A Whimsical Christmas Wonderland in Omotesando
The “mellowbean Christmas Party” offers an experience akin to stepping into a storybook. The event launched with a flourish, featuring the esteemed CEO of mellowbean Inc., Choi Ji-hee, who traveled from Korea to share insights into the character’s enchanting universe. Visitors are greeted by a magnificent, oversized mellowbean sculpture, an instant photo opportunity that embodies the character’s playful spirit. Beyond this, a charming Christmas gift photo spot, where the festive cheer of Christmas beautifully intertwines with mellowbean’s distinctive aesthetic, invites guests to capture memorable moments.
The venue buzzed with excitement, attracting numerous celebrities and influencers eager to celebrate the character’s Japanese debut. A special collection of cakes, crafted to blend the joyful ambiance of Christmas with mellowbean’s endearing presence, further sweetened the atmosphere.
Exclusive Merchandise and Japan-Only Art
For the first time in Japan, a diverse range of mellowbean merchandise is available. The pop-up store features popular items previously sold in Korea, alongside sought-after mascots that have frequently sold out. This marks a significant opportunity for Japanese fans to acquire official mellowbean goods.
Adding to the excitement, special Japan-exclusive artwork, depicting the mellowbean narrative, is on display, celebrating the character’s grand entrance into the Japanese market.
A Message from the Creator
Choi Ji-hee, CEO of mellowbean Inc., shared her perspective on this significant milestone:
“This pop-up in Japan was an opportunity to see how the character mellowbean, beyond being a mere visual icon, would be interpreted in the realm of lifestyle and attitude. With expectations high for how mellowbean’s world view would be received within the Japanese cultural context, I came here. The visitors and stakeholders I met at the venue recognized mellowbean not just as a character, but as a holistic world where space, color, objects, and atmosphere are organically connected. These reactions suggest that the brand language mellowbean has cultivated can naturally connect with Japan’s lifestyle culture. As the original creator and director, I hope this pop-up serves not as a temporary reaction, but as a starting point for building trust and relationships over time. mellowbean intends to continue nurturing long-lasting relationships with many people in Japan, valuing daily life and the flow of time rather than chasing trends.”
What is mellowbean?
mellowbean is a Korean character conceptualized around the theme of “emotions.” The story unfolds on the planet “Koro,” where companions who cultivated “emotion seeds” suddenly lost their feelings due to a widespread virus, plunging the planet into darkness. From this crisis emerged the “mellowbean crew” – four heroes embodying “happiness, joy, passion, and empathy.”
These heroes embarked on a journey to Earth to save their planet, initiating their activities as influencers through platforms like Instagram and TikTok. They propagate messages about narrative, society, and the environment, nurturing empathy and love as new “emotion seeds.” mellowbean represents a new generation of digital heroes, seamlessly navigating between virtual and real worlds to shine within various lifestyles.
株式会社LINDA. has secured the exclusive licensing rights for mellowbean in Japan, overseeing its operation and expansion within the country.
Event Information
mellowbean Christmas Party
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Event Period: December 18 (Thu) – 22 (Mon), 2025
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Hours: 14:00 – 18:00
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Venue: LINDA Gallery 1F, 5-3-13 Jingumae, Shibuya-ku, Tokyo 150-0001
Event Highlights:
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A 360° photogenic space designed for full immersion into the mellowbean world.
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Exclusive sales of popular and adorable Korean merchandise.
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Original stickers offered as event-limited novelties.
Related URLs
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Japan Official Website: https://the-linda.harujin.com/mellowbean.jp/
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Japan Official Instagram: https://www.instagram.com/mellowbean_jp/
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Korea Official Website: https://mellowbean.co.kr/
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Korea Official Instagram: https://www.instagram.com/mellowbean_official/
The Future of Kawaii: Emotions Across Borders
mellowbean’s entry into Japan signifies more than just a new character launch; it represents a potential new wave in global kawaii culture. With its profound narrative centered on emotions and its contemporary approach as a digital hero, mellowbean is poised to resonate deeply with Japanese fans, redefining the appeal of cross-border characters. As mellowbean integrates into the Japanese lifestyle, fostering new “emotion seeds” and connections, its journey will undoubtedly be one to watch in the evolving landscape of international character culture.
