Limited Collaboration Product "Usamaru x Tsuki de Hirotta Tamago" Original Packaging (4 Types) to be Released on May 1st
Asahi Seika Co., Ltd.'s Japanese and Western confectionery specialty store "Kashinoki" will release a limited edition "Tsuki de Hirotta Tamago" in collaboration with the popular LINE sticker character "Usamaru" to commemorate the 40th anniversary of its flagship product. The product will feature new illustrations by Usamaru's creator, sakumaru, on four different packages and will be released on May 1, 2026, ahead of its actual anniversary, targeting Golden Week travelers.
📋 Article Processing Timeline
- 📰 Published: April 27, 2026 at 18:55
- 🔍 Collected: April 27, 2026 at 10:01
- 🤖 AI Analyzed: April 27, 2026 at 10:06 (5 min after Collected)
Kashinoki, a Japanese and Western confectionery specialty store operated by Asahi Seika Co., Ltd. (Head office: Yanai City, Yamaguchi Prefecture; Representative Director and President: Tsuneyuki Tsubono), will launch a limited-edition "Tsuki de Hirotta Tamago" in collaboration with the highly popular LINE sticker character "Usamaru" as a commemorative product for the 40th anniversary of its flagship confectionery, "Tsuki de Hirotta Tamago."
40th Anniversary of Tsuki de Hirotta Tamago: "Usamaru x Yamaguchi Specialty Tsuki de Hirotta Tamago Funwari Milk"
The packaging for this new product features illustrations specially drawn for this project by sakumaru, the creator of Usamaru. There will be four different types of packages, each with a unique illustration. Also, inspired by Usamaru's pure white, fluffy body, the product features a smooth custard and gentle milk cream within a soft sponge, creating a mild and sweet flavor. It's a limited-edition flavor that can be enjoyed by both children and adults.
The original release anniversary of "Tsuki de Hirotta Tamago" is July 14th (Tsuki de Hirotta Tamago Day). However, to allow more people to enjoy this collaboration product with "Usamaru," which is popular nationwide, we decided to release it on Friday, May 1, 2026, ahead of the anniversary, coinciding with Golden Week when more people return to Yamaguchi or visit as tourists.
Trending on SNS! Did a post from a year ago lead to a 40th-anniversary miracle?
The catalyst for this collaboration was an illustration posted by Usamaru's creator, sakumaru, on X on January 23, 2025, titled "I want to pick up many!"
Based on a "chance" encounter where sakumaru happened to pick up "Tsuki de Hirotta Tamago," a souvenir from Yamaguchi, the illustration depicted Usamaru picking up a large quantity of "Tsuki de Hirotta Tamago." This was "coincidentally" brought to the attention of Kashinoki by a fan following their X account, leading to this collaboration. The timing, "with the 40th anniversary of Tsuki de Hirotta Tamago approaching in the following year, 2026," also became a trigger for developing the collaboration product. The疊(重ねる) of these miraculous "coincidences" led to the release of this limited-edition product.
Illustration that sparked the collaboration
"We are delighted that various coincidences have led to the release of 'Tsuki de Hirotta Tamago' in valuable original design packaging featuring the adorable Usamaru, newly drawn for this project. The fact that there are four types of packages is also an attraction, and we hope people will enjoy choosing and collecting them. We eagerly anticipate many people picking up this product as a memory of Golden Week, when many visitors come to Yamaguchi, and we look forward to seeing everyone's reactions," commented the person in charge.
What is "Usamaru"?
A relaxed and cute rabbit character that boasts unwavering popularity with LINE stickers. The creator is illustrator sakumaru. With the catchphrase "A relaxed, cute, and sometimes surreal rabbit," it quickly broke through after its debut in 2014. In 2016, it became the first character to be inducted into the "LINE Creators Stamp AWARD Hall of Fame," and in 2021, it won the Grand Prix in the MVP category at the 3rd "LINE Creators MVP AWARD," with its momentum showing no signs of stopping. Official LINE stickers and collaboration stickers with companies are also being released one after another. It has been featured in numerous TV programs and magazines, and is widely expanded beyond stickers into books, merchandise, cafes, and more.
What is "Tsuki de Hirotta Tamago"?
Tsuki de Hirotta Tamago is the company's flagship product, launched in 1986.
It has expanded into many variations, with cumulative production exceeding 161 million units as of February 12, 2026. It is loved as a souvenir confectionery from Yamaguchi Prefecture.
Product Information "Usamaru x Yamaguchi Specialty Tsuki de Hirotta Tamago Funwari Milk"
1 piece: 300 yen (tax included)
Released on Friday, May 1, 2026
*A "Usamaru x Tsuki de Hirotta Tamago Original Sticker Set of 4" is also planned for future release. Please await further announcements.
*The single product released on May 1st does not come with an original sticker.
Sales Locations
・Kashinoki stores
・Kashinoki Online Shop (https://88191a.myshopify.com/products/tukimilk)
・To be released sequentially at SA/stations in Yamaguchi Prefecture
Contact for this press release
Asahi Seika Co., Ltd. EC Special Sales Department, Ito
Phone: 0820-22-0757 / E-mail: info@kasinoki.co.jp
https://www.kasinoki.co.jp
40th Anniversary of Tsuki de Hirotta Tamago: "Usamaru x Yamaguchi Specialty Tsuki de Hirotta Tamago Funwari Milk"
The packaging for this new product features illustrations specially drawn for this project by sakumaru, the creator of Usamaru. There will be four different types of packages, each with a unique illustration. Also, inspired by Usamaru's pure white, fluffy body, the product features a smooth custard and gentle milk cream within a soft sponge, creating a mild and sweet flavor. It's a limited-edition flavor that can be enjoyed by both children and adults.
The original release anniversary of "Tsuki de Hirotta Tamago" is July 14th (Tsuki de Hirotta Tamago Day). However, to allow more people to enjoy this collaboration product with "Usamaru," which is popular nationwide, we decided to release it on Friday, May 1, 2026, ahead of the anniversary, coinciding with Golden Week when more people return to Yamaguchi or visit as tourists.
Trending on SNS! Did a post from a year ago lead to a 40th-anniversary miracle?
The catalyst for this collaboration was an illustration posted by Usamaru's creator, sakumaru, on X on January 23, 2025, titled "I want to pick up many!"
Based on a "chance" encounter where sakumaru happened to pick up "Tsuki de Hirotta Tamago," a souvenir from Yamaguchi, the illustration depicted Usamaru picking up a large quantity of "Tsuki de Hirotta Tamago." This was "coincidentally" brought to the attention of Kashinoki by a fan following their X account, leading to this collaboration. The timing, "with the 40th anniversary of Tsuki de Hirotta Tamago approaching in the following year, 2026," also became a trigger for developing the collaboration product. The疊(重ねる) of these miraculous "coincidences" led to the release of this limited-edition product.
Illustration that sparked the collaboration
"We are delighted that various coincidences have led to the release of 'Tsuki de Hirotta Tamago' in valuable original design packaging featuring the adorable Usamaru, newly drawn for this project. The fact that there are four types of packages is also an attraction, and we hope people will enjoy choosing and collecting them. We eagerly anticipate many people picking up this product as a memory of Golden Week, when many visitors come to Yamaguchi, and we look forward to seeing everyone's reactions," commented the person in charge.
What is "Usamaru"?
A relaxed and cute rabbit character that boasts unwavering popularity with LINE stickers. The creator is illustrator sakumaru. With the catchphrase "A relaxed, cute, and sometimes surreal rabbit," it quickly broke through after its debut in 2014. In 2016, it became the first character to be inducted into the "LINE Creators Stamp AWARD Hall of Fame," and in 2021, it won the Grand Prix in the MVP category at the 3rd "LINE Creators MVP AWARD," with its momentum showing no signs of stopping. Official LINE stickers and collaboration stickers with companies are also being released one after another. It has been featured in numerous TV programs and magazines, and is widely expanded beyond stickers into books, merchandise, cafes, and more.
What is "Tsuki de Hirotta Tamago"?
Tsuki de Hirotta Tamago is the company's flagship product, launched in 1986.
It has expanded into many variations, with cumulative production exceeding 161 million units as of February 12, 2026. It is loved as a souvenir confectionery from Yamaguchi Prefecture.
Product Information "Usamaru x Yamaguchi Specialty Tsuki de Hirotta Tamago Funwari Milk"
1 piece: 300 yen (tax included)
Released on Friday, May 1, 2026
*A "Usamaru x Tsuki de Hirotta Tamago Original Sticker Set of 4" is also planned for future release. Please await further announcements.
*The single product released on May 1st does not come with an original sticker.
Sales Locations
・Kashinoki stores
・Kashinoki Online Shop (https://88191a.myshopify.com/products/tukimilk)
・To be released sequentially at SA/stations in Yamaguchi Prefecture
Contact for this press release
Asahi Seika Co., Ltd. EC Special Sales Department, Ito
Phone: 0820-22-0757 / E-mail: info@kasinoki.co.jp
https://www.kasinoki.co.jp