Hello Kitty Lifestyle Goods – Find Them at Tokyo’s Popular AWESOME STORE

By MOOK Scenic Spots Family Travel Life Network Editorial Team

Household goods and home decor are gaining more attention. Travelers who love Japanese style never miss a chance to explore their favorite shops when visiting Tokyo. In Japan’s highly competitive household goods market, the popular Tokyo brand AWESOME STORE cannot be overlooked. Since its opening in April 2014, it has quickly become a renowned spot on Omotesando, with long queues of consumers eager to shop, showcasing its charm. This autumn, it has also launched a collaboration with Sanrio’s star Hello Kitty. On October 9th, a series of cute and practical daily necessities was officially released. Unlike the past pink-centric image of Hello Kitty, the entire product line features simple colors, with patterns and geometric designs in the details, paired with the adorable Hello Kitty motifs, particularly winning over female consumers who love household goods, prompting them to exclaim “kawaii!”

This new lifestyle goods specialty store, ‘AWESOME STORE,’ opened its first location on April 16th. Its location is where Wendy’s used to be — a well-known spot for visitors to Omotesando. Situated in one of the most competitive shopping districts for household goods, it enjoys a highly visible and easily accessible location. The company behind the operation and launch of the ‘AWESOME STORE’ brand is REPHOUSE, which has built its reputation across Japan with its “off & on” lifestyle goods.

This collaboration with Hello Kitty to release lifestyle goods coincides with Hello Kitty’s 40th anniversary. At the same time, fans have grown up alongside Hello Kitty, developing higher expectations for both product design and practicality. By launching this Hello Kitty series, AWESOME STORE meets consumer needs by incorporating cute Hello Kitty elements into daily goods while maintaining creativity and functionality. The collection includes mugs, lids, coasters, household gloves, shopping bags, tumblers, and other everyday and office items, adding a delightful sweet touch to daily life.

‘AWESOME STORE’ interprets its brand concept as FAST LIFE GOODS, offering stylish household items and bringing new inspiration and ideas to personal lifestyles. Its affordability is another major reason for its popularity. For example, there are usually around 1,500 main products priced between 200–300 yen. The wide variety caters to diverse customer needs, with offerings ranging from kitchenware to home décor and stationery. Items include makeup cases for 10 yen, cork coasters starting at 40 yen, toiletries for 80 yen, mugs for 200 yen, pillowcases for 300 yen, tablecloths for 200 yen, and aprons for around 600 yen. Moreover, over 100 self-developed products are introduced every month, ensuring fast turnover and replacement of goods, which keeps the shopping experience fresh for consumers.

The Omotesando store of ‘AWESOME STORE,’ covering approximately 330 square meters, has a unique design concept with its entrance in the basement and exit on the first floor. It 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.