Fujiya’s popular event series “FUJIYA Smile Switch Festa” is making its way to Ikebukuro this September. Titled “Smile Switch Festa 2026 in IKEBUKURO: Peko Fest,” the celebration will run from September 9 (Wednesday) to September 28 (Monday) at Sunshine City ALTA and Seibu Ikebukuro Main Store.
The event first launched at Ginza Mitsukoshi in January 2021, packing Fujiya’s “delicious, fun, and cute” spirit into a smile-inducing experience that has since traveled across Japan. For 2026, it takes over Ikebukuro with different themes at each venue, featuring exclusive merchandise, displays, photo spots, and interactive activities.
Peko Fest at Sunshine City ALTA
At Sunshine City ALTA’s 1st-floor event space, a collaboration booth with Sanrio characters will be set up, offering a variety of limited goods. A large panel featuring a brand-new design will be unveiled for the first time. The venue will also showcase a giant balloon of Pompompurin, who took first place in the 2026 Sanrio Character Award, along with a mirror-equipped photo spot using the new Fujiya x Sanrio design.
Among the highlights are the goods available at the “Fujiya x Sanrio Characters Collaboration POPUP Booth,” which will be sold in advance at this venue. Items include the “Milky x Sanrio Characters Multi Pass Holder” and the “Charm-attached Sarasa Ballpoint Pen LOOK A La Mode x Sanrio Characters,” combining Fujiya’s long-selling brands with beloved Sanrio characters.
On September 13 (Sunday), a greeting event featuring Pompompurin and Peko-chan will be held in three sessions at 11:45, 13:45, and 15:15. Each session is limited to 25 groups, for a total of 75 groups. This special collaboration between the 2026 Sanrio Character Award winner and Peko-chan is a must-see.
Additionally, a “Fujiya Sweets Stuffing Corner” will let visitors fill an original-design bag with their favorite Fujiya treats as much as they can within a time limit—a fun activity for both kids and adults.
Peko Fest at Seibu Ikebukuro Main Store
At Seibu Ikebukuro Main Store’s 3rd-floor cosmetics promotion space, the event will offer early-release merchandise and novelty giveaways.
This venue will also see the early release of collaboration bags with Kinokuniya. The “Kinokuniya Cotton Bag Navy” features a simple design with Peko-chan and the Kinokuniya logo, perfect for everyday use. The “Kinokuniya Compact Bag White x Red” is a foldable nylon bag with an adorable Milky Peko design.
In addition, new goods from “Peko-chan Poko-chan and Friends” will be available, including a “Trading Emboss Clear Pouch” and a “Tote Bag.”
Common Items and Stamp Rally
Both venues will offer common items: the “LOOK (A La Mode) Can” and the “Premium Look Can (Fresh Caramel).” Additionally, shoppers who spend 2,500 yen or more (tax included) will receive an original “Smile Switch Festa” shopper bag.
This year’s Peko Fest also includes a “buy-around” campaign that encourages visits to Fujiya stores. During the event period, visitors can collect stamps on an event passport by spending 1,000 yen or more (tax included) at each of the four participating venues: “Peko Fest at Sunshine City ALTA,” “Peko chan House Sunshine City ALTA,” “Peko Fest at Seibu Ikebukuro Main Store,” and “Fujiya Ginza Seibu Ikebukuro.”
Completing the two Sunshine City ALTA venues earns a “LOOK Puffy Sticker & Original Sticker Book,” while completing the two Seibu Ikebukuro venues earns a “Milky Puffy Sticker & Original Sticker Book.” Visiting all four venues rewards participants with a “6-Hole Binder (Smile Mark).”
With so much to see and do, Peko Fest promises a delightful experience for fans of all ages.
Event Details
Peko Fest at Sunshine City ALTA
Period: September 9 (Wednesday) – September 28 (Monday), 2026
Hours: 11:00–20:00 (following Sunshine City ALTA)
Venue: Sunshine City ALTA 1F Event Space, 3-1-3 Higashi-Ikebukuro, Toshima-ku, Tokyo
Peko Fest at Seibu Ikebukuro Main Store
Period: September 9 (Wednesday) – September 28 (Monday), 2026
Hours: 10:00–20:00 (following Seibu Ikebukuro Main Store)
Venue: Seibu Ikebukuro Main Store 3F Cosmetics Promotion Space, 1-28-1 Minami-Ikebukuro, Toshima-ku, Tokyo
