“Push the Button!”: Welcome to the World’s First Button-Themed Park, OSEBA

Founded in 1933, Shimada Electric Manufacturing Co. has built a reputation for creating high-quality, semi-custom to fully customized decorative equipment for elevators.
They’ve supplied buttons for elevators in countless skyscrapers and iconic buildings across Japan.
Despite their serious craftsmanship, the company is known for its playful side, exemplified by their factory tours launched in 2018 (currently suspended).
These tours became a social media sensation in 2022, with a selection rate of only 1%, earning them the title of “Japan’s hardest factory tour to book.”
In 2024, as a culmination of these fan engagement efforts, Shimada Electric Manufacturing Co. opened OSEBA, an innovative playground themed entirely around the act of pressing buttons.

OSEBA is located about a 15-minute walk from Keio-Hachioji Station, adjacent to Shimada Electric Manufacturing Co.’s factory.
Upon entering the premises, you’re greeted by a curtain emblazoned with the phrase “Push the button, and something will begin.” The intriguing message immediately stirs a sense of excitement and anticipation.

Finally, it’s time to step inside.
The first room is home to the “Ultimate Two Choices” corner. Here, visitors are presented with a board featuring various pairs of choices—characters, food, and more—each accompanied by a button. Will you choose “Ramen” or “Curry”? “Love” or “Money”? The dilemmas are endless and fascinating.
The buttons tally the number of presses for each choice, revealing an often neck-and-neck competition for the most popular answer.

Next, visitors are transported to the “Infinite Elevator Box.”
This mesmerizing space is filled with colorful, dynamic visuals. Though you remain stationary, the immersive display gives you the strange sensation of moving without actually taking a step.
The journey through OSEBA has only just begun! Stay tuned for more of this one-of-a-kind button experience.

Finally, it’s time to fully immerse yourself in OSEBA!
The park is divided into two main sections: “Learn” and “Play.”
In the “Learn” area, Shimada Electric Manufacturing Co. shares its rich history, its passion for craftsmanship, and its journey alongside elevators. Key exhibits include Shimada’s 100-Year History, Craftsman Wall, Elevator Product Showcase, and a fun Craftsmanship Quiz.
On the other hand, the “Play” area offers exclusive interactive experiences you won’t find anywhere else. Visitors can enjoy activities like 1000 Buttons, 333 Heartbeat Buttons, and Crane Game & Capsule Machines, all bursting with creativity and fun.

Start with the “Learn” Area.
This area introduces the history and products of Shimada Electric Manufacturing Co.
The 100-Year History exhibit showcases the company’s milestones alongside the evolution of elevators, while the Craftsman Wall uses quizzes and displays to make their dedication to craftsmanship accessible and engaging. And, of course, there are buttons to press even here!

As you move further into the exhibit, you’ll find a display of elevator fixtures categorized into four settings: commercial facilities, offices, hotels, and resorts.
Each piece is carefully crafted to meet the specific needs of its category, reflecting Shimada Electric's dedication to meticulous craftsmanship and its playful yet serious approach to innovation.

Now it’s time to dive into the “Play” section!
One of the most anticipated attractions is the 333 Heartbeat Buttons.
This game challenges players to press as many of the 333 heart-shaped buttons as possible within 30 seconds.

Full of enthusiasm, I started confidently, only to lose steam just 10 seconds in.
The challenge is tougher than it looks, with buttons spread evenly across a wall approximately 3 meters wide and 1 meter tall.
My final score? 160 out of 333—just about halfway.
Then, to my amazement, Ms. Ogura from Shimada Electric Manufacturing Co. appeared.
Holding the record for this game, she demonstrated incredible speed and precision, achieving a near-perfect score of 332!

Finally, we reached OSEBA’s centerpiece attraction: 1000 Buttons.
This installation epitomizes the universal human desire to press every button in sight.
An entire wall boasts an impressive 1,048 buttons, each with its unique shape, design, and tactile sensation.
Testing each one is an oddly satisfying experience. Among the unique designs, some were created by celebrities and visitors, including a playful button modeled after a mayonnaise cap, designed by a kindergarten child who loves mayonnaise.

OSEBA isn’t just about pressing buttons; it’s also a testament to exceptional design.
Every aspect of the facility’s content and décor stems from the creative ideas of Shimada employees.
One standout creation is Button-chan, a character beloved for its silly yet charming expression. Visitors can purchase Button-chan plush toys, elevator button keychains, and other memorabilia to bring home a piece of OSEBA magic.

Shimada Electric Manufacturing Company has recently captured national attention with its playful and creative approach to communication. The company won the Gold Award at the PR Award Grand Prix 2024, hosted by the Public Relations Society of Japan. The judges praised its achievement in transforming a once-unknown, niche B-to-B subcontractor into a beloved company that now attracts more than 2,000 visitors every month, thanks to its innovative fan-building efforts.
One of the standout initiatives driving this success is the company’s signature factory tour, known as the “Sneak-Peek Factory Tour.” As part of their community-building activities, this tour offers visitors a rare opportunity to see how everyday items-such as elevator buttons-are created, giving a behind-the-scenes look into a world most people never get to see.
Unlike staged or curated museum-style tours, this experience shows the real factory floor exactly as it is. What visitors see varies depending on the day, the staff member guiding the tour, and the production tasks happening in real time. This dynamic, unscripted atmosphere is one of the tour’s greatest charms. At its peak, it was even known as “Japan’s hardest factory tour to book,” with an acceptance rate of just 1%. Today, with expanded capacity, far more visitors can take part.
Photography is allowed as long as images do not include close-ups of internal documents or sensitive products-something travelers will appreciate if they enjoy sharing their discoveries on social media.
Through this immersive, behind-the-scenes experience, visitors can truly feel the essence of Japan’s monozukuri-the nation’s unique spirit of craftsmanship, meticulous attention to detail, and heartfelt dedication to making things well.
For travelers interested in Japanese creativity and manufacturing culture, this tour offers a fascinating and deeply authentic journey into the heart of modern craftsmanship.

OSEBA is a one-of-a-kind theme park devoted to the simple yet universally satisfying act of pressing buttons.
Its ingenious design taps into universal human instincts, providing a unique sense of satisfaction and an escape from the ordinary. With its irresistible promise of fun and discovery, OSEBA continues to captivate visitors. If you’re curious about what surprises await, it’s time to visit OSEBA and press those buttons!