MASH Group is bringing back its popular cross-brand fashion and beauty event, MASH SUMMER WEEK 2026, for five days in Tokyo. This year marks the second edition of the event, with beloved Sanrio Characters leading the way and adding a special touch to the summer experience.
International visitors to Tokyo can enjoy a unique blend of fashion, beauty, and exclusive Sanrio collaborations from August 1 to August 5, 2026. The event offers limited-edition items, pop-up stores, and special giveaways, making it a must-visit for fans of Japanese pop culture and trendy brands.
About MASH SUMMER WEEK 2026
The MASH SUMMER WEEK is a five-day event that brings together 18 popular fashion and beauty brands under the MASH Group umbrella. For its second year, the event features Sanrio Characters such as Hello Kitty, My Melody, Kuromi, Cinnamoroll, Pochacco, Pompompurin, Little Twin Stars, and Hangyodon as the event’s guides and inspiration.
Visitors can shop exclusive collaboration items created by nine popular brands including SNIDEL, FRAY I.D, LILY BROWN, Mila Owen, FURFUR, CELFORD, SNIDEL HOME, GELATO PIQUE HOMME, and Cosme Kitchen. These limited-edition products, inspired by Sanrio’s charming characters, will be available online and at physical stores starting August 1.
Highlights
- Exclusive Sanrio collaboration items from nine leading fashion and beauty brands, launching August 1 online and in stores.
- Special pop-up store at Seibu Shibuya from July 25 to August 5, offering early access to collaboration goods and a full lineup including online-exclusive colors.
- Original Sanrio-themed novelties such as stickers, multi-pouches, and fans given away with purchases during the event period.
- Special Sanrio-designed shopping bags available for ¥55 each during the event, adding a collectible touch to your shopping experience.
- Official MASH STORE app offers easy access to all participating brands and exclusive event content.
Event Details
| Item | Details |
|---|---|
| Name | MASH SUMMER WEEK 2026 |
| Event Period | August 1, 2026 (Sat) – August 5, 2026 (Wed) |
| Pop-up Store Period | July 25, 2026 (Sat) – August 5, 2026 (Wed) |
| Location | Seibu Shibuya Department Store, B Building 1F Special Venue, Shibuya, Tokyo |
| Address | 21-1 Udagawacho, Shibuya, Tokyo |
| Price | Collaboration items start at ¥16,000 (tax included); Sanrio-themed shopping bags ¥55 each |
The event is a perfect chance to discover the latest trends in Japanese fashion and beauty while enjoying the charm of Sanrio’s iconic characters. Whether shopping online, visiting the pop-up store, or exploring the official MASH STORE app, visitors will find plenty of exclusive items and fun experiences to make their summer in Tokyo unforgettable.
