the Activities Fair. Since then, she has returned because their manga library “puts Barnes and Nobles to shame.”

Moreover, Irizarry is thrilled by Arisu’s close proximity to campus.

“It’s convenient,” she said. “You can visit the store and hit Stop and Shop while you’re at it.” 

Schultz, who has been spellbound by anime since the 90s, noted that today’s fans have far greater access to anime-related accessories, especially with the advent of brick-and-mortar shops like Arisu. The store has served to bridge a generational gap. 

“We have a lot of parents that are trying to get their children into anime and manga,” she said. “We usually have our assistants help and pick out what they may like.”

The staff’s go-to recommendations included “One Piece,” “Naruto” and “Dragon Ball.” Schultz’s current favorite is “Blue Lock,” a manga series about a football training camp.

Whether you are a seasoned fan or new to the community, the whimsical atmosphere of Arisu is certain to captivate your curiosity. 

“We put the heart of Japan in the store,” Schultz concluded. “It’s like a theme park without the rides.” 

Arisu is located at 226 Kings Hwy E in Fairfield, Connecticut. It is open from 12 to 8 p.m. on weekdays and 11 to 8 p.m. on the weekends. For more information, follow @arisuanime on Instagram.

Photos: Kathleen Morris/The Mirror

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