Launch of 'Washing a Silk Kimono' Detergent at CHOOSEBASE SHIBUYA

Exciting Launch of 'Washing a Silk Kimono' Detergent at CHOOSEBASE SHIBUYA

On December 1, 2025, at 11 AM, the highly anticipated detergent, 'Washing a Silk Kimono', will officially be available for purchase both in-store and online at CHOOSEBASE SHIBUYA, a media-type OMO store managed by Sogo & Seibu. This marks a significant milestone for Fulfill Co., based in Osaka, as it becomes the first physical department store to carry this innovative product.

The 'Washing a Silk Kimono' detergent is designed specifically for silk long kimonos and features a neutral formula that is free from fragrance and color. Its gentle hand-washing capabilities allow users to delicately clean their garments while preserving the fabric's integrity. After meeting CHOOSEBASE SHIBUYA’s strict selection criteria, Fulfill Co. is excited to bring this unique product to customers.

Store Features and Experience

Customers visiting CHOOSEBASE SHIBUYA will be welcomed with engaging displays, including:

- Sample bottles of the product
- Tester samples to experience the scent-free formula and texture
- Brand introduction cards available for free

The front facade of the store will feature a Pop display, significantly enhancing the shopping atmosphere. Customers will have the opportunity to experience the unique characteristics of the detergent in person and utilize the specially designated QR codes to buy and pay for the product on the spot, creating a seamless shopping experience.

Shoppers can choose to take their products home immediately, have them delivered, or send them as gifts to friends.

A representative from Sogo & Seibu shared, “The uniqueness of being able to wash silk kimonos at home caught our attention, and we are thrilled to collaborate with such a distinct brand. We hope many individuals and businesses will experience these meticulously crafted products through CHOOSEBASE SHIBUYA.”

About 'Washing a Silk Kimono' Detergent

The detergent was designed with a vision of allowing kimono and traditional garment enthusiasts to wash their silk pieces easily and without hassle while maintaining the fabric quality. 'Washing a Silk Kimono' has several standout features:

- Mild formulation with natural ingredients to care for silk
- Effectively addresses yellowing and sweat stains, ensuring cleanliness
- Minimal wrinkle formation post-wash
- Fragrance-free design that does not interfere with the texture of the kimono
- Comes in a generous 450mL size, providing about 45 washes
- Beautiful packaging featuring a smiling character in a traditional design
- Suitable for other delicate items, including scarves and cashmere

This product embodies a commitment to making traditional Japanese garments more accessible and enjoyable for everyone. It aims to connect Japan’s rich cultural heritage and a mindset of valuing cherished items in our daily lives.

Furthermore, to promote customer engagement, Fulfill Co. has shared videos on Instagram, featuring practical demonstrations of how to use 'Washing a Silk Kimono'. Since its launch in July 2025, these videos have amassed over 2 million views, creating a strong online presence.

About CHOOSEBASE SHIBUYA

CHOOSEBASE SHIBUYA is an innovative OMO store operated by Sogo & Seibu. It showcases a curated selection of trending online brands and D2C products in a unique retail space.

Conveniently located just a few minutes from Shibuya Station’s Hachiko exit, inside the Seibu Shibuya parking building, CHOOSEBASE SHIBUYA offers a dynamic shopping experience that allows a seamless transition between online and offline interactions. It connects customers to product stories and brand narratives, providing an exceptional way to explore the 'Hibi, Kinuko-San' brand experience.

About the Brand 'Hibi, Kinuko-san'

The brand 'Hibi, Kinuko-san' resonates with those who embrace traditional Japanese culture in their daily lives. It was inspired by a simple yet heartfelt comment made during a kimono dressing class: “Wouldn’t it be great to wash our long kimonos at home?”

Committed to embodying values of kindness, attentiveness, and sincerity, the brand aims to support lifestyles filled with tradition and grace.

For further details on the product launch and inquiries, feel free to reach out to Fulfill Co. at their official site or Instagram account, where you can also find additional product information.

Store Details:

- Name: CHOOSEBASE SHIBUYA
- Location: 1F Seibu Shibuya Parking Building, 21-1 Udagawacho, Shibuya, Tokyo
- Opening Hours: 11:00 AM – 9:00 PM (as of December 2025)
- Official Website: CHOOSEBASE
- Launch Date: December 1, 2025, at 11 AM