The Entry to Fashion Begins with a Pink Jewelry Box – The Journey of "Sebon Star," Loved for Over 45 Years

The sparkling pendants and chocolate. "Sebon Star" celebrated its 45th anniversary last year, a timeless dream for little girls.

Even now, it continues to be popular among young girls, and recently has attracted attention from adults as well. On social media, not only the nostalgia but also the design aspects are receiving praise. 

How has "Sebon Star" managed to capture the hearts of girls since its inception? This time, we spoke with Takahide Shimizu from the Toy Business Promotion Department at Kabaya Foods.

Perfect Compatibility with Supermarkets! The Birth Story of Sebon Star

Sebon Star, a long-selling product from Kabaya Foods, was born in 1979.

Since the time girls become aware of their surroundings, the pink hexagonal pillar package has made its mark as a staple in the candy aisles of supermarkets, designed especially for girls. What was the journey that led to its creation?

"Kabaya Foods was established with caramel sweets as its main product.

"At that time, a trend of selling sweets with toys emerged, and we started including freebies with our 'Kabaya Caramel' (collect cards and receive children's books).

"However, since most freebies from other companies were geared towards boys, we created 'Chiko-chan Gum' as a product with items targeted towards girls, which became very popular. The freebies with 'Chiko-chan Gum' included miniature household appliances and furniture for playing house.

"Following the success of targeting girls with 'Chiko-chan Gum,' we launched 'Sebon Star' in 1979 as a new product for girls."

My first encounter with Sebon Star was at a local supermarket. I vividly remember asking my mother to buy it for me while shopping.

While it might not feel out of place to find Sebon Star in toy stores due to its pendant image, surprisingly, it is not available in toy stores.

"I have heard that Sebon Star spread during the late 1970s, riding the wave of supermarkets becoming established nationwide. Two years after its launch, it sold about 40 million units annually."

Additionally, when speaking of Sebon Star, the hexagonal package alongside the pendant is also distinctive. While the illustrations on the package have changed with the times, the hexagonal shape has basically remained the same.

"Many people associate Sebon Star with the image of the pink hexagonal package. I am told that this shape is inspired by jewels.

"The package design transformed from a pastoral theme in the beginning to a shojo manga style in the 90s.

"There was a period when we tried a square package, but we ultimately returned to our traditional hexagonal shape, and since 2002, we have been promoting a design that prominently features the pendant."

How is the Design of Sebon Star Pendants Decided? 

Many fans of Sebon Star eagerly await new design launches and series for the pendant accessories.

This pendant, created with the thought of “to girls who are starting to cultivate a sense of fashion,” continues to be adored by children as a symbol of fashion longing and by adults as nostalgic collectible items, adapting designs over time.

"Design discussions take place internally to avoid monotony, and decisions are made in cooperation with the design team."

The appeal of Sebon Star lies in its ability to maintain a sparkling, dream-like world that girls aspire to while refreshing its impression through careful consideration of materials, designs, and themes for each series.

While inheriting the worldview and image that "Sebon Star" cherishes, we are always striving to incorporate new elements. In our "Memorial Series," which commemorates our 45th anniversary, we are offering pendants inspired by nostalgic Sebon Star items such as jewel boxes and ribbons that were once released.

"Although memories of the design differ by generation, we hope that this opportunity will deepen interactions not only among girls but also between parents and children, as well as among fans across generations.”

Sebon Star's worldview continues to show diverse developments.

In 2017, we garnered attention through a collaboration with "Sailor Moon," but last year, the collaboration with the jewelry specialty store "KARATZ" attracted significant interest.

The Sebon Star pendants made with real gemstones from KARATZ truly embody the dreams of girls. How did this collaboration come to be?
 
“The collaboration with a jewelry brand had been a long-term vision, but I thought it wouldn't be easy to realize, so I was surprised when the opportunity arose.

"Among many jewelry specialty stores, 'KARATZ' has excellent cutting techniques for gemstones, allowing us to proceed with the collaboration with confidence.

"Although Sebon Star doesn't have a classic main design, I believe they carefully expressed the brand image.

"The jewelry motif was decided through votes from 12,800 people, and the 'Heart' was selected. We incorporated the 45th-anniversary logo mark of Sebon Star with the basic design and added decorative elements to create a splendid finish.

"The pop-up shop at Ginza Mitsukoshi received such a strong response that we had to limit entry, and it sold out in 30 minutes. Initially, I had concerns about sales, but I am extremely happy with the response, which exceeded our expectations.”

In recent years, Sebon Star has captured renewed attention from the adult generation, showcasing various developments. Its long-standing popularity lies in its “universality.”

“I believe the reason it has been loved for so long is due to the universal appeal in its design and packaging. While incorporating new elements over time, we continue to cherish the essence of Sebon Star.

"The sparkling designs and motifs of hearts and stars continue to bring a shimmer to our hearts even as adults.

"We will keep providing pendants that delight all Sebon Star fans.”

Having been loved over the years across generations, even now as adults, our hearts still flutter at the sight of that hexagonal package, a testament to the brand's persistence in staying close to its fans.

What future developments await the shimmering pendant accessories? Surely, they will continue to bring new excitement to our hearts.