Let’s have a look at what’s happening at Japanese kawaii brand San-X for September. There’s new themes for Ishiyowa-chan and Sentimental Circus, plus Halloween plush and 2026 calendars. Shopping links and info is at the end of the post and some of the collections also have free wallpapers.
It’s nice to see a new theme for Ishiyowa-chan, the weak-willed dog who always puts things off until tomorrow. This one is Introducing Kouhai-chan, a new white cat character in a junior position at the company who starts to show their personality and make friends after seeing Ishiyowa-chan bring a cute bag to work.
Despite the collection being named after her, most of the products still focus on Ishiyowa-chan but there’s lots of stationery with all 3 characters including letter sets, memo pads, stickers and pens. I love the plushies too, especially Ishiyowa-chan with a removable futon bed to procrastinate in!
Sentimental Circus celebrates its 15th anniversary in 2025 and the characters always suit spooky season. Grimoire of Eternal Magic and Wishes is themed around a mysterious star child but it’s really all about the design style with decorative borders, jeweled spellbooks, and magic wands.
If you’re a bit of a goth, or into witchy things, you’ll love this collection with a spellbook multi-case, jeweled vanity pouch, magic wand charms, sparkly stickers and even a hand mirror with a stand option. Of course there’s plush too, in a variety of sizes.
It looks like San-X are not making a big deal of Halloween this year as there are only small plushies. Rilakkuma & friends are dressed up as yokai (supernatural beings from Japanese folklore) while Sumikko Gurashi celebrate a Spooky Halloween with pastel takes on vampires, zombies and monsters. Kigurumi onesies are also back if you want a Rilakkuma or Korilakkuma costume (or just to stay cosy at home).
It’s definitely worth having a browse through the rest of the September releases as there’s lots of new everyday items like bags, phone accessories, hoodies and hair accessories. You can also get organised for the new year with 2026 calendars and diaries. There’s a wide range of sizes and formats, from schedule books to wall calendars, but only with Rilakkuma and Sumikko Gurashi. I really love the design with the plushies.
How to buy San-X
All the products for September are in the San-X shop now with most available to buy now but you’ll need to use a forwarding service outside Japan. Otherwise you need to keep an eye on official resellers, who may also have items that are already sold out at San-X. AmiAmi (JP) does pre-orders before release, Kawaii Republic (JP) and Meccha Japan (JP) do both pre-order and in stock items, while Very Goods (JP) usually add most items within a few days or weeks. International shops can take longer, from weeks to many months – we recommend Cuteness (EU – also do preorders), ARTBOX (UK) and Oshoppu (UK). Use our guide to The Best Kawaii Shops Worldwide for more options. US fans also now have an official San-X store on Amazon, mostly with products made for the US market.
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