#Japan #Tokyo #Narumiya Characters #New Beads #Rainbow Laundry

Introducing the Exciting Collaboration Campaign: New Beads x Narumiya Characters RAINBOW LAUNDRY!

Kao Corporation's laundry detergent, New Beads, has launched an exciting collaboration campaign with Narumiya International's popular characters known as Narumiya Characters. This campaign, titled "New Beads x Narumiya Characters RAINBOW LAUNDRY!" brings beloved characters like Nakama-kun from Angel Blue and Berrie-chan from mezzo piano to life in original illustrations depicting them enjoying laundry time.

When customers purchase eligible New Beads products, they can apply through the special campaign website for a chance to win exclusive merchandise, including a nostalgic laundry net designed like a shopper bag. This collaboration aims to inject fun and enjoyment into daily laundry chores by combining New Beads' ethos of relaxation with the charming and cute elements of Narumiya Characters.

Campaign Overview

• - Receipt Target Period: From February 2, 2026, to March 31, 2026.
• - Application Period: From February 2, 2026, to April 7, 2026, by 23:59.
• - Eligible Products: New Beads in rose & magnolia scent and jasmine & musk scent, both main products and refills. (Note: other products like powdered New Beads, Luxe Craft, Pure Craft, etc., are excluded.)
• - Special Site: Kao Campaign Website

For detailed application methods, be sure to check the special website.

Campaign Merchandise Introduced

Early Bird Presents

Cute characters enjoying their laundry!

• - Original Rubber Straps (4,000 winners)

Featuring Nakama-kun, Berrie-chan, Minto-kun, and Rucky in an adorable design that showcases Narumiya Characters having fun with their laundry. Please note that the design cannot be chosen in advance.

Lottery Presents

• - [Prize A]

Sweeten laundry time with an Original Bottle Cap (100 winners)
An original cap that can be attached to New Beads bottles, designed to make laundry fun. Participants can choose between Nakama-kun and Berrie-chan designs.

• - [Prize B]

The nostalgic shopper bag has transformed into a Laundry Net! (200 winners)
This laundry net is designed to resemble the nostalgic shopper, perfect for storing laundry and carrying your favorite clothes. Participants can choose from four different designs to apply.

• - [Prize C]

Let your laundry be gently protected by your favorite characters! Laundry Clips (300 winners)
Character-designed laundry clips that will keep your favorite characters close while doing laundry, with options to choose from four distinct characters.

• - [Prize D]

Use them wherever you like! Sticker Sets (500 winners)
A set of four character stickers that can be used on laundry goods or even attached to your smartphone, adding a cute flair.

Each participant can apply multiple times; however, note that only one type of prize can be selected per application.

Details of Eligible Products

• - Products Needed for Application: New Beads in rose & magnolia scent and jasmine & musk scent, both main products and refills. (Note: other products like powdered New Beads, Luxe Craft, Pure Craft, etc., are excluded.)

About Narumiya Characters

Narumiya Characters feature popular characters from junior apparel brands that took the fashion scene by storm in the 2000s, including Angel Blue, mezzo piano junior, pom ponette junior, and Daisy Lovers.

• - Nakama-kun of Angel Blue: An original character. Follow on X or Instagram
• - Berrie-chan of mezzo piano junior: An original character. Follow on X or Instagram
• - Minto-kun of pom ponette junior: An original character. Follow on X
• - Rucky of Daisy Lovers: An original character. Follow on Instagram

About New Beads

New Beads detergent, enriched with fabric softener, has been a cherished product since its debut in 1963. With over six decades of dedication to enhancing Japan's clean living and affection for whiteness, it underwent a renewal last February to evolve with changing lifestyles, now offering a relaxation experience blended with essential aromas. With natural aroma integration, users can enjoy pleasant scents while folding, drying, and storing their laundry. Furthermore, significant enhancements in the softening formula have been made, along with new antibacterial capabilities to prevent indoor drying odors.

1 Among fragrances.
2 Compared to previous company products.
*3 Does not inhibit the growth of all bacteria.