The difficulty of setting up these collab cafes is barely at the level of a merch drop.
The "BOX cafe&space" is basically a storefront package that you just rent for a month, and they take care of decorating, coming up with a menu, all the kitchen staff etc.
Movies do it, anime, kpop/jpop groups, etc.
And the companies just throw in some shitty merch to stock and that's pretty much all the effort that Niji needs to put in.
My hope is that he gets scammed by whatever partner they're using in China.