Tokyo is abuzz with excitement as two significant collaborations featuring beloved Sanrio characters have recently been unveiled. TWICE, the popular girl group, has teamed up with Sanrio to introduce exclusive merchandise centered around their official plush character collection, known as TWICE LOVELYS. Meanwhile, the women's casual brand MILKFED. has also launched its own collaboration to celebrate the landmark 50th anniversary of Sanrio’s newsletter, Ichigo Shimbun.
On March 14, 2025, TWICE announced the collaboration designs between their characters and select Sanrio characters, which include fan favorites like Hello Kitty, My Melody, and Keroppi. These exclusive designs will be available for purchase at the 'ONCE JAPAN 8th ANNIVERSARY POPUP STORE,' held at SHIBUYA109, located on the 8th floor. This pop-up shop is set to open its doors on March 21 and will run until April 6, 2025, coinciding with the 8th anniversary celebration of the TWICE fan club.
"Official goods from the collaboration will be available today," said TWICE's announcement, which emphasized the excitement surrounding this launch. For fans eager to purchase items, prior registration through the reservation page is required before accessing the store. Located at 2-29-1 Dogenzaka, Shibuya-ku, Tokyo, the pop-up store will operate daily from 10:00 AM to 9:00 PM.
Meanwhile, leading up to the general sales, advance registration started on the same day as the announcement. The general public can look forward to online sales from March 21 at 10:00 AM, continuing until April 6 at 11:59 PM. Collectible items such as T-shirts, bags, and accessories featuring the unique TWICE LOVELYS designs are sure to be hot commodities.
Not to be outdone, MILKFED. announced its own collaboration with Sanrio characters just one day earlier, launching on March 13 at their Shinjuku location. Following closely, on March 19, the Sapporo branch will also begin selling these special items. The collaboration celebrates the 50th anniversary of Ichigo Shimbun, with standout designs featuring iconic characters like Hello Kitty and My Melody dressed as the 'Strawberry King.'
Fans can look forward to original T-shirt designs and drawstring pouches, featuring these characters flaunting strawberry hats. Colorful socks, inspired by each character, will also be available, though they come as randomly assigned purchases, adding a delightful surprise element.
Following the advance sales, official online sales will commence on March 21, 2025, at 12:00 PM, available through their online store and other popular shopping platforms like ZOZOTOWN. This broad availability is expected to attract Sanrio enthusiasts and fashion-conscious shoppers alike.
The excitement surrounding these collaborations is palpable, as both brands aim to create unique experiences for fans and bolster engagement. With TWICE celebrating its 8th anniversary and MILKFED. commemoratively honoring the Ichigo Shimbun, both initiatives highlight the enduring popularity of these characters and the creative partnerships they inspire.
"The Ichigo Shimbun is celebrating its 50th anniversary," stated MILKFED. as it shares information about the background of the newsletter—a beloved publication for fans since its inception.
Established by Yusaku Nishikata, MILKFED. first launched as part of the Beez International Company back in 1990. Known for sophisticated, yet casual styles, the brand has always embraced the philosophy of maintaining cuteness and creativity within women's fashion design.
With products spanning various styles, the brand appeals to the independent spirit of modern women, who are not afraid to express themselves through fashion.
Both collaborations represent not just new products, but meaningful moments for fans of TWICE and Sanrio alike. The mix of nostalgia and innovation proves to be irresistible as culture continues to weave these characters' presence within the fabric of popular fashion.
For those interested, additional details and links to the reservation and purchase pages for both the TWICE collaboration and MILKFED.'s offerings can be found on their respective official websites. Keep an eye on these events as fan communities and enthusiasts gear up to partake in what promises to be fantastic fashion experiences.