Odakyu Shopping Centers and Sumikkogurashi Unite for “Okaimono Campaign”

Sumikkogurashi Takes Over Odakyu: A Kawaii Shopping Spree Awaits!

Discover Exclusive Goods, Photo Ops, and Adorable Novelties in a Limited-Time Campaign

Get ready to immerse yourself in a world of cuteness as the beloved Sumikkogurashi characters team up with 11 Odakyu Line shopping centers for the “Odakyu Shopping Center x Sumikkogurashi Okaimono Campaign.” Running from February 18 to March 29, 2026, this enchanting collaboration promises a delightful escape, offering shoppers exclusive merchandise, charming novelty gifts, and rare opportunities to meet their favorite shy characters. It’s a perfect blend of retail therapy and heartwarming kawaii culture, designed to bring a “moment of calm and healing” to your everyday life.

The campaign spans across major Odakyu facilities including Shinjuku Flags, Shinjuku Southern Terrace, Shinjuku Nishiguchi Halc, Odakyu Ace, Kyodo Corty, Seijo Corty, Shinyurigaoka Elmi Road, Sagami Ono Station Square, Vinawalk, Hon-Atsugi Mylord, and ODAKYU Shonan Gate. Each location will host unique elements of the campaign, ensuring a fresh experience for visitors. For comprehensive details on specific events and participating stores, the official special campaign website is an invaluable resource: https://www.odakyu-sc.com/special/sumikko-odakyu-sc/

Exclusive Collaboration Products and Special Corners

From March 2 to March 29, a selection of eight stores will offer limited-edition Sumikkogurashi collaboration products that can only be found during this campaign. Shoppers can anticipate unique items such as:

• HIBIYA KADAN/Hibiya-Kadan Style (Odakyu Ace, Kyodo Corty, Shinyurigaoka Elmi Road, Sagami Ono Station Square, Hon-Atsugi Mylord):

  • Sumikkogurashi Mini Bouquet (1,870 yen, limited to 300)

  • Sumikkogurashi Chouchou Fours (3,300 yen, limited to 200)
    These floral and sweet treats perfectly capture the gentle spirit of Sumikkogurashi.

• Cha Maruyama-en (Hon-Atsugi Mylord):

  • Japanese Tea Teabag Assortment (Sumikkogurashi Collaboration) featuring sencha, gyokuro, hojicha, and genmaicha (918 yen, limited to 800 sets, 2 types x 400 each). A soothing blend for a cozy moment.
    

• E’PRONTO (Hon-Atsugi Mylord):

  • Sumikkogurashi Latte (660 yen, limited to 600 cups, 5 types x 120 each). Enjoy a charming beverage adorned with your favorite characters.
    

• Doutor Coffee Shop (Hon-Atsugi Mylord):

  • White Mousse Cake (900 yen, limited to 210). A sweet treat featuring Sumikkogurashi designs.
    

In addition to these delectable offerings, special Sumikkogurashi corners will be set up in six bookstores and stationery stores, including Sanseido Bookstore at Kyodo Corty and Seijo Corty, and B-STOCK at Sagami Ono Station Square. These corners will feature new lifestyle goods, books, and various adorable Sumikkogurashi items, perfect for a fresh start or a delightful gift. Furthermore, #C-pla locations at Sagami Ono Station Square, Vinawalk, and Hon-Atsugi Mylord will offer Sumikkogurashi capsule toys.

Exclusive Novelty Gifts and Character Encounters

Shoppers can also look forward to receiving exclusive Sumikkogurashi novelty gifts with their purchases.

• Shopping Campaign Novelties:

  • First Round (February 18 – February 28): Original Eco-bag (approx. W28cm x H41cm including handle), limited to 2,000 pieces.

  • Second Round (March 1 – March 15): Original Mesh Pouch (approx. W18cm x H12cm), limited to 2,000 pieces.
    To receive one, simply spend 3,000 yen (tax included, receipts can be combined) or more at participating stores and present your receipts at the designated counter.
    

• Restaurant Original Stickers (March 16 – March 29):
  Spend 2,000 yen (tax included) or more at participating restaurants and say the magic words “Okaimono Campaign” to receive one of 16,700 original stickers, featuring campaign-exclusive illustrations.
  

• Entertainment Facility Stickers (March 2 – March 29, at Vinawalk):

  • BOOTVERSE and Rakugakids will present customers with an original sticker upon use. Each location offers 2,000 stickers (5 types x 400 each).
    

Meet & Greet: Sumikkogurashi Character Photo Sessions and Photo Spots

For fans eager to capture a memory with their favorite characters, special photo sessions and photo spots are planned.

• Character Photo Sessions:
  Sumikkogurashi characters will appear at four facilities for exclusive photo opportunities. To participate, visitors need a numbered ticket (distributed from 9:30 AM on the day of the event), receipts totaling 3,000 yen (tax included) or more from participating stores at the event facility within the valid period, and proof of LINE official account friendship registration for the event facility.

  • Vinawalk: February 23 (Mon/Holiday)

  • Seijo Corty: February 28 (Sat)

  • Kyodo Corty: March 14 (Sat)

  • Hon-Atsugi Mylord: March 22 (Sun)
    Each session will host 30 participants at 11:00, 13:00, and 15:00.
    
    

• Photo Spots (February 18 – March 29):
  Large panels featuring newly drawn collaboration illustrations will be set up at Shinyurigaoka Elmi Road (5F elevator hall) and Hon-Atsugi Mylord (6F restaurant floor). These offer a perfect backdrop for commemorative photos.

The Enduring Charm of Sumikkogurashi

Sumikkogurashi, meaning “living in a corner,” debuted in 2012 with the concept of “this is where I feel calm.” These adorable characters resonate deeply with Japanese sensibilities—the quiet comfort of finding a corner seat on a train or at a cafe. Their slightly negative yet profoundly relatable personalities, like a shy cat or a polar bear who loves warm things, have captivated a wide audience. As one fan enthusiastically shared, “Sumikkogurashi just gets it! Their gentle presence brings so much peace to my day. I can’t wait to see what new surprises this campaign brings!”

This “Okaimono Campaign” is more than just a shopping event; it’s an invitation to experience the unique blend of Japanese retail and the heartwarming appeal of Sumikkogurashi. Such collaborations not only delight local fans but also serve as a charming gateway for international audiences to discover the nuanced world of Japanese kawaii culture. As Sumikkogurashi continues to find its cozy corners globally, events like this surely pave the way for an even broader appreciation of their comforting presence.