Seoul, Korea-based "BLUELUE" Makes Its Japan Debut. A New Generation Culture Brand Carrying Messages on Caps, Bags, and Plush Toys, Launching May 15 (Fri).
South Korean lifestyle brand "BLUELUE" is making its first foray into Japan on May 15, 2026 (Friday), brought by Beyoncour Co., Ltd. The brand, centered around the alien character "LUE" and the theme "CHOOSE LOVE," offers items like caps, bags, and plush toys, gaining popularity especially among Gen Z.
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- 📰 Published: May 8, 2026 at 17:40
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Beyoncour Co., Ltd. (Headquarters: Shibuya-ku, Tokyo; Representative Director: Yuji Arai) will launch the South Korean lifestyle brand "BLUELUE" for the first time in Japan, starting May 15, 2026 (Friday).
South Korean "BLUELUE" Makes Its Japan Debut
The launch will commence at CAViAR PRODUCTS (https://www.caviar-products.jp/), ZOZOTOWN, and other authorized retailers nationwide. To commemorate its Japan debut, customers who purchase BLUELUE products at CAViAR PRODUCTS will receive a "BLUELUE × CAViAR PRODUCTS Keyring & Sticker Set" on a first-come, first-served basis.
A South Korean lifestyle brand with the theme "CHOOSE LOVE"
Through "LUE," the alien protagonist of the brand, a simple and warm message of "choose love" is incorporated into everyday items such as caps, bags, and plush toys. It has gained support primarily among Gen Z in South Korea and is attracting attention for its high affinity with current Japanese culture, including character culture, Korean fashion, keychain culture, and gift demand.
"More than just character goods"
Small lucky charms that blend into everyday life
The messages embedded within are "Healing," "Protection," and "Positive Energy." "THE HEALING HAND," the brand's symbol, is a reinterpretation of the Healing Hand motif passed down from ancient Native American traditions.
The spiral signifies circulating energy, and the outstretched hand represents healing and protection. BLUELUE expresses this as "Alien LUE's hand." Vintage-like processed caps, tote bags boldly featuring messages, and plush toys and keyrings with a quiet presence. Each item embodies a worldview of "a message you can carry with you."
THE CREATOR OF BLUELUE
Hello everyone in Japan. I am Kwak Eun-chae, the director of BLUELUE and a tattoo artist known as "blue." I value expressive warmth using the "hand poke" method, where each stitch is carved by hand. My origin lies in shaping meaningful images, not just decorations, and meeting people who resonate with them. BLUELUE is a brand that expands the "love" and "peace" I've depicted in my tattoos into fashion. Through the existence of "LUE," we are delivering this worldview to more people.
TATTOO ARTIST "blue" / BLUELUE director
Kwak Eun-chae
BLUELUE – First Collection in Japan
PLANET ELION CAP
"A quiet message from a small planet"
A signature cap featuring an embroidered "ELION" planet, symbolizing the brand's worldview. Characterized by a vintage-washed finish and a deep silhouette.
Material: 100% Cotton
Color: Navy + White
Size: FREE (54-66cm)
Price: 8,800 yen (tax included)
CHOOSE LOVE CAP
"Choose love in everyday life" BLUELUE's core message embroidered on the front. A minimalist design typical of Korean street style, with a red heart standing out on a black body.
Material: 100% Cotton
Color: Black
Size: FREE (54-66cm)
Price: 7,700 yen (tax included)
BLUELUE 6-PANEL CAP
"A small universe with symbols and messages"
A 6-panel cap with the logo and symbol code embroidered on the front. "CHOOSE LOVE" message embroidered on the side, and the Healing Hand symbol placed on the back.
Material: 100% Cotton
Color: Brown/Navy
Size: FREE (54-66cm)
Price: 7,700 yen (tax included)
B LOGO APPLIQUE 5-PANEL CAP
"An iconic B logo with a vintage feel"
A 5-panel cap featuring a prominent "B" logo appliqué embroidery. Finished with attention to detail, including a leather strap and a green underbrim.
Material: 100% Cotton
Color: Navy/Red
Size: FREE (54-66cm)
Price: 8,800 yen (tax included)
LOVE BIG TOTE BAG
"A small message to carry with you"
South Korean "BLUELUE" Makes Its Japan Debut
The launch will commence at CAViAR PRODUCTS (https://www.caviar-products.jp/), ZOZOTOWN, and other authorized retailers nationwide. To commemorate its Japan debut, customers who purchase BLUELUE products at CAViAR PRODUCTS will receive a "BLUELUE × CAViAR PRODUCTS Keyring & Sticker Set" on a first-come, first-served basis.
A South Korean lifestyle brand with the theme "CHOOSE LOVE"
Through "LUE," the alien protagonist of the brand, a simple and warm message of "choose love" is incorporated into everyday items such as caps, bags, and plush toys. It has gained support primarily among Gen Z in South Korea and is attracting attention for its high affinity with current Japanese culture, including character culture, Korean fashion, keychain culture, and gift demand.
"More than just character goods"
Small lucky charms that blend into everyday life
The messages embedded within are "Healing," "Protection," and "Positive Energy." "THE HEALING HAND," the brand's symbol, is a reinterpretation of the Healing Hand motif passed down from ancient Native American traditions.
The spiral signifies circulating energy, and the outstretched hand represents healing and protection. BLUELUE expresses this as "Alien LUE's hand." Vintage-like processed caps, tote bags boldly featuring messages, and plush toys and keyrings with a quiet presence. Each item embodies a worldview of "a message you can carry with you."
THE CREATOR OF BLUELUE
Hello everyone in Japan. I am Kwak Eun-chae, the director of BLUELUE and a tattoo artist known as "blue." I value expressive warmth using the "hand poke" method, where each stitch is carved by hand. My origin lies in shaping meaningful images, not just decorations, and meeting people who resonate with them. BLUELUE is a brand that expands the "love" and "peace" I've depicted in my tattoos into fashion. Through the existence of "LUE," we are delivering this worldview to more people.
TATTOO ARTIST "blue" / BLUELUE director
Kwak Eun-chae
BLUELUE – First Collection in Japan
PLANET ELION CAP
"A quiet message from a small planet"
A signature cap featuring an embroidered "ELION" planet, symbolizing the brand's worldview. Characterized by a vintage-washed finish and a deep silhouette.
Material: 100% Cotton
Color: Navy + White
Size: FREE (54-66cm)
Price: 8,800 yen (tax included)
CHOOSE LOVE CAP
"Choose love in everyday life" BLUELUE's core message embroidered on the front. A minimalist design typical of Korean street style, with a red heart standing out on a black body.
Material: 100% Cotton
Color: Black
Size: FREE (54-66cm)
Price: 7,700 yen (tax included)
BLUELUE 6-PANEL CAP
"A small universe with symbols and messages"
A 6-panel cap with the logo and symbol code embroidered on the front. "CHOOSE LOVE" message embroidered on the side, and the Healing Hand symbol placed on the back.
Material: 100% Cotton
Color: Brown/Navy
Size: FREE (54-66cm)
Price: 7,700 yen (tax included)
B LOGO APPLIQUE 5-PANEL CAP
"An iconic B logo with a vintage feel"
A 5-panel cap featuring a prominent "B" logo appliqué embroidery. Finished with attention to detail, including a leather strap and a green underbrim.
Material: 100% Cotton
Color: Navy/Red
Size: FREE (54-66cm)
Price: 8,800 yen (tax included)
LOVE BIG TOTE BAG
"A small message to carry with you"