New Hello Kitty Merch From Japan: October 2026

Last updated: 3 October 2026

This is our monthly round-up of new Hello Kitty merch in Japan. It covers Sanrio’s own goods from its official online store, Sanrio Online Shop, as well as collabs and licensed goods from other Japanese brands, and we add new items each week as they’re announced. Most of these are sold only in Japan, so we also explain how to get them from abroad.

In this article:

• Which new Hello Kitty items go on sale or open for orders in October 2026
• Prices, release dates and purchase limits, taken from Sanrio’s and each brand’s official pages
• How to get them if you live outside Japan

Latest Update

3 October: First edition. Kanro’s Hello Kitty Candy and the Legato Largo × Monchhichi bags are already out, and Sanrio’s Cookie Fluffy Bear Design Series follows on 8 October with purchase limits on launch week. We’ve also added the Sony headphone and smartphone sets, the Paseos hoodies, the Sanrio Sports cart bag and the Sanrio Party Land limited set. We’ll add more as new items are announced.

October 2026 Release Calendar

Status as of 3 October 2026. Prices are as listed by Sanrio and each brand.

Sanrio also says its own new goods will mostly be released on Thursdays from October onwards, so most new Sanrio items will appear on Thursdays.

Cookie Fluffy Bear Design Series

The Cookie Fluffy Bear Design Series (クッキーもこもこベアデザインシリーズ) dresses Sanrio characters in cookie-themed apron dresses, fluffy bear hats and fluffy boots. Hello Kitty is one of seven characters in the series, with her own design in the mascot holder, mini pouch, strap and sticker set. It’s released on 8 October at Sanrio shops, Sanrio corners in department stores and Sanrio Online Shop, where it goes on sale at 10:00.

Source: Sanrio’s official news, checked on 3 October 2026.

The mascot holder has a fluffy bear hat with cookie ears, a cookie-print apron and a bear-face carabiner. The mini pouch hangs on a bag with its carabiner and is sized for small things such as wireless earphones, and the strap comes with a 3D mascot and candy-like beads. The sticker set mixes two textures, puffy and flocked.

There’s also a secret mascot at ¥990, with eight designs packed at random, so you can’t choose the design. Sanrio has set purchase limits for launch week: Sanrio shops sell one of each item per character per person from 8 to 12 October, and Sanrio Online Shop sells two from 8 to 14 October.

Sanrio Sports Hello Kitty Collection

Sanrio Sports is a sportswear and goods collection from Sanrio Enterprise, a Sanrio group company, and its range is built around Hello Kitty. A new Hello Kitty cart bag comes out on 14 October, and its price hasn’t been published yet. The collection is sold on Sanrio Online Shop and World Online Store.

Sanrio Sports is also running its first pop-up stores, with one at Osaka Takashimaya from 21 October to 3 November. The pop-ups sell an event-only hoodie at ¥24,200, and customers spending ¥20,000 or more get an eco bag while stocks last.

Sanrio Party Land: Sanrio Shop Limited Set

This is a limited set for the Nintendo Switch game Sanrio Party Land (サンリオ パーティランド), sold only by Sanrio Shop and Sanrio Online Shop. It costs ¥11,000 and comes out on 29 October. Alongside the game, it includes a figure set of Hello Kitty, My Melody, Pompompurin, Cinnamoroll and Kuromi, a special NFC card that unlocks limited costumes in the game, and the package edition’s limited bonus, a Hello Kitty mini mascot holder.

Sanrio Online Shop took pre-orders from Sanrio+ members on a first-come basis until 24 September, and that window has closed. Participating Sanrio shops are selling the set through a pre-release lottery. Sanrio says the game can also be played on Nintendo Switch 2.

Collabs and Licensed Goods

Kanro Hello Kitty Candy

Kanro, a Japanese candy maker, released Hello Kitty Candy at 7-Eleven stores across Japan on 1 October. It’s a rich fruit-milk candy in banana milk and strawberry milk flavours, in a costume-party package with 20 different wrapper designs. It costs ¥220 and is sold only at 7-Eleven.

Sony Headphone and Xperia Sets

Sony is selling two sets that come with Hello Kitty goods: WH-CH730N headphones with a Hello Kitty headphone pouch and tote bag at ¥28,500, and an Xperia 10 VIII smartphone with a sacoche and tote bag at ¥111,000. Both are taking pre-orders at Sony Store. The Xperia set ships from 8 October and the headphone set from 29 October.

Legato Largo × Monchhichi × Hello Kitty

Legato Largo, a Japanese bag brand, released a Monchhichi × Hello Kitty collab in its Katara-ku (肩楽) line, designed to ease the load on your shoulders, on 2 October. The line-up is a 2-way shoulder bag at ¥9,020, a mini shoulder bag at ¥8,250, and a ribbon-print pouch and a ribbon PU pouch at ¥4,620 each. Its maker, Carrot Company, describes the items as sold only in Japan. They’re sold at Legato Largo stores and on the brand’s online store.

Paseos Hello Kitty Zip Boa Hoodies

Paseos, a Japanese clothing chain, releases fluffy zip-up boa hoodies in Sanrio designs on 7 October. The Hello Kitty version comes in two styles: one with a character embroidery in sizes M and L at ¥2,409, and one with a tail embroidery in size 3L at ¥2,739. They’re sold at Paseos stores and on its online store, Paseos Net, from 10:00 on 7 October.

Other Hello Kitty Events This Month

• SV.LEAGUE Thailand Games goods in Bangkok (10–11 October): Japan’s SV.LEAGUE volleyball plays its first official match abroad at Huamark Indoor Stadium in Bangkok, and Hello Kitty collab goods are sold outside the venue, including T-shirts at 450 baht and face towels at 399 baht. Some items are due to be sold in Japan later.
• HELLO KITTY’S SWEETS MARKET (22 October – 3 November): A pop-up store at Tobu Department Store Ikebukuro, Tokyo, with event-only goods such as mascots at ¥2,640 and anniversary keychains in 366 designs at ¥1,100 each.
• Hello Kitty photo sessions at Sony Store Ginza (31 October – 1 November): Photos with Hello Kitty taken by a professional photographer, at ¥3,000 per group, with places allocated by lottery.
• Kofu × Hello Kitty stamp rally (9 October – 28 February 2027): A stamp rally around eight spots in Kofu City, Yamanashi.
• JA farmers’ market campaign (1 October – 30 November) and Oita onsen campaign (1 October – 31 December): Prize campaigns featuring Hello Kitty in Japan.

Why You Can’t Order These From Outside Japan

Sanrio Online Shop delivers only to addresses in Japan. Sanrio also runs a separate store that ships from Japan to other countries, Sanrio Online Shop Direct from Japan, but it carries a smaller range than the main Japanese store. The collab and licensed goods are sold through Japanese stores and online shops, many of which also deliver only within Japan.

For a wider look at what stays in Japan, see our guide to Japan-exclusive Sanrio merchandise. If you’re after Hello Kitty collabs with other brands, see our Hello Kitty collab round-up.

How to Get New Hello Kitty Merch From Outside Japan

kachicollect

Choose from the Characters category on kachicollect, or request an item that isn’t in our catalog yet with the product link from Sanrio Online Shop or the brand’s Japanese online shop. When you order, we place the order in Japan for you, check each item when it arrives, and ship it to you with tracking. There are no proxy fees: you pay the item price plus shipping, and the total including duties is shown before you pay.

For the Cookie Fluffy Bear series, Sanrio Online Shop goes on sale at 10:00 on 8 October, Japan time, with a limit of two of each item per character until 14 October.

Sanrio Online Shop Direct From Japan

This is Sanrio’s own store for overseas buyers, and it ships from Japan to a limited list of countries. It carries a smaller range than the main Japanese store, and collab and licensed goods sold by other brands aren’t part of it. It’s worth checking for regular items if your country is on the list.

Proxy Services

Proxy shopping services buy from Japanese stores on your behalf and forward the parcel. The service fee they show is only the starting point: international shipping, payment charges and other costs are added along the way, so the final amount is hard to predict until the end. On kachicollect, ordering, checking and delivery are covered by one price shown before you pay.

Resale Marketplaces

Limited Hello Kitty items, such as launch-week Sanrio releases and event-only goods, can appear on resale sites after they sell out, usually above the original price. If you buy from a reseller, check the item’s original price and whether the seller actually has it in hand.

Tips Before You Buy

• Check the release time in your time zone. The Cookie Fluffy Bear series goes on sale on Sanrio Online Shop at 10:00 on 8 October, Japan time (UTC+9), which may be the night of 7 October where you live.
• Expect purchase limits on launch week. The Cookie Fluffy Bear series is limited per person until 12 October in shops and 14 October online.
• Secret items are random. You can’t choose the design of a secret mascot.
• Check the sizes. The Paseos hoodies use Japanese sizes (M, L and 3L), so check the size chart before you order.
• Check where each item is sold. Kanro’s Hello Kitty Candy is sold only at 7-Eleven stores in Japan, and the SV.LEAGUE goods only at the venue in Bangkok for now.

Frequently Asked Questions

When is Hello Kitty’s birthday?

Sanrio lists Hello Kitty’s birthday as 1 November. Her design was created in 1974.

Does Sanrio Japan ship Hello Kitty merch overseas?

Sanrio Online Shop, the main Japanese store, delivers only within Japan. Sanrio Online Shop Direct from Japan ships to some countries, but it carries a smaller range.

When does Sanrio release new Hello Kitty goods?

Sanrio announces its own new goods on its official news site, often about a week before release. From October 2026, Sanrio’s own new goods are mostly released on Thursdays.

Are these Hello Kitty items sold outside Japan?

Most of them are sold through Japanese stores and online shops. Carrot Company describes the Legato Largo collab as sold only in Japan, while the SV.LEAGUE Thailand Games goods are sold at the venue in Bangkok.

Conclusion

October’s Hello Kitty news is led by Sanrio’s Cookie Fluffy Bear series on 8 October, along with the Legato Largo × Monchhichi bags, Kanro’s candy and the Paseos hoodies. Most of these goods are sold only through Japanese stores and online shops, and launch-week items can sell out quickly.

The simplest way to get them is to choose from the Characters category on kachicollect, or request an item with its product link. We place the order in Japan for you, check each item when it arrives and ship it to you with tracking. You pay the item price plus shipping with no proxy fees, and the total including duties is shown before you pay. Sign up free and get a 40% OFF shipping coupon, valid for 14 days. We’ll keep adding October’s new Hello Kitty releases to this page as they’re announced.

See all issues of our monthly Hello Kitty news: Hello Kitty News