Felissimo has launched the third series of charity products supporting Asahiyama Zoo and Borneo's forests. The special website showcasing 20 support items was launched on January 15th, developed under the supervision of Masato Bando, General Director of Asahiyama Zoo.
The "Asahiyama Zoo & Borneo Forest Support Products" planned by Felissimo's various brands feature a wide range of items centered on fashion and miscellaneous goods, allowing people to feel close to animals in their everyday lives. All products include a 100 yen "Asahiyama Zoo and Borneo Forest Gratitude Fund," which supports Asahiyama Zoo's operations and is used for wild animal conservation activities in Borneo's forests through the certified NPO Borneo Conservation Trust Japan. Through the enjoyable shopping experience of purchasing goods that bring animals closer to everyday life, everyone can participate in wildlife protection activities.
Check the Product Lineup on the Special Website
Special Website: Asahiyama Zoo & Borneo Forest Support Fund | Felissimo
About the Asahiyama Zoo and Borneo Forest Gratitude Fund
This is a joint project between Felissimo and Asahiyama Zoo.
Borneo's forests in Malaysia, which nurture diverse flora and fauna, are facing accelerated deforestation due to large-scale logging. The funds are used for protecting animals that have lost their habitats and for human resource development activities. Contributions are also made to Asahiyama Zoo's "Asahiyama More Dreams Fund" for facility improvements, supporting both initiatives. The cumulative fund amount for fiscal year 2024 reached 4,371,700 yen.
Related Article: Creating a Happy Future for Everyone! Asahiyama Zoo and the Happiness Fund
Featured Products from the Third Series of Asahiyama Zoo & Borneo Forest Support Products
IEDIT - Cocoon Knit Coat Inspired by Ezo Owl of Northern Lands
The Ezo owl living in northern lands is realistically reproduced with a relaxed silhouette and shaggy knit. The beautiful plumage and the bird perching on a tree are knit to look just like the real thing, down to the pattern. Made with thick wool-blend material, this warm no-collar knit coat fits neatly despite its warmth.
Asahiyama Zoo & Borneo Forest Support Product - IEDIT Cocoon Knit Coat Inspired by Ezo Owl (Feather Beige)
1 piece: ¥6,900 (+10% ¥7,580)
Product details and order: Product Link
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
THREE FIFTY STANDARD - Print & Embroidery Sweatshirt
Features the King Penguin, familiar from Asahiyama Zoo's winter tradition "Penguin Walk." Selected as a motif embodying "nature's strength and adorableness," this piece combines realistic monochrome printing with embroidered text for added depth. The slightly oversized men's-like silhouette with ribbed collar, hem, and cuffs creates an adult casual look without childishness. Available in calming colors that work well for daily wear.
Asahiyama Zoo & Borneo Forest Support Product - THREE FIFTY STANDARD Print & Embroidery Sweatshirt (Oatmeal)
1 piece: ¥5,900 (+10% ¥6,480)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
Related Article: Asahiyama Zoo One-Point Guide! - King Penguin Edition -
Lami Plus - Stick-On Cloth with Handles That Wraps Without Tying
Special fiber cloth where the fibers stick together, wrapping bento boxes without tying. Features easy-to-carry handles and aluminum lining inside for thermal and cooling effects. Can wrap items of any shape, making it great for wrapping boxes and bottles too. The cloth features pop illustrations of parent-child animals and natural landscapes from Asahiyama Zoo - so cute you'll want to collect different patterns! Can also be used as a lunch cloth for the whole family's bento boxes.
Asahiyama Zoo & Borneo Forest Support Product - Lami Plus Stick-On Cloth with Handles
Monthly 1 piece: ¥1,700 (+10% ¥1,860) → First trial campaign price: ¥1,450 (+10% ¥1,585)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
Live in Comfort - Cotton Quilted Pajamas with Polar Bears for Peaceful Sleep
Pajamas made from soft 100% cotton quilted jersey fabric featuring polar bears living generously at Asahiyama Zoo. The polar bear design is by illustrator yamyam. The gentle comfort and calm illustrations are perfect not only for sleeping but also for relaxing at home. The top features a polar bear-inspired cocoon silhouette that feels relaxing just by wearing it.
Asahiyama Zoo & Borneo Forest Support Product - Live in Comfort Cotton Quilted Pajamas with Polar Bears (Navy)
1 set: ¥5,900 (+10% ¥6,480)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
MEDE19F - Ostrich Chick Cardigan
Knit cardigan inspired by the fluffy down of Asahiyama Zoo's ostrich chicks. Thick with long pile that looks warm. Loose and lightweight to wear, with enough presence to serve as outerwear. Adds playful personality to winter outfits.
Asahiyama Zoo & Borneo Forest Support Product - MEDE19F Ostrich Chick Cardigan (Mix Brown)
1 piece: ¥6,400 (+10% ¥7,030)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
el:ment - Socks with Dignified Ezo Fox Illustrated by Yuko Yamamoto
Features Yuko Yamamoto's illustration of a dignified Ezo fox. The beautiful world, like a page from a picture book, is knit to be enjoyed from any 360° angle. Made with comfortable cotton yarn, the toe area features double-knit construction with silk blend on the skin side for warmth without stuffiness. Perfect for winter fashion and as a companion for gentle time at home.
Asahiyama Zoo & Borneo Forest Support Product - el:ment Socks with Dignified Ezo Fox by Yuko Yamamoto
Monthly 1 pair: ¥1,400 (+10% ¥1,530)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
Lami Plus - Walking with Fluffy Polar Bear Jacquard Bag
Round-shaped simple bag made with textured fabric reminiscent of ice seas with floating drift ice, imagined as the blue round Earth. Features a spacious 3-compartment structure that's easy to organize with plenty of pockets. Both the main body and handles are plump, suitable for shoulder carrying. The removable charm-style mascot features a polar bear in a slightly human-like standing posture.
Asahiyama Zoo & Borneo Forest Support Product - Walking with Fluffy Polar Bear Jacquard Bag
1 piece: ¥4,980 (+10% ¥5,468)
→ Of which 100 yen is used for the "Asahiyama Zoo and Borneo Forest Gratitude Fund" (fund portion is non-taxable)
Product details and order: Product Link
Full Product List of Asahiyama Zoo & Borneo Forest Support Products
About the Borneo Forest Support Project
The detergents, cosmetics, sweets, and cup noodles we consume daily contain palm oil from oil palm trees cultivated in tropical regions. Oil palm plantations continue to expand in Borneo, an island in Malaysia and the world's third-largest island, to enrich our lives. At this rate, wild animals will lose their homes and food, and may disappear from the Earth - this is the current situation. Borneo Island's forests have long been home to many animals and are a treasure trove of biodiversity. The "Asahiyama Zoo and Borneo Forest Gratitude Fund" was established as a system allowing anyone to support Borneo's forests through donations. Various everyday items designed to bring people closer to animals were created. All products include a 100 yen fund, allowing everyone to participate through shopping in protecting animals and the environment at Asahiyama Zoo and conserving Borneo's forests.
Related Article: You Should Know! The Truth About Palm Oil Threatening Animals' Futures
Support Destination: Asahiyama Zoo, Asahikawa City, Hokkaido
A zoo located at Japan's northernmost point, visited by 1.4 million people annually. The zoo is designed with comfortable, natural environments for animals, and exhibits and tours always showcase their lively, dynamic appearance. General Director Masato Bando also serves as a board member of the "Certified NPO Borneo Conservation Trust Japan."
Support Destination: Certified NPO Borneo Conservation Trust Japan
An environmental organization working to create a future where animals and humans can coexist.
Related Felissimo Projects
Felissimo Wildlife Future Fund
"Felissimo Wildlife Future Fund" protects endangered animals together. All products include a 100 yen fund. Collected funds are used for conservation activities through the Japan Association of Zoos and Aquariums (JAZA).
Protect Giant Pandas Facing Extinction!
Support giant pandas facing extinction through fun panda merchandise shopping! Part of product sales supports the "Ueno Zoo Giant Panda Protection Support Fund" to protect pandas' futures.
GO! PEACE!
Felissimo's Fund Activities
Felissimo aims to create a sustainable happy society with "happiness together" as its core value. Since 1990, it has developed fund activities that anyone can easily participate in as an opportunity for people to participate in creating a happier society. The company particularly promotes initiatives supporting seven areas: "environmental conservation," "education," "health," "independence," "cultural succession," "coexistence with animals," and "disaster recovery."
Over the past 34 years, more than 21,000 types of social contribution products have been developed, approximately 41.18 million units sold, approximately 2.36 million unique customers participated in projects, approximately 41.18 million total participants, and a cumulative total of 3.2 billion yen collected. (As of February 28, 2025)
After clearly stating each fund's purpose, all or part of product sales prices are collected as funds and contributed to various initiatives by domestic and international NPO organizations. Between March 2024 and February 2025, a total of 108,534,288 yen was contributed. Felissimo's principle is to use "all collected funds directly for support activities," with the company bearing fund-related operating and promotional costs.
Asahiyama Zoo Support Products Digital Catalog
Phone Orders and Inquiries
Toll-free number: 0120-055-820 (toll-free)
Reception hours: Weekdays 9 AM to 5 PM
*May not be available from some IP phones.
*Calls from customers are recorded for confirmation and record-keeping purposes.
About "Happiness Together" - FELISSIMO
Founded in May 1965, Felissimo is a direct marketing company selling primarily self-developed products through catalogs and websites featuring original media. The company promotes regional revitalization initiatives including operating Kobe Port Tower in collaboration with local communities. With the core value of "happiness together" - where everyone can be a creator and giver of happiness, and everyone can receive happiness - the company conducts business activities aimed at simultaneously achieving "business viability, originality, and social contribution."
Felissimo celebrated its 60th anniversary on May 8, 2025.
Company Overview
- Company name: Felissimo Corporation
- Head office location: 7-1 Shinko-cho, Chuo-ku, Kobe 650-0041
- Representative: President and CEO Kazuhiko Yazaki
- Securities code: Tokyo Stock Exchange Standard Market 3396
- Founded: May 1965
- Business: Direct marketing business selling self-developed products through catalogs and websites to consumers nationwide
