Hello Kitty lifestyle goods: Tokyo’s popular AWESOME STORE has them all

By MOOK Scenic Spots & Travel Life Network Editorial Team

Household goods and home decor are gaining increasing attention. Travelers who love Japanese style will definitely make time to browse their favorite stores in Tokyo. In Japan’s highly competitive stationery and homeware market, the popular Tokyo brand AWESOME STORE cannot be overlooked. Since opening in April 2014, it has quickly become a hot spot on Omotesando, with long lines of customers eager to shop—proof of its charm. This autumn, it has also launched a collaboration with Sanrio star Hello Kitty. On October 9th, a series of cute yet practical daily necessities was officially released. Unlike the past pink-centric image of Hello Kitty, this collection uses simple color palettes, with patterns and geometric designs featured in the details. Paired with adorable Hello Kitty motifs, it has particularly won over female consumers who love stationery, prompting them to exclaim “kawaii!”

This new lifestyle stationery boutique, ‘AWESOME STORE,’ opened its first location on April 16th. Its location is the former site of Wendy’s, well-known to visitors who frequent Omotesando. Situated in one of the busiest shopping districts with fierce competition among stationery stores, it boasts a highly visible and easily accessible location. The company behind the management and launch of the ‘AWESOME STORE’ brand is REPHOUSE, which has built a reputation across Japan for its “off & on” lifestyle goods.

This collaboration with Hello Kitty coincides with the character’s 40th anniversary. Meanwhile, fans have grown up alongside Hello Kitty, developing more advanced expectations for product design and practicality. By launching this Hello Kitty-themed series now, AWESOME STORE meets consumer demands—infusing everyday items with adorable Hello Kitty elements while maintaining creativity and utility. The collection includes mugs, lids, coasters, household gloves, shopping bags, tumblers, and other daily and office supplies, adding a delightful sweet touch to everyday life.

‘AWESOME STORE’ interprets its brand concept as FAST LIFE GOODS, offering stylish everyday sundries that also inspire new ideas and directions for personal lifestyle. Another reason for its popularity is its affordability—around 1,500 best-selling items priced between 200–300 yen are consistently available, catering to diverse customer needs. The product range spans kitchenware, home décor, and stationery. From a 10-yen makeup case, 40-yen cork coasters, 80-yen toiletries, 200-yen mugs, 300-yen pillowcases, 200-yen tablecloths, to around 600-yen aprons, the store continuously introduces over 100 self-designed products each month, ensuring a rapid turnover and constant freshness for shoppers.

The approximately 330-square-meter AWESOME STORE Omotesando location features a unique store design with an entrance on the basement level and exit on the first floor. The concept draws inspiration from the streetscape and garage style of New York’s SoHo district. Both the store development and interior design were led and created by REPHOUSE.