Fujiya will be livening up Ginza this fall! A “Japan” themed event will be held at Ginza Mitsukoshi: Smile Switch Festa 2025 in GINZA – Rediscover the deliciousness of Japan

The event will run from September 10th (Wed) to September 29th (Mon), 2025. There will also be a Sanrio Characters Collaboration Booth! There will also be a Peko-chan x Pompompurin greeting!

■Fujiya's Ginza event this fall is "Rediscover the Deliciousness of Japan"

Fujiya's popular event, "FUJIYA Smile Switch Festa," which started at Ginza Mitsukoshi in January 2021, is now in its fifth year. This fall, it will be held at the event venue on the 7th floor of the new Ginza Mitsukoshi building. The venue is larger than usual, and the number of events and products on offer has increased dramatically, making it even more powerful!
The event is called "Smile Switch Festa 2025 in GINZA: Rediscover the Deliciousness of Japan." As the name suggests, the event will allow visitors to rediscover the charms of Japan, with displays of Peko-chan dolls dressed in costumes featuring local Japanese specialties and motifs, and the sale of Peko-chan goods with Japanese designs. Additionally, Japanese sweets from the Western-style confectionery shop Fujiya will be available to enjoy at the event venue, under the name "Sweets Shop Fujiya."

In addition, the "Peko-chan x Sanrio Characters Collaboration Pop-Up Booth" will be making its first appearance at the "Smile Switch Festa"! This will be the first time that the booth will be unveiled, and in addition to selling Peko-chan x Sanrio Characters merchandise with original designs, a collaboration with Sanrio characters, there will also be a panel exhibition and photo spots.
To commemorate the first appearance of the POPUP booth, there will also be a greeting session with Pompompurin, who won first place in the 2025 Sanrio Character Awards!

In addition, we will have a large selection of Peko-chan goods available, and look forward to your visit.

Smile Switch Festa 2025 in GINZA Rediscover the deliciousness of Japan

Date: Wednesday, September 10, 2025 – Monday, September 29, 2025
Event hours: 10:00-20:00 (same as Ginza Mitsukoshi) *Ends at 18:00 on the last day Venue: Ginza Mitsukoshi New Building 7F Event Venue, 4-6-16 Ginza, Chuo-ku, Tokyo ● Exclusive products available at this event ● "Peko-chan x Sanrio Characters Collaboration POPUP Booth"
● "Fujiya Sweets" Corner ● Smile Switch 5th Corner (Popular past products on sale, key visuals from past years on display, and past commercials aired)
● Peko-chan doll displays at local stores and more

*Due to various circumstances, business hours and events may be changed or canceled without notice. Please check the Ginza Mitsukoshi official website for the latest information.

■Featured items include new goods and sweets! Popular past items will also be making a comeback!

◆ "Peko-chan Japanese pattern eco bag"

This eco-bag is a convenient size for small shopping trips and features a Japanese-style design of Peko-chan. It comes with an elastic band to keep the bag together. There are 5 types in total, all randomly selected, so it's fun to see which one you get!

"Peko-chan Japanese-patterned eco bag" (5 types, random)
748 yen including tax Size: Approximately 300mm long x 300mm wide
*Up to 5 items per person

[Fujiya Sweets Shop] Eat-in exclusive items available

Titled "Sweets Shop Fujiya," Japanese sweets made by the Western confectionery shop Fujiya will be available exclusively for dine-in. Come to the venue to experience the fusion of Japanese and Western sweets that can only be enjoyed at this event!

◆ "Soft serve ice cream" (various types) and more <Eat-in only>

Introducing "Premium Milky Soft Cream," which offers a richer, fuller flavor than the "Milky Soft Cream" currently sold at Fujiya Western Confectionery Stores. This product is usually only available at certain stores. Other flavors available include "Special Matcha" and "Mixed" soft cream.

"Soft serve ice cream" (Premium milky soft serve ice cream, special matcha, mix)
Cup: 500 yen each (tax included) / Cone: 600 yen each (tax included)

Additionally, we have prepared a menu of toppings unique to Japan exclusively for this event. Enjoy combining them with the "Premium Milky Soft Serve Ice Cream."

"Fujiya Sweets Sweet Potato Caramel Soft" 600 yen including tax
"Fujiya Sweets Matcha Azuki Soft" 600 yen including tax
"Fujiya Sweets Mitarashi Soft" 550 yen including tax
*All three types of soft serve ice cream are <Premium Milky Soft Serve Ice Cream>.

◆ [Limited to this event] [Fujiya Sweets Shop] "Milky x Matcha Parfait" <Eat-in only>

This parfait is layered with "Premium Milky Soft Serve Ice Cream," matcha cake, matcha sauce, and azuki beans, and is garnished with whipped cream and matcha cake. Enjoy the sweet treats brought to you by Fujiya Sweets, where you can taste the Western-Japanese combination of "Premium Milky Soft Serve Ice Cream" and matcha.

"Fujiya Sweets Milky x Matcha Parfait"
750 yen including tax

In addition to the sweets introduced above, we also have other sweets available.
*The last order at Amami Dokoro Fujiya is 19:30 (17:30 on the last day).

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◆We have gathered popular products from 2020 to 2024!

We've gathered together some of Fujiya's most popular Western confectionery products from 2020 to 2024! We've put together a collection of products that represent each year from 2020 to 2024. Products that are no longer on sale will also be re-released. Whether you loved them back then or have never tried them, don't miss this opportunity.

*The 2020 product "Premium Shortcake" and the 2024 product "Peko-chan's Twin Cheeks (Chantilly & Custard Cream)" are still on sale.

(From left in the image)
2020 "Premium Shortcake" 667 yen including tax
2021 "Peko Sandwich (Kuma Chestnuts from Kumamoto Prefecture)" 480 yen including tax
2022 "Traditional Taste Fujiya Shortcake" 880 yen including tax
2023 "Shine Muscat Daifuku from a Western Confectionery Shop" 480 yen including tax
2024 "Peko-chan's Twin Cheeks (Chantilly & Custard Cream)" 177 yen including tax

■ The hottest attraction this time is the "Peko-chan x Sanrio Characters Collaboration POPUP Booth"

Peko-chan x Sanrio characters collaboration booth makes its first appearance at Ginza Mitsukoshi!
A large panel featuring a newly designed Peko-chan x Sanrio characters will be unveiled for the first time to welcome visitors.
There are character introduction panels where you can learn more about Peko-chan and the Sanrio characters, as well as photo spots where you'll want to take pictures with them. There's also a panel exhibition corner celebrating the 40th anniversary of Sanrio's popular character, Hangyodon!
In addition, we have a wide variety of colorful and cute collaboration goods available. This is a highly anticipated collaboration POP-UP!

★★Peko-chan & Pompompurin Greeting Event★★

Pompompurin, winner of the 2025 Sanrio Character Awards, will be coming to visit!
Look forward to the first collaboration with Peko-chan, which can only be seen here!
*Image is for illustrative purposes only

■Date and time: Saturday, September 20, 2025
[1st session] 12:00~ / Meeting time 11:45
[2nd session] 14:00~ / Meeting time 13:45
[3rd session] 16:00~ / Meeting time 15:45

*Each session lasts approximately 20 minutes. *Limited to 25 groups per session, for a total of 75 groups. *Maximum of 2 people per group (excluding preschool children).
*Please note that if you do not arrive at the meeting time, your participation in the greeting event will be invalid.

●How to participate: Obtain a numbered ticket on a first-come, first-served basis at Pass Market (starting at 10:00 on Tuesday, September 16th). Also, present a receipt (couponable) for purchases of 3,240 yen or more (tax included) (per participating session) at the event venue on the 7th floor of the new Ginza Mitsukoshi building by the meeting time of each session between Wednesday, September 10th and Saturday, September 20th, 2025.

●Application period
September 16, 2025 (Tuesday) 10:00 to September 19, 2025 (Friday) 23:59
*Applications may close once the capacity is reached, even during the application period.

●URL
https://www.mistore.jp/store/ginza/shops/foods/foodgarden/shopnews_list/shopnews_017.html

■ "Peko-chan x Sanrio Characters Collaboration POPUP Booth" Collaboration Goods

A large number of collaboration products between Peko-chan and Sanrio characters will be available! There are so many cute goods that you'll want to own them all.

◆ "Trading acrylic stand keychain"

This keychain comes with a base and can also be used as an acrylic stand. The bases can be connected so you can display them together. There are 12 random designs.

"Trading acrylic stand keychain" (12 types, random)
770 yen including tax
*Up to 12 items per person

◆ "Trading Aurora Can Badges"

These stylish badges feature an aurora effect that sparkles depending on the angle you look at them from. Enjoy attaching them to your bag or pouch. There are 12 random designs.

"Trading Aurora Can Badges" (12 types, random)
660 yen including tax
*Up to 12 items per person

◆ "2 charm keychains (various types)"

This keychain comes with two charms. Each charm can be removed and used, so you can attach it wherever you like! There are six designs to choose from.

"2 Charm Keychains (various types)" <6 types in total>
935 yen each (tax included)
*Up to 12 items per person

◆ "Hangyodon 40th Anniversary Macaron (2 pieces)" <Refrigerated>

Celebrating Hangyodon's 40th anniversary! To celebrate Hangyodon's 40th anniversary, we've created a set of two macarons. The soda cream-filled macaron features the Hangyodon 40th anniversary logo, while the milky cream-filled macaron features Hangyodon and his best friend Sayuri.

"Hangyodon 40th Anniversary Macaron (2 pieces)"
864 yen including tax

■Special products only available at Ginza Mitsukoshi

◆Ball & Chain collaboration shopping bag 4th release

The fourth collaboration shopping bag between Fujiya and Ball & Chain is now on sale!
This time, the cute original design features a large shortcake with Peko-chan, Poko-chan, and a dog. It comes in three colors: tan, charcoal gray, and baby pink, with the baby pink being a limited edition color only available at Fujiya. It will be on sale at the Mitsukoshi Isetan online store from Wednesday, September 3rd to Sunday, September 21st, 2025, exclusively for MI Card members.

Ball & Chain Collaboration Shopping Bag (Tan/Charcoal Gray/Baby Pink)
6,050 yen each (tax included)

▼Mitsukoshi Isetan Online Store
 https://www.mistore.jp/shopping/brand/list?brand=061042&fcd=5100178&stock=all

[Sales period]
September 3, 2025 (Wednesday) 10:00 to September 21, 2025 (Sunday) 23:59

[Delivery date]
Friday, September 26, 2025 – Sunday, September 28, 2025 10:00-20:00 each day

[Pick-up location]
Storefront (Ginza Mitsukoshi New Building 7th floor event venue)

*Delivery not possible
*Sales are limited to MI Card members.

*Please note that the number of products is limited.
*There is a purchase limit of one item per person.
*Please refrain from purchasing for the purpose of resale.
*As quantities are limited, sales will end once sold out, even if it is within the sales period.
*We cannot accept cancellations, returns, or changes to orders after they have been placed.

◆ To celebrate the event, two types of fun bags will be sold exclusively at Isetan Mitsukoshi Online!

"Peko-chan 75th Happy Bag (Matsu) (Ginza Mitsukoshi Exclusive)" 6,050 yen (tax included)

"Assortment contents"
● Tabletop Peko-chan Doll (Brown) (Height: Approx. 350mm)
●Premium Milky Butter Sandwich (3 pieces)
Milky can (shortcake flavor)
Peko-chan hand towel (checkered)
● Parettiere (Pioneer Tart)
●Nectar Jelly (Peach & Mix)

"Ginza Mitsukoshi Exclusive Peko-chan 75th Happy Bag (Bamboo)" 3,630 yen (tax included)

"Assortment contents"
Mini Retro Peko-chan Doll (Milky Flower x Red) (Height: Approx. 95mm)
Milky can (shortcake flavor)
●Milky Pie ●2 Milky Baumkuchen ●Original clear bottle (with smiley face)
● Parettiere (Pioneer Tart)
●Nectar Jelly (Peach & Mix)

"<Ginza Mitsukoshi Exclusive> Peko-chan 75th Happy Bag (Matsu)" 6,050 yen including tax
"Peko-chan 75th Happy Bag (Bamboo) (Ginza Mitsukoshi Exclusive)" 3,630 yen (tax included)

▼Mitsukoshi Isetan Online Store
<Ginza Mitsukoshi Exclusive> Peko-chan 75th Happy Bag (Pine)
https://www.mistore.jp/shopping/product/9000000000000000003259964.html
<Ginza Mitsukoshi Exclusive> Peko-chan 75th Happy Bag (Bamboo)
https://www.mistore.jp/shopping/product/9000000000000000003259965.html

[Sales period]
September 10, 2025 (Wednesday) 10:00 to September 26, 2025 (Friday) 10:00

[Delivery date]
Shipments will be made sequentially from Wednesday, October 15, 2025 onwards. *In-store pickup not available.

*There is a purchase limit of two items per person.
*Due to limited quantities, this offer will end once stock runs out.
*Delivery date cannot be specified.

Limited original shopper gift

Customers who spend over 2,400 yen (tax included) will receive an original shopping bag with an original "Smile Switch Festa" design.
*Available in limited quantities and will end when stock runs out. *Also available for sale at 200 yen including tax.

■Gift campaign Stamp rally

◆＼Visit Fujiya in Ginza!／Peko-chan Stamp Rally

To celebrate the "Smile Switch Festa 2025 in GINZA," we're holding a stamp rally around Fujiya stores in Ginza! Collect stamps at participating stores and get your hands on some merchandise. The cardboard backing acts as a passport and comes with a discount coupon. Enjoy it while touring the streets of Ginza.

Three stamps are required (the stamps will already be stamped at the venue when they are distributed)
① "Smile Switch Festa 2025 in GINZA: Rediscover the Deliciousness of Japan"
② "Western Confectionery Shop Fujiya Ginza Mitsukoshi Store"
3. Either "Fujiya Sukiyabashi Store" or "Fujiya Restaurant Sukiyabashi Store" – Get a stamp when you spend 1,000 yen or more (tax included) at either of the above stores.

When you collect all the stamps
"(Not for sale) Original knit tote bag (smile mark)" (5 designs)
Get a gift!

*You can choose your favorite color, but please note that your choice may not be available depending on stock availability.

Size: <Main body> 250mm W x 365mm H (including handle) x 110mm D
Material: Polyester

* Passports will be given to customers who spend 1,000 yen or more (tax included) at any of the four participating stores. (Passports will only be distributed at the event venue during the event period.)
*Prize exchange is possible at the event venue as well as any of the three stores above. *Stamp and prize exchange period: September 10th (Wed) to October 31st (Fri), 2025
*"Smile Switch Festa 2025 in GINZA Rediscover the Deliciousness of Japan" will run until Monday, September 29th (until 6:00 PM on the final day).

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*Depending on the product, there may be a limit on the number of items that can be purchased.
*We have sufficient stock of the product, but please understand that it may be out of stock.
*All images are for illustrative purposes only.
*The content and design of products and exhibits may be subject to change.
*The event content may be subject to change or cancellation.

Fujiya website
https://www.fujiya-peko.co.jp/
Fujiya Western Confectionery Store Brand Site
https://www.fujiya-peko.co.jp/cakebrand/
Smile Switch Festa 2025 in GINZA Rediscover the deliciousness of Japan
https://www.fujiya-peko.co.jp/smileswitch/shop/

[Fujiya] Press release

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