A new character brand called KAWAII FRIENDS has launched from the idol project KAWAII LAB., operated by Asobisystem Co., Ltd. (Shibuya-ku, Tokyo).
The brand made its debut at "KAWAII LAB. SESSION 2026 SUMMER," a KAWAII LAB.-hosted event held July 11 at Yoyogi National Gymnasium, marking the first step for this new KAWAII culture brand.
KAWAII FRIENDS is a character project born in Harajuku, the town where cute things from around the world gather. Alongside KAWAII LAB. groups FRUITS ZIPPER, CANDY TUNE, SWEET STEADY, CUTIE STREET, and MORE STAR, the brand aims to update the idea of "kawaii" and build characters people can love and feel loved by, through activities spanning a wide range of fields.
Born from everyone's positive "KAWAII" energy, the characters will stay close to members' and fans' everyday lives through social media, events, merchandise, and more. As a culture brand originating in Harajuku, KAWAII FRIENDS aims to deliver new KAWAII and happiness around the world, crossing language, borders, and generations, under the idea of going "From Harajuku to the World."
KAWAII FRIENDS Overview
Brand name: KAWAII FRIENDS
Debut date: July 7, 2026 (Tue)
Characters: ふるーつちゃん / あめちゅん / ぶーけちゃん / にゃんすと / とぅいんくる☆
Website: https://asobisystem.com/brand/kawaiifriends/
Official SNS — X: https://x.com/KAWAII__FRIENDS
KAWAII FRIENDS Character Introductions
The first characters to appear each bring their own personality and charm, opening up a world unique to KAWAII FRIENDS.
ふるーつちゃん
Profile: Born from everyone's positive "KAWAII" energy, ふるーつちゃん brings energy to anyone nearby and might help you become even more "NEW KAWAII." Every day, ふるーつちゃん works hard to cheer on everyone's dreams and wishes.
Characters: 🍒❤️ちぇりっぱ／🍊🧡おれっぱ／🍈💚めろっぱ／🍇💜ぐれっぱ／🫐💙べりっぱ／🍑🩷ももっぱ／🍋💛れもっぱ
Character design: ナガミネショウコ X: https://x.com/sn___illust ／ IG: https://www.instagram.com/sn___illust/
あめちゅん
Profile: Born from everyone's positive "KAWAII" energy, あめちゅん brings energy to anyone nearby and might put you in a "NEW WAY" kind of mood. Every day, あめちゅん works hard to cheer on everyone's dreams and wishes.
Characters: 🍬🩷ラブリーピンキー・フォーチュンキャンディ（ラブちゅん）／🍬💙ポッピンブルーピース・フォーチュンキャンディ（ポッちゅん）／🍬🩵ミルキースカイ・フォーチュンキャンディ（ミルちゅん）／🍬💚ミンティリボン・フォーチュンキャンディ（ミンちゅん）／🍬🧡ハッピートロピカル・フォーチュンキャンディ（ハピちゅん）／🍬💜ドリーミーバイオレット・フォーチュンキャンディ（ドリちゅん）／🍬❤️プリンセスシャワー・フォーチュンキャンディ（プリちゅん）
Character design: DAF X: https://x.com/df030201 ／ IG: https://www.instagram.com/daf_10_20_/
ぶーけちゃん
Profile: Born from everyone's positive "KAWAII" energy, ぶーけちゃん brings energy to anyone nearby and might help you grow even more "SWEET." Every day, ぶーけちゃん works hard to cheer on everyone's dreams and wishes.
Characters: 💐💙ききちゃん／💐🩵ねもちゃん／💐🩷りっぷちゃん／💐💜あじゅちゃん／💐❤️ろーずちゃん／💐🧡ぽっぴちゃん／💐💛ひまりちゃん
Character design: asuka X: https://x.com/a20_suka002018 ／ IG: https://www.instagram.com/a20_suka002018/
にゃんすと
Profile: Born from everyone's positive "KAWAII" energy, にゃんすと brings energy to anyone nearby and might help turn you into a "KAWAII MAKER." Every day, にゃんすと works hard to cheer on everyone's dreams and wishes.
Characters: 🐱💛あんばー／🐱❤️るびー／🐱💚すふぇん／🐱💙べにあ／🐱🧡しとりん／🐱🩵あくあ／🐱💜ちゃろ／🐱🩷るべら
Character design: 佐藤なつみ X: https://x.com/peloringirl ／ IG: https://www.instagram.com/peloringirl/
とぅいんくる☆
Profile: Born from everyone's positive "KAWAII" energy, とぅいんくる☆ brings energy to anyone nearby and might help you become even more "WITH KAWAII." Every day, とぅいんくる☆ works hard to cheer on everyone's dreams and wishes.
Characters: 🌟🧡ラリス／🌟💙ティム／🌟💛アリス／🌟💚ポルル／🌟🩵スピカ／🌟🩶エバ／🌟💜アル／🌟🩷ルメリ／🌟❤️リブラ
Character design: 堀越ねる X: https://x.com/nervhorikosi ／ IG: https://www.instagram.com/nerv.horikosi/
Meet KAWAII FRIENDS This Summer
Starting in August, KAWAII FRIENDS will appear at "Tokyo KAWAII Natsuasobi 2026," an urban festival held across Harajuku, Shibuya, and Odaiba, offering events and content where visitors can experience the world of KAWAII FRIENDS firsthand.
KAWAII FRIENDS PUKA PUKA PARK
A new kind of hands-on balloon park is opening for a limited time at Shibuya Sakura Stage, inviting visitors into a soft, squishy, bouncy world alongside the KAWAII FRIENDS characters. The indoor space connects directly to Shibuya Station, so it can be enjoyed comfortably regardless of weather. By day it's a play park safe for children, and by night it transforms into a photogenic space adults can also enjoy, offering a new KAWAII experience worth visiting again and again, whichever way you like to enjoy it, from families to Gen Z visitors.
Main content:
- ふるーつちゃん Balloon Pool: a ball pool filled with ふるーつちゃん-themed balloons
- KAWAII FRIENDS Giant Ball Roll: an area decorated with the characters where visitors can freely roll large and small balls
- Kororin Land: a hands-on area lined with giant roly-poly toys that visitors can push and rock using their whole body
- KAWAII FRIENDS Cafe & Store: original food and limited-edition merchandise inspired by PUKA PUKA PARK
Event details:
Dates: August 13 (Thu) to August 25 (Tue), 2026
Hours: 11:00 AM to 9:00 PM (last entry 8:00 PM)
Venue: Shibuya Sakura Stage (1-1 Sakuragaoka-cho, Shibuya-ku, Tokyo)
Organizer: Asobisystem Co., Ltd.
Cooperation: Tokyu Land Corporation
Planning and production: KIRINZI inc.
Special site: https://pukapuka-park.com
Tickets: https://pukapukapark.ticketme.world (TicketMe)
KAWAII Yoichi Vol.1: Harajuku Kawaii Yoichi
KAWAII FRIENDS comes to Harajuku for a night market blending KAWAII culture with Japan's summer festival traditions. Illuminations featuring the characters, photogenic spots, and limited-edition merchandise make it a fitting summer outing for couples on a date as well as visitors from overseas wanting to experience Japan's KAWAII culture.
Main content:
- Illuminations: colorful, dreamlike scenery brought to life by KAWAII FRIENDS
- KAWA Lab Ennichi: shooting galleries, ring toss, and other traditional festival games reimagined with a KAWAII LAB. twist
- KAWAII food and drinks: original menu items designed to be as cute as they are delicious, for a night-market atmosphere
- Merchandise store: limited-edition KAWAII FRIENDS items and other goods available only here
Event details:
Dates: August 20 (Thu) to August 30 (Sun), 2026 (closed August 28 (Fri); closes at 6:00 PM on August 30 (Sun))
Note: the 6th floor (indoor) of Tokyu Plaza Harajuku "Harakado" continues its regular business hours throughout.
Hours: Daytime session 11:00 AM to 6:30 PM, last entry 6:00 PM (free admission, KAWAII food available). The venue closes briefly from 6:30 PM to 7:00 PM for changeover. Evening session 7:00 PM to 10:00 PM, last entry 9:30 PM (paid admission; the "Harajuku Kawaii Yoichi" night market opens, with illuminations, KAWA Lab Ennichi games, KAWAII food, and merchandise)
Venue: Tokyu Plaza Harajuku "Harakado" (6-31-21 Jingumae, Shibuya-ku, Tokyo)
Organizer: AsobiJTB Co., Ltd.
Co-organizer: Asobisystem Co., Ltd.
Cooperation: Tokyu Land Corporation
Planning and production: KIRINZI inc.
Special site: https://kawaii-yoichi.com
Tickets: https://kawaiiyoich-harajuku.ticketme.world (TicketMe)
KAWAII LAB. STORE
A pop-up shop for KAWAII LAB. fans opens for a limited time in Harajuku, stocking new and existing merchandise from each group alongside a wide range of KAWAII FRIENDS goods.
Event details:
Dates: August 6 (Thu) to September 4 (Fri), 2026
Hours: 11:00 AM to 6:00 PM (planned)
Venue: KAWAII LAB. STORE (Erindale Jingumae 1F, 1-19-19 Jingumae, Shibuya-ku, Tokyo)
Airbnb Guest Campaign
For visitors who want to enjoy these events during their stay, Asobisystem has partnered with Airbnb on a campaign offering guests a chance to win KAWAII FRIENDS merchandise and other prizes tied to Tokyo KAWAII Natsuasobi 2026.
Prizes:
- Harajuku Kawaii Yoichi Prize: 5 pairs (10 people) selected by lottery win invitations to the "Harajuku Kawaii Yoichi" press day (August 19)
- FRUITS ZIPPER "超☆観測展" Prize: 3 winners selected by lottery receive member-autographed "超☆観測展" merchandise
- KAWAII FRIENDS PUKA PUKA PARK Prize: 30 winners selected by lottery receive KAWAII FRIENDS merchandise
- Stay Bonus Prize: all qualifying guests receive KAWAII FRIENDS digital wallpaper
Entry conditions:
Qualifying stay period: June 18 to September 13, 2026
Entry period: July 13 to August 11, 2026 for the Harajuku Kawaii Yoichi Prize; July 13 to September 15, 2026 for all other prizes
Qualifying stay amount: a total of ¥10,000 or more (combined stays allowed)
Note: bookings made using Airbnb stay discount coupons are not eligible for the drawing.
Full campaign details are available on the Tokyo KAWAII Natsuasobi 2026 site: https://asobisystem.com/natsuasobi/
Airbnb lets friends and groups share a home or room together, spending time on their own terms. Guests can get ready together before heading out, or unwind together in the kitchen or living room afterward — a way of traveling together that's used not only across Japan but in cities around the world.
Following this debut, KAWAII FRIENDS plans to keep expanding its world through a variety of activities. From Harajuku to the world, keep an eye on what's next for KAWAII FRIENDS as it delivers new KAWAII to fans everywhere.
