CUTIE STREET x EMAKED: The highly anticipated second collaboration is here! New CM theme: 'Is your eye visual glitching!?' Warp into a 'glitched' cute world with just one application.
Mizuhashi Hojudo Pharmaceutical announces its second collaboration with the 8-member idol group CUTIE STREET for the eyelash serum 'EMAKED'.
📋 Article Processing Timeline
- 📰 Published: April 2, 2026 at 17:00
- 🤖 AI Analyzed: June 2, 2026 at 12:57 (1459h 57m after Published)
Mizuhashi Hojudo Pharmaceutical Co., Ltd. is launching its second collaboration with the 8-member idol group CUTIE STREET for the eyelash serum 'EMAKED,' which has surpassed 9.6 million units sold. Information regarding this collaboration will be released sequentially starting April 2, 2026 (Thursday), and campaigns for eligible products will begin on April 10, 2026 (Friday).
Theme: 'Is your eye visual glitching!?'
In recent years, on social media and in 'Oshikatsu' (fandom) scenes, people use the phrase 'visual is glitching' when they feel someone's appearance is too good. It is a positive compliment used by the younger generation to describe an indescribably attractive and exciting moment. EMAKED captures this atmosphere, expressing the excitement of eye-area changes with CUTIE STREET.
New CM: Evolving beyond last year's 'growing cuteness,' this new CM is more intuitive and catchy. It visualizes the joy and excitement of beauty through the happiness and energy unique to CUTIE STREET. The web CM is scheduled to be released on April 10 (Friday) at 6:00 AM on the official YouTube channel and social media.
Music: The CM features an original song by Hirotaka Hayakawa and Sho Udagawa, who also worked on 'Kawaii dake ja dame desu ka?'.
SNS Exclusive Content: Starting April 11 (Saturday), CUTIE STREET will perform 'EMAKED common occurrences' in surreal comedy sketches on official social media, featuring a 180cm 'Giant EMAKED' prop.
Campaign: Starting April 10 (Friday), customers purchasing eligible products can receive limited-edition CUTIE STREET x EMAKED novelties at stores like Don Quijote, Matsumoto Kiyoshi, LOFT, PLAZA, Welcia, Tsuruha Drug, and Cocokara Fine.
Theme: 'Is your eye visual glitching!?'
In recent years, on social media and in 'Oshikatsu' (fandom) scenes, people use the phrase 'visual is glitching' when they feel someone's appearance is too good. It is a positive compliment used by the younger generation to describe an indescribably attractive and exciting moment. EMAKED captures this atmosphere, expressing the excitement of eye-area changes with CUTIE STREET.
New CM: Evolving beyond last year's 'growing cuteness,' this new CM is more intuitive and catchy. It visualizes the joy and excitement of beauty through the happiness and energy unique to CUTIE STREET. The web CM is scheduled to be released on April 10 (Friday) at 6:00 AM on the official YouTube channel and social media.
Music: The CM features an original song by Hirotaka Hayakawa and Sho Udagawa, who also worked on 'Kawaii dake ja dame desu ka?'.
SNS Exclusive Content: Starting April 11 (Saturday), CUTIE STREET will perform 'EMAKED common occurrences' in surreal comedy sketches on official social media, featuring a 180cm 'Giant EMAKED' prop.
Campaign: Starting April 10 (Friday), customers purchasing eligible products can receive limited-edition CUTIE STREET x EMAKED novelties at stores like Don Quijote, Matsumoto Kiyoshi, LOFT, PLAZA, Welcia, Tsuruha Drug, and Cocokara Fine.
FAQ
What is the theme of this collaboration?
The theme is 'Is your eye visual glitching?!' (Me-moto no biju, bugattenai!?), expressing the excitement and thrill of changes in the eye area.
When is the campaign period?
It will run from Friday, April 10, 2026, to Tuesday, June 9, 2026.
Where can I get the novelty items?
They are available at participating stores such as Don Quijote, Matsumoto Kiyoshi, LOFT, PLAZA, Welcia, and the special online store.