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Tsubugumi School: A Delightful Experience for Students in Harajuku

On September 3rd, a special event known as the 'Tsubugumi School' will take place in the heart of the city, specifically in Harajuku. This event is hosted by Kasugai Seika Co., Ltd., a renowned candy manufacturer headquartered in Nagoya, Aichi Prefecture, and it promises to be a remarkable two-day experience for students across the region. With real university students actively involved in the planning, the Tsubugumi School is designed to create a nostalgic atmosphere reminiscent of school life, filled with tests, lunch breaks, and sports festivals.

A Unique Collaborative Event

The Tsubugumi School is more than just a brand event; it is born out of a co-creation program called 'Tsubugumi University.' Here, a marketing team made up of university students collaborates with Kasugai Seika's marketing department to develop innovative event concepts. The students draw from their own experiences to create activities that not only capture the essence of school life but also allow participants to connect with one another.

This year’s theme, 'Sharing Youth with Tsubugumi,' encourages students to bond over the joys of sharing their favorite gummy snacks. The atmosphere of the event allows attendees to relive their school days by participating in various activities designed to reinforce social connections among peers. After a time where socializing was restricted due to the pandemic, the students' initiative to reintroduce joy and camaraderie is vivid.

Event Details

The Tsubugumi School will be held at the MIL GALLERY JINGUMAE from September 2nd to 3rd, 2026. The venue is conveniently located near major transport links, making it easily accessible for the young attendees. The event will run from 11:00 AM to 7:00 PM on the first day and 11:00 AM to 6:00 PM on the second day. Entry is free but requires online reservation, ensuring that participants within the age range of 15 to 24 can enjoy this unique experience together.

Engaging School Activities

Upon arrival, participants will feel like students themselves as they engage in five themed activities reflecting different aspects of school life:

1. Tsubugumi Test: Participants will tackle quizzes related to Tsubugumi, sparking friendly competition and collective discovery among classmates.
2. Taste Testing Lunch: A blind taste test where attendees guess the flavors of Tsubugumi elevates the nostalgic essence of lunchtime fun.
3. Sports Festival: A competitive game where participants toss balls into baskets aims to rekindle the excitement of sports events, promoting teamwork and camaraderie.
4. Cultural Festival: Here, participants have the chance to create their own personalized Tsubugumi by mixing different flavors, adding a creative twist to the traditional cultural festival experience.
5. Photo Spot: Memory-making is a central theme, with designated photo spots where attendees can capture unique moments with friends and peers while contributing to a collaborative art installation.

This new angle not only provides entertainment but also allows students to familiarize themselves with the brand in an engaging way, turning the ordinary into the extraordinary.

Tsubugumi University: A Pathway for Student Engagement

The Tsubugumi University initiative is vital as it fosters an environment where students and corporations learn from each other equally. This program emphasizes the importance of listening to the voices of the youth—understanding their perspectives on marketing and their lifestyle choices, particularly when it comes to gummies.
Furthermore, the event revolves around 'Gummy Day,' celebrating the creativity of young minds as they engage actively with the brand that has been a staple for over 30 years. Tsubugumi is a brand synonymous with fun, readily enjoyed at home or school, creating memories that last a lifetime.

In Conclusion

As explained by one of the Campus Lab students involved in planning, the thorough discussions and brainstorming sessions have led to a well-structured event. They anticipate that the enthusiasm generated during the planning phase will translate to joy and excitement on the event day. By embracing the vibrant and colorful experience that the Tsubugumi School offers, they hope to inspire a new generation to cherish their school days while enjoying their favorite gummy snacks.

Join us at the Tsubugumi School and share in the laughter, competition, and memories that define youth!