[Sogo & Seibu] Rediscovering the Culture of Flower-Giving Among Youth – Mother's Day Gifts to Convey Gratitude with 'Flowers'

Sogo & Seibu will deploy 'Flower Gifts' as a way to convey gratitude for Mother's Day, featuring fresh flowers, preserved flowers, and floral-themed cosmetics, food, and fashion accessories.

In a company survey conducted in January (with 1,324 respondents), classic Mother's Day gifts such as flowers, sweets, and parasols were highly supported. Many memories related to 'flowers' were also shared in the open-ended comments. Furthermore, as the 'flower-giving culture'—where young people in their teens and 20s exchange flowers for celebrations and gratitude—has become a trend, Sogo & Seibu is putting the spotlight on 'flowers' again as a gift that resonates across generations. The promotion visuals feature original floral artwork created specifically for Sogo & Seibu's Mother's Day by popular creators, brightly decorating the storefronts.

*Images in this release are for illustrative purposes; all prices include tax.

[Sogo & Seibu Mother's Day] - Period: Tuesday, April 7 to Sunday, May 10, 2026 *Period varies by store. - Venues: All 10 Sogo & Seibu stores and the official Sogo & Seibu online store 'e.department'. - Content: Fresh flowers, preserved flowers, cosmetics, food, etc.

e.department Online Store: https://edepart.sogo-seibu.jp/feature/f012500

~ For Busy Mothers: Easy Flower Gifts with Zero Effort ~ Flower Gifts (Ready to Display, No Maintenance Required) 'Flowers,' which appeared frequently in customers' memory episodes, are offered in various forms—not just carnations, but also her favorite flowers or 'oshikatsu' (fandom) colors. Recognizing that some generations find plant care difficult, the collection includes fresh flower arrangements that can be displayed as-is without watering, as well as preserved flowers that can be enjoyed for a long time.

Hibiya Kadan / Nozomi Yuasa x Chouchou Fleur 'Petal Rouge' - 5,500 yen A convenient bouquet that requires no vase and no watering. It comes in original wrapping paper illustrated by Nozomi Yuasa. (Available at Seibu Ikebukuro Main Store, Sogo Yokohama Store, Sogo Chiba Store, etc.)