TV Anime "Attack on Titan" and "Salalist," Sweat-Control Innerwear with Over 9.85 Million Units Sold, Announce Tie-Up. This Summer, "Exterminate" Unpleasant Sweat Stains!

【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 its sweat-control innerwear brand "Salalist," which celebrates its 15th anniversary this year and has sold over 9.85 million units*1, and "Attack on Titan," a work depicting the battle between humanity and man-eating giants.

*1 Total sales of the series from March 2010 to the end of December 2025.

During the campaign period (Monday, May 11, 2026, to Wednesday, June 10), a special website will feature diagnostic content where users can answer questions from "Captain Levi" to determine their "sweat stain civilian" level and receive recommendations for suitable items. Additionally, a prize campaign for original goods will be held on Belle Maison Net and X. Furthermore, a pop-up shop where customers can experience "Salalist" firsthand will open from Monday, June 1, 2026, to Sunday, June 7, at "Metro Opus Umeda" in front of the North Ticket Gate of Osaka Metro Umeda Station.

Campaign Implementation Background

Belle Maison's "Salalist" proposes optimal innerwear to help "sweat stain civilians"—those who have experienced being startled by uncontrollable sweat—spend the summer positively and comfortably without worrying about sweat. As part of this, a "Sweat Awareness Survey" was conducted targeting 416 men and women nationwide who suffer from sweat stains. The results showed that while 94.9% of respondents identified themselves as "sweat stain civilians" during the summer (May to August), only 23.6% reported taking measures such as "wearing sweat stain prevention innerwear" (multiple answers allowed), indicating it is a minority approach*2.

On the other hand, in a survey*3 targeting 821 purchasers of "Salalist" innerwear, "Salalist" was chosen as the most effective measure for sweat stain prevention (75.9%), surpassing sweat wipes (57.6%) and antiperspirants (48.4%).

Based on these results, with the aim of expanding awareness among those unfamiliar with "Salalist" sweat-control innerwear, a tie-up utilizing an IP (intellectual property) that can convey sensitive sweat concerns in a positive and unique way was considered. The idea was that the gap created by merging the serious worldview of the enthusiastically supported "Attack on Titan" with the everyday theme of "sweat stains" could serve as an entry point to gain empathy for sweat-related problems.

In this project, "sweat stains," which seep into clothing and cause daily stress, are likened to the "Titans" that threaten humanity. Echoing the iconic line from the work, "I'll exterminate them all!! Not a single one will be left in this world!!," the campaign uses the phrase, "I'll exterminate them all!! Not a single drop of sweat stain will be left in this world!!" Furthermore, "Salalist," which prevents sweat from penetrating clothes with waterproof fabric and sweat-absorbing pads, is proposed as equipment to protect "sweat stain civilians" from sweat concerns.

Through this campaign, which reinterprets impressive scenes from the work through the lens of "sweat," we aim to deliver surprise and humor to fans, and a sense of security that "they can get through this summer" to "sweat stain civilians."

*2 Sweat Awareness Survey: 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: In-house internet survey

Campaign Details

The campaign will primarily focus on the following initiatives. Additionally, campaign announcements featuring illustrations from "Attack on Titan" will be made on Belle Maison Net, LINE, email newsletters, and other platforms.

【Special Feature Page URL】https://www.bellemaison.jp/cpg/fashion/salalist_shingeki/salalist_shingeki_index.html

1. Special Website and Diagnostic Content Launch

The special website will feature diagnostic 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. After completing the diagnosis, all users who click the "Share diagnostic results on X" button displayed on the screen will receive an exclusive campaign original item.