Exciting Collaboration Between BELLYGOM and SHIBUYA109 Set to Delight Fans

BELLYGOM and SHIBUYA109 Collaboration: A Delightful Showcase

Starting September 5, 2025, the beloved Korean character BELLYGOM will feature in a unique collaboration titled 'BELLYGOM Full Tour at SHIBUYA109 MOG MOG STAND'. This exciting event, hosted by Lotte Holdings and SHIBUYA109 Entertainment, will run until September 21, 2025, at the iconic SHIBUYA109 in Shibuya, Tokyo.

BELLYGOM, an original character developed by Lotte Home Shopping since 2018, has captured hearts worldwide with a staggering 1.8 million followers on social media. Following a master licensing deal signed in March 2024, Lotte Holdings has begun introducing BELLYGOM to the Japanese market, aiming to strengthen ties between Japan and South Korea under its 'ONE LOTTE' initiative. Starting August 2024, the character has featured in various pop-up events across Japan.

Why Shibuya?

With an annual visitor count of around 8.9 million, SHIBUYA109 is a trendsetting hotspot that resonates with Japan's youth demographic, particularly Gen Z and families. This collaboration is a strategic move to merge BELLYGOM's appeal with Shibuya's vibrant culture, offering fans an immersive experience throughout the event's duration.

Unique Offers and Activities

During this limited-time collaboration:

- Exclusive Original Menu: Six special BELLYGOM-inspired dishes will be available at the MOG MOG STAND on the basement level, featuring a distinct pink theme that mirrors BELLYGOM's character. Each purchase of these unique offerings entitles customers to a special BELLYGOM clear card as a promotional gift.
- Visuals and Décor: Expect a visually stimulating environment throughout SHIBUYA109, with campaign visuals adorning the building's exterior and interior spaces, alongside engaging photo spots to capture memories.
- Pop-up Store: A dedicated BELLYGOM pop-up shop will launch on the second floor, presenting fans with a selection of merchandise, including exclusive items from Korea and Japan.
- Interactive Events: Visitors can engage in fun activities such as capsule toy giveaways. Those who present flyers distributed around Shibuya or post specific photos on social media can win various exclusive prizes, adding excitement to their experience.

Let's Dive into the Menu!

At the heart of MOG MOG STAND's offerings will be:
1. GOKUGOKU BELLYBERRY Smoothie: A charming multi-layered smoothie combining strawberry, yogurt, and blueberry flavors.
2. OVER MACARON BELLYGOM Macarons: Adorable macarons filled with luscious vanilla cream designed to look like BELLYGOM's face.
3. Waffle Khan Strawberry Milk Float: A delightful float featuring strawberry goodness topped with ice cream and sauce.
4. KUMONOCHA CAFE Berry Cloud Ice Cream: An irresistible strawberry-flavored soft serve adorned with colorful heart candies.
5. TRIBECCA Fizzy Pink Lemonade: A fizzy drink that lets you customize with your favorite letter for a personal touch.

About BELLYGOM: Origin and Evolution

BELLYGOM, represented as a pink bear, combines 'BELLY' from English, meaning 'belly,' and 'GOM' from Korean, meaning 'bear.' This delightful character was born in April 2018 and has grown into a symbol of joy, encapsulated in the motto 'Don’t worry, be Belly.' BELLYGOM's mission is to spread positivity, inspiring individuals to embrace their authentic selves.

From its beginnings as a venture within Lotte Home Shopping to becoming a trendy figure in merchandise and collaborations with K-POP brands, BELLYGOM's journey has been remarkable. Its anticipated full debut in Japan came in 2024, and since then, it has quickly become a favorite among various audiences.

Conclusion

The 'BELLYGOM Full Tour at SHIBUYA109 MOG MOG STAND' promises to be an unforgettable experience for fans and families alike, highlighting the vibrant cultural exchange between South Korea and Japan. Don’t miss out on this exciting event, running from September 5 to 21, 2025.