WSJ wrote:

In the first month of the city's promotional campaign launched July 10, more than 1,500 male fans of the Japanese dating-simulation game LovePlus+ have flocked to Atami for a romantic date with their videogame character girlfriends.

[...]

Yamadaya, a shop selling processed fish cakes on Atami's main shopping street, started offering special Love Plus+ fish cakes at the end of July. On top of a rubbery square white cake about the size of piece of toast, Yamadaya draws the characters' faces using black squid ink. At 450 yen ($5.30), the store has been selling out its daily allotment of 150 cakes—50 for each girl.

Korean barbecue-inspired restaurant Hien says a quarter of its customers are currently game-related. For 5,000 yen, customers get a special Love Plus+ menu of Japanese beef and side dishes.

Kanji Nagasawa, Hien's owner, says he is accustomed to making small talk with customers, but the Love Plus+ crowd often sits in silence and plays the game while eating.

"We've been stunned," Mr. Nagasawa said, "how happy this makes those customers."