Wellcome unveils retro Japanese lifestyle collection with OSAMU GOODS

Wellcome has partnered with Japanese illustrator Osamu Harada’s iconic OSAMU GOODS to launch the "OSAMU GOODS travel in style" redemption campaign, running from 23 October through 24 December 2026.

Speaking to MARKETING-INTERACTIVE, a spokesperson for Wellcome explained that the partnership seeks to delight shoppers beyond their daily grocery runs. "Together with OSAMU GOODS, we're introducing a colourful collection of lifestyle on-the-go products from a much-loved Japanese brand. As Hong Kong heads into the cooler months, the range is perfect for outdoor activities and everyday adventures, offering something fun, practical, great value, and sure to make customers smile."

From 23 October to 17 December, shoppers earn one e-stamp for every HK$60 spent at Wellcome physical stores or online. Customers can redeem up to six exclusive OSAMU GOODS collectibles by combining designated stamp totals, yuu Points, or qualifying in-store purchases of HK$80. Redemption cash top-ups range flexibly from HK$18 to HK$108.

The six-piece collection is tailored for active, lifestyle-oriented consumers heading into the autumn and winter seasons. Blending retro Japanese aesthetics with everyday utility, the lineup includes breathable cotton crew socks featuring iconic character prints, a four-pack glass cup set for social gatherings, and a stainless steel insulated tumbler equipped with a carrying ring.

Designed for outdoor enthusiasts, the range also features a two-in-one picnic mat bag, an anti-UV folding umbrella, and a trendy pickleball paddle set that has already emerged as a standout favourite.

The campaign is supported by phased in-store POSM displays and thematic decorations, alongside a comprehensive PR, digital, and social media push timed for the cooler months.

Irene Man, marketing director, food Hong Kong & Macau, DFI Retail Group, said: “We're always looking for ways to surprise and delight our customers. As more people spend time outdoors, we're making it easier to access quality on-the-go options that offer great value while bringing the Wellcome brand closer to the lifestyles our customers love." 

"We're also delighted to collaborate with Osamu Goods, a beloved kawaii brand from Japan that has captured hearts across generations. Its simple, colourful and distinctive designs are sure to put a smile on everyone's face. This exclusive collection was specially created for Wellcome customers," she added.

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