Olympia Co., Ltd.'s Product Development Team 'Zekkawa Lab' Plans and Produces Original Merchandise to Expand Brand Experience of Authentic Steamed Meat Bun Specialty Store 'Lingling Xiangbao'

Olympia Co., Ltd. (Headquarters: Nagoya City, Aichi Prefecture), which operates variety shops, has produced and created original merchandise for the authentic steamed meat bun specialty store 'Lingling Xiangbao (Lingling Xiangbao)' as an initiative by its product development team 'Zekkawa Lab.'

## Background of the Project
This initiative aims to broaden the appeal, worldview, and delicious memories of Lingling Xiangbao beyond a single dining experience, making them tangible for everyday enjoyment.
We aim to connect customers with their memories and the atmosphere of their visit through merchandise, fostering brand attachment and a desire to return.

Zekkawa Lab operates on both BtoC and BtoB fronts, producing diverse values across categories through product planning centered on 'Kawaii' and corporate collaborations.
With 'Kawaii' as their motto, Zekkawa Lab works to convey the charm of those who take on challenges with passion and dedication through product planning and expression, thereby expanding circles of empathy and support.

'Lingling Xiangbao,' which was involved in the production of the original merchandise this time, has gained significant support since its operation as a food truck and opened its first permanent store in May 2024. Since then, it has attracted attention as a popular store with continuous queues every day.
We sympathized with Lingling Xiangbao's aspiration to become a 'new specialty steamed meat bun shop in Aichi Prefecture' and their desire to deepen the brand's appeal and impression, leading to this collaboration.

Often, the value of a restaurant is limited to a one-time experience.
Therefore, this time, we wanted to deliver Lingling Xiangbao's charm, worldview, and deliciousness not as a single dining experience, but in a 'take-homeable form' that allows customers to recall and revisit the store many times in their daily lives.
Through the original merchandise handled this time, we aim to foster affection for Lingling Xiangbao's values and create an opportunity for long-term support.

Furthermore, we aim to make this initiative accessible not only to Lingling Xiangbao's fans but also to those who have never experienced the store, allowing them to feel the brand's charm and worldview more closely.

## Introduction to Original Merchandise
Inspired by Lingling Xiangbao's signature steamed meat buns, we have planned original merchandise that combines an appealing design with practical everyday usability.
These items include squishies and cushions with realistic appearances and a soft, chewy texture, as well as embroidered towels with logos, presented in cute boxes that evoke the moment of opening a steamer. These are perfect as souvenirs of a visit and for enjoying Lingling Xiangbao's presence in your daily life. Please take them in your hands and enjoy.

Zekkawa Lab handles not only product design but also advises on store layout using POP displays, leveraging their expertise as a variety shop.
We propose solutions that go beyond individual products to include store creation that better conveys the brand's appeal.

## Sales Overview
Sales Location: Lingling Xiangbao Yorokka Kasugai Store
Sales Start: Scheduled to begin sequentially from Saturday, April 4, 2026

## About Steamed Meat Bun Specialty Store [Lingling Xiangbao]
A highly popular authentic steamed meat bun specialty store operating from a food truck, [Lingling Xiangbao (Lingling Xiangbao)].
Lingling Xiangbao's goal is to create 'Japan's kindest steamed meat buns' that can be eaten every day. Without using preservatives or artificial seasonings, they offer healthy yet rich steamed meat buns using only the ingredients' natural deliciousness and cooking methods.
The perfect match of a filling packed with condensed umami and a slightly sweet, chewy skin. Popular items also include the hearty Kakuni Man (braised pork belly bun) and the popular Chives and Egg Man for health-conscious customers.

Official HP: https://lingling-xiangbao.com/
Official Instagram: https://www.instagram.com/lingling.xiangbao/

## About Olympia Co., Ltd.
Olympia Co., Ltd. defines 'Kawaii is support for people' and operates approximately 70 variety shops nationwide (primarily in Kanto, Chubu, and Kansai regions) under the slogan 'Absolutely Kawaii, This and That!'
Beyond store operations, they engage in diverse projects across categories, centered on 'Kawaii,' including product planning and corporate collaborations.
The mission of Olympia Co., Ltd. is to build bonds and create a bright society that cares for others through 'Kawaii,' aiming to be a presence where people think, 'If I go to Olympia, I'll definitely find something Kawaii,' and 'When you say Kawaii, Olympia is number one in Japan.'

Headquarters: 1-6-1 Heiwa, Naka-ku, Nagoya City, Aichi Prefecture
Official HP: https://www.olympiashop.co.jp/