Mellojoy, the China-born squishy toy brand that blew up on TikTok, is opening its first-ever pop-up store in Harajuku, Tokyo. The brand shared the news on its official Instagram, with an opening date of Wednesday, September 9, 2026.
For fans, it's the first real chance to see these notoriously hard-to-get squishies up close in Japan. One catch: the entry method for the opening week is still "to be announced," so plenty is still up in the air.
Mellojoy's first pop-up opens Wednesday, September 9, 2026, in Harajuku, Tokyo. Entry rules for the opening week will be shared later.
What Mellojoy Is
Mellojoy is a squishy-toy brand from China — squishies being the soft toys you squeeze for the texture. Its signature is a soft, doughy feel like bread before it goes in the oven, with pieces shaped like soufflés, daifuku (大福) rice cakes, hamburgers, and Japanese dishes.
They're sold as blind boxes, so you don't know which design you'll get. Texture clips and unboxing videos on TikTok pushed the brand into the spotlight, and its Japanese account (@mellojoyjapan) now has around 100,000 followers (as of June 2026). Mellojoy reportedly arrived in Japan in the summer of 2025.
Behind the Scarcity
Until now, Mellojoy has sold mainly through its official website and TikTok live streams, with no physical stores. The live sales start around 8 p.m. daily and reportedly sell out in roughly a minute.
Every piece is handmade, so it can't be mass-produced — a big part of why it's so tough to get hold of one. A single item usually runs about 3,000 yen. Order online and it ships from China, taking around a week to reach you.
What We Know About the Harajuku Pop-Up
The venue is in Harajuku, Tokyo. According to the official Instagram post, the store will have four main features:
- A Mellojoy special experience area
- An early preview of new items
- Venue-only special content
- A photo spot
The main promo art carries the tagline "NICE TO MELLO YOU" alongside the brand's character.
Entry and Details Coming Later
On Instagram, Mellojoy says the entry method for the opening week "will be announced in stages at a later date." That update should also settle whether you'll need a reservation or can just line up on the day.
The venue's exact address, opening hours, closing date, whether there is an admission fee, and whether items will be sold on site were all still unannounced as of August 13, 2026. Expect crowds, so check the official Instagram (@mellojoyjapan) for the latest before you head over.
The venue's address, hours, and entry method have not been announced yet. Always check Mellojoy's Instagram for updates before you visit.
This article was translated from the original Japanese with AI assistance and reviewed by our editorial team. The Japanese version is authoritative.
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