#Japan #Harajuku #Kabaya Foods #Sebonsuta #Takashita Paradise

Kabaya Foods Launches First Music Video for Sebonsuta

Kabaya Foods, a leading name in the confectionery industry, has recently announced the release of its first-ever music video for the beloved girl’s toy brand, Sebonsuta. The music video, which is set to premiere on May 15, 2026, at 5 PM JST, features a collaboration with popular Harajuku influencer Sinako and the creative idol group, Takashita Paradise, known for their “Omoro-kawaii” aesthetic.

Sebonsuta has been a cherished toy since its debut in 1979, representing the sparkle and dreams of young girls with its pendant accessories and delightful designs. Over the years, it has maintained its charm with a glittering world view and universal appeal, capturing the hearts of girls for decades. Recently, in response to a resurgence of nostalgia among adult women recalling their childhood, Sebonsuta was selected as one of the top 30 hit products for 2025 by Nikkei Trendy, indicating its lasting popularity and cultural significance.

Recognizing the potential to further engage its core audience of young girls, Kabaya Foods aims to expand its reach through this new strategy. By collaborating with rising stars like Sinako and the Takashita Paradise group, the brand hopes to create memorable experiences that resonate with children and engage their parents, who often act as purchasers.

Additionally, a commercial for Sebonsuta will air on the popular children’s program, “Ohasuta,” recognized by Guinness World Records for having the most episodes in a children’s live broadcast series. This strategic move will allow Kabaya to reach a wider audience of girls and their families, providing them with opportunities to experience the joy of Sebonsuta through engaging content.

The music video creatively captures the excitement of receiving a blind package from Sebonsuta, showcasing the fun of not knowing what surprise awaits inside. With catchy lyrics and captivating choreography, the MV provides a musical and visual experience that encourages children to sing, dance, and even imitate the moves. The production, led by Ayri DX from Takashita Paradise, is designed to evoke a sense of cuteness and encourages children to feel connected to the brand’s values of playfulness and creativity.

As the Sebonsuta brand continues to evolve, it remains dedicated to delivering timeless cuteness to girls of all ages through various collaborations and innovative experiences.

Music Video Details:

• - Title: 'Nani ga Deru Kana? Sebonsuta'
• - Release Date: May 15, 2026, 5 PM JST
• - Video URL: YouTube

New TV Commercial Details:

• - Title: 'Nani ga Deru Kana? Sebonsuta TVCM 30sec'
• - Air Dates: May 18, 2026 - September 30, 2026
• - Broadcast Network: TV Tokyo's 'Ohasuta' (nationally and in select regions)
• - Commercial URL: YouTube

Collaborating Influencers:

• - Sinako: A Harajuku-based video creator known for producing viral and whimsical sweets, Sinako regularly posts ASMR content on YouTube and is well-regarded in the community for her artistic creations. Official Site
• - Takashita Paradise: A creative idol group that brings the world of 'Omoro-kawaii' to life. The group features members in colorful personas, contributing to its vibrant appeal. Official Site

About Sebonsuta

• - Products: Sebonsuta, Kira Kira Code Sebonsuta, Dreamy Sebonsuta
• - Category: Toy candy with chocolate, designed for girls.
• - Contents: Ranging from pendants to accessory boxes with chocolate, ensuring play and snack fun.
• - Availability: Sold in supermarkets, convenience stores, and drugstores nationwide.

The Sebonsuta brand is committed to continuing its legacy and further enchanting girls everywhere with its magical world.