Shibuya Center-Gai Transforms into a One-Day 'Kimono Runway'. 'SHIBUYA TSUMUGI', Blending Tradition and Trend, Hosts a Modern Kimono Fashion Show on the Streets.

Pacific Trading Co., Ltd. (Location: Shibuya-ku, Tokyo; hereinafter 'the Company'), which operates the inbound tourism business 'shibuyabai', participated as 'SHIBUYA TSUMUGI'—a brand focusing on vintage and original kimonos—in the large-scale event 'SCG DAYs 2026 (SCRAMBLE GATE: SHIBUYA CENTER-GAI, hereinafter 'this Event')' held at Shibuya Center-Gai on Sunday, March 1, 2026, and conducted a kimono fashion show.

This Event was organized to showcase traditional performing arts from across the country, aiming to promote regional charm and foster local love. SHIBUYA TSUMUGI brought a production combining 'tradition x trend' to the street space of Shibuya, aiming to create an experience that would make street-goers stop and engage with the culture.

Background of Implementation

SHIBUYA TSUMUGI has proposed kimonos not just as something 'to wear on special days', but as a cultural experience that can be casually enjoyed in the city.

In recent years, with the resurgence of inbound tourism, the value of sightseeing has shifted from 'just looking' to 'experiential' demands—touching local culture, wearing it, and taking it home as photos and memories. In particular, kimonos are garnering interest regardless of nationality as an experience that deepens understanding by 'wearing' Japanese culture.

Furthermore, through the utilization and re-proposal of vintage kimonos, SHIBUYA TSUMUGI has also been working to balance the succession of culture with sustainable consumption (reuse). Updating tradition to fit modern lifestyles and passing it on to the next generation in a long-loved form is also an important theme for us.

By participating in 'SCG DAYs 2026', where traditional performing arts are showcased in a place like Shibuya Center-Gai where people from home and abroad gather, we believed we could deliver the charm of kimonos to more street-goers and present its value as a gateway to 'experiential consumption', leading to the implementation of this fashion show. Furthermore, we aim to use Shibuya Center-Gai as a starting point to create pathways that expand interest in regional culture and Japanese culture itself.

About the Fashion Show on the Day

On the day of the event, utilizing the street space of Shibuya Center-Gai, we showcased the kimono styles proposed by SHIBUYA TSUMUGI.

Strutting down the runway were staff involved in shibuyabai, centered around the staff of SHIBUYA TSUMUGI. Members who face street-goers every day on the ground in Shibuya wore kimonos, expressing coordination that blends into the atmosphere of the city and ways to enjoy kimonos that nestle close to modern lifestyles.

As a time to experience 'tradition x trend', it became a 'street showcase' where passersby coincidentally present could stop and enjoy taking photos and videos.