Discover the Taste of Japan at Fujiya's Smile Switch Festa 2025 in Ginza

Discover the Taste of Japan at Fujiya's Smile Switch Festa 2025

This autumn, Fujiya will bring excitement to Ginza with the event titled "Smile Switch Festa 2025 in GINZA: Discover the Delights of Japan". Having started in January 2021 at the Ginza Mitsukoshi department store, this popular festival celebrates its fifth anniversary this year.

Scheduled from September 10 to September 29, 2025, this year's celebration will take place on the seventh floor of the new building at Ginza Mitsukoshi, in a larger venue with an expanded range of attractions and products compared to previous years. This year, attendees can experience an engaging showcase connecting Japanese culture with the delightful world of Fujiya.

At the heart of this festival is the charming Peko-chan doll, dressed in costumes inspired by various local specialties of Japan. Attendees can explore not only an extravagant display showcasing these adorable dolls but also a collection of Peko-chan merchandise featuring traditional Japanese designs. Furthermore, visitors will find a special corner titled "Kawaii Sweets Fujiya," where they can indulge in unique Japanese sweets crafted by Fujiya, blending Western and traditional inspiration.

The festival will also debut the "Peko-chan x Sanrio Characters Collaboration POPUP Booth", showcasing collaborative merchandise for the first time and featuring original designs of Peko-chan alongside beloved Sanrio characters. Photo opportunities and charming displays await, along with special events such as a greeting session with Pompompurin, who recently won first place in the 2025 Sanrio Character Awards!

Event Highlights

- Event Dates: September 10 (Wed) - September 29 (Mon), 2025
- Opening Hours: 10:00 AM - 8:00 PM (Closing at 6:00 PM on final day)
- Location: 4-6-16 Ginza, Chuo City, Tokyo, 7th Floor of Ginza Mitsukoshi’s New Building

A selection of exclusive merchandise will be launched specifically for the event, including the Peko-chan with Japanese Pattern Eco Bag available in five different random designs, perfect for shopping enthusiasts. Pricing: 748 yen (including tax) per bag. Limited to five bags per person!

Sweets Worth Experiencing

The Kawaii Sweets Fujiya section will offer unique, event-exclusive sweets that blend traditional and modern flavors. Attendees can enjoy a range of soft serve ice cream options, including the Premium Milky Soft Cream—a richer and creamier favorite typically only available in select locations. Other flavors such as Matcha and Mix will also be on the menu, priced at 500 yen for cups and 600 yen for cones.

Moreover, the signature "Milky x Matcha Parfait" will be an unmissable treat featuring a layered indulgence of Premium Milky Soft Cream, matcha cake, sweet red beans, and whipped cream, guaranteed to satisfy anyone's sweet tooth.

Retrospective of Fujiya's Bestsellers

To commemorate the festival, Fujiya will showcase a collection of popular products from 2020 to 2024. Customers can rediscover favorites that may no longer be on the shelves. Notable mentions include Premium Short Cake, Peko Sandwich with Kumamoto’s Kuruma Chestnuts, and many more returning items loved by fans.

Meet the Stars: Peko-chan & Friends

One of the event's most anticipated attractions is the "Peko-chan x Sanrio Characters Collaboration POPUP Booth". Attendees will be greeted by a vibrant setup displaying original character designs and photo spots allowing guests to capture memorable moments with beloved figures.

An additional treat will be the greeting event with Pompompurin, allowing fans to meet the character that recently topped the Sanrio Character Awards.

- Meeting Dates: September 20 (Sat): 12 PM, 2 PM, 4 PM (Reservations required)
- How to Join: Those spending over 3,240 yen at Ginza Mitsukoshi between September 10 and September 20 can participate.

Limited Products and Promotions

Expect unique collaborations, including Ball&Chain collaboration shopping bags and special Happy Bags featuring merchandise celebrating Peko-chan’s 75th anniversary. With various sweet treats and playful trinkets throughout the festival, there’s something for everyone to enjoy.

Stamp Rally - Discover Ginza

Moreover, visitors can partake in a Stamp Rally around Ginza, collecting stamps from various Fujiya stores to win exclusive Peko-chan merchandise! Simply collect stamps through purchases to earn exciting rewards.

In summary, this year’s Smile Switch Festa 2025 in GINZA will be a delightful celebration of Japanese culture, delectable sweets, and enchanting merchandise that will surely create wonderful memories for all attendees.

For More Information

Stay up to date by checking the official Ginza Mitsukoshi website for the latest updates throughout the festival period. Join us in rediscovering the unique tastes and experiences of Japan with Fujiya!