Jul 09, 2023 EVENT



“FBI © MAG,” which stands for “Football Is Culture Magazine,” has opened its first media pop-up store at Ameyoko’s new spot “Coffee by Jalana.”

“FBI © MAG” is a “football culture media” with the keyword “FOOTBALL IS CULTURE”. Through free papers and web magazines, we are distributing content that allows more people to enjoy the culture of “football” itself. In particular, with fashion as the cornerstone of expression, in addition to sending out original styles, we also produce original goods, remake vintage football jerseys, and sell online.

Free paper No. 2 published in 2021. It is a fulfilling content that is comparable to fashion magazines. Content is available at fbicmag.com.
“custom-made DRAWSTRING BAG”
An attempt to upcycle a piece of football jersey into an item with an original design. There is a limit to just wearing it, but this is easy for girls to hold.
Quoted from Instagram (@fbicmag)

In this pop-up store, the used clothing store “Good Valley Market (@goodvalleymarket)” in Moriya City, Ibaraki Prefecture and the EC store “Youth Games Store (@youthgames_prod)” that mainly develops Football Vintage & Used Clothing. Selling vintage uniforms jointly selected.
In addition, as a memorable first project, we will shoot “FOOTY SNAP” with FOOTBALL as a keyword. The photos taken will be uploaded at any time in the “FBI © SNAP” that will be newly established on the FBI © MAG website.

Vintage uniform jointly selected by “Good Valley Market” and “Youth Games Store”

There are items that were not distributed in Japan at the time, as well as vintage and rare items. All of them are selected by buyers who love football.


Snap shots taken in front of the store

Shooting of “FOOTY SNAP” carried out in front of the store with FOOTBALL as a keyword. It is a project that treats everyone who enjoys fashion as players in the streets of Ueno, which has many academic tourist spots and historical sights, and has led the development of art and culture. The photos taken will be uploaded at any time in the content “FBI © SNAP” scheduled to be newly established.

“In Japan, soccer is still a deeply rooted sport. I want to propose new possibilities for off-the-pitch football, not just for players,” says Tarokan, the media producer.

producer interview

Editor-in-Chief and Producer Tarokan

After gaining sales experience at an apparel brand, changed jobs to a PR company. During his tenure, he was in charge of attached press for surf brands, shoe brands, and soccer-related brands, and then turned to freelance. Currently, he is working as the editor-in-chief and producer of FBI © MAG, while undertaking direction, production, coordination, and shooting-related work mainly for brands that he has been involved with since then.

―The impetus for creating “FBI © MAG”

About three years ago, it started when I published a free paper. At the time, I was working in fashion and PR, and I combined my hobby of soccer with my hobby of soccer. Overseas, I see people naturally wearing uniforms on the streets, and soccer has taken root as a “culture” that transcends the framework of a “sport”. But at that time in Japan, there weren’t many people wearing uniforms on the streets as they are now. That’s why I wanted more people to enjoy soccer as a culture.

free paper

We only sell brands related to soccer, such as sports brands and slightly minor futsal brands. I’m doing all the production, direction, and lighting by myself in order to shoot this in a slightly fashion way. The theme color, yellow x black, is similar to the FBI in the United States, so I chose it for that image. We published two free papers, but I wanted to share them with more people in a modern way, so I published all the pages on my website.

―What I am working on now

Right now, in parallel with media promotion, I’m preparing Snap content that I’ve always wanted to do. There ar




  • JR

    JR Ueno Station “Central Exit”:1 minute walk

    JR Okachimachi Station “North Exit”:1 minute walk

  • Tokyo Metro

    Tokyo Metro Hibiya Line / Ginza Line Ueno Station “Exit 5B”:2 minute walk

    Tokyo Metro Hibiya Line Nakaokachimachi Station “A2 / A5 / A7 Exit”:2 minute walk

    Tokyo Metro Ginza Line Uenohirokoji Station “A2 / A5 / A7 Exit”:2 minute walk

  • Toei Oedo Line

    Toei Oedo Line Ueno Okachimachi Station “Exit A7”:2 minute walk