One-Day Pop-Up Market Event 'SHE CREATES' Featuring Unique Self-Care Brands to Be Held at Harajuku's Harakado

TOJI Co., Ltd. (Headquarters: Setagaya-ku, Tokyo; CEO: Natsumi Matsuda) will host a community-driven pop-up market event titled 'SHE CREATES — Nurturing Myself Through Craft and Lifestyle' on Saturday, July 18, 2026, at HOW'z, a cafe-restaurant on the 3rd floor of Tokyu Plaza Harajuku's 'Harakado.' The event will connect creators of self-care brands with visitors, offering a space for meaningful interaction and support.

Event Registration (via Luma): Please register in advance via the following URL and visit the venue: https://luma.com/m26eijow

About SHE CREATES

In recent years, women’s career and lifestyle choices have expanded significantly. More individuals are leveraging their professional experience and skills to launch personal brands or businesses. While side gigs and multiple careers have become widespread, there are still few real-world opportunities to connect, learn from, and support one another.

'SHE CREATES' is a community-driven pop-up market event designed for such individuals to meet, learn, and support each other. The venue will gather brand owners who nurture their businesses while prioritizing self-care and lifestyle. Visitors can not only touch and experience products but also hear directly from the creators about their self-care routines, lifestyle tips, and the heartfelt intentions behind their crafts. This event offers new connections and the first step forward for those who wish to enrich their daily lives, discover their ideal way of living and working, or someday start their own venture.

Additionally, SHE CREATES emphasizes the concept of an 'economy built by women.' By choosing brands you admire and supporting their stories and challenges, that support can inspire new brands and empower others to take the leap. The goal is to create a warm, supportive community where people don’t just 'buy' brands, but actively 'support' them.

Three Experience-Based Contents on the Day

The venue will feature three engaging content areas where visitors can discover self-care products that enrich life and interact with female creators to learn how to make everyday moments a little more special.

Story Sharing Brand owners will share, in their own words, the stories behind their brand’s origin and the intentions behind their creations. They will also share enjoyable ways to use their products for self-care.

Marche (Market) Enjoy direct conversations with brand owners, touch and feel self-care products with meaningful backstories, and purchase thoughtfully crafted items such as additive-free or upcycled goods.

Dialogue

A community space where brand owners and attendees can freely exchange ideas across roles, discussing lifestyle, work, and wellness.

Featured Exhibiting Brands (Partial List)

TOJI: A wellness brand offering bath powders made from Japan’s traditional ingredient 'sake-kasu' (rice lees). Born from parallel work across Tokyo, San Francisco, and Kochi.

SODE: Linen water for bedding, created by a perfumer who became independent from a major corporation, designed to promote peaceful sleep.

MOONSKIP: A children’s clothing brand by parallel workers, fostering the feeling of 'I did it! I want to know more!'

NONWASTE: An art brand creating jewelry and headpieces from upcycled materials.

Cheesy: A disposable camera app with the concept of 'taking photos so you can properly look back on memories.'

※ Additional charming brands and women planning to launch their own brands will also be exhibiting.

＜Event Overview＞

Event Name: SHE CREATES — Nurturing Myself Through Craft and Lifestyle

Date & Time: July 18, 2026 (Sat), 13:30–16:30

Venue: HOW'z, 3F Harakado, Tokyu Plaza Harajuku

Admission Fee: ¥1,500 (includes one drink and snack)

Target Audience: Women aged 20–40, and anyone who supports brands (those seeking a thoughtful, fulfilling lifestyle and self-realization)

Registration (for general visitors): Please register in advance via the URL below and visit the venue: https://luma.com/m26eijow

HOW'z Cafe & Restaurant at Tokyu Plaza Harajuku's Harakado

This event will be held in the exceptional space of 'HOW'z,' a venue that carries forward the visions of creators and producers from across Japan, located in Harajuku—the heart of cultural expression.

'SHE CREATES' aims to grow into a community where women who wish to enrich their daily lives can discover new brands and values, and support each other’s challenges.

About TOJI (https://toji-japan.com/)

TOJI is a wellness brand that delivers Japan’s timeless wisdom of beauty and health in new forms, helping people achieve true beauty and a fulfilling lifestyle. Since launching in 2024, TOJI has focused on sake-kasu, researching its rich beauty and health benefits to develop innovative products. Throughout the process of thoughtfully turning sake-kasu and carefully selected ingredients into products, TOJI values connections with every person and region involved. The company also collaborates with local inns and sake breweries to provide global marketing support and enhance regional appeal.

TOJI Official Online Store: https://toji-japan.com/collections/frontpage

List of Retail Stores: https://toji-japan.com/pages/stores

For inquiries regarding this event: [email protected]

※ TOJI warmly welcomes new connections with media outlets interested in our brand, as well as sake breweries and producers who resonate with our initiatives.