[Friday, September 4 is Kushi-katsu Day] “Kushinyoro, the Kushi-katsu Fairy” × “HEARTILY” Launch! Announcing the “Luck Boost” Project to Bring Smiles Around the World Teaming up with HEARTILY, a leading name in the K-CAR customization scene! Combining a passion for craftsmanship with retail expertise, we’re taking this character—born during the COVID-19 pandemic—to the global stage

2026.09.04 18:00

一般社団法人日本串カツ協会

The Japan Kushikatsu Association (General Incorporated Association; Location: Osaka Prefecture; Chairman: Makoto Yoshino) and Hartley Co., Ltd. (Location: Osaka Prefecture;Representative Director: Hiroshi Shikata), are launching a strategic collaboration project to fill the world with smiles and positive energy, marking “Kushikatsu Day” on September 4, 2026. As the first installment of this project, the “Kushinyoro: Luck-Boosting Mini Wallet” is scheduled to go on sale soon on the official HEARTILY online platform.

“Kushinyoro,” the official character born during the COVID-19 pandemic as the “Lucky Charm Fairy,” will launch globally as a lifestyle icon, backed by HEARTILY’s unparalleled craftsmanship and retail production capabilities.

業務提携

Business Partnership

クシニョロ運気アゲアゲミニウォレット (1)

Kushinyoro “Luck Booster” Mini Wallet (1)

■ A Fusion of the “Passion” of the Character’s Naming Parent and a Long-Standing “Spirit of Craftsmanship”

Hiroshi Shikata, Representative Director of Hartley Co., Ltd., is also the one who named “Kushinyoro,” the official mascot of the Japan Kushikatsu Association.In 2020, amid a sense of stagnation throughout society, Kushinyoro was born out of a shared, strong desire to “connect people’s hearts through food and bring vitality to everyday life.”

Hartley’s craftsmanship—honed through its pursuit of uncompromising design and quality as a dress-up manufacturer—breathes life into the character’s story of “boosting good fortune.”

■ Reliable Value and a Distinctive Worldview Delivered Through a Top Brand’s “Retail Strength”

This project fully leverages Hartley’s product development capabilities—which have captivated fans in the custom parts industry for many years—and its robust sales platform. We will deliver items to the world that go beyond mere character merchandise, offering the joy of ownership.

◆ Development of Sophisticated Lifestyle Goods

Infused with the design sensibility and high product quality that Hartley has cultivated over the years, we will sequentially release a collection of high-quality items that brighten up everyday life.

◆ Global Expansion Backed by a Proven Track Record

Leveraging the robust distribution and sales network we’ve built through our own brand, we’ll deliver the charm of Kushinoro directly to fans not only in Japan but around the world.

■ Announcing “Kushikatsu Day” on September 4! First Lineup

Starting on Friday, September 4, 2026—"Kushikatsu Memorial Day"—we will launch the “Kushinyoro, the Kushikatsu Fairy” × “HEARTILY” project. The first product lineup is scheduled to go on sale soon on the official HEARTILY online platform.

[First Product Lineup]

・Product Name: Kushinyoro “Luck Booster” Mini Wallet

・Price: 3,800 yen (tax included) *Offered at a special price, reduced from the regular price of 4,950 yen (tax included)

[Product Details]

This is a large-capacity, compact wallet—seriously produced by HEARTILY—that combines functional beauty with stylish design.

◆ Features

* Compact yet spacious: Efficiently stores cards, bills, and coins.

* Opens wide to 180°: A stress-free design that lets you see the contents at a glance and access items easily.

* Bill compartment that holds bills without folding: Stores bills smoothly without folding them.

* Wide-opening coin pocket: Makes it easy to see and access your change.

* Anti-skimming feature: Equipped with RFID protection to safeguard your valuable card information from external threats.

◆ Specifications

・Material: Genuine leather (cowhide)

・Weight: Approx. 78g (lightweight design)

・Dimensions: 10.8 cm (W) × 8.5 cm (H) × 2.5 cm (D)

・Available in 8 colors: Black, White, Rose Pink, Red, Green,

　　　　　　 Blue, Yellow, Beige

クシニョロバージョン

Kushinoro Version

レゲエバージョン

Reggae Version

[Special Sales Site]

Sales URL: https://heartily-jp.com/items

This project fuses the joy of Japan’s “kushikatsu culture” with the passion for craftsmanship that Hartley has always upheld. We would be grateful if you could help spread the word through social media and word of mouth to create a chain of happiness that helps us overcome these challenging times and bring joy to the world.

■ Message from the CEO

Hartey Co., Ltd. Representative Director Hiroshi Shikata

“The ‘passion for craftsmanship’ and ‘commitment to delighting our customers’—values we have consistently upheld for many years in the world of car customization—remain unchanged in our character production as well. We will use the power of the products we have cultivated to share the story behind Kushinyoro with the world. Please look forward to our proposal for a new lifestyle culture.”

Makoto Yoshino, Chairman, Japan Kushikatsu Association

“This collaboration with Mr. Shikata, President of Heartily—a leading innovator in the customization industry—is a significant step forward for Kushinyoro. Drawing on Heartily’s proven track record in retail and professional expertise, I am proud that we can share the ‘joy of food’ and ‘vitality’ inherent in Japan’s kushikatsu culture with the world.”

■ About HEARTILY Co., Ltd.

A leading brand specializing in the planning, manufacturing, and sales of customization parts, primarily for kei cars. While continuing to captivate fans over the years with uncompromising designs and high-quality products, the company also leverages its unique sales network and production capabilities to propose diverse lifestyle options.

HEARTILY Official Website

https://heartily-jp.com/items

HEARTILY Channel

https://youtube.com/channel/UCnKzvzoqAoiecbZ4QuzfpZg?si=P5p-NHsDqiRZVmNN

Instagram

https://www.instagram.com/mr.heartily?igsi=ajNlcWZ3ZGExbGYy

Facebook

https://www.facebook.com/share/1BuSXZk7bS/

Hartley Official TikTok

https://www.tiktok.com/@user1246823151192?_r=1&_t=ZS-99P2fdFog2n

◆ Official Information & Inquiries

Japan Kushikatsu Association Official Website