New Characters "Shiro" and "Koi" for "Shiroi Koibito" Born! Capsule Toys to be Released on April 5 (Sun), "Shiro to Koi Day"

ISHIYA Co., Ltd. (Head office: Nishi-ku, Sapporo; Representative Director and President: So Ishimizu) is pleased to announce "Shiro to Koi," new characters for "Shiroi Koibito," consisting of the shy and gentle "Shiro" (left in image) and the energetic and dependable "Koi" (right in image). In conjunction with this, as the first product celebrating the characters' birth, the capsule toy "Shiroi Koibito Shiro to Koi Itsumo Issho Collection" will be sequentially released at stores within Hokkaido starting Sunday, April 5, 2026.

Background of Character Development

Since its launch in 1976, "Shiroi Koibito" has been cherished as a Hokkaido confection, supported by local residents and many others. We wish to continue to be a familiar presence in the daily lives of the people of Hokkaido, staying closer to them than ever before.

As a new form of communication beyond the realm of sweets, we aim for "Shiro" and "Koi" to become beloved characters 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 their everyday scenery.

Character Introduction

"Shiro" and "Koi" are a friendly pair that conveys the deliciousness and fun of "Shiroi Koibito."

・ Shiro: Shy and gentle, with a calm personality.

・ Koi: Energetic and dependable, loves fun things.

Although their personalities are opposite, they are always close and friendly. Through character goods, we aim for "Shiroi Koibito" to feel more familiar, becoming a beloved presence not just as a souvenir, but in daily life.

Unchanging Desire to Deliver Happiness Through Sweets

ISHIYA's passion to "deliver happiness to people through sweets" has not changed and will not change. Through this new communication attempt with the new characters "Shiro" and "Koi," we hope that people will come to love the very existence of "Shiroi Koibito" even more, including not only its deliciousness as a confection but also the story and excitement behind it.

May the small "thrill" and "joy" delivered by these characters' smiles on everyday items and goods, picked up in a fleeting moment, serve as a bridge to your daily life. We will carefully nurture these characters so that they can accompany delicious sweets, become a part of your daily life, and carve out new memories together with everyone.

Character Design: ARAKIYUJI

These characters were designed by illustrator ARAKIYUJI.

【Profile】

An illustrator and character designer with over 20 years of experience, advocating "Street soul and stories for characters." He calls himself a "charactrator" and values a pop worldview full of street sensibility and playfulness. He has worked on various projects in the entertainment field, including collaborations with "Tatsunoko Production," and character designs for SHIBUYA109 and TV dramas.

【Comment from ARAKIYUJI】

"These characters were born from the desire for people to enjoy 'Shiroi Koibito' not just by taste, but with all five senses. We pursued a friendly and simple design so that everyone can help nurture them. We hope you will warmly watch over the growth of these characters, along with the familiar deliciousness."

Product Overview

The first series of products, launched to coincide with "Shiro to Koi Day" (April 4th and 5th), features "Shiro to Koi" as capsule toy goods that will always be by your side, wherever you are.

【Product Name】 Capsule Toy "Shiroi Koibito Shiro to Koi Itsumo Issho Collection"

【Release Date】 Sunday, April 5, 2026

【Price】 500 yen (tax included)

【Contents】 4 types of keychains, 2 types of pouches, 2 types of mini tote bags (8 types in total)

【Sales Stores】

1. Shiroi Koibito Akarenga sweets labo (Chuo-ku, Sapporo)

2. Shiroi Koibito Hakodate Bay Museum (Suehiro-cho, Hakodate)

SNS Campaign Announcement

To commemorate the launch of the characters, a campaign post will be made on the official Instagram accounts of the two capsule toy retailers starting April 10.

【Campaign Overview】

Follow the Instagram accounts of "Shiroi Koibito Akarenga sweets labo" and "Shiroi Koibito Hakodate Bay Museum," and "like" the campaign post to be entered into a lottery to win all 8 types of the capsule toy "Shiroi Koibito Shiro to Koi Itsumo Issho Collection" for 10 winners.

【Target Accounts】

・ Shiroi Koibito Akarenga sweets labo: @shiroikoibito_akarenga_

・ Shiroi Koibito Hakodate Bay Museum: @shiroikoibito_hakodate_