Maltese Takes Center Stage in Loft's Fun! Fun! Seoul and K-Cosmetics Festival

Maltese Shines at Loft Events in 2026

Introduction

In an exciting announcement for both fans and shoppers alike, U-GENIE has revealed that its beloved character IP, Maltese, will serve as the main visual for Loft's 2026 Spring/Summer events, namely "LOFT FUN! FUN! SEOUL" and the "K-Cosmetics Festival." This initiative showcases a curated collection featuring exclusive designs influenced by the vibrant Korean street food scene and cosmetic culture, available in Loft’s 122 stores nationwide.

K-Cosmetics Festival Overview

The K-Cosmetics Festival, hosted by Loft, is a large-scale promotional event spotlighting Korean cosmetics. Visitors can expect to explore products from popular brands alongside those exclusive to Loft as well as items that have yet to hit the Japanese market. This event caters primarily to younger consumers keen on the latest trends in skincare and beauty, offering them a firsthand opportunity to experience innovations from Korea.

FUN! FUN! SEOUL Highlights

Conversely, the "LOFT FUN! FUN! SEOUL" event embraces the latest trends in Korean culture through an intriguing array of character merchandise. With a focus on high-demand items, this initiative aims to widely disseminate the allure of Korean culture.

During the recent events held at B1F and 2F of Bellesalle Shibuya First on April 18, the adorable Maltese and a retriever mascot made their debut. The characters delighted attendees with their size and charm while performing to an original BGM track named "Puppy Step." The event offered various opportunities for greetings and photo ops, drawing enthusiastic crowds and amplifying the event’s lively atmosphere.

Merchandise Details

As part of the MALTESE & RETRIEVER FUN! FUN! SEOUL collection, attendees can purchase approximately 80 unique SKUs, ranging from plush toys to beauty-related merchandise. Items featuring Maltese holding a puff or a retriever with a hot dog have resonated tremendously with visitors. Due to the high demand, certain products even sold out within just two days after launch on Loft's online store.

Related Initiatives

Additionally, from December 27, 2025, to April 3, 2026, Loft will host a traveling pop-up event titled "WAKU WAKU WANKO" across several locations, including Shibuya, Umeda Loft, Sakae Loft, Sendai Loft, and Moyuku Sapporo Loft. Exclusive merchandise tied to this pop-up will also be available for sale. Attendees can look forward to lucky draw rewards linked to purchases of Maltese & Retriever items, with details available on Loft's online store.

Social Media Campaign

In a bid to engage fans further, Maltese’s official social media accounts are hosting a commemorative campaign for the "LOFT FUN! FUN! SEOUL" event. Customers who share photos of their purchased items on Instagram or X will be entered into a draw for a chance to win prizes. Twelve lucky winners will be selected, adding to the excitement surrounding these events.

Event Schedule

The sales period for the featured merchandise will run from April 18 to May 29. Visitors interested in exploring the full range of offerings from the Loft stores can find more information through the provided links.

Closing

This collaboration between Maltese and Loft showcases the thriving connection between character IP and consumer culture, contributing to engaging shopping experiences and the broader appreciation of Korean aesthetic trends in Japan. Fans can stay updated by following Maltese's official social media accounts including X, Instagram, and TikTok. For inquiries related to licensing, contact U-GENIE via their website.