Yojiya, a Kyoto-based lifestyle brand, will hold a second edition of its pop-up shop "Yojiya Furatto" at Iyotetsu Takashimaya in Matsuyama, Ehime Prefecture, from April 15 (Wed) to April 28 (Tue), 2026. The first edition, held at the same venue in October 2025, was met with great enthusiasm, prompting the return visit. The lineup includes skincare items from the limited-edition "Aoyurara" series, the third wave of "Yojiko" character merchandise, and a selection of accessories. Several gift campaigns are also planned.
About "Yojiya Furatto"
Under its fifth-generation president, Yojiya has been working to become a familiar brand for customers across Japan — not just a Kyoto souvenir shop. The "Yojiya Furatto" pop-up series is one such initiative, bringing the brand's products to shoppers outside Kyoto. The event has been popular with local residents in each region, and in some cases has even led to the opening of permanent stores. This second edition at Iyotetsu Takashimaya in Ehime marks a continuation of that effort.
The pop-up will stock a wide range of items including skincare from the limited-edition "Aoyurara" series, "Yojiko" merchandise, pouches, handkerchiefs, and other accessories. Gift campaigns offering limited-design stickers, original towel coasters, and bath essence pouch samples will also run throughout the event. Quantities are limited, so early attendance is recommended.
Campaign 1: Exclusive Limited-Design Sticker for All Purchasers
Everyone who makes a purchase at the event venue will receive a sticker featuring a limited-edition design created exclusively for this event. The design is a surprise to be discovered in person at the shop.
- One sticker per transaction.
- Available while supplies last; may end without prior notice.
Campaign 2: "Yojiko" Towel Coaster for App Pre-Registration
Customers who install the Yojiya Official App and complete pre-registration during the event period will receive a cute towel coaster featuring the brand's character "Yojiko." The coaster is made of highly absorbent terry cloth and can be used repeatedly.
- Available in 2 designs, distributed randomly; design cannot be selected.
- Available while supplies last; may end without prior notice.
- Show the registration screen to a staff member after installing the app.
- Customers who have already registered for the app are also eligible.
Campaign 3: Bath Essence Pouch Samples with Purchases of ¥3,000 (tax included) or More
Customers who spend ¥3,000 (tax included) or more at the event venue will receive bath essence pouch samples from the "Nemuri" sleep-focused fragrance series — one each of Dreaming Lavender and Deep Forest. Both are milky bath products formulated with lavender and hinoki (cypress) respectively, ingredients recognized for their relaxing properties.
- Available while supplies last; may end without prior notice.
Featured Products
Limited-Edition "Aoyurara" Series
"Yojiko" Character Goods — 3rd Wave
"Nemuri" Sleep & Fragrance Series
Sheet Mask "Hare-more" Series
Event Details
- Dates: April 15 (Wed) to April 28 (Tue), 2026
- Venue: Iyotetsu Takashimaya, 3F Season Plaza 3, 5-1-1 Minatocho, Matsuyama, Ehime 790-8587
- Hours: 10:00 AM to 7:00 PM
- Note: On the final day, April 28 (Tue), the shop will close at 5:00 PM.
