The "Asian invasion" of Times Square might be leveling up soon. Rumors are circulating that the US branch of Japan’s Round 1, an amusement giant, is scouting a massive lease at 1540 Broadway. While Vornado Realty Trust, the landlord, is keeping things lowkey and hasn’t confirmed anything, the move would track with the wave of Asian entertainment brands staking a claim in the area.
What’s the vibe?
If you haven’t hit up a Round 1 yet, think of it as a massive gaming paradise. Their current NYC spot in Flushing is a literal 80,000-square-foot playground featuring everything from arcade classics and bowling to billiards, ping-pong, and food counters.
The Real Estate Breakdown
The space at 1540 Broadway is serious real estate, clocking in at roughly 190,000 square feet across the retail levels. With bankrupt retailer Forever 21 recently vacating about 91,000 square feet, there is plenty of room for a new tenant to make a major mark. Chinese-owned Pop Mart—the brand behind those viral Labubu dolls—is already setting up shop nearby with a 7,000-square-foot lease at the site’s south corner.
Why it matters
Times Square is shifting its tenant mix to prioritize high-traffic entertainment over traditional retail. If Round 1 lands this spot, it’s a massive W for the "Bowtie" as it pivots to become a destination for experiential gaming and novelty, moving away from the old-school mall aesthetic that's struggling across the country.
