Pop-Up Event by kuschel, the Vegan Sweet Brand That Sells Out 300 Items in 90 Minutes!

style table Lala Terrace Musashi-Kosugi (operated by VISION&Co., Ltd.) held a pop-up event with the popular vegan sweets brand kuschel.

Long lines formed before opening, and all approximately 400 vegan sweets prepared by kuschel were sold out, making the event another great success.

【Event Overview】

Date: December 22, 2024 (Sun), 12:00 PM until sold out

Location: style table Lala Terrace Musashi-Kosugi

【About style table】

We operate under the theme of "Ethical × Sustainable × Vegan,"

aiming to leave a beautiful planet for the next generation, and the one after that.

This store gathers the small voices of over 100 working women and mothers in their 20s and 30s.

We carefully select stylish, cute items that not only reflect ethical values but also bring joy when held or used daily—perfect as gifts too.

We believe that rather than one person changing everything, more people making one small change can lead to significant impact.

We hope style table can be the starting point for such actions and a place for new discoveries.

【Collaboration Event with Vegan Sweets Brand kuschel】

Customers began lining up 90 minutes before opening, and a queue had already formed by the time the store opened.

At the previous pop-up, around 300 items sold out within 90 minutes. This time, approximately 400 items—including muffins, bakeys, and brownies—were completely sold out, delighting many visitors.

While kuschel typically sells through event booths and online, this pop-up attracted many customers to visit in person.

【Lineup】 (15 types total)

・Stollen-style Muffin

・Rosemary Strawberry Mascarpone-style Cream Cake

・Earl Grey Hazelnut Praline Pumpkin Cream Muffin

・Pistachio Caramel Brown Sugar Chestnut Cream Muffin

・Cranberry Pecan Nut Caramel Black Cocoa Muffin

・Anise Coffee × Hojicha Rum Brown Sugar Block Tiramisu Muffin

・Cardamom Raspberry Peanut Butter Earl Grey Muffin

・Annoimo Brûlée Macadamia Nut Caramel Muffin

・Spicy Cassis Cherry Compote × Double Chocolate Muffin

・Sansho Salt-fermented Jerusalem Artichoke Stew Muffin

・the BAKY! Stollen

・Chamomile Vanilla Pear Bakey

・Brown Sugar Apple Crumble Bakey

・Black Cocoa Crumble & Caramel Nut Brownie

・Garam Masala-spiced Spicy Salty Granola

All items are handmade with care, using heartfelt original recipes, offering new and exciting menus and lineups each time.

We've received many comments such as, "I didn't know vegan sweets could be this delicious!"

kuschel's sweets are made without animal products, wheat flour, white sugar, or additives, using organic brown rice flour as a base whenever possible.

In addition to brown rice flour, we use nutrient-rich, low-GI ingredients like sorghum flour, and incorporate spices, herbs, and fermented seasonings to create sweets that are "good for your body."

【About kuschel】

kuschel was founded by owner Narumi Ichikawa after she experienced health issues, leading her to veganism. From this experience arose the desire to make the world a slightly happier place for people, animals, and all living beings.

【Owner's Message】

We hope to spread awareness of veganism and eco-friendly products. The first step can be anything—sweets, cosmetics, fashion. As one starting point, we'd like to begin with sweets and inspire change. We want more people to understand the values of veganism as one of many lifestyle choices.

We hope our sweets can help people incorporate vegan and organic choices—not as an all-or-nothing approach, but in a fun, manageable way that fits their lives. We aim to be a comforting presence for both mind and body.

With heartfelt care, we will continue delivering delicious, joyful, and exciting sweets that create a kinder world without sacrifice.

kuschel Official Instagram: https://www.instagram.com/kuschel_naru?igsh=MTFwNGd1aXhiaWI5MA==

【Closing Message】

We carefully curate and offer products specialized in organic, ethical, and sustainable values.

Behind every organic product that's kind to people and the planet lies a story woven from the passion of producers and companies.

We value each brand's story and mission, and will continue to share and promote the values of organic and vegan lifestyles.