# San-X character merchandise and promotional activities

> Live situation record from CLSTR: https://clstr.news/situations/san-x-character-merchandise-and-promotional-activities
> Updated: 2026-09-04T02:22:41.000Z. Sources: 2. Developments: 2.

San-X has initiated a series of product releases and promotional events for its character brands, including Rilakkuma, Sumikko Gurashi, and Sentimental Circus.

In mid-August 2026, the company announced new merchandise scheduled for September, such as the ‘Ano koro no Rilakkuma’ nostalgic series and the ‘Itsudemo Bakery Zakka’ collection. 

Following these announcements, San-X expanded its activities into September with the launch of various pop-up shops and campaigns. These include the ‘San-X Universe POP-UP SHOP’ in Sapporo and themed campaigns for the ‘Sentimental Circus’ brand across multiple locations, including Ueno, Ikebukuro, and various Rilakkuma Stores in Harajuku, Nagoya, Osaka, and Fukuoka.

## Timeline

### 2026-09-04: San-X announces character pop-up shops and campaigns

San-X is hosting various character pop-up shops and campaigns in Japan, featuring Rilakkuma, Sumikko Gurashi, and Sentimental Circus starting in September 2026.

2 sources. https://clstr.news/cluster/san-x-announces-character-pop-up-shops-and-campaigns

### 2026-08-15: San-X announces new Rilakkuma and Sumikko Gurashi merchandise

San-X will release new Rilakkuma and Sumikko Gurashi merchandise in September 2026, featuring nostalgic themes and a bakery-inspired collection.

4 sources. https://clstr.news/cluster/san-x-announces-new-rilakkuma-and-sumikko-gurashi-merchandise

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Cite as: San-X character merchandise and promotional activities. CLSTR, https://clstr.news/situations/san-x-character-merchandise-and-promotional-activities