While gamers across Europe have been slow to savour the delights of the Monster Hunter franchise, in Japan the game is a cultural phenomenon, quite unlike anything we have experienced in the West.
It is so popular that a vast range of merchandise has cropped up - and it's not limited to the usual array of mugs, T-shirts and keyrings.
Monster Hunter-themed noodles, pizzas and ice cream have sated the appetite of Monster Hunter addicts, while specially packaged drinks have quenched the thirst of hunters in the Land of the Rising Sun.
So it's no surprise that when a Monster Hunter event pops up, thousands pour in to find out what's new in the Monster Hunter universe.
With PSPs clutched tightly to their chests, fans gathered in Sapporo last weekend to take in the sights and sounds of the Monster Hunter Festival.
Along with a wide range of exhibits for attendees to gawp at, players battled together, took part in events to become champion hunter and even met with some members of the development team.
Looks like a great day out to me.
For more pictures of the event, visit the Famitsu website