"Ume (Plums), by Gyarus, Seriously." Young People Flock to Umeboshi. "Ume Gyaru" Shibuya Pop-up Achieves Unprecedented Sales No. 1 Among 17 Brands

Lovers Inc. (Headquarters: Shibuya-ku, Tokyo; President: Tomoya Sato; hereinafter "LVS"), an agency for the model nuts, is pleased to announce that "Ume Gyaru," a umeboshi (pickled plum) brand launched by its talent Arisa Wada, achieved unprecedented results by recording the No. 1 sales among participating brands at a joint pop-up event held at MIYASHITA PARK in Shibuya, a popular hub for trendy brands among the youth. Total sales reached 1 million yen (an average of over 140,000 yen per day).

This outcome reveals that the combination of gal culture with the youth market, where a "decline in umeboshi consumption" has been pointed out, is creating new opportunities for consumption. In response to this success, a limited-time "Ume Gyaru Beach House" is scheduled to open in the Enoshima area this summer.

Redefining Umeboshi: From "Stuffy" to Gal-Inspired

"Ume Gyaru" is a umeboshi brand that uses Kishu Nanko ume from Wakayama Prefecture. By combining it with gal culture, it is overturning the conventional image of umeboshi as "stuffy" and "for older generations," capturing the hearts of young people who previously had no connection with umeboshi.

The pop-up event, "Nontitle Allseason POPUP," was held from June 25, 2026 (Thu) to July 1, 2026 (Wed) at THE【】STORE on the 2nd floor of MIYASHITA PARK in Shibuya. Among many popular brands supported by young people in fashion, cosmetics, and miscellaneous goods, "Ume Gyaru" secured the No. 1 sales position out of all 17 participating brands, despite its unusual product category of umeboshi.

"Ume Gyaru" also participated in a joint event organized by the "Nontitle" series in January 2026, where the initial 100 sets prepared sold out on the first day, receiving a strong response. This latest participation followed that event, once again demonstrating its capabilities in the competitive Shibuya market. At the venue, limited-edition products in heart-shaped packaging and original merchandise were sold, and the venue was consistently crowded with customers throughout the event.

"Ume Gyaru's" Response, Measured in "Passion" and Numbers

The pop-up was driven by social media promotion. Young people, who had not previously purchased umeboshi regularly, visited the venue daily, and products sold out at a faster pace than anticipated. During the event, story posts and mentions by visitors exceeded 100. Additionally, the number of official LINE registrants surpassed 4,000, a significant increase from about 200 during the January event, indicating a major buzz beyond sales figures.

This success is attributed to proposing umeboshi not as a "traditional food" but as a "culture that can be enjoyed cutely."

[Pop-up Overview]

Event Name: Nontitle Allseason POPUP

Period: June 25, 2026 (Thu) - July 1, 2026 (Wed)

Venue: MIYASHITA PARK 2F THE【】STORE, Shibuya

Exhibitors: Joint pop-up featuring popular brands in fashion, cosmetics, miscellaneous goods, etc. (17 brands participated)

Results: No. 1 sales among participating brands (Total sales exceeded 1 million yen / Average of over 140,000 yen per day)

Other: Over 100 story posts/mentions during the event, over 4,000 official LINE registrants

<Arisa Wada's Comment>

I felt that umeboshi, a wonderful food that has existed in Japan for a long time, has become a bit distant for younger generations. However, I believe umeboshi still has a lot of potential. As a gal, I want to convey umeboshi in a way that is cuter, more accessible, and more fun, using the methods and words that only a gal can use. The fact that so many people actually picked up the products at this pop-up and that it led to sales exceeding 1 million yen has given me tremendous confidence. With the slogan "Ume (Plums), by Gyarus, Seriously," I will continue to create new umeboshi culture.

Through the POPUP, more people than I imagined showed interest in "Ume Gyaru." I was particularly impressed when young people said, "The packaging is cute" and "I was looking for something with over 20% salt content." This POPUP made me realize that umeboshi can effectively reach younger generations depending on how it's presented.

From "Buying" to "Savoring": Limited-Time "Ume Gyaru Beach House" to Open in Enoshima

Following the unprecedented sales and significant response in Shibuya, the "Ume Gyaru Beach House" is scheduled to open in the Enoshima area this summer. This project, which will be a physical establishment, plans to offer dishes using ume, such as ume somen (plum noodles), and drinks like umeboshi sours. It aims to expand the experience from "buying" umeboshi to "eating, drinking, and savoring" it, disseminating new ways to enjoy plums from the seaside this summer.

[Ume Gyaru Beach House Event Overview]

Name: Ume Gyaru Beach House

Location: Enoshima Area

Period: July 22, 2026 (Wed) - July 28, 2026 (Tue)

Address: RUKUEN, behind Enoshima Aquarium, 2-chome Katase Kaigan, Fujisawa City, Kanagawa Prefecture

Business Hours: 11:00 AM - 8:00 PM

Content: Planned to offer dishes using ume, such as ume somen, and drinks like umeboshi sours.

About "Ume Gyaru"

"Ume Gyaru" is a brand that offers umeboshi using Kishu Nanko ume from Wakayama Prefecture, with the concept of "Ume (Plums), by Gyarus, Seriously." On social media, using "#1day1ume" as a slogan, it disseminates content to make umeboshi feel more familiar to younger generations.

Official LINE: https://lin.ee/QmD8dM6

Website: https://umeai.base.shop/

Arisa Wada Profile

While active as a model for the gal magazine "nuts," she also works as an "Ume Gyaru Entrepreneur" developing a plum business in Wakayama Prefecture. She has gained attention through media appearances, including the entrepreneurial reality show "Nontitle 3" and "Reiwa no Tora," as well as "Chidori Kamaitachi Golden Hour," "Getsuyou kara Yofukashi," and "Pro ga 10-byou de Minu ku," showcasing her multifaceted talents.

<Social Media Accounts>

Instagram: https://www.instagram.com/a_r_s__915 TikTok: https://www.tiktok.com/@wadaari915 X: https://x.com/wadaari0915 YouTube: https://www.youtube.com/@a_r_s__915

Company Overview

Company Name: Lovers Inc.

Representative: President Tomoya Sato

Head Office Location: CH Bldg. 3F, 1-22-1 Shibuya, Shibuya-ku, Tokyo

URL: https://lvsfamily.co.jp/

Established: January 2019

Business Activities: Talent management, model casting, advertising agency, event planning, content marketing

<Inquiries from Media Representatives>

Lovers Inc.

E-mail: info@lvsfamily.co.jp