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, a Rilakkuma & Sumikko Gurashi bakery, Halloween plush and more retro characters. Shopping links and info is at the end of the post and some of the collections also have free wallpapers.
Ishiyowa-chan who can’t resist temptation is a fun Halloween-adjacent theme with the weak-willed puppy torn between advice from his angel and devil sides. In a very relatable ending, the angel side is fully seduced to the dark side by cake.
As well as the usual plush in various sizes, you’ll find fun accessories like phone charms, pouches and mini bags, and even plates. There’s also lots of stationery including notebooks, stickers and file folders.
The gothic vibes of Sentimental Circus also fit well with spooky season and their latest theme has the lengthy title of Tonight at the Black and White Ursa Minor Tea Salon. This adds some brighter colours to their usual dark palette, along with night sky elements and lots of pandas. I love that Japan sees a panda in Ursa Minor, rather than our normal bear!
The products have some very fancy touches like embroidery, tassels and metallics, which are especially cool on the bags and pouches, but there’s also face towels, charms and a hair scrunchie. You can also recreate the tea salon with your own special teapot, mug and plates. Plus there’s loads of plushies and stationery too, including the panda.
Rilakkuma & Sumikko Gurashi are taking it quiet this month with just a joint Bakery Goods Anytime theme. It is amazing though and I am delighted to see the return of Mr Baguette. I need that ceramic plate so badly. Other kitchenware includes mugs, plates, a Kiroiitori bread plate and plastic trays. There’s also plushies, bags, stationery, flocked charms and little signboard clips for photos.
The San-X Universe continues to create new merch featuring their beloved retro characters, this time with a classic heart theme. Most of the characters get at least one product as there’s a few blind box items and things like stickers with multiple characters, while Rilakkuma, Mamegoma, Nyan Nyan Nyanko and Tarepanda get plushies in multiple sizes and designs. The bags are also really cute and my top item is the quilted cover binder as it has so many fun details. There’s also a mini Rilakkuma of Yesteryear collection that will make older fans weep with nostalgia. There’s recreations of classic plush and stationery from the very first collection as well as classics like Bonjour!, Meets Honey, Strawberry and Rabbit.
Halloween plush are also coming soon but only in keychain sizes this year. Rilakkuma are having a Pastel Halloween Party, while Sumiikko Gurashi are dressed up for a Magical Halloween.
How to buy San-X
All the products for September are listed in the San-X shop now with some items available to buy now and the rest in a week or so. To order direct, 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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