#Japan #Shibuya #CAViAR PRODUCTS #BLUELUE #LUE

BLUELUE: A New Era in Lifestyle Branding

The popular Korean lifestyle brand, BLUELUE, founded by the tattoo artist Kwak Eun-chae, is making its long-awaited debut in Japan. Officially launching on May 15, 2026, this innovative brand is set to turn the heads of fans nationwide, especially among the Z-generation.

Bringing Messages to Life Through Fashion

BLUELUE isn't just about products; it’s about carrying messages of love and positivity. The brand’s central character, LUE, an alien figure, embodies the philosophy of choosing love, making each item a “message you can carry.” The brand aims to resonate deeply with consumers, particularly those interested in character culture, Korean fashion, and the emerging gift economy in Japan.

Products You Can Relate To

From caps to bags, plush toys, and accessories, each product serves as more than just merchandise. They act as lucky charms that promote healing, protection, and positive energy. For instance, the symbol known as THE HEALING HAND draws inspiration from Native American culture. It represents the connection between friends and loved ones, emphasizing the notion of caring and support.

The product range includes:

• - Planet Elion Cap: A vintage-styled cap featuring the embroidered planet ELION, delivering quiet messages from a small planet.
• - CHOOSE LOVE Cap: This minimalist black cap carries a bold message of love, suited to everyday wear.
• - LOVE BIG TOTE BAG: A practical and stylish tote bag with a printed message promoting universal love.
• - BIG LUE PLUSH & MINI LUE KEYRING: Adorable plush toys that embody the BLUELUE spirit, perfect for home decor or as cute accessories.

First Collection Highlights

1. PLANET ELION CAP: Made from 100% cotton, priced at 8,800 yen, this cap’s deep silhouette is coupled with a vintage wash for a timeless look.
2. CHOOSE LOVE CAP: For 7,700 yen, the front-embroidered heart magnetizes love through simplicity and elegance.
3. LOVE BIG TOTE BAG: A productive yet stylish choice at 7,700 yen offers spaciousness and practicality for daily use.

Every product carries the unique essence of BLUELUE’s vision of small yet profound messages to brighten your day and enhance your lifestyle.

Celebrating The Launch

To celebrate this debut, customers purchasing items from CAViAR PRODUCTS will receive an exclusive BLUELUE x CAViAR PRODUCTS Keyring & Sticker Set as a gift. This limited-time offer adds extra value to your purchase, immersing you further into the brand’s world.

Creating this inviting experience, Kwak Eun-chae emphasizes the emotional connection between her tattoos and the fashion items from BLUELUE. As a pioneer, she strives to weave love and peace into everything the brand represents.

The Vision Ahead

With plans to build a community through online sales, pop-up events, and boutique products, BLUELUE aims to make a significant impact in the Japanese market. Their goal is not just to sell products but to encourage consumers to internalize the warm message behind each item.

About the Brand

BLUELUE stands proudly with the slogan “CHOOSE LOVE”, striving to integrate characters and heartfelt messages into people’s daily lives. It promotes a culture of love and positivity across their product range, ensuring that each item represents a small piece of this ethos.

With its arrival in Japan, BLUELUE is more than just a brand; it’s the beginning of a cultural journey encouraging all to choose love and positivity in their lives.

Launch Information

• - Release Date: May 15, 2026
• - Available At: CAViAR PRODUCTS, ZOZOTOWN, and other authorized retailers across the country.
• - For Inquiries: Biyon Cool Co., Ltd. 3-13-22-207 Sendagaya, Shibuya, Tokyo TEL: 03-6804-5201