Mellojoy (メロジョイ), 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. Entry is by advance reservation, with one booking per person per day.
Mellojoy's first pop-up opens Wednesday, September 9, 2026, in Harajuku, Tokyo. Entry is by advance reservation, and the shop is open 10:30 a.m. to 7:30 p.m. (last entry 7:15 p.m.).
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 500,000 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.
Inside the Harajuku Pop-Up
The venue is at 6-32-1 Jingumae, Shibuya-ku, near Meiji-dori in Harajuku, and it is open from 10:30 a.m. to 7:30 p.m., with last entry at 7:15 p.m. 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. You can buy items on site, with venue-only gifts based on how much you spend.
Entry Is by Advance Reservation
Entry is by advance reservation all day. On the official booking site, you pick a date and an hourly time slot. For visits from October 11, the name on your booking must exactly match the name on your photo ID, and a passport is accepted as that ID.
For booking steps, the ID rules and what to expect on the day, see Mellojoy Harajuku Pop-Up 2026: How to Book and the New ID Rules.
No closing date has been announced as of November 3, 2026. Check the official Instagram (@mellojoyjapan) for the latest before you go.
Entry is by advance reservation. Register under the exact name on your ID.
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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