4 Years After Civil Rehabilitation: Sunhoseki Transforms from Mail-Order Company to "IP Brand Grown with Fans"! Popular Character "Hoppe-chan" Celebrates 16th Anniversary on May 5th

Memory-Tech Tsukuba Co., Ltd. Interactive Content Division Sunhoseki (Headquarters: Chikusei City, Ibaraki Prefecture; Representative Director and President: Shinya Suzuki) announces its future business direction, coinciding with the 16th anniversary of its popular character "Hoppe-chan" on May 5, 2026.

For many years, Sunhoseki has been a brand that delivered "cuteness" to girls through accessories and miscellaneous goods. It was once primarily known for its catalog mail-order business, cherished by many children as "the first place to shop with their own pocket money."

However, against the backdrop of changing purchasing behaviors, declining birthrates, and a shrinking catalog mail-order market, the company underwent civil rehabilitation in 2021. Since then, Sunhoseki has re-evaluated its traditional mail-order-centric business structure and is transitioning to a new business model that combines licensing, POPUP stores, workshops, SNS, e-commerce, anime, and overseas expansion, centered around its proprietary content "Sunhoseki" and "Hoppe-chan."

"Hoppe-chan" Celebrates 16th Anniversary on May 5th

What Sunhoseki aims for today is not merely a company that sells products.

It is a brand that nurtures the value of its characters together with its fans.

The theme for Hoppe-chan's 16th anniversary is "Redefining Value."

"Hoppe-chan" is a character born from Sunhoseki in 2010, featuring a squishy texture, round eyes, and sparkling cheeks.

At the time of its birth, it gained popularity primarily among elementary school girls. Now, with those original fans grown into adults, it is attracting attention again, coinciding with societal trends like "Heisei Retro," "Heisei Girls' Culture," and "kidult consumption."

Sunhoseki is redefining Hoppe-chan not just as a nostalgic character, but as a character that symbolizes diversity.

Each Hoppe-chan is "hand-squeezed" and crafted individually.

While sharing the same name, each character differs slightly in color, shape, and expression.

The fact that interpretations vary from person to person is precisely Hoppe-chan's charm.

Because there is no single correct answer, fans can freely imagine, discuss, and deepen their affection for the character. Sunhoseki is committed to carefully nurturing Hoppe-chan as a culture created together with its fans.

From "Nostalgic" to "Meeting Again"

Girls who once gazed at catalogs are now adults, some becoming parents, and encountering Hoppe-chan once more. This reunion is not just a reunion with a character.

It's a connection to their past selves, the time spent chatting with friends, the small treasures chosen with pocket money, and the anticipation of waiting for the catalog to arrive. Sunhoseki aims to be a brand that reconnects with each person's memories.

In recent years, voices like "nostalgic," "it's still around," and "I want to collect them again" have spread through social media, with spontaneous sharing from former fans generating new buzz. Children who see these posts are now discovering Hoppe-chan as a currently popular character.

Past memories become an entry point for new generations.

This is the great potential of Hoppe-chan today.

Turning Point After Civil Rehabilitation! From "Bringing Back Mail Order" to "Spreading Hoppe-chan"

After civil rehabilitation, Sunhoseki chose not to simply revert its former mail-order business but to bring Hoppe-chan to more places.

Through gashapon machines, corner displays, wholesale, licensing, POPUP stores, and workshops, Hoppe-chan is expanding into sales channels and events beyond Sunhoseki's own. Fans encountering Hoppe-chan there share their experiences on social media, creating a cycle where their voices reach even newer fans.

The current growth strategy follows this flow:

- Encountering Hoppe-chan at external sales locations and events - Fans discovering Hoppe-chan - Discussions on social media - Reaching new generations - Returning to official e-commerce and events

Through this cycle, Sunhoseki is evolving from a mail-order-centric company to an IP brand that nurtures brand value together with its fans.

"Hoppe-chan Again" is also more than just a product line.

It's an initiative to bring Hoppe-chan back to the world, together with the fans who once loved Sunhoseki.

"Hoppe-chan Again" launched in 2024.

To Mascots, Anime, and Experiential Events: The Expanding World of Hoppe-chan

Sunhoseki has launched a new initiative: the Hoppe-chan mascot costume business.

The small, squishy, handmade character Hoppe-chan is now becoming a presence that directly interacts with fans.

Through mascot costumes, the company will further expand the value of real-life experiences at events, POPUPs, fan meetings, regional collaborations, and corporate partnerships.

Furthermore, the anime development has been well-received, and Hoppe-chan is...