Asahi Soft Drinks has launched the second collaboration between its iconic Calpis brand and San-X Universe, starting June 26. This special event celebrates Tanabata, the traditional Japanese star festival, with exclusive content and interactive campaigns.
Travelers to Japan during this season can enjoy a unique cultural experience combining a beloved Japanese beverage with popular San-X characters like Rilakkuma and Sumikkogurashi. The collaboration offers a charming way to engage with Japan’s summer traditions through limited-time videos and custom wish-tag creations, making it a memorable addition to any visit.
About the Calpis and San-X Universe Collaboration
The Calpis brand, which was first introduced on July 7, 1919—the date of the Tanabata festival—has teamed up with San-X Universe for a special Tanabata-themed campaign. From June 26, an original video featuring San-X characters enjoying Calpis while making wishes on the Milky Way will be available online. Fans can also participate in a campaign on Calpis’ official X (formerly Twitter) account, where they can create personalized wish-tag images featuring designs from Sumikkogurashi, Tarepanda, Kogepan, and Rilakkuma.
Calpis aims to connect people and moments through its sweet and refreshing taste, promoting well-being and happiness across all ages. This collaboration encourages families to enjoy Calpis together while creating new memories linked to Japanese culture.
Highlights
- Second collaboration between Calpis and San-X Universe celebrating Tanabata
- Special Tanabata-themed video released from June 26 featuring popular San-X characters
- Original wish-tag creation campaign with four unique designs
- Ongoing “Drink Calpis Kit” giveaway campaign until September 18
- Campaign promotes family enjoyment and cultural connection through Calpis
Campaign Details
| Item | Details |
|---|---|
| Name | Calpis and San-X Universe Tanabata Collaboration |
| Menu / items | Calpis (concentrated drink) 470ml varieties |
| Location | Japan (online campaigns and retail stores) |
| Address | Tokyo, Japan |
| Period | June 26, 2026 – Not specified |
| Release date | June 26, 2026 |
| Price | Varies by retailer; typical 470ml Calpis concentrate pricing |
Additionally, the ongoing “Drink Calpis Kit” campaign, running from May 18 to September 18, allows customers who purchase qualifying Calpis products to enter a lottery for a chance to win a special kit including a pair of cups, silicone tray, stirrer, and mini pitcher. This campaign encourages enjoying Calpis in fun and creative ways.
