Individual Creative Brand "nene_hope_heart" Further Expands "Demand-Driven D2C" Model. New Series "HoneyBaby" Nearly 91% Reserved Before General Sale

Individual creative brand "nene_hope_heart," which develops paper goods and collage materials, is accelerating its "demand-driven D2C" initiatives with its new series "HoneyBaby."

In the advance reservation for subscription members, which began on July 1, 2026, at 9 PM, approximately 1,370 out of 1,500 units (total of 3 products) were reserved within about 24 hours of the reservation opening. This resulted in about 91% of the production quantity being reserved before the general sale.

The "HoneyBaby" series, for which advance reservations for subscription members began on July 1, 2026, at 9 PM.

Approximately 91% of Production Reserved Within 24 Hours of Reservation Opening

The "HoneyBaby" series features three products: a sticker book, material paper, and sealing stamp-style stickers. In the advance reservation for subscription members, which started on July 1, 2026, at 9 PM, the following reservation numbers were recorded approximately 24 hours after the reservation began:

- Sticker Book: 479 units - Material Paper: 427 units - Sealing Stamp-Style Stickers: 464 units

Against a total production of 1,500 units for the three products, the total reservations reached 1,370 units. Approximately 91% of the total production was reserved before the general sale.

Following these reservation results, the general sale of the "HoneyBaby" series is planned to be limited in quantity.

"Demand-Driven D2C Model" Creating Demand Before Sales

Instead of waiting for demand after releasing new products, nene_hope_heart is promoting initiatives that foster demand within the community before sales begin, by sharing the brand's worldview and product development process.

Leading up to the release of "HoneyBaby," the brand has consistently shared the series' worldview, characters, motifs, and product development primarily on Instagram.

Based on this, advance reservations were offered to subscription members, with a complete set of three items and limited novelty goods prepared. This provides a different purchasing experience for those who continuously support the brand compared to the general sale.

The fact that approximately 91% of the production quantity was reserved before the general sale serves as a case where the "demand-driven D2C" approach, seen in the previous collaboration project (released April 14, 2026, 11:52 AM), has also proven effective for original series.

General and In-Store Sales to Continue

While prioritizing advance reservations for subscription members, nene_hope_heart continues with general online sales and in-store sales.

The "HoneyBaby" series is scheduled for a limited quantity general sale after the advance reservation period for subscription members concludes.

Additionally, the series is planned to be sequentially available at the following physical stores:

CHOOSEBASE SHIBUYA

Location: 1F Parking Building, Seibu Shibuya Store, 21-1 Udagawa-cho, Shibuya-ku, Tokyo 150-0042

Official Website: https://choosebase.jp/

CHOOSEBASE SHIBUYA is a store located on the 1st floor of the Parking Building at Seibu Shibuya Store. It serves as a space where customers can experience the paper quality, finishes, and the series' worldview firsthand, which cannot be fully conveyed online.

Fairy{note.}

Location: Takuto TO Building 301, 1-28-1 Higashi-Ikebukuro, Toshima-ku, Tokyo 170-0013

Official Website: https://fairynote.jp/

Fairy{note.} is a specialty store handling items such as sealing stamps, glass pens, inks, and paper goods. As a store with high affinity for paper goods and collage materials, it began handling nene_hope_heart products on July 1, 2026, offering customers an opportunity to see and touch the products.

Sales start dates and stock availability will be announced sequentially on the official nene_hope_heart Instagram account.

About the New Series "HoneyBaby"

The "HoneyBaby" series was born with the concept:

"You don't have to try so hard. Just being there is enough."

This series expresses a nostalgic and gentle worldview, inspired by motifs like melon cream soda and lemonade.

Combining refreshing summer colors with soft character designs, the series is developed to be easily incorporated into collages, journal decorations, and other paper crafts.

The products released this time are the following three items:

- HoneyBaby Sticker Book (Official shop price including tax: 980 yen) - HoneyBaby Material Paper (Official shop price including tax: 1,798 yen) - HoneyBaby Sealing Stamp-Style Stickers (Official shop price including tax: 1,298 yen)

A complete set of three items is available for subscription members (Official shop price including tax: 3,980 yen). The complete set includes a pair of keychains that allow you to enjoy the "HoneyBaby" world as a limited novelty item.

Product Lineup

HoneyBaby Sticker Book (Image is for illustrative purposes)

HoneyBaby Sticker Book

This sticker book allows you to enjoy HoneyBaby's characters and motifs.

It features summer-themed designs inspired by melon cream soda and lemonade. It can be used for various purposes such as journal decoration, collage, wrapping, and diary decoration.

HoneyBaby Material Paper

This material paper allows you to enjoy the "HoneyBaby" worldview as a paper material.

Designs are centered around usability as background paper and collage material, created with a focus on soft colors and a gentle atmosphere.

When combined with stickers, it allows for a more three-dimensional enjoyment of the "HoneyBaby" worldview.

HoneyBaby Material Paper (Image is for illustrative purposes)

HoneyBaby Sealing Stamp-Style Stickers (Image is for illustrative purposes)

HoneyBaby Sealing Stamp-Style Stickers

These are stickers inspired by sealing stamps.

They are designed to match the series' worldview, suitable for use as accent points in paper crafts, wrapping, and collages.

Combining a classical feel with cuteness, they are finished with the gentle impression characteristic of HoneyBaby.

Expansion of Purchasing Behavior Through Worldview

nene_hope_heart values creating a unified worldview across its entire series, rather than just offering individual products.

In the previous release, it was noted that customers tended to purchase multiple products, and that an "IP-like consumption" was forming, encompassing not only the products themselves but also the experience and worldview.

With "HoneyBaby," offering a complete set of three items to subscription members also garnered many reservations. This indicates that the purchasing behavior of enjoying the series' narrative and worldview, not just the individual product's function, is expanding to original series as well.

Sales Model

For "HoneyBaby," the following three sales channels are combined:

1. Advance Reservation for Subscription Members

Advance reservations, limited sets, and limited novelty items are offered to those who continuously support the brand.

2. General Online Sales

Limited quantity general sales are conducted to deliver products to those who are not subscription members or who are discovering the brand for the first time.

3. In-Store Sales

Sales are planned at CHOOSEBASE SHIBUYA and Fairy{note.} as channels where customers can physically handle the products and choose them while examining the paper quality, size, and finishes.

By combining these three channels, a sales system is established to reach both existing fans and new customers.

Comments (nene_hope_heart)

"In the previous collaboration project, we observed a phenomenon where demand was formed before sales, centered around the subscription community. With the current 'HoneyBaby' series, we have applied this approach to nene_hope_heart's original series. The fact that approximately 91% of the production quantity was reserved before the general sale feels like the culmination of a sales model centered around the community taking shape.

On the other hand, general sales and in-store sales are also important entry points for people to discover the brand for the first time.

We will continue to combine subscription, general sales, and in-store sales to offer experiences that allow customers to enjoy not only the products but also the brand's worldview itself."

Future Developments

nene_hope_heart will continue to operate its brand by combining SNS subscription communities with general sales, in-store sales, and online expansion.

For the "HoneyBaby" series, a limited quantity general sale is planned after the conclusion of the advance reservation period for subscription members.

Sales start dates and stock availability will be announced sequentially on the official nene_hope_heart Instagram account.

Furthermore, through in-store sales at CHOOSEBASE SHIBUYA and Fairy{note.}, we aim to deliver the appeal of paper goods and collage materials to audiences who may not be reached solely online.

Brand Overview

Brand Name: nene_hope_heart

Activities: Planning and sales of collage materials, design paper, stickers, decorative seals, paper goods, etc.

Features: A paper goods brand centered around original illustrations and a narrative worldview. It offers products that allow customers to enjoy the worldview of each series, focusing on materials usable for collage and journal decoration.

Subscription: Celestial Lounge (200 yen per month)

Instagram: https://www.instagram.com/nene_hope_heart/

Inquiries: Please contact us via DM on Instagram.