Shimamura and Birthday Unveil Limited-Time Pop-Up Store in Ikebukuro Sunshine City Alta

A Rotating Showcase of Style and Cuteness
First Wave: Birthday Takes the Stage (December 9 – December 15)
Second Wave: Shimamura’s Influencer and Character Extravaganza (December 16 – December 22)
Third Wave: More Shimamura Exclusives (December 23 – December 26)
Pop-Up Store Details

A Rotating Showcase of Style and Cuteness

The pop-up store will feature a captivating weekly rotation, allowing visitors to explore the distinct offerings of each brand. From December 9 to December 15, the spotlight will be on Birthday, transforming the space into a haven for parents and children. Following this, Fashion Center Shimamura will take over from December 16 to December 26, bringing its signature blend of trendy apparel and collaborations.

First Wave: Birthday Takes the Stage (December 9 – December 15)

The initial week kicks off with Birthday, presenting a delightful selection for the younger demographic and their families. Highlights include:

Happy Bag Pre-Sale: Be among the first to get your hands on the popular “KOGYARU” Happy Bags, a collection typically featuring playful, Japanese high school girl-inspired fashion, alongside lucky bags from original brands and beloved characters. These items are slated for a nationwide release at Birthday stores starting December 13 for “KOGYARU” and January 1 for others.
New Brand Launches: Discover “Solberry Jam” and “Perky Zippy,” two brand-new lines making their debut exclusively at this pop-up store.
“JUST HUG ME” Series: The popular romper series known for its soft, plush textures will be available, and visitors can even pre-order new characters from the line.
Exclusive Coupon Distribution: Birthday app members who present their full membership card will receive a 10% OFF coupon, redeemable at Birthday stores nationwide at a later date.

For the latest updates on Birthday’s offerings, keep an eye on their official Instagram account: @grbirthday.

Second Wave: Shimamura’s Influencer and Character Extravaganza (December 16 – December 22)

The second phase brings Fashion Center Shimamura to the forefront, showcasing a range of items designed to capture the hearts of fashion enthusiasts and character fans alike.

Lucky Bag Pre-Sale: Get a head start on purchasing lucky bags featuring collaborations with popular influencers and characters, which are scheduled for a wider release at Shimamura stores and online from December 20.
Miffy Collaboration Pre-Sale/Pre-Order: Adorable Miffy collaboration items, set to launch nationwide and online on December 27, will be available for purchase or pre-order at the pop-up from December 19 (Friday) to December 22 (Monday).
Misato Yasui Collaboration Pre-Order & Event: Pre-order collaborative items with talent Misato Yasui, which are expected to go on sale at the Shimamura online store in mid-January. Pre-orders are open at the pop-up from December 18 (Thursday) to December 22 (Monday).

Adding to the excitement, Misato Yasui herself is scheduled to make a special appearance for an in-store event on December 18 (Thursday). Fans are surely buzzing with excitement for the chance to grab these exclusive items and perhaps even meet their favorite talent!

Third Wave: More Shimamura Exclusives (December 23 – December 26)

The final days of the pop-up continue with more exciting collaborations from Shimamura.

Monchhichi Collaboration Pre-Sale/Pre-Order: Beloved Monchhichi collaboration goods, slated for a nationwide and online release on December 27, will be available for purchase or pre-order at the pop-up from December 23 (Tuesday) to December 25 (Thursday).
Reina Kadowaki Collaboration Pre-Order: Pre-order collaborative items with model and creator Reina Kadowaki, which are scheduled to be available at select Shimamura stores and online from January 6. Pre-orders can be made at the pop-up from December 23 (Tuesday) to December 26 (Friday).

For detailed information on Shimamura’s events and products, check their official Instagram account: @grshimamura.

Pop-Up Store Details

Location: Sunshine City Alta 1F Event Space, 3-1-3 Higashiikebukuro, Toshima-ku, Tokyo (8-minute walk from Ikebukuro Station East Exit)
Operating Hours: 11:00 AM – 8:00 PM (Please note that entry restrictions may be implemented during peak hours due to crowds.)
Payment Method: All transactions at the pop-up store will be cashless. Accepted payment methods include credit cards and various barcode payment options. Cash payments will not be accepted, and please be aware that the payment methods may differ from those typically accepted at Sunshine City Alta.

This pop-up store is a testament to the evolving landscape of Japanese retail, where limited-time engagements create unique opportunities for consumers to connect with brands and exclusive merchandise. The blend of character goods, influencer collaborations, and the cherished tradition of “fukubukuro” (lucky bags, a Japanese New Year’s tradition offering mystery bags of discounted items) continues to drive the appeal of kawaii culture, both domestically and, surely, across borders as global interest in Japanese trends grows. Such events offer a glimpse into the dynamic, ever-changing world of Japanese fashion and lifestyle, fueling anticipation for future innovations in global kawaii culture.

For more information on Shimamura Group: