Exclusive Milky x Shirotan Collaboration Merchandise Launching in Tokyo
The highly anticipated collaboration between the beloved characters Milky and Shirotan is back, introducing an exclusive line of merchandise set to launch on July 24, 2026.
Hosted at the pop-up store 'Shirotan Funwari Store' located within Tokyo Station's Ichiban Plaza, this exclusive release features four unique items that highlight the magnificent partnership between Shirotan, an original character embodying healing and warmth, and Fujiya's classic candy, Milky, cherished across generations.
During this special event, fans can purchase a variety of delightful merchandise including:
The collaboration has seen immense popularity since it first debuted two years ago, where Shirotan appears snuggled up in the Milky wrapping, showcasing an endearing blend of the two beloved brands. This year’s refresh promises even more excitement, with Shirotan's playful design inspired by characters like Peko-chan, the iconic mascot of Fujiya.
The pop-up store will be the first place to offer these limited items, available from July 24 to August 6, 2026. Following that, they will roll out to Shirotan retail locations across Japan and official online shops, starting from August 7, 2026.
Adding to the festivities, a pop-up collaboration shop between Shirotan and Fujiya’s pastry shop will also be held on the first floor of the Tokyo Gift Palette in Yaesu North Exit of Tokyo Station, showcasing delightful sweets and exclusive merchandise.
This added experience, titled 'Peko-chan x Shirotan's Fluffy Sweets Party,' will also take place from July 24 to August 6, allowing visitors to immerse themselves in the world of Shirotan and Peko-chan during their summer outings. Unique designs featuring Shirotan and friends, like the adorable raccoon dog and other characters, will capture the hearts of attendees as they enjoy a multitude of sweet offerings together.
Both events will coincide perfectly, making Tokyo Station a vibrant hub for fans of both beloved brands this summer. Don’t miss out on the chance to experience the magic generated by the Milky x Shirotan and Peko-chan x Shirotan collaborations!
- Date: July 24 - August 6, 2026
- Date: July 24 - August 6, 2026
- Opening Hours: Weekdays 9:30 - 20:30 / Weekends and Holidays 9:00 - 20:30 (Final day closes at 18:00)
Customers spending over 3,000 yen at the Tokyo Gift Palette Pop-up shop during the event will receive a limited 'Peko-chan x Shirotan Puffy Sticker' as a promotional gift, while supplies last.
Established in 1910, Fujiya Co., Ltd. has been providing quality confectionery and deliciousness through its chain of western-style pastry shops and iconic products, tirelessly delivering satisfaction to its customers.
To know more about Fujiya, visit: Fujiya Official Website
Shirotan is an original character designed to embody comfort, healing, encouragement, and connection. Born in 1999, Shirotan has since become a cherished companion for many, enhancing lives with its cute, soft plush toys.
Learn more about Shirotan on its official website and stay up to date with events and new releases on X.
This summer, embrace the joy of creativity and collaboration in Tokyo with these two enchanting brands, promising a delightful experience that you won't want to miss.
Hosted at the pop-up store 'Shirotan Funwari Store' located within Tokyo Station's Ichiban Plaza, this exclusive release features four unique items that highlight the magnificent partnership between Shirotan, an original character embodying healing and warmth, and Fujiya's classic candy, Milky, cherished across generations.
During this special event, fans can purchase a variety of delightful merchandise including:
- - Shirotan Milky Drawstring Pouch - 2,500 yen (tax included)
- - Shirotan Milky Colorful Key Holder (available in 3 colors) - 1,800 yen (tax included)
- - Shirotan Milky Big Tote Bag - 3,980 yen (tax included)
- - Shirotan Milky Embroidered Towel (available in 2 colors) - 880 yen (tax included)
The collaboration has seen immense popularity since it first debuted two years ago, where Shirotan appears snuggled up in the Milky wrapping, showcasing an endearing blend of the two beloved brands. This year’s refresh promises even more excitement, with Shirotan's playful design inspired by characters like Peko-chan, the iconic mascot of Fujiya.
The pop-up store will be the first place to offer these limited items, available from July 24 to August 6, 2026. Following that, they will roll out to Shirotan retail locations across Japan and official online shops, starting from August 7, 2026.
Fujiya's Sweet Treats Join the Fun
Adding to the festivities, a pop-up collaboration shop between Shirotan and Fujiya’s pastry shop will also be held on the first floor of the Tokyo Gift Palette in Yaesu North Exit of Tokyo Station, showcasing delightful sweets and exclusive merchandise.
This added experience, titled 'Peko-chan x Shirotan's Fluffy Sweets Party,' will also take place from July 24 to August 6, allowing visitors to immerse themselves in the world of Shirotan and Peko-chan during their summer outings. Unique designs featuring Shirotan and friends, like the adorable raccoon dog and other characters, will capture the hearts of attendees as they enjoy a multitude of sweet offerings together.
Both events will coincide perfectly, making Tokyo Station a vibrant hub for fans of both beloved brands this summer. Don’t miss out on the chance to experience the magic generated by the Milky x Shirotan and Peko-chan x Shirotan collaborations!
Event Details:
- - Milky x Shirotan Collaboration Launch
- Date: July 24 - August 6, 2026
- - Peko-chan x Shirotan Sweets Party
- Date: July 24 - August 6, 2026
- Opening Hours: Weekdays 9:30 - 20:30 / Weekends and Holidays 9:00 - 20:30 (Final day closes at 18:00)
Customers spending over 3,000 yen at the Tokyo Gift Palette Pop-up shop during the event will receive a limited 'Peko-chan x Shirotan Puffy Sticker' as a promotional gift, while supplies last.
About Fujiya
Established in 1910, Fujiya Co., Ltd. has been providing quality confectionery and deliciousness through its chain of western-style pastry shops and iconic products, tirelessly delivering satisfaction to its customers.
To know more about Fujiya, visit: Fujiya Official Website
About Shirotan
Shirotan is an original character designed to embody comfort, healing, encouragement, and connection. Born in 1999, Shirotan has since become a cherished companion for many, enhancing lives with its cute, soft plush toys.
Learn more about Shirotan on its official website and stay up to date with events and new releases on X.
This summer, embrace the joy of creativity and collaboration in Tokyo with these two enchanting brands, promising a delightful experience that you won't want to miss.
Topics Consumer Products & Retail）
【About Using Articles】
You can freely use the title and article content by linking to the page where the article is posted.
※ Images cannot be used.
【About Links】
Links are free to use.