Odakyu Shopping Centers Unveil “Sumikkogurashi Shopping Campaign”
A Whimsical Journey with Beloved Characters Begins February 18th
Kawaii culture enthusiasts, rejoice! Eleven shopping centers along the Odakyu line are set to transform into a haven of cuteness with the “Odakyu Shopping Center x Sumikkogurashi Shopping Campaign,” running from February 18 to March 29, 2026. This collaboration brings the endearing Sumikkogurashi characters to life through exclusive products, delightful giveaways, and interactive experiences, promising shoppers a serene escape filled with charm.
The campaign aims to offer visitors a “little moment of calm and healing” amidst their daily routines. From unique collaboration goods available at select stores to special sales corners showcasing new lifestyle items, every aspect is designed to immerse fans in the comforting world of Sumikkogurashi.
Exclusive Collaboration Merchandise to Cherish
Starting March 2 and running through March 29, a curated selection of collaboration-exclusive items will be available at various participating stores. These limited-edition goods are a must-have for any Sumikkogurashi fan, offering a chance to bring home a piece of this special event.
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Floral Delights: At Hibiya Kadan and Hibiya-Kadan Style, shoppers can find “Sumikkogurashi Spring Stroll Bouquet” (1,870 yen) and “Sumikkogurashi Spring Outing Bouquet” (3,000 yen). These bouquets are wrapped in original campaign-designed paper, making them perfect gifts or cheerful additions to any home. A total of 300 “Spring Stroll Bouquets” and 200 “Spring Outing Bouquets” will be available across five facilities.
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Sweet Treats and Sips: Hon-Atsugi Mylord will host several delightful food collaborations. E’PRONTO offers “Sumikkogurashi Latte” (660 yen), where customers can choose their favorite character from Shirokuma, Penguin?, Tonkatsu, Neko, or Tokage to adorn their drink.
Tea Maruyamaen presents a “Japanese Tea Teabag Assortment (Sumikkogurashi Collaboration)” (918 yen), featuring sencha, gyokuro, hojicha, and genmaicha, limited to 800 sets (400 of each type).
For a limited three-day period from March 2 to March 4, Doutor Coffee Shop will sell a “Sumikkogurashi White Cake” (900 yen), with only 210 available.
Novelty Gifts and Special Corners
Beyond exclusive products, the campaign offers various opportunities to receive special Sumikkogurashi novelties.
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Entertainment Facility Stickers: At VinaWalk, visitors to BOOTVERSE and Rakugakids can receive an original Sumikkogurashi sticker simply by using the facilities. Each location offers 2,000 stickers (5 types x 400 each), available from March 2 to March 29.
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Special Merchandise Corners: From March 2 to March 29, six stores, including Sanseido Bookstore at Kyodo Corty and Seijo Corty, and B-STOCK at Sagami Ono Station Square, will feature special Sumikkogurashi corners. These sections will offer a wide array of goods, from picture books to stationery and plush toys, ideal for starting a new life chapter. Additionally, #C-pla locations at Sagami Ono Station Square, VinaWalk, and Hon-Atsugi Mylord will host Sumikkogurashi capsule toys.
Exclusive Gifts for Shoppers and Diners
Shoppers can receive unique Sumikkogurashi merchandise in two distinct phases.
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Shopping Presents:
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Phase 1: February 18 to February 28, 2026 – Original Eco-bag (approx. W28cm x H41cm including handle). 2,000 pieces available.
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Phase 2: March 1 to March 15, 2026 – Original Mesh Pouch (approx. W18cm x H12cm). 2,000 pieces available.
To receive these, simply spend 3,000 yen (tax included, receipts can be combined) at participating stores and present your receipts at the designated counter.
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Dining Sticker Presents: From March 16 to March 29, 2026, diners at participating restaurants across the 11 facilities can receive an original Sumikkogurashi sticker. A total of 16,700 stickers (approx. W5.5 x H9cm) are available. To get one, spend 2,000 yen (tax included) or more in a single transaction and say the magic words “Okaimono Campaign” to the staff.
Meet & Greet and Photo Opportunities
The campaign also offers chances to interact directly with the beloved Sumikkogurashi characters.
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Character Photo Sessions: Limited photo sessions with Sumikkogurashi characters will be held at four facilities.
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VinaWalk: February 23 (Monday/Holiday)
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Seijo Corty: February 28 (Saturday)
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Kyodo Corty: March 14 (Saturday)
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Hon-Atsugi Mylord: March 22 (Sunday)
Each session accommodates 30 participants, with three sessions per day. To participate, visitors need a numbered ticket (distributed from 9:30 AM on the event day) and a receipt of 3,000 yen (tax included, cumulative) or more from the respective facility, along with showing the facility’s official LINE account talk screen.
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Photo Spots: Giant panels featuring newly drawn Sumikkogurashi illustrations will be set up at Shin-Yurigaoka Elmi Road (5F elevator hall) and Hon-Atsugi Mylord (6F restaurant floor) from February 18 to March 29. These offer perfect backdrops for memorable photos.
What is Sumikkogurashi?
Born in 2012 with the keyword “This is where I feel calm,” Sumikkogurashi characters are more than just cute. Their slightly negative and quirky personalities resonate with a wide audience. They embody the common Japanese sentiment of wanting to secure a “corner seat” on a train or at a cafe, finding comfort in the margins. Their relatable charm offers a unique sense of peace and warmth.
To learn more about these endearing characters, visit the official San-X Sumikkogurashi profile: https://www.san-x.co.jp/sumikko/profile/
“The charm of Sumikkogurashi lies in their quiet relatability; they remind us it’s okay to find comfort in our own little corners,” a fan might say, perfectly encapsulating the global appeal of these characters.
Campaign Details and Future Impact
The “Odakyu Shopping Center x Sumikkogurashi Shopping Campaign” runs from February 18 to March 29, 2026, across 11 Odakyu-line shopping centers. For full details on participating stores, event schedules, and terms, please visit the official special website: https://www.odakyu-sc.com/special/sumikko-odakyu-sc/
Such collaborations continue to highlight the enduring power of kawaii culture, extending its reach beyond Japan’s borders. By integrating beloved characters like Sumikkogurashi into everyday experiences, these campaigns foster a sense of joy and connection, surely inspiring similar delightful events worldwide and deepening the appreciation for Japanese character design and its ability to bring comfort and smiles.
