WEGO and TV TOKYO Communications Launch Joint Project to Expand Korean Character 'WASABI BEAR' in Japan

WEGO Co., Ltd. has initiated a six-month joint project with TV TOKYO Communications Corporation aimed at the branding and multifaceted expansion of the popular Korean character 'WASABI BEAR' in Japan.

As the first phase of this project, following its introduction in the 'School Bag Feature (School Bag Deco)' currently available on the official WEGO online store, limited edition stickers will be distributed at 17 major stores nationwide starting in May 2026. This will be followed by advance sales on the official WEGO online store in June, and subsequent POP UP events at 6 major stores nationwide. In addition, a lineup of LINE stickers coinciding with the POP UP events will be released, delivering the full charm of WASABI BEAR to fans.

WASABI BEAR operates on the concept of 'A fluffy body, a prickly heart. A mischievous bear with wicked eyes.' In contrast to its fluffy appearance, WASABI BEAR's honest expression of the prickly true feelings everyone hides gives courage to Generation Z, who value their individuality, to stay true to themselves.

By teaming up, trend-leading WEGO and WASABI BEAR will broadcast the character's appeal from various angles, jointly working to expand the fan base in Japan and grow it into a long-loved brand.

■ 'WEGO x WASABI BEAR' Project Overview

Phase 1: Featured in WEGO Official Online Shop's 'School Bag Deco'
WASABI BEAR items were featured in the 'School Bag Feature' published on the WEGO official online store from March.

Phase 2: 'Limited Edition Stickers (4 types)' Giveaway at Major Stores Nationwide
Ahead of the POP UP in June, 4 types of limited stickers will be distributed randomly at checkout at major stores nationwide.
- Distribution Period: From Monday, May 25, 2026 (while supplies last)
- Condition: One given to all customers purchasing items at WEGO
- Quantity: Total 5,000 pieces (4 random types)
- Stores: 18 stores nationwide, including WEGO 1.3.5... Harajuku and WEGO Shinsaibashi.

Phase 3: POP UP Events at 6 Stores Nationwide
POP UP events will be held at 6 WEGO store locations nationwide. The events will feature popular standard goods from Korea, as well as highly anticipated items making their first appearance in Japan.
- Event Period: From Wednesday, June 17, 2026 (limited time)
- Stores: WEGO 1.3.5... Harajuku, WEGO Shinsaibashi 3rd, WEGO Fukuoka Parco, WEGO HEP FIVE, WEGO Aeon Mall Takasaki, WEGO LaLaport Aichi Togo
- Products: Design key rings, plush straps (blind boxes), figures, etc.
- Limited Collaboration Novelty: Customers purchasing 3,300 yen (tax included) or more of related products will receive a 'Limited Collaboration Design Shopper' on a first-come, first-served basis.

WEGO ONLINE STORE Sales
Sales will also begin on the WEGO ONLINE STORE from Wednesday, June 10, 2026.

■ Phase 4: LINE Sticker Sales & Free Giveaway Campaign
The first-ever WASABI BEAR LINE stickers will be released, reflecting the opinions of Gen Z, including WEGO staff. To commemorate the POP UP, a free sticker campaign for the first 832 (read as 'wasabi' in Japanese wordplay) people is also planned.

WASABI BEAR
A green bear born in Korea. 'A fluffy body, a prickly heart. A mischievous bear with wicked eyes.' A unique character with a handmade feel created by plush toy artist Sugar Lane.