TV Anime "Attack on Titan" and "Salalist," Sweat-Proof Innerwear with Over 9.85 Million Units Sold, Announce Tie-Up. This Summer, "Exterminate" Unpleasant Sweat Stains!
Belle Maison, the mail-order business of Senshukai Co., Ltd., has announced a tie-up campaign between its sweat prevention innerwear brand "Salalist," which celebrates its 15th anniversary and has sold over 9.85 million units, and the popular anime "Attack on Titan." The campaign features a diagnosis content with Captain Levi and a prize giveaway.
📋 Article Processing Timeline
- 📰 Published: May 11, 2026 at 20:10
- 🔍 Collected: May 11, 2026 at 11:31
- 🤖 AI Analyzed: May 12, 2026 at 05:07 (17h 35m after Collected)
【Special Feature Page URL】https://www.bellemaison.jp/cpg/fashion/salalist_shingeki/salalist_shingeki_index.html
Senshukai Co., Ltd. (Headquarters: Osaka; Representative Director and President: Satoshi Suzuki; hereinafter Senshukai), through its mail-order business Belle Maison, will launch a tie-up campaign between "Salalist," its sweat prevention innerwear brand celebrating its 15th anniversary this year with cumulative sales exceeding 9.85 million units*1, and "Attack on Titan," a work depicting the battle between humanity-eating Titans and humans resisting them.
*1 Cumulative sales from March 2010 to the end of December 2025.
During the campaign period (Monday, May 11 to Wednesday, June 10, 2026), a special website will feature a diagnostic content where users can answer questions from "Captain Levi" to determine their "sweat stain civilian" level and recommended items. Furthermore, a prize giveaway campaign will be conducted on Belle Maison Net and X. In addition, a pop-up shop where "Salalist" can be experienced firsthand will open from Monday, June 1 to Sunday, June 7, 2026, at "Metro Opus Umeda Store" in front of the North Ticket Gate of Osaka Metro Umeda Station.
■ Campaign Implementation Background
Belle Maison's "Salalist" proposes optimal innerwear for "sweat stain civilians" who have hadドキッ (startling) experiences with uncontrollable sweat, enabling them to spend a positive and comfortable summer without worrying about sweat. As part of this, we conducted a "Survey on Sweat Awareness" targeting 416 men and women nationwide who suffer from sweat stains. The results showed that while 94.9% of respondents considered themselves "sweat stain civilians" during the summer (May-August), only 23.6% reported taking measures like "wearing sweat-proof innerwear" as a way to deal with sweat stains, indicating a minority*2.
On the other hand, a survey*3 targeting 821 individuals who actually purchased "Salalist" sweat prevention innerwear revealed that "Salalist" was ranked #1 (75.9%) for "most effective measure against sweat stains," surpassing sweat wipes (57.6%) and antiperspirants (48.4%).
Following these results, with the aim of expanding awareness among those unaware of "Salalist" sweat prevention innerwear, we considered a tie-up utilizing IP (Intellectual Property) that could convey sensitive sweat concerns in a positive and unique way. We believed that by combining the serious worldview of "Attack on Titan," which garners enthusiastic support, with the everyday theme of "sweat stains," the resulting gap would create an entry point to garner empathy for sweat concerns.
In this project, "sweat stains" that seep into clothing and cause daily stress are likened to "Titans" that threaten humanity. Following the iconic line from the work, "I'll exterminate them all!! Every last one from this world!!," we expressed it as "I'll exterminate them all!! Every last drop of sweat stain from this world!!" Furthermore, "Salalist," which prevents sweat from penetrating clothes with barriers made of waterproof fabric and sweat-absorbing pads, is proposed as equipment to protect "sweat stain civilians" from sweat worries.
Through this campaign, which reinterprets memorable scenes from the work through the lens of "sweat," we aim to deliver surprise and humor to fans, and a sense of security to "sweat stain civilians" that they "can get through this summer."
*2 Survey on Sweat Awareness: Survey period: December 18-20, 2025 / Target: 416 men and women aged 25-54 nationwide with sweat stain concerns / Survey method: Internet survey (Macromill)
*3 Salalist Purchaser Satisfaction Survey: Survey period: December 15-21, 2025 / Target: 821 purchasers of the "Salalist" series (Belle Maison members) / Survey method: Internet survey (in-house)
■ Campaign Implementation Details
We will primarily implement the following measures. In addition, campaign announcements featuring illustrations from "Attack on Titan" are planned for Belle Maison Net, LINE, email newsletters, and other channels.
【Special Feature Page URL】https://www.bellemaison.jp/cpg/fashion/salalist_shingeki/salalist_shingeki_index.html
1. Launch of Special Website and Diagnosis Content
The special website will feature diagnosis content that proposes optimal items for each individual's sweat stain concerns. By answering multiple questions from Survey Corps Captain "Levi," users can determine their "sweat stain civilian" level and receive advice and recommended items based on the results. All users who click the "Share diagnosis results on X" button displayed on the screen after completing the diagnosis will receive a limited-edition prize for this campaign.
Senshukai Co., Ltd. (Headquarters: Osaka; Representative Director and President: Satoshi Suzuki; hereinafter Senshukai), through its mail-order business Belle Maison, will launch a tie-up campaign between "Salalist," its sweat prevention innerwear brand celebrating its 15th anniversary this year with cumulative sales exceeding 9.85 million units*1, and "Attack on Titan," a work depicting the battle between humanity-eating Titans and humans resisting them.
*1 Cumulative sales from March 2010 to the end of December 2025.
During the campaign period (Monday, May 11 to Wednesday, June 10, 2026), a special website will feature a diagnostic content where users can answer questions from "Captain Levi" to determine their "sweat stain civilian" level and recommended items. Furthermore, a prize giveaway campaign will be conducted on Belle Maison Net and X. In addition, a pop-up shop where "Salalist" can be experienced firsthand will open from Monday, June 1 to Sunday, June 7, 2026, at "Metro Opus Umeda Store" in front of the North Ticket Gate of Osaka Metro Umeda Station.
■ Campaign Implementation Background
Belle Maison's "Salalist" proposes optimal innerwear for "sweat stain civilians" who have hadドキッ (startling) experiences with uncontrollable sweat, enabling them to spend a positive and comfortable summer without worrying about sweat. As part of this, we conducted a "Survey on Sweat Awareness" targeting 416 men and women nationwide who suffer from sweat stains. The results showed that while 94.9% of respondents considered themselves "sweat stain civilians" during the summer (May-August), only 23.6% reported taking measures like "wearing sweat-proof innerwear" as a way to deal with sweat stains, indicating a minority*2.
On the other hand, a survey*3 targeting 821 individuals who actually purchased "Salalist" sweat prevention innerwear revealed that "Salalist" was ranked #1 (75.9%) for "most effective measure against sweat stains," surpassing sweat wipes (57.6%) and antiperspirants (48.4%).
Following these results, with the aim of expanding awareness among those unaware of "Salalist" sweat prevention innerwear, we considered a tie-up utilizing IP (Intellectual Property) that could convey sensitive sweat concerns in a positive and unique way. We believed that by combining the serious worldview of "Attack on Titan," which garners enthusiastic support, with the everyday theme of "sweat stains," the resulting gap would create an entry point to garner empathy for sweat concerns.
In this project, "sweat stains" that seep into clothing and cause daily stress are likened to "Titans" that threaten humanity. Following the iconic line from the work, "I'll exterminate them all!! Every last one from this world!!," we expressed it as "I'll exterminate them all!! Every last drop of sweat stain from this world!!" Furthermore, "Salalist," which prevents sweat from penetrating clothes with barriers made of waterproof fabric and sweat-absorbing pads, is proposed as equipment to protect "sweat stain civilians" from sweat worries.
Through this campaign, which reinterprets memorable scenes from the work through the lens of "sweat," we aim to deliver surprise and humor to fans, and a sense of security to "sweat stain civilians" that they "can get through this summer."
*2 Survey on Sweat Awareness: Survey period: December 18-20, 2025 / Target: 416 men and women aged 25-54 nationwide with sweat stain concerns / Survey method: Internet survey (Macromill)
*3 Salalist Purchaser Satisfaction Survey: Survey period: December 15-21, 2025 / Target: 821 purchasers of the "Salalist" series (Belle Maison members) / Survey method: Internet survey (in-house)
■ Campaign Implementation Details
We will primarily implement the following measures. In addition, campaign announcements featuring illustrations from "Attack on Titan" are planned for Belle Maison Net, LINE, email newsletters, and other channels.
【Special Feature Page URL】https://www.bellemaison.jp/cpg/fashion/salalist_shingeki/salalist_shingeki_index.html
1. Launch of Special Website and Diagnosis Content
The special website will feature diagnosis content that proposes optimal items for each individual's sweat stain concerns. By answering multiple questions from Survey Corps Captain "Levi," users can determine their "sweat stain civilian" level and receive advice and recommended items based on the results. All users who click the "Share diagnosis results on X" button displayed on the screen after completing the diagnosis will receive a limited-edition prize for this campaign.