Asobisystem Co., Ltd. (Shibuya, Tokyo; CEO: Yusuke Nakagawa) officially launches today 'KAWAII FRIENDS,' a new character brand born from the idol project 'KAWAII LAB.'

Following its unveiling at 'KAWAII LAB. SESSION 2026 SUMMER,' an event hosted by KAWAII LAB. at Yoyogi National Gymnasium on July 11, this new KAWAII culture brand is now taking its first step.

'KAWAII FRIENDS' is a character project born from Harajuku—the city where cute things from around the world gather. Collaborating with KAWAII LAB. groups such as FRUITS ZIPPER, CANDY TUNE, SWEET STEADY, CUTIE STREET, and MORE STAR, the project aims to update the concept of 'cute' and create lovable, loving characters active across various fields.

These characters, born from the positive power of everyone's 'KAWAII,' will be present in the daily lives of members and fans, expanding through various formats such as social media, events, and merchandise. As a culture brand from Harajuku, it will deliver new KAWAII and happiness to the world, transcending language, borders, and generations.

KAWAII FRIENDS Overview

Brand Name: KAWAII FRIENDS

Debut Date: Tuesday, July 7, 2026

Characters: Fruits-chan / Amet-chun / Buke-chan / Nyansuto / Twin-kuru☆

Website: https://asobisystem.com/brand/kawaiifriends/

[Official SNS] X: https://x.com/KAWAII__FRIENDS

KAWAII FRIENDS Character Introductions

The first wave features characters with unique personalities and charm, expanding the distinctive world of KAWAII FRIENDS.

Fruits-chan

©KAWAII FRIENDS / Fruits-chan

＜Profile＞

Born from the positive power of everyone's 'KAWAII'—it's 【Fruits-chan】!

Being with her gives you energy,

and you might just become even more "NEW KAWAII"!

She's energetically striving today to support everyone's dreams and wishes!

＜Characters＞

🍒❤️ Cherip-pa / 🍊🧡 Orep-pa / 🍈💚 Merop-pa / 🍇💜 Gurep-pa / 🫐💙 Berip-pa

🍑🩷 Momop-pa / 🍋💛 Remop-pa

＜Character Design＞

Nagamine Shouko

X: https://x.com/sn___illust

IG: https://www.instagram.com/sn___illust/

Amet-chun

©KAWAII FRIENDS / Amet-chun

＜Profile＞

Born from the positive power of everyone's 'KAWAII'—it's 【Amet-chun】!

Being with her gives you energy, and you might just feel even more "NEW WAY"!

She's energetically striving today to support everyone's dreams and wishes!

＜Characters＞

🍬🩷 Lovely Pinky Fortune Candy (Love-chun)

🍬💙 Poppin' Blue Piece Fortune Candy (Poc-chun)

🍬🩵 Milky Sky Fortune Candy (Miru-chun)

🍬💚 Minty Ribbon Fortune Candy (Min-chun)

🍬🧡 Happy Tropical Fortune Candy (Hapi-chun)

🍬💜 Dreamy Violet Fortune Candy (Dri-chun)

🍬❤️ Princess Shower Fortune Candy (Puri-chun)

＜Character Design＞

DAF

X: https://x.com/df030201

IG: https://www.instagram.com/daf_10_20_/

Buke-chan

©KAWAII FRIENDS / Buke-chan

＜Profile＞

Born from the positive power of everyone's 'KAWAII'—it's 【Buke-chan】!

Being with her gives you energy,

and you might just grow even more "SWEET"!

She's energetically striving today to support everyone's dreams and wishes!

＜Characters＞

💐💙 Kiki-chan / 💐🩵 Nemo-chan / 💐🩷 Rippu-chan / 💐💜 Aju-chan

💐❤️ Rose-chan / 💐🧡 Poppie-chan / 💐💛 Himari-chan

＜Character Design＞

asuka

X: https://x.com/a20_suka002018

IG: https://www.instagram.com/a20_suka002018/

Nyansuto

©KAWAII FRIENDS / Nyansuto

＜Profile＞

Born from the positive power of everyone's 'KAWAII'—it's 【Nyansuto】!

Being with her gives you energy,

and you might just become a more "KAWAII MAKER" version of yourself!

She's energetically striving today to support everyone's dreams and wishes!

＜Characters＞

🐱💛 Anba / 🐱❤️ Rubi / 🐱💚 Sufen / 🐱💙 Benia / 🐱🧡 Shitorin

🐱🩵 Aqua / 🐱💜 Charo / 🐱🩷 Rubera

＜Character Design＞

Sato Natsumi

X: https://x.com/peloringirl

IG: https://www.instagram.com/peloringirl/

Twin-kuru☆

©KAWAII FRIENDS / Twin-kuru☆

＜Profile＞

Born from the positive power of everyone's 'KAWAII'—it's 【Twin-kuru☆】!

Being with her gives you energy,

and you might just become even more "WITH KAWAII"!

She's energetically striving today to support everyone's dreams and wishes!

＜Characters＞

🌟🧡 Lalis / 🌟💙 Tim / 🌟💛 Alice / 🌟💚 Poruru / 🌟🩵 Spica

🌟🩶 Eba / 🌟💜 Al / 🌟🩷 Lumeli / 🌟❤️ Libra

＜Character Design＞

Horikoshi Neru

X: https://x.com/nervhorikosi

IG: https://www.instagram.com/nerv.horikosi/

Meet KAWAII FRIENDS This Summer

Starting in August, KAWAII FRIENDS will appear at the urban festival 'Tokyo KAWAII Summer 2026,' held in Harajuku, Shibuya, and Odaiba. Experience the world of KAWAII FRIENDS through events and content where you can meet the characters.

KAWAII FRIENDS PUKA PUKA PARK

Together with the KAWAII FRIENDS characters,

enter a world that's "fluffy, squishy, bouncy!"

A new sensory experiential balloon park will open at Shibuya's Sakura Stage

FACT BOX

  • Source: PR TIMES
  • Category: New Product
  • Products / services: KAWAII FRIENDS