Loft's "FUN!FUN!SEOUL" and "Loft K-Cosmetics Festival" Selects "Maltese" as Main Visual
The character IP "Maltese" has been selected as the main visual for Loft's "LOFT FUN! FUN! SEOUL" and "Loft K-Cosmetics Festival." Limited-edition merchandise is available at 122 stores nationwide, and an SNS campaign is currently underway.
📋 Article Processing Timeline
- 📰 Published: April 24, 2026 at 02:00
- 🔍 Collected: April 23, 2026 at 17:32
- 🤖 AI Analyzed: April 23, 2026 at 21:06 (3h 34m after Collected)
U-GENIE Co., Ltd. is pleased to announce that its character IP "Maltese" has been selected as the main visual for Loft's 2026 Spring/Summer season projects, "LOFT FUN! FUN! SEOUL" and "Loft K-Cosmetics Festival."
For this project, a lineup of limited-design products featuring Maltese and Retriever characters is being developed. Visuals inspired by Korean street food and cosmetic culture are being sold at 122 Loft stores nationwide.
**About Loft K-Cosmetics Festival**
This is a large-scale promotional event hosted by Loft, focusing on Korean cosmetics. It is supported mainly by young people with high cosmetic sensitivity, as it offers an opportunity to experience the latest trends, including popular brands, brands not yet launched in Japan, and Loft-exclusive items.
**About Loft FUN!FUN!SEOUL**
This is a Loft project themed around the latest Korean culture, featuring popular character goods and trendy items. It is a 주목-worthy event that broadly disseminates the charm of Korean culture.
On April 18th, a photo spot and booth were set up on B1F of Belle Salle Shibuya First.
On Saturday, April 18th, at the event held on B1F and 2F of Belle Salle Shibuya First, costumed Maltese and Retriever characters made their debut. A performance was held on stage to the original BGM "Koinu Step." Their impactful size and cuteness attracted the attention of many visitors.
During the greeting and photo session times, set for Part 1 and Part 2, many visitors gathered, contributing to the overall excitement of the venue.
**FUN!FUN!SEOUL Maltese & Retriever | Goods Lineup: Approximately 80 SKUs**
Approximately 80 SKUs of character goods, including plush toys and cosmetic accessories, are being sold. Designs tailored to the event theme (such as Maltese holding a puff and Retriever holding a hot dog) have received particularly strong reactions.
At the Loft online store, some products sold out in just two days after sales began, demonstrating high popularity.
**Related Projects / Online Store Expansion**
Limited goods from the touring pop-up "WAKU WAKU WANKO," held from December 27, 2025, to April 3, 2026 (at Shibuya/Umeda Loft, Sakae Loft, Sendai Loft, Moyuku Sapporo Loft), are also currently on sale. Additionally, novelties distributed at the pop-up are being offered as random bonuses for those who purchase Maltese & Retriever goods.
*Please check the Loft online store for details on bonuses.
https://www.loft.co.jp/store/c/ccc200031/
**SNS Campaign**
The official Maltese account is running a campaign to commemorate "LOFT FUN! FUN! SEOUL." 12 winners will be selected by lottery from those who post photos of their purchased goods on Instagram and X.
*Please check the official SNS accounts for campaign details.
https://x.com/maltese_jp/status/2045064761960992913?s=20
**Sales Period:** April 18 (Sat) - May 29 (Fri)
**List of 122 Loft Stores Participating in Sales:**
https://www.loft.co.jp/pages/funfunseoul2026ssmalteseshop/
**Maltese Official SNS (Japan)**
▶︎X (formerly Twitter): https://x.com/maltese_jp
▶︎Instagram: https://www.instagram.com/maltese.official_jp/
▶︎TikTok: https://www.tiktok.com/@maltese.official_jp
**Contact for Licensing Inquiries**
▶︎U-GENIE Co., Ltd.
▶︎Inquiry Form: https://u-genie.com/contactus/
For this project, a lineup of limited-design products featuring Maltese and Retriever characters is being developed. Visuals inspired by Korean street food and cosmetic culture are being sold at 122 Loft stores nationwide.
**About Loft K-Cosmetics Festival**
This is a large-scale promotional event hosted by Loft, focusing on Korean cosmetics. It is supported mainly by young people with high cosmetic sensitivity, as it offers an opportunity to experience the latest trends, including popular brands, brands not yet launched in Japan, and Loft-exclusive items.
**About Loft FUN!FUN!SEOUL**
This is a Loft project themed around the latest Korean culture, featuring popular character goods and trendy items. It is a 주목-worthy event that broadly disseminates the charm of Korean culture.
On April 18th, a photo spot and booth were set up on B1F of Belle Salle Shibuya First.
On Saturday, April 18th, at the event held on B1F and 2F of Belle Salle Shibuya First, costumed Maltese and Retriever characters made their debut. A performance was held on stage to the original BGM "Koinu Step." Their impactful size and cuteness attracted the attention of many visitors.
During the greeting and photo session times, set for Part 1 and Part 2, many visitors gathered, contributing to the overall excitement of the venue.
**FUN!FUN!SEOUL Maltese & Retriever | Goods Lineup: Approximately 80 SKUs**
Approximately 80 SKUs of character goods, including plush toys and cosmetic accessories, are being sold. Designs tailored to the event theme (such as Maltese holding a puff and Retriever holding a hot dog) have received particularly strong reactions.
At the Loft online store, some products sold out in just two days after sales began, demonstrating high popularity.
**Related Projects / Online Store Expansion**
Limited goods from the touring pop-up "WAKU WAKU WANKO," held from December 27, 2025, to April 3, 2026 (at Shibuya/Umeda Loft, Sakae Loft, Sendai Loft, Moyuku Sapporo Loft), are also currently on sale. Additionally, novelties distributed at the pop-up are being offered as random bonuses for those who purchase Maltese & Retriever goods.
*Please check the Loft online store for details on bonuses.
https://www.loft.co.jp/store/c/ccc200031/
**SNS Campaign**
The official Maltese account is running a campaign to commemorate "LOFT FUN! FUN! SEOUL." 12 winners will be selected by lottery from those who post photos of their purchased goods on Instagram and X.
*Please check the official SNS accounts for campaign details.
https://x.com/maltese_jp/status/2045064761960992913?s=20
**Sales Period:** April 18 (Sat) - May 29 (Fri)
**List of 122 Loft Stores Participating in Sales:**
https://www.loft.co.jp/pages/funfunseoul2026ssmalteseshop/
**Maltese Official SNS (Japan)**
▶︎X (formerly Twitter): https://x.com/maltese_jp
▶︎Instagram: https://www.instagram.com/maltese.official_jp/
▶︎TikTok: https://www.tiktok.com/@maltese.official_jp
**Contact for Licensing Inquiries**
▶︎U-GENIE Co., Ltd.
▶︎Inquiry Form: https://u-genie.com/contactus/