SANRIO HOUSE at Shinjuku LUMINE 2: Hello Kitty Merch and More

SANRIO HOUSE: Find Hello Kitty Goods in Shinjuku

Hello Kitty fans, rejoice! The MASH Group—the creative force behind gelato pique and SNIDEL—has partnered with Sanrio to launch a brand-new retail concept: SANRIO HOUSE.

The brand’s first official store opened on March 6, 2026, at Shinjuku LUMINE 2 in Tokyo.

• Table of Contents
• SANRIO HOUSE: Find Cute Lifestyle Goods
• “Freshly Baked” Fun: The Immersive Hello Kitchen Shopping Experience
• Blind Box Charms with Milk Carton Packaging
• Fashion Items Full of Sanrio Charm
• Sanrio Home Goods for Daily Life
• Skincare and Cosmetics with Adorable Packaging

SANRIO HOUSE: Find Cute Lifestyle Goods

Supervised by Sanrio and creatively directed by the MASH Group, SANRIO HOUSE centers on the concept: "Always Together with Double the Cuteness."

This collaboration reinterprets iconic characters through a modern lens, offering a curated lifestyle collection spanning apparel, beauty, home decor, and food.

While the brand debuted with its Shinjuku flagship, it plans to expand globally over the next five years, with upcoming collaborations featuring artists and celebrated brands like gelato pique.

“Freshly Baked” Fun: The Immersive Hello Kitchen Shopping Experience

The crown jewel of the Shinjuku flagship is the store-exclusive "Hello Kitchen" bakery series—a whimsical collection of plush toys that reimagine Sanrio characters as freshly baked bread.

With velvety textures and a warm, golden-brown palette reminiscent of a toasted crust, these high-quality pieces are as irresistible as they are photogenic.

The shopping experience itself is pure theater: the storefront is designed to look exactly like a gourmet bakery. To "shop," customers grab a tray and a pair of tongs to select their favorite "bread" plushies.

Once at the register, your chosen items are carefully tucked into authentic bakery paper bags, completing the charming illusion.

Blind Box Charms with Milk Carton Packaging

Fluffy Hello Kitty Charm: 3,850 yen

Just as noteworthy as the bakery series (bread series) is the blind box collection of charms.

These charms are housed in milk carton-shaped packaging, which, when displayed alongside the bakery series, perfectly completes the brand's immersive world.

Since they use a "blind box" format—where the contents cannot be confirmed before opening—it further fuels the fans' desire to collect them.

Fashion Items Full of Sanrio Charm

Pixel Art Print T-shirt 4,950 yen

The fashion items available exclusively at SANRIO HOUSE are also not to be missed.

The store features original designs for T-shirts, hats, and socks featuring characters like My Melody, Kuromi, and Cinnamoroll, each incorporating the sophisticated design sense unique to the MASH Group.

Sanrio Home Goods for Daily Life

Sanrio Character Shaped Mug (4 types in total): 3,300 yen each

The home goods section also showcases a unique product lineup exclusive to SANRIO HOUSE. The store features a variety of items such as mugs, tumblers, and figurines.

While perfectly capturing the world of Sanrio characters, these pieces are designed to blend naturally into your daily living space.

Skincare and Cosmetics with Adorable Packaging

Milk Moisturizing Face Mask (8 types): 352 yen each

Leveraging the expertise of MASH Group’s iconic beauty portfolio—including Cosme Kitchen, Celvoke, and SNIDEL BEAUTY—the SANRIO HOUSE cosmetics line is a true standout.

The collection features a curated selection of professional-grade tools and skincare, from plush beauty blenders and brush sets to illustrated sheet masks.

The sheet masks are a highlight, featuring charming portraits of Hello Kitty, My Melody, and Cinnamoroll. Part of the magic is choosing your Oshi-chara (fave character) to elevate your self-care ritual.

It’s the perfect way to bring a touch of Sanrio enchantment into your daily beauty routine.

Kawaii Scalp Massage Brush (8 types) 2,640 yen each

Beyond skincare and makeup, the collection introduces a range of "self-care" tools designed to elevate your daily rituals. The standout item is the scalp massage brush, featuring a playful, winking expression that adds a touch of joy to your routine.

While perfect for a deep-clean during shampooing, its ergonomic design also makes it an ideal stress-reliever for a quick mid-day massage.

With a minimalist, monochromatic aesthetic, these brushes blend seamlessly into any setting—offering a subtle sense of "healing" whether kept in the bathroom or on your office desk.

Kawaii Bath Additive (5 types) 1,650 yen each

Another must-have is the Kawaii Bath Additive collection, featuring unique shapes inspired by original SANRIO HOUSE designs.

These bath treats stand out with a stunning pearlescent finish that adds a touch of shimmer to your self-care routine. As they dissolve in hot water, they release a gentle, effervescent foam and a sweet fragrance that transforms your bathroom into a private spa.

Whether you’re looking for a charming gift or a well-deserved treat for yourself, these are the ultimate relaxation essentials.

Visit the SANRIO HOUSE at Shinjuku LUMINE 2

Located on the second floor of LUMINE 2, the new flagship is a whimsical escape that feels as if you’ve stepped directly into the world of Sanrio. The store’s open, inviting layout encourages shoppers to linger and "treasure hunt" through the exclusive collections.

Adding to the excitement, SANRIO HOUSE has named global fashion icon and comedian Naomi Watanabe as the official ambassador for the grand opening.

SANRIO HOUSE Store: Information

Location: LUMINE Shinjuku, LUMINE 2, 2nd Floor
Address: 3-38-2 Shinjuku, Shinjuku ward, Tokyo Google Map

Picture courtesy of ©2026 SANRIO CO., LTD. APPROVAL NO. L664297
Information and picture source: FASHION PRESS