A new limited-edition collaboration is coming to shelves across Japan: Kobayashi Pharmaceutical's Chewable Breath Care gummy breath fresheners will feature Sumikko Gurashi packaging starting April 30, 2026 (Thursday).
The collaboration marks the first time Sumikko Gurashi has appeared on Chewable Breath Care packaging. The new line — titled "Chewable Breath Care Sumikko Gurashi Grape & Yogurt" — includes 10 different label sticker designs featuring beloved characters such as Shirokuma, Penguin?, Tonkatsu, Neko, and Tokage, making each pack a natural collector's item.
About Chewable Breath Care
Chewable Breath Care is a gummy-type oral refreshing food product that allows users to freshen their breath without water, appreciated for its convenience and crunchy texture. The collaboration with Sumikko Gurashi brings a playful, comforting aesthetic to everyday breath care, with the aim of making the habit more approachable for a wide range of consumers — particularly younger generations navigating the stresses of modern life.
Development Background
Sumikko Gurashi was selected as the collaboration partner for its unique ability to resonate across age groups. The characters' slightly negative, down-to-earth personalities reflect the experiences of many people today, who — despite carrying various complexes — live authentically and earnestly in their own way. Their trademark fondness for "corner spots" — always gravitating toward corner seats on trains or in cafes — taps into a sensibility that many in Japan find deeply familiar.
This combination of charming appearance and relatable, quietly encouraging personalities has made Sumikko Gurashi one of the most popular character franchises with adults and children alike. The collaboration is designed to bring a sense of comfort and lightheartedness to the daily routine of breath care.
Flavors
The product comes in an assorted mix of grape and yogurt flavors. The grape flavor has been refreshed for this release, offering a juicy, fresh grape taste with a clean, crisp finish. The yogurt flavor contributes a sweet and tangy note to the mix. When chewed, the menthol in the gummies delivers a cool, refreshing sensation that spreads throughout the mouth.
The grape flavor is based on Kobayashi Pharmaceutical's internal research (March 2024, N=651, among men and women in their 20s to 60s who regularly eat gummies), which identified it as the most popular gummy flavor.
About Sumikko Gurashi
Sumikko Gurashi was born in 2012 with the concept of "I feel calm here" (ここがおちつくんです). The characters stand out not only for their cute designs, but also for their slightly negative, surreal personalities and storylines, which have earned them fans across a wide demographic. Their love of corners — choosing the corner seat wherever they go — resonates with many people, making the franchise a source of comfort and quiet encouragement in everyday life.
Product Details
- Product Name: Chewable Breath Care Sumikko Gurashi Grape & Yogurt
- Category: Oral hygiene product (oral refreshing food)
- Suggested Retail Price: 396 yen (tax excluded), 25 pieces
- Release Date: April 30, 2026 (Thursday)
- Package Designs: 10 types (limited edition)
Please note that availability dates may vary slightly by retailer, and some stores may sell out early due to the limited-quantity nature of this product.
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