From October 7 to 9, 2026, the 6th Oshikatsu EXPO [Autumn] was
held at Tokyo Big Sight in Japan
Part of Lifestyle Week TOKYO [Autumn], organized by RX Japan,
the exhibition brought together merchandise manufacturers, content companies,
and retail buyers to explore new products and opportunities for collaboration
HABBIHABBI, a Korean brand specializing in
original merchandise production, was among the exhibitors
How Music Becomes Merchandise
HABBIHABBI has long worked to turn the unique qualities ofmusic
and content into tangible objects that people can hold and keep
Rather than simply printing an image or logo,
the team considers what form best suits each piece of content
and what functions could be built into it
At this exhibition, HABBIHABBI presented a variety of merchandise conceived
and produced in Korea, including mini CDs, mini LPs, and cassette tapes
Among them, the mini cassette tape keyring drew particular attention.
More than just a cassette-shaped charm, it contains real magnetic tape
and can record up to 20 minutes of audio using a compatible device
The fact that it preserves not only the appearance but
also the physical structure of the original medium sparked buyers' curiosity
Connecting Content with a Tap
Merchandise featuring NFC technology also attracted considerable interest
By holding a smartphone near a mini CD, LP, orcassette-shaped item,
users can access music, videos, or web pages linked to it in advance
At the exhibition, visitors were invited to handle the products
and experience the NFC functionality for themselves
A single small keyring became a starting point for conversations about
what content it could connect to and which artists or creative works it might suit
New Possibilities Discovered in Tokyo
In Korea, HABBIHABBI has produced merchandise
for a wide range of fields, including K-pop idols, music, live performances,
films, webtoons, and educational institutions
Drawing on this experience, the team met with Japanese entertainment
and content companies, as well as retail buyers, to discuss specific
product concepts and production possibilities
What stood out was seeing the music merchandise introduced
in Korea spark a similar sense of curiosity in Japan
When a familiar form meets different content,
what new kind of product might emerge?
HABBIHABBI arrived in Tokyo with merchandise it had already created
Yet the conversations held there became the
starting point for products still waiting to be made
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