A collaboration has been announced between the movie Shin Gekijoban Initial D Legend 3 -Yumeutsutsu- (New Initial D the Movie Legend 3: Half Awake, Half Asleep) to be released in Japan on Feb. 6, 2016 and Japan’s National Tofu Association (known as Zentoren for short). Beginning in January, ahead of the movie’s release, a poster featuring exclusive artwork will be hung in participating stores Japan-wide.

Initial D is a popular manga themed after racing by Shuichi Shigeno that was serialized from 1995–2013. In addition to four TV anime thus far, the long-running series includes movies and OVA, with a new movie trilogy that is working up to the conclusion of the original manga.

The origin of this collaboration comes from the fact that in the series main character Takumi Fujiwara drives a Toyota Sprinter Trueno AE86 as a delivery boy for the Fujiwara Tofu Shop owned by his father. Zentoren, the partners in this collaboration, is an organization that includes 3,000 tofu shops and is over 80 years old. As part of the collaboration, posters featuring exclusive artwork of Takumi standing next to his AE86 holding tofu in front of his parents’ shop will be hung in these 3,000 shops throughout Japan.

The collaboration doesn’t end there through. Stickers using this visual are also set to be produced. Furthermore, there will be a helping of unique campaigns to strengthen the connection between Initial D and tofu, including a photo contest titled “Beloved Tofu Shop Car” for submitting pictures to a special Facebook page for participating stores, private screenings at tofu shops, and more. Keep it here for follow-up reports on these to come.

New Initial D the Movie is an animated movie trilogy. The first movie, Shin Gekijoban Initial D Legend 1 -Kakusei- (New Initial D the Movie Legend 1: Awakening), was released on Aug. 23, 2014, and the second, Shin Gekijoban Initial D Legend 2 -Tousou- (New Initial D the Movie Legend 2: Racer), was released this year on May 23. Created by Sanzigen and Liden Films, the movies have gained massive appeal for their intense 3DCG car races.

Legend 3: Half Awake, Half Asleep is the third and concluding movie in the trilogy. Its highlight will be the showdown between Fujiwara and the logical and coolheaded Ryosuke Takahashi who is nicknamed “Akagi’s White Comet”