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2026.04.13 message “MIKI HOUSE CHIECO SAKU” Launches First Overseas Standalone Pop‑Up Store In Shanghai

～Due to Overwhelming Popularity, Extended by Three Weeks until April 30 (Thu)～

Japanese children’s apparel brand MIKI HOUSE has launched its first overseas standalone pop‑up store for the “MIKI HOUSE CHIECO SAKU” line (hereinafter referred to as “CHIECO SAKU”) at its flagship store in Shanghai ifc mall (Shanghai International Finance Center). Originally scheduled to run from Friday, March 27 to Thursday, April 9, 2026, the pop‑up has been extended by three weeks until Thursday, April 30, following an overwhelmingly positive response that far exceeded expectations.

CHIECO SAKU was introduced in the Fall/Winter 2022 season in response to customers’ desire for “sweet, adorable, high value‑added clothing that allows children to dress with joy.” The brand is defined by its signature red and pink palette, with meticulous attention given to every detail from silhouette to design, in its pursuit of an elevated expression of cuteness. (For further details, please refer to the end of this release.)

Its dreamlike universe, paired with a commitment to exceptional quality and charming details, has earned widespread acclaim from customers around the world. Three years after its launch, CHIECO SAKU has grown so popular that items often sell out immediately upon release.

Since 2025, the brand has also placed a greater emphasis on spatial experiences, creating immersive environments that invite children into the dreamlike world of CHIECO SAKU. In Japan, it has introduced dedicated fixtures such as dressers and mirrors, while hosting a series of pop‑ups that brings the brand’s universe to life, successfully attracting new customers and steadily building brand recognition.

This time, the brand selected its flagship store at Shanghai ifc mall, where it has particularly strong and loyal following, as the venue for its first overseas standalone pop‑up. The experience invites local children and their families into an enchanting, dreamy world, while further depending the brand’s presence in the market.

◆ Features of the Shanghai ifc Mall “CHIECO SAKU” Pop‑Up

The pop‑up showcases the new Spring/Summer 2026 collection, with a focus on spatial storytelling, experiential elements and interactive activities to create an enjoyable shopping experience for visiting children and families.

１ A Sweet Space for an Immersive Dream World

The space is inspired by the Spring/Summer 2026 theme “Chieco Wants to Find a Lucky Clover,” and brought to life through the brand’s signature pink palette and original check pattern. In addition to exclusive fixtures and a fitting room that doubles as a photo spot, the main display area and floor design incorporate motifs of flower fields and clovers, creating a sweet and immersive environment filled with charm and joy for every child.

２　Interactive Workshops for an Enriched Experience

To ensure an even more enjoyable and memorable experience for visiting children and families, the pop-up also presents a coloring activity centered on CHIECO SAKU’s original character “Chieco,” as well as a workshop where children are invited to freely draw their dreams and wishes on clover‑shaped cards, and add them to a shared wall that gradually blossoms into a “clover field.”

◆Customer Reception

As one of China’s premier luxury retail destinations, Shanghai ifc mall attracts customers from across China and internationally who seek premium products and value-added experiences. The pop‑up has been highly praised for its high‑quality products that express cuteness in every detail, its adorable space that embodies the brand’s universe, and its range of thoughtfully designed, engaging activities. During the March 27 – April 9 pop‑up period, sales exceeded the original target by 2.5 times. Over the same period, total sales at the MIKI HOUSE store in Shanghai ifc mall, including the pop‑up, also rose to more than 360% of the previous year’s level, reflecting a response that far surpassed expectations.

“I had no idea such a cute brand existed!” and “We had so much fun with our child – we’ll definitely be back!” are just some comments echoed by many visitors, further driving the CHIECO SAKU brand reach and visibility in the Chinese market. Drawn by the adorable space and products, many first-time customers went on to purchase complete coordinated outfits, from clothing to socks and shoes, becoming new fans of CHIECO SAKU.

“Please keep the pop‑up open longer,” and “I wish there were a pop‑up like this where I live” were among the many enthusiastic comments heard from customers. This strong reception was also highly regarded by Shanghai ifc mall, ultimately leading to the offer to extend the pop-up period.

MIKI HOUSE will continue to strengthen brand awareness and foster future growth through a variety of engaging events – including pop‑ups – that children and families can enjoy together.

◆”MIKI HOUSE CHIECO SAKU” Brand Introduction

Launched in August 2022, CHIECO SAKU is rooted in the philosophy of “cherishing the dreams children create through their free imagination,” bringing the dreams of its original rabbit character “Chieco” to life through its designs. Defined by its signature red and pink palette, the brand pursues a refined sense of cuteness in every detail, from silhouette to fabric, trims, and finishing touches. Each season introduces a new theme and a series of story‑driven creations, together forming a picture book-like world inspired by Chieco’s dreams.

As of April 2026, the brand is available at approximately 25 permanent stores in Japan, as well as around 45 overseas locations with limited availability, primarily in London, Paris, Shanghai, and New York. CHIECO SAKU 2026 Spring & Summer Collection: https://www.mikihouse.com/products/chiecosaku/collection_26ss.html