Seasonal Plum Skincare Series 'UMEHADAODORU' to Host Pop-Up Event in Shibuya This Weekend! Experience Sessions and Sample Giveaways

Aoyama Bihada Co., Ltd. (Headquarters: Meguro-ku, Tokyo; CEO: Eri Takenaka) will host the UMEHADAODORU brand pop-up event on June 20 (Sat) and 21 (Sun), 2026, at CHOOSEBASE Shibuya inside Seibu Shibuya Department Store. The event is scheduled from 12:00 to 17:00 on both days.

This event aims to promote the use of Japanese plums—a traditional health food—in the beauty industry, targeting a wide audience from beauty and health-conscious individuals to those newly interested in skincare.

We hope this event will serve as an opportunity to create new value and share Japanese culture through the wonderful plant that has long been close to people’s lives: the plum.

On the day, various activities will be available, including seasonal plum jelly distribution, product samples, pouch grab games, and more.

[Official Website] https://www.aoyama-bihada.co.jp/

Background of the Event

The plum has long been cherished as a fruit of beauty, celebrated in 122 poems in the 'Man'yōshū' anthology. As the saying goes, 'A plum a day keeps trouble away,' our ancestors clearly recognized its benefits.

This event was conceived to make the power of plums easily accessible in modern lifestyles.

Plums have supported inner beauty and daily wellness for centuries. This ancient fruit still holds wisdom that can enrich today’s women’s beauty routines.

The story of the plum is also a story of beauty lived in harmony with nature.

Through this event, we aim to position plum-based cosmetics as seasonal, comforting beauty essentials—on par with cherry blossom or osmanthus products—that accompany daily life.

Event Details

Location

- CHOOSEBASE SHIBUYA BASE B (1st floor, Seibu Shibuya P Building) *Next to Shibuya Loft

Dates and Times

June 20 (Sat) and 21 (Sun), 2026, from 12:00 to 17:00 (planned)

Admission

Free (some activities may have a fee)

Planned Activities

Plum jelly distribution, sample giveaways, touch-up experience sessions, pouch grab game, influencer appearances

Notes

Pop-up period: June 16–22. During this time, all items will be available at 30% off—the lowest price nationwide—both in-store and online.

[Message to Customers]

As project leader, I developed UMEHADAODORU. A professional makeup artist with 20 years of experience, and a 40-something mother raising children, I work every day to support customers facing the same challenges.

[Eri Takenaka, CEO, Aoyama Bihada Co., Ltd.]

At Aoyama Bihada, we believe in guiding people toward their naturally bright and healthy skin using gentle skincare.

We are convinced that the plum is the ideal ingredient to realize this vision.

The plum blossom, blooming vibrantly in early spring. The plum flesh extract and umeboshi made from ripe, abundant fruit.

Plums in daily life have long protected our well-being.

Traditionally inherited plums contain many beauty-beneficial components, including a unique polyphenol called 'ume-lignan'.

Yet, while we have camellia, rose, and yuzu cosmetics, plum-based beauty products remain rare.

After three years of development, focusing on the optimal blend of plum fruit extract and beauty-supporting ingredients, we have finally created a skincare line we are proud of: 'UMEHADAODORU'.

We believe plums, like a familiar protective charm, will continue to nurture your ideal skin.

With UMEHADAODORU, we invite you to let your natural beauty bloom.

[Store Information]

CHOOSEBASE SHIBUYA

21-1 Udagawacho, Shibuya-ku, Tokyo 1st floor, Seibu Shibuya Parking Building

Business Hours: 11:00–21:00

About Aoyama Bihada Co., Ltd.

Founded in 1994 in Aoyama as a dermatology clinic, the company operates under the concept: 'For a shining future, to make tomorrow’s you more beautiful.' Leveraging insights from medical practice, it sources premium ingredients worldwide to create only the finest products. Its product lines include the skincare series 'ABI Premium' and the health food brand 'ABI Healthcare,' developed in collaboration with restaurants and other partners.

In 2022, it launched 'UMEHADAODORU,' a natural skincare brand centered on plums.

The company plans to continue researching and developing new products aligned with its core concept.

〇 General Customer Inquiries

info@aoyama-bihada.co.jp

〇 Media, Buyers, and Corporate Inquiries (Email only)

Contact: Tabata yuji.tabata@aoyama-bihada.co.jp

♦ Aoyama Bihada Official Channels ♦

Official Website: https://www.aoyama-bihada.co.jp/

Instagram: https://www.instagram.com/aoyamabihada.official/

♦ Search 'Umehadaodoru' at official stores to purchase

- Rakuten Store: https://www.rakuten.ne.jp/gold/aoyamabihada/

- Yahoo! Shopping: https://shopping.geocities.jp/aoyamabihada/?sc_i=shp_pc_store-item_strh

- Amazon: https://www.amazon.co.jp/stores/%E9%9D%92%E5%B1%B1%E7%BE%8E%E8%82%8C/page/6833B4A8-98F0-42CC-8E3F-DAF8681883B7?ref_=ast_bln

- Physical & Online Store: CHOOSEBASE SHIBUYA, Seibu Shibuya https://choosebase.jp/collections/umehadaodoru