SHISEIDO will be holding an interactive event called "Digging?" at Ginza Sony Park for a limited time from September 11th (Friday) to September 20th (Sunday). This event will feature three contents that remix the trajectory of "beauty" that SHISEIDO has been conveying throughout the ages for the modern era.
In recent years, a revival boom and the Y2K movement have spread, particularly among young people, with a growing trend of "enjoying past cultures and designs in one's own way" and "reinterpreting nostalgia in a new way," encompassing things like records, film cameras, and vintage fashion.
Visitors can experience SHISEIDO's bold and playful collection of past advertisements, incorporate their charm in their own way, and discover a new version of themselves through an experience of deeply exploring (digging) what captivates them.
You can enjoy the following three contents at the event.
・"Digging into the roots?"
Immerse yourself in a collection of past advertisements and search for designs and words that resonate with you.
・"Should we dig for merchandise?"
You can choose from a variety of limited-edition items inspired by numerous advertising collections and create your own original merchandise.
・"Digging into makeup?"
Enjoy the latest holiday collection and original makeup looks that remix items used in advertising designs for a modern feel.
"Digging?" Event Overview
Address: 5-3-1 Ginza, Chuo-ku, Tokyo (Ginza Sony Park)
Period: September 11th (Fri) – September 20th (Sun), 2026
Hours: 11:00 AM – 7:00 PM (Last entry 6:30 PM)
*Admission is free and no advance reservation is required.* Only original merchandise will be sold at this event venue. No other products will be sold.
"Digging?" Special Website : https://brand.shiseido.co.jp/dig-shiseido.html?rt_pr=trv55
TOMO KOIZUMI Dress Exhibition
The SHISEIDO holiday collection "GINZA WONDER × TOMO KOIZUMI" will be released in limited quantities on Thursday, October 1, 2026. This event will showcase a variety of TOMO KOIZUMI's dress collections ahead of the holiday collection's release. Experience the world of TOMO KOIZUMI, where surprises abound from the vibrant frills.
《GINZA CAMPAIGN》
The "GINZA CAMPAIGN," where you can enjoy the world of "Diguru?", is being held at nearby SHISEIDO retailers. As a purchase bonus, you can receive store-exclusive "Diguru?" merchandise and experience original makeup inspired by past advertising designs through in-store consultations and touch-ups.
GINZA CAMPAIGN Location : Ginza Mitsukoshi Store Period: September 16th (Wed) – September 22nd (Tue)
Venue: GINZA Stage, B1F, Main Building, Ginza Mitsukoshi, 4-6-16 Ginza, Chuo-ku, Tokyo Benefit ①: Receive an original sticker set when you visit during the event period Benefit ②: Receive a limited edition keychain set and a Ginza Mitsukoshi limited edition pouch when you purchase SHISEIDO products, including SHISEIDO makeup items Purchase over ¥11,000 (tax included) → Keychain set Purchase over ¥16,500 (tax included) → Ginza Mitsukoshi limited edition pouch Purchase over ¥22,000 (tax included) → Keychain set + Ginza Mitsukoshi limited edition pouch *Each benefit is available in limited quantities. They will be gone once supplies run out, so please come early.
■Matsuya Ginza Store Period: September 9th (Wed) – September 30th (Wed)
Venue: SHISEIDO Counter, 1st Floor, Main Building, Matsuya Ginza Store, 3-6-1 Ginza, Chuo-ku, Tokyo Benefit ①: Receive an original sticker set when you visit during the event period Benefit ②: Receive a keychain set when you purchase SHISEIDO products totaling 11,000 yen (tax included) or more, including SHISEIDO makeup items *Each benefit is available in limited quantities. They will be gone once supplies run out, so please come early.
■SHISEIDO THE STORE
Period: From September 10th (Thursday)
Venue: SHISEIDO THE STORE, 7-8-10 Ginza, Chuo-ku, Tokyo
Special Offer ①: Receive an original sticker set when you visit during the promotion period. Special Offer ②: Receive the following when you purchase SHISEIDO products totaling ¥18,700 (tax included) or more: SHISEIDO Ultimune™ Power Infusing Serum (Beauty Serum) Special Size 10mL
SHISEIDO Essential Energy Hydrating Cream (Cream) Special Size 15g
*All special offers are available in limited quantities. They will be gone once supplies run out, so please come early.
■Shiseido Online Store
https://www.shiseido.co.jp/sw/onlinestore/prestige/shiseido/?rt_pr=trv55
Period: From September 21st (Monday):
Special Offer: Receive a keychain and sticker set with purchases of SHISEIDO products totaling ¥18,700 or more, including SHISEIDO Color + Glow Enhancer. *All special offers are available in limited quantities and will end once supplies run out.
《SHISEIDO》
SHISEIDO is a global flagship brand that inherits the legacy of Shiseido, which was founded in 1872 in Ginza, Tokyo. Unique products such as the Eudermine lotion, which was created in 1897 and is still loved today, the Ultimune serum, which applies the results of basic research, and the Essence Skin Foundation Series, known as a "foundation serum," not only bring out external beauty but also bring out the inner beauty of each individual. SHISEIDO is a Japanese prestige brand that bases its unique values on beauty, art, and science.
■SHISEIDO Official Website: https://brand.shiseido.co.jp/?rt_pr=trv55
■SHISEIDO JAPAN Official Instagram: https://www.instagram.com/shiseido_japan/
■SHISEIDO JAPAN Official X: https://twitter.com/SHISEIDO_brand
[From Shiseido Co., Ltd. press release ]
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