Pictures of the first happy buyers can already be found on the internet:
The article reports that the release was preceded by an event called "Biburiobatoru" (Biblio Battle?) where people "talked about Haruki Murakami's work." However, given that the event had a winner and was called a "battle", it must have been some kind of a contest rather than a discussion. The winner was a 32-year-old company employee, Mr. Hayakawa who was given the right to buy the first copy of the new book. Having looked at it briefly he said: "The writing style has charm. Last year was a full-full length novel [referring to Tsukuru Tazaki] so I wasn't able to read it overnight, but tonight I want to read the new story before going to bed."
Apparently there was a countdown before midnight and at 12am a group of fans set off fire crackers in front of the Shinjuku Kinokuniya.
Here is a link to an article in Asahi Shinbun covering the event.
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