Enjoy limited collaboration x limited sweets x trendy fashion in front of Harajuku Station! and ST TOKYO Flagship Store

and est's flagship store

*Sanrio's development was closed.

On April 24, 2025 (Thursday), the next-generation flagship store " and ST TOKYO," developed by Adagoria, had its grand opening right in front of Harajuku Station!

I visited the store on the first night of its opening and found it to be a space filled with volume and excitement that exceeded my expectations, and I could feel firsthand that a new "trend-setting" location had been born in Harajuku. In this article, I will report on the charm of the store.

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Excellent access】0 minute walk from Harajuku station! Now on the 1st floor of WITH HARAJUKU!

and ST TOKYO" is located on the 1st floor of WITH HARAJUKU, just outside the Takeshita exit of Harajuku Station.
Conveniently located, it is easy to enter even on rainy days, making it an easy spot to stop by while sightseeing or shopping.

What is and ST TOKYO? An "OMO-type" next-generation store that combines digital and real space

and ST TOKYO" is an innovative OMO-type (Online Merges with Offline) real store that combines online and offline attractions in collaboration with the official web store ".st" operated by the Adagria Group.

This store has the following features

• Linked to an app to check inventory and make styling suggestions
• View product details on your smartphone & order on the spot
• Experience EC-exclusive products in real life
• A "now" sales floor design that reflects the latest trends in real time.

A "new form of shopping" that combines the real and digital worlds.

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Sanrio fans rejoice! Meet limited-edition goods & giant kitty!

The first day of the opening was especially highlighted by a collaboration project with Sanrio Characters.

Limited items of popular characters such as "Hello Kitty," "Hangyodong," "Cinnamon," and "Kuromi" are all available at the store.

Take a photo with a giant kitty!

In the center of the store is a kitty so big you'll want to hug it!

There is a photo spot where you can sit next to her on a bench and take a picture with her, and there is also a mirror with Kitty inside it, so you are sure to look good in the photo.

The store is selling out fast! Hurry up for the limited items!

By the night I visited, many items were already sold out...

Many items were already sold out the night I visited. I thought, "Oh, they just opened today, didn't they?

In particular, the Sanrio school socks, tote bags, and toy key chains seemed to have sold out in an instant.

Super attention-grabbing! Sanrio giant gacha "spring travel ! is now available!

A giant gacha (1,100 yen per win) with 20 kinds of Sanrio goods was set up at the Harajuku store in advance.

The theme is " spring travel ! and the lineup includes travel-inspired toy key chains and mascots. These are just too cute...!

(Nationwide sales will start on May 2, 2025)

A lineup that will make you want to collect them all!

Visitors to the store will also receive a limited-edition tote bag!

In addition, an original and ST TOKYO tote bag was given away to commemorate the opening.
The quantity is also limited, so if you want one, you'd better come to the store as soon as possible!

Don't miss the collaboration sweets! Press Butter Sand and & OIMO TOKYO also opened stores!

Sweets lovers should not miss out on the limited collaboration sweets.

PRESS BUTTER SAND Limited Edition Package

The ever-popular butter sandwich is now available in a limited design package exclusively for and ST TOKYO.
It makes a great gift, and is sure to be a welcome souvenir.

&OIMO TOKYO limited sweet potato sweets

& OIMO TOKYO, a gluten-free sweet potato sweets brand that is popular in Yoyogihachiman and Nakameguro, is now open for a limited time!

The lineup includes cream puffs and sweet potatoes, all of which are gentle on the body.

It is rare to be able to buy them casually in Harajuku!

Many apparel and character collaborations!

Fashion collaborations are also a hot topic.

• The " GENACIS x HIQUE! collaboration collection is now on sale!
• A collaboration with " Detective Conan " is scheduled to start on May 24, 2025!

The charm of and ST is not only the character goods, but also the collaboration fashion.

Sanrio sanrio Plush Toy Pillow Cuddle ...

Summary｜and ST TOKYO is a new Harajuku landmark filled with "fashion x characters x sweets!

and ST TOKYO is filled with the latest fashions, the hottest character goods, and limited-edition sweets, all with a sense of exclusivity that can only be found here.

The shopping experience unique to OMO-type stores is a place where you can experience a new form of shopping from now on.
With its convenient location just a 0-minute walk from Harajuku Station, it is a complex spot where you can stop by casually and enjoy yourself with gusto.

If you like Sanrio, sweets, fashion, or any of the above, this is definitely a place you should visit at least once!