Complex Experiential Store 'Asumise' on the 9th Floor of Daimaru Tokyo Store Starts New Term on Wednesday, April 29 (Holiday) - Theme is 'Wishes & Thanks'

The complex experience store 'Asumise' (9th floor of Daimaru Tokyo store) operated by Daimaru Matsuzakaya Department Stores sets a theme about every three months, disseminating new encounters and experiences while changing its exhibitions and brand lineup. In September 2024, it was relocated and expanded to the 9th floor, and this will be its 8th volume.

From April 29 (Wed/Holiday) to July 21 (Tue), 2026, it will be held under the theme of 'Wishes & Thanks'. Coinciding with this season filled with events wishing for happiness, such as Children's Day and Tanabata, it will feature items that fulfill the desire to make daily life more comfortable and fulfilling, as well as products perfect for gifts to express gratitude, developed by a total of 24 brands including 15 new ones. Furthermore, during the exhibition period, there will be installation exhibits by four creators, and a Golden Week special project at the adjoining cafe 'PostCoffee KIOSK'.

Official Website URL: https://dmdepart.jp/asumise/

◆ Vol.8 Theme: 'Wishes & Thanks' Implementation Period: April 29 (Wed/Holiday) - July 21 (Tue), 2026

This season features events to express gratitude, such as Mother's Day and Father's Day, as well as events wishing for happiness like Children's Day and Tanabata. Therefore, under the theme 'Wishes & Thanks', we have lined up items that fulfill the wish to make daily life more comfortable and enriching, along with items perfect as gifts to convey gratitude to loved ones.

◆ Participating Brands (Excerpt)

<Sun Barrier 100> Sun Barrier 100 Co., Ltd. | Fashion Accessories https://uv100.jp/ Sun Barrier 100 is a specialized brand developing light-blocking parasols. Its uniquely developed 4-layer fabric blocks UV rays, infrared rays, and visible light. It maintains a shade-like coolness and glare-reduced comfort for a long time. Aligning with the desire to protect the skin from sunlight, they continue to develop and produce highly functional products. At Asumise, they offer a wide range of original products, including parasols, hats, outerwear, and goods. Fabric samples are also provided, offering an experience where you can find the perfect piece for yourself while checking the texture and color.

<Earth hacks> Earth hacks Co., Ltd. | Lifestyle https://co.earth-hacks.jp Earth hacks is a joint project between Hakuhodo and Mitsui & Co. Through the 'Decabo Score', which visualizes the environmental value of products and services as a new selection standard via a unique approach displaying CO2 emission reduction rates (%) compared to conventional products, it provides a mechanism where consumers, rather than just companies, can enjoyably contribute to decarbonization. At the store, various products incorporating the Decabo Score are exhibited, providing an opportunity for customers to deepen their understanding of decarbonization by actually holding the products in their hands.

<habits> Valet Co., Ltd. | Lifestyle https://hb-habits.com/ A brand proposing products that fundamentally align the body through daily life, based on the concept of 'creating beauty and health from habits'. Without being swayed by trends, they pursue the 'essence' that the body truly needs, insisting on reliable quality that can be used for a long time. They propose a new lifestyle cultivating beauty and health through habits that can be reasonably sustained. Centered around the highly functional 'B-make Sandal' recommended by body experts, you can try out items at the store that can be easily incorporated at home or on the go, enabling exercise and foot care simultaneously.

<DERMED, IROIKU> Sansho Pharmaceutical Co., Ltd. 2 Brands | Cosmetics https://www.sansho-pharma.com/about/brand/ Continuing from Vol.8, the skincare brand 'DERMED' and the simple skincare brand 'IROIKU', which grants a healthy bare skin impression—both developed by Sansho Pharmaceutical, which has pursued 'better ingredients, better cosmetics' for over 130 years—will be exhibited. This time, DERMED will launch two new products focusing on 'washing': a foam wash and a washing foam. From May to July, it is considered a period when the skin tends to fluctuate due to a rapid increase in UV rays, a rise in temperature and humidity, and stress from environmental changes. You can experience skincare confronting such season-specific skin environments at Asumise.

◆ Installation Information In accordance with the Asumise Vol.8 theme 'Wishes & Thanks', works by 4 creators