Brain Sleep Co., Ltd. (Headquarters: Chiyoda-ku, Tokyo; Representative Director: Atsushi Hirota; hereinafter "Brain Sleep") will hold a pop-up store at Isetan Shinjuku Main Building 5F Center Park/The Stage #5 (Shinjuku, Tokyo) from Wednesday, April 1, 2026, to Tuesday, April 14, 2026. This pop-up store will allow customers to experience and purchase Brain Sleep products and services, which are developed focusing on the "golden 90 minutes" at the beginning of sleep that determines sleep quality. The theme of this pop-up store is "SLEEP RESET ~Good sleep for the fluctuations of spring~," focusing on sleep that tends to fluctuate during seasonal changes and providing an opportunity to review sleep quality. In addition, a special event will be held on Saturday, April 4, during the exhibition period, featuring "Ojifes," a men's model unit consisting of four models popular on social media: Hiroyuki Kubota, Naoki, Shotaro Kato, and TARO. Pop-up Store Overview Event Period: Wednesday, April 1, 2026 – Tuesday, April 14, 2026Opening Hours: 10:00 – 20:00Location: Isetan Shinjuku Main Building 5F Center Park/The Stage #5(3-14-1 Shinjuku, Shinjuku-ku, Tokyo 160-0022)Access:Approximately 1 minute walk from Shinjuku-sanchome Station (Isetan-mae Exit) on the Tokyo Metro Marunouchi LineApproximately 2 minutes walk from Shinjuku-sanchome Station (Shinjuku-sanchome Crossing Exit) on the Tokyo Metro Fukutoshin LineApproximately 30 seconds walk from Isetan Main Entrance ExitApproximately 3 minutes walk from Shinjuku-sanchome Station (Shinjuku-sanchome Exit) on the Toei Shinjuku LineExample Products for Sale:Brain Sleep Pillow / Brain Sleep Comforter All Seasons / Brain Sleep Wear Recovery / Brain Sleep Haramaki Recovery / Brain Sleep Socks Recovery / Brain Sleep Coin, etc. Implementation Details Since its establishment, Brain Sleep has been committed to improving Japan's sleep habits, which are among the shortest in the world. We actively promote the importance of "sleep quality" and develop and provide products and services that enable individuals to gain accurate knowledge about sleep and enhance their daily performance through quality sleep. Seasonal transitions often disrupt our daily routines, and the shift from winter to spring significantly impacts our sleep. One major contributing factor is the change in daylight hours. In spring, daylight hours are approximately 170 minutes longer compared to winter. *1 This extended daylight can shorten average sleep duration by about 25 minutes, leading to an irregular sleep rhythm. *2 Furthermore, combined with temperature fluctuations, the autonomic nervous system can become imbalanced, *3 resulting in poorer sleep quality and decreased daytime performance. During seasonal changes, it is crucial to support both the "quantity" and "quality" of sleep. This pop-up store will introduce products designed to create an ideal sleep environment and promote stable sleep for improved sleep quality.*1 National Astronomical Observatory of Japan, Almanac and Chronometry Office, "Local Almanacs" (comparison of December 1, 2025 and April 1, 2026) https://eco.mtk.nao.ac.jp/koyomi/dni/2026/dni13.html *2 Mattingly, S. M. et al. (2021). https://doi.org/10.1038/s41746-021-00435-2*3 Tang, Y. Y. et al. (2021). https://doi.org/10.1016/j.envres.2020.110655Kim, H. et al. (2018). https://doi.org/10.30773/pi.2017.08.17 Featured Products "Brain Sleep Pillow" - A pillow for a sleeping brainIn addition to the "golden 90 minutes" when the deepest non-REM sleep occurs, maintaining appropriate temperature and humidity within the bed is crucial for achieving quality sleep. The "Brain Sleep Pillow" is made of a unique material with over 90% air pockets, preventing heat and moisture buildup during sleep and creating a comfortable sleep environment.＜Product Details＞Product Name: Brain Sleep PillowPrice: ¥33,000 (tax included), with pillowcaseSizes: Low 60×35×6/8cm, Standard 60×35×9/11cm,High 60×35×12/14cmProduct Page: https://brain-sleep.com/products/pillow"Brain Sleep Comforter All Seasons" - Comfortable all year roundThis is an all-season duvet that supports a comfortable sleeping environment throughout the year. Using "Outlast technology," which utilizes temperature-regulating material also used in space suit development, it absorbs excess heat when it's hot and releases heat when it's cold, comfortably controlling the temperature inside the bed.＜Product Details＞Product Name: Brain Sleep Comforter All SeasonsPrice: Single ¥19,800 (tax included), Semi-double ¥25,300 (tax included)Double ¥30,800 (tax included), Queen ¥39,600 (tax included)Product Page: https://brain-sleep.com/products/comforter_allseasons Special Event with "Ojifes," a men's unit popular on social media! During the pop-up store event, a special event will be held featuring the four members of the men's model unit "Ojifes" as special guests, discussing "spring sleep." Part 1 will be a talk show where attendees can hear about sleep concerns and how the members approach sleep, something not usually discussed. Part 2 will be an exclusive instant photo session for customers who make purchases exceeding a specified amount at the store during the designated period.＜Special Event Outline＞Date: Saturday, April 4, 2026Time: Part 1 Talk Show: Saturday, April 4, 2026, 13:00~Part 2 Photo Session: Saturday, April 4, 2026, 15:00~15:30Location: " POP UP STORE" Isetan Shinjuku Main Building 5F Center Park/The Stage #5＜How to Participate＞【Part 1】"Spring Sleep" Talk ShowAnyone can participate.*Please note that space in the store is limited, and entry may be restricted.【Part 2】Exclusive Cheki (Instant Photo) SessionEnjoy one instant photo with the four members of Ojifes.・Customers who spend a total of 22,000 yen (tax included) or more at the store.・Eligible period: April 1 (Wed) 10:00 - April 4 (Sat) 14:30*Please bring your receipt at the time of purchase and present it to a staff member at the store. *Participation will not be permitted without a receipt. *Participation is limited to once per person. *Photography will be done by staff; re-takes and photography with personal devices are not permitted.＜Ojifes Profile＞A unit formed by models Hiroyuki Kubota, Naoki, Shotaro Kato, and TARO. Their videos of dancing in suits have become popular, and the gap between their cool looks and comical dancing has attracted many followers!With the motto of showing a new side of male models, they are strongly promoting activities beyond the fashion industry.
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