MUFG Bank is launching a new type of customer outlet, along with a metaverse space to guide customers to the new store and host financial events. What does it hope to achieve?

MUFG Bank, the core of the Mitsubishi UFJ Financial Group (MUFG), opened its new Shinagawa-Ekimae Branch Takanawa Sub-branch (M-tto Square Takanawa) in September 2025 for the purpose of expanding its customer touchpoints. This marks the first time in approximately 20 years that the bank has opened a new branch dedicated to personal banking services. The compact, new outlet is located inside NEWoMan Takanawa, which directly connects to JR Takanawa Gateway Station, allowing customers to drop in while shopping, dining out, or on the way to or from the office or school. It is designed to be more aligned with customers’ daily lives.

In recent years, the bank has been scaling back brick-and-mortar branches with face-to-face interaction due to the advent of the digital era and the coronavirus pandemic. However, this strategy has shifted as demand for asset management grows. Instead of the traditional branches located in front of a station, the new outlet was established within a commercial facility so that it can be flexibly and functionally incorporated into customers’ daily routine. Takanawa Gateway is an area where JR East is undertaking a comprehensive development effort, aiming to create a brand-new town from scratch.

Miwa Kagami, Managing Director Head Of Representative Office at the new sub-branch, explains: “Customers have often felt the hurdle is high when entering a bank to seek advice, and it has been difficult for them to visit unless they have a specific reason. At our new branch, we plan to operate a new style of banking that combines enjoyment and learning so that customers feel our bank is more accessible and friendly.”

The new sub-branch is dedicated exclusively to individual customers, creating a friendlier consultation environment to provide support for administrative procedures via digital channels using apps and tablets. Additionally, the branch is designed as an open and inviting space, where non-financial events are planned. Unlike other branches, operating hours are extended into the evening (until 6:00 p.m.), and it is open on Saturdays and holidays. It is the bank’s first outlet to have such opening hours, accommodating working adults and young parents who find it challenging to visit banks during regular banking hours.

“The Takanawa Sub-Branch has no service counters. Instead, the area is designed with a more natural style, and customers can check in with tablets at large tables,” says Ms. Kagami. “We are planning events that will go beyond the financial service framework and will be exciting and appealing to everyone, from children to adults.”

At the new sub-branch, customers can consult with staff members on various issues primarily related to life planning, including asset formation, asset management, and mortgages. They can open new accounts, take care of certain administrative tasks, and participate in events and seminars. As a rule, the sub-branch does not handle cash transactions. Yuka Suzuki of the Real Channel Department, Customer Service Promotion Division (at the time of the interview), elaborates: “Branch offices remain crucial as customer touchpoints. At the same time, we want flexible, diverse points of contact in various locations that are not too formal and feel more inviting for our customers to visit. Unlike online banks, we aim to provide the tangible value that only face-to-face interactions can deliver.”

Before this initiative, the bank launched MUFG Bank Metaverse to provide new kinds of financial experiences and to create new customer touchpoints. In collaboration with the Takanawa Sub-Branch, the Metaverse will disseminate various financial information and offer content with the unique features of the metaverse space.
“The concept is ‘Making financial experiences more accessible,’” says Ayumi Nakamura of the Real Channel Department, Customer Service Promotion Division. “The metaverse initiative is linked to our physical branch in Takanawa, and its primary role is to build anticipation for the sub-branch, while providing new financial experiences. We hope the metaverse experience will lower the psychological hurdle to visiting a bank office to consult with the staff and become an incentive to discussing specific issues.”

Visitors to the MUFG Bank Metaverse can explore the metaverse space itself, view exhibits, have a virtual consultation with avatar bank staff, and play games. Various events are planned within the space, including non-finance-related and collaborative events with the new sub-branch. The Metaverse utilizes the virtual mall service Powered by Metapa®, which is provided by TOPPAN Inc. No app or membership registration is necessary. Visitors simply click the URL.

Within the metaverse space, visitors can enter stores, entertainment areas, or a seminar room. Upon entering through the retro exterior, the visitors find a modern-day interior that represents the Takanawa Sub-Branch. Designed to embody MUFG’s identity, cherishing tradition while embracing change, it exposes visitors to a unique metaverse interpretation of the world.
Games are available, including mazes and quizzes. MUFG Bank’s product brochures, informational videos, and content guide panels are accessible within the metaverse space. There are also digital exhibitions of artworks owned by the bank. In the virtual branch’s reception room, visitors can have virtual meetings with avatar bank staff members to ask general money-related questions and receive consultations while protecting privacy. All consultations are anonymous and require reservations. Ms. Kagami, who oversees the operation of the new sub-branch, shares her aspirations.

“Now that interest rates are rising above zero, people are turning their attention to asset review and asset formulation. However, many customers are unsure who to consult or lack the time due to their busy schedules. By this latest initiative, we aim to enhance financial literacy across all generations and help our customers enrich their lives. By doing so, we can contribute to society as a whole by advancing Japan’s vision of becoming a nation founded on asset management.”

MUFG Bank Shinagawa-Ekimae Branch, Takanawa Sub-Branch HP:
(You can also access Metaverse here)
https://www.bk.mufg.jp/lp/new_stores/takanawa/index.html