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PR TIMES: https://prtimes.jp/main/html/rd/p/000003172.000001304.html

Collect Digital Badges and Sounds to Conquer KAWAII! Experiential Event "HARAJUKU KAWAII QUEST" to be Held at "and ST TOKYO" Starting July 11 (Sat)!

Published Jul 7, 2026 9:00 PM ・ Updated Jul 9, 2026 1:57 AM ・ 17 min read ・ Source: PR TIMES

And ST Co., Ltd. (Headquarters: 2-21-1 Shibuya, Shibuya-ku, Tokyo; President & CEO: Yuya Sakurai), which develops mall & media business and BtoB business within the And ST HD Group, will hold a limited-time experiential event "HARAJUKU KAWAII QUEST" at its Harajuku flagship store "and ST TOKYO," conceptualized as a place to "connect with what you love." This event commemorates the launch of the "Sanrio Characters x and ST" collaboration and allows participants to "collect and conquer KAWAII." The event will run from July 11 (Sat), 2026.

This initiative celebrates the release of the 8th collaboration item in the "Sanrio Characters x and ST" series. It offers a new in-store experience where visitors can "see, experience, and create" the "KAWAII" proposed by and ST, taking home their own unique summer memories. Within the store, visitors can participate in "KAWAII QUIZ QUEST powered by Omoide Badge," which utilizes Sanrio's official app "Omoide Badge" to collect digital badges while exploring the store. Additionally, there will be an experiential booth "KAWAII OTO LAB powered by OTO MART" where visitors can create their own music by combining their favorite sounds. Those who complete both experiences will receive a limited-edition original sticker as a gift.

We will create a new entertainment space that colors your summer at and ST TOKYO, where you can enjoy discovery and creation while collecting your own "KAWAII."

"HARAJUKU KAWAII QUEST" Event Overview

The more you collect cute things, the more you become yourself.

At HARAJUKU KAWAII QUEST,

Collect badges, sounds, and heart-pounding moments,

And complete your own KAWAII and memories unique to this summer.

Special Website: https://www.dot-st.com/cp/2607kawaii_quest

Event Period: July 11, 2026 (Sat) - July 30, 2026 (Thu) *Subject to store business hours.

Location: "and ST TOKYO" (1F WITH HARAJUKU, 1-14-30 Jingumae, Shibuya-ku, Tokyo)

Content:

Collect and ST TOKYO exclusive digital badges using Sanrio's official app "Omoide Badge"

"KAWAII QUIZ QUEST powered by Omoide Badge"

Create your own music by combining your favorite sounds from over 30 types of "KAWAII sounds" collected from around the world.

"KAWAII OTO LAB powered by OTO MART"

Participants who complete both 1 and 2 will receive an original "HARAJUKU KAWAII QUEST" Sanrio Characters collaboration sticker as a gift.

*And ST membership registration is required to redeem the gift.

"KAWAII QUIZ QUEST powered by Omoide Badge" Overview

Using "Omoide Badge," a smartphone app developed by Sanrio that allows users to record and collect experiences such as event participation, store visits, and purchases as digital "badges," participants can obtain limited-edition digital badges for this event by answering quizzes hidden throughout the "and ST TOKYO" store and on the special website.

【Badges Distributed】

Normal Badges: 5 types in total / Secret Badge: 1 type

【Badge Acquisition Conditions】

Digital badges can be acquired by finding quizzes hidden in 5 locations within the "and ST TOKYO" store and on the special website, and entering the answers into the pack page within the Omoide Badge app.

*The Omoide Badge app is required to acquire digital badges.

iOS: https://apps.apple.com/jp/app/omoide-badge/id6751613835

Android: https://play.google.com/store/apps/details?id=jp.co.sanrio.badgesns

"KAWAII OTO LAB powered by OTO MART" Overview

This is an auditory experience booth that engages the five senses, utilizing the system of "OTO MART," an experiential project where you can play with "sounds" collected from around the world. Lined up in the store are pop and unique art panels that evoke various "sounds." By scanning the two-dimensional codes (QR codes) placed on each panel with a smartphone camera via the special website, diverse "KAWAII sounds" hidden in the panels are collected one after another on the site. By collecting and layering up to 9 sounds, you can complete your own music. This is a new sensation creative experience where you can design and take home your own "KAWAII" through "sound" from over 30 types of sound combinations.

*Photos are for illustrative purposes only.

Participation Gift Overview

Only those who complete both KAWAII QUIZ QUEST and KAWAII OTO LAB will receive an original "HARAJUKU KAWAII QUEST" Sanrio Characters collaboration sticker. You can exchange for the gift by showing the completion screens of both to a staff member.

*Stickers are limited in quantity.

*And ST membership registration is required to redeem the gift.

About "Omoide Badge"

"Omoide Badge" is a new smartphone application developed by Sanrio that allows users to record and collect experiences such as event participation, store visits, and purchases as digital "badges." Acquired digital badges are saved within the app, and in the future, it is designed to connect users with similar badges for communication and offer experiences exclusive to badge holders (event participation, early sales, etc.).

*Campaign details may vary for each promotion.

Supported OS: iOS / Android

Price: Free

<iOS> https://apps.apple.com/app/omoide-badge/id6751613835

<Android> https://play.google.com/store/apps/details?id=jp.co.sanrio.badgesns

<Official Website> https://omoidebadge.com

<Official X> https://x.com/OmoideBadge

<Official Instagram> https://www.instagram.com/omoidebadge/

About "OTO MART"

OTO MART is a "sound" supermarket.

It is an experiential exhibition of "sounds" collected from around the world, which was held from April 29, 2026, at PLAT SHIBUYA and received a great response.

The sound of a giraffe crying. The sound of a saxophone. The sound of a fart. The sound of eggs in a carelessly placed plastic bag when you're flustered...

It is an exhibition where you can enjoy the world of "sound" while freely playing various "good sounds."

https://oto-mart.com/

https://x.com/oto_mart

https://www.instagram.com/oto_mart_/

https://www.tiktok.com/@oto_mart26

About WEB Store "and ST"

A WEB store that brings together a wide variety of brands, including "Global Work," "Niko and ...," and "Lowrys Farm." It offers ways to enjoy fashion and proposes exciting and diverse lifestyles. In addition to fashion, it covers a wide range of genres such as cosmetics and food. You can use and ST points, which can be "earned and used" across approximately 1,500 stores nationwide and the WEB store. The "STAFF BOARD," featuring the latest coordinates updated daily by over 4,600 staff members, is also available.

<URL> https://www.dot-st.com/

<iOS App> https://apps.apple.com/jp/app/collect-point/id404786725

https://play.google.com/store/apps/details?id=jp.point.android.dailystyling&hl=ja

About And ST Co., Ltd.

We operate the "Play fashion!" platform "and ST," where diverse brands, categories, people, and events connect. We aim to realize "Retailtainment," transforming "places to buy" into "places to play" by co-creating new value with various customers and companies, and evolving shopping itself into an enthusiastic experience through the combination of fashion, technology, and community.

<URL>https://www.andst.co.jp/

<Inquiries from Corporations> https://andst.zendesk.com/hc/ja/requests/new

About And ST HD Group

The And ST HD Group is a multi-company group composed of "Adastria Co., Ltd.," "Element Rule Co., Ltd.," "BUZZWIT Inc.," and "ZETTON Inc.," which develop apparel, miscellaneous goods, and food and beverage brands, as well as "And ST Co., Ltd.," which develops mall & media and BtoB businesses, "And ST Logistics Co., Ltd.," which handles group logistics, and the special subsidiary "WeOur Co., Ltd."

We aim to become a "Play fashion! platformer" that strengthens connections with various stakeholders and spreads the excitement of fashion both domestically and internationally.

<Location> Shibuya Hikarie, 2-21-1 Shibuya, Shibuya-ku, Tokyo 150-8510

<URL> https://www.andst-hd.co.jp/

<Instagram> https://www.instagram.com/andSTHD_official/

FACT BOX

Source: PR TIMES
Category: Event
Organizations: and ST TOKYO / Omoide Badge / OTO MART