Let’s have a look at what’s happening at Japanese kawaii brand San-X for August. Things are starting to build up for Autumn and there’s new themes for Sumikko Gurashi and Sugarcocomuu, plus a fun collab for Rilakkuma and some retro stationery. Shopping links and info is at the end of the post and some of the collections also have free wallpapers.
Sumikko Gurashi’s latest collection continues the identity crisis of Penguin? (is he a penguin or maybe a kappa?). The real Penguin takes him on a visit to Penguin Lagoon where they meet some colourful penguin chicks, giving Penguin? some hope that there might be other green penguins somewhere out there. One of the chicks wants to be a tailor (sure, why not) so they all get some new outfits too.
As always, there are tons of plushies in all sizes, along with a lagoon playset. You’ll also find plenty stationery, keychains bags & pouches. More surprising is a few beauty products including hair ties and little bottles of scented balls in various fragrances.
Sugarcocomuu the cotton candy rabbit gets a new collection called Rolly and Pop’s Candy Day where their lollipop mouse friends turn rain into candy, a pretty great trick! I really love the soft art style they use for the characters, especially on stationery.
There’s lots of plushies here too including coin pouches, keychains and screen cleaners. The accessories are adorable – and useful too – with a vanity case, wallet, phone strap. That scalloped mug is so pretty, and perfect for afternoon tea.
And good news for older San-X fans as there’s a new retro stationery collection featuring Tarepanda, Kogepan, Nyan Nyan Nyanko, Monokuru Boo and Afro Ken, as well as Rilakkuma & Sumikko Gurashi. The products are super-nostalgic too with 3D sparkly sticker bits, squishy mini binders, letter sets and sticker books – and even bath balls with a surprise figure inside.
September is already looking like a good month and we’ll have more on all that in a few weeks once everything is listed online. The new Rilakkuma x Mister Donut collab launches on the 1st though so I’m including it now. The first collab was super popular – and these are Japan-only releases – so I’d recommend ordering on launch if you want something as you’re unlikely to get a second chance. It’s all amazing as well with a lot of plushies and stationery, some super cute mugs & plates, accessories and more, all themed around Mister Donut’s best-loved treats.
How to buy San-X
All the products for August 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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