Since launching in 2006, online video-sharing service Nico Nico (originally Nico Nico Douga) has become one of Japan's central hubs for aspiring artists and entertainers to share their talents with users across the country. They've fostered a millions-strong community capable of influencing mainstream Japanese pop culture — all via the Internet.

In recent years, however, Nico Nico has also materialized into the real world, hosting club nights and massive festivals that even Prime Minister Shinzo Abe has been seen at.

Today it opens its latest physical manifestation, Nico Nico Honsha (headquarters) — a cafe, gift shop, event space and, of course, broadcasting studio where Nico Nico users can stream their shows to the online masses. The opening ceremony at Ikebukuro's Parco department store in Tokyo, where the new venture is housed, sees appearances from local politicians and famous enka singer Sachiko Kobayashi, along with performances from Nico Nico-grown artists.