"Shiroi Koibito" New Characters "Shiro" and "Koi" Born! Capsule Toys to be Released from April 5th (Sun) on "Shiro to Koi Day"
Ishiya Shōji Co., Ltd. has announced new characters, "Shiro" and "Koi," for their popular "Shiroi Koibito" confectionery. To celebrate their debut, capsule toys featuring "Shiro to Koi" will be sequentially released in Hokkaido stores starting April 5, 2026, aiming to foster deeper affection for the brand beyond just souvenirs.
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- 📰 Published: April 1, 2026 at 20:00
- 🔍 Collected: April 1, 2026 at 16:47
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Ishiya Shōji Co., Ltd. (Headquarters: Nishi-ku, Sapporo; Representative Director and President: Hajime Ishimizu) announces "Shiro to Koi," new characters for "Shiroi Koibito," consisting of the shy and gentle "Shiro" (left in image) and the energetic and reliable "Koi" (right in image). Concurrently, as the first product celebrating the characters' birth, the capsule toy "Shiroi Koibito Shiro to Koi Always Together Collection" will be sequentially released in stores throughout Hokkaido starting Sunday, April 5, 2026.
■ Background of Character Development
Since its launch in 1976, "Shiroi Koibito" has been loved as a confectionery of Hokkaido, supported by local residents and many others. We wish to continue to be a familiar presence that accompanies the daily lives of the people of Hokkaido.
As a new form of communication that transcends the boundaries of confectionery, we aim for "Shiro" and "Koi" to become characters that evoke affection across generations. They were born from the desire to create new "memories" that Hokkaido can be proud of, where "Shiroi Koibito" is always by the side of children growing up in Hokkaido, blending into the everyday scenery.
■ Character Introduction
"Shiro" and "Koi" are a friendly pair that convey the deliciousness and joy of "Shiroi Koibito."
- Shiro: Shy and gentle, with a calm personality.
- Koi: Energetic and reliable, loves fun things.
Although their personalities are opposite, they are always close and friendly. Through character merchandise, we aim for "Shiroi Koibito" to feel more familiar, becoming a beloved presence in daily life, not just as a souvenir.
■ Unchanging Desire to Deliver Happiness Through Confectionery
ISHIYA's passion to "deliver happiness to people through confectionery" remains unchanged, now and in the future. Through this new communication attempt with the new characters "Shiro" and "Koi," we hope that people will love the very existence of "Shiroi Koibito" even more, including not only its deliciousness as a confectionery but also the story and excitement behind it.
May the everyday items and the smiles of the characters that you pick up in fleeting moments of daily life become a bridge to deliver small "thrills" and "fun" to everyone's daily lives. Along with delicious confectionery, may these characters accompany your daily lives and create new
■ Background of Character Development
Since its launch in 1976, "Shiroi Koibito" has been loved as a confectionery of Hokkaido, supported by local residents and many others. We wish to continue to be a familiar presence that accompanies the daily lives of the people of Hokkaido.
As a new form of communication that transcends the boundaries of confectionery, we aim for "Shiro" and "Koi" to become characters that evoke affection across generations. They were born from the desire to create new "memories" that Hokkaido can be proud of, where "Shiroi Koibito" is always by the side of children growing up in Hokkaido, blending into the everyday scenery.
■ Character Introduction
"Shiro" and "Koi" are a friendly pair that convey the deliciousness and joy of "Shiroi Koibito."
- Shiro: Shy and gentle, with a calm personality.
- Koi: Energetic and reliable, loves fun things.
Although their personalities are opposite, they are always close and friendly. Through character merchandise, we aim for "Shiroi Koibito" to feel more familiar, becoming a beloved presence in daily life, not just as a souvenir.
■ Unchanging Desire to Deliver Happiness Through Confectionery
ISHIYA's passion to "deliver happiness to people through confectionery" remains unchanged, now and in the future. Through this new communication attempt with the new characters "Shiro" and "Koi," we hope that people will love the very existence of "Shiroi Koibito" even more, including not only its deliciousness as a confectionery but also the story and excitement behind it.
May the everyday items and the smiles of the characters that you pick up in fleeting moments of daily life become a bridge to deliver small "thrills" and "fun" to everyone's daily lives. Along with delicious confectionery, may these characters accompany your daily lives and create new