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Sumikkogurashi×Nippon Life Insurance: When Your Favorite Shy Characters Team Up with an Insurance Giant

Can you believe who’s behind the latest adorable Sumikko Gurashi sticker set? It’s none other than Nippon Life Insurance Company, or NISSAY as they’re often called! I know, an insurance company doesn’t exactly scream ‘cute character collab,’ but here we are. This isn’t just some small local company either; NISSAY is Japan’s biggest private life insurer, with roots stretching all the way back to 1889. It’s pretty wild to see such a historic and serious institution drop a collection of digital stickers featuring our favorite corner-dwelling friends. They’ve teamed up with Sumikko Gurashi to create these exclusive stickers, and you can grab them just by friending their official account. It’s a fun and modern move for a company that’s been around for over a century!

Original collaboration stickers featuring the highly popular ‘Sumikko Gurashi’ are now available from Nippon Life! You can get them by adding the official Nippon Life account as a friend♪ Available until April 15, 2025.

• Title : Sumikkogurashi × Nippon Life Insurance
• Price : Free
• Type : Static
• Region : Japan
• Link : line://shop/detail/33284
• Publisher : Nippon Life Insurance Company
• Copyright : NISSAY | 2025 San-X Co., Ltd. All Rights Reserved

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A Closer Look at These Adorable Expressions

Okay, let’s dive into the stickers themselves because they are just too charming. The collection is a perfect mix of polite daily greetings and classic Sumikko Gurashi quirkiness. In the top row, we start with Shirokuma, the chilly polar bear, looking super cozy with a cup of coffee. The text says “Otsukaresama desu,” a super useful Japanese phrase for acknowledging someone’s hard work. Next to him, Penguin?, Tokage, and Ebifurai no Shippo are having a little concert, surrounded by musical notes as they sing “Arigatou gozaimasu,” or “Thank you very much.” Then we have Tonkatsu with a tiny Tapioca on his head, giving a confident “Ryoukai,” which means “Roger that!” or “Understood.” To finish the row, Tokage and Neko’s tiny sibling are celebrating with a “Sanjuumaru,” a triple circle mark that means “Excellent!”

The bottom row keeps the cuteness coming. First up, Penguin? and Shirokuma are nodding along together with a gentle “Un, un,” the perfect visual for “Uh-huh, I’m listening.” Then, poor Penguin? is all bundled up in a winter hat and scarf, shivering with a “Buruburu” sound effect while holding a warm drink—so relatable for a cold day! In the next sticker, Tonkatsu and Shirokuma are shyly peeking out from what looks like a big blue pipe or tunnel, which is classic Sumikko behavior. And finally, the set ends on a super sweet note with Neko and the little green weed, Zassou, looking blissful and surrounded by a shower of pink hearts.

What’s great about this pack is how it balances practical expressions with the characters’ personalities. You’ve got your thank yous and your agreements, but they’re delivered with that unique Sumikko shyness and charm. It’s not just a random set of cute pictures; each sticker feels like a tiny story that captures the spirit of wanting to be in the corner. They’re perfect for adding a little bit of gentle, heartwarming fun to your daily chats, and they’re available for a good while, until April 15, 2025.

The Partnership Behind the Cuteness

So, how does a collaboration like this even happen? It’s all about a smart partnership between two very different, but very big, names in Japan: Nippon Life Insurance and San-X. Think of it this way: one company has the platform and the other has the beloved characters that everyone wants.

A Match Made in Marketing Heaven

Nippon Life, or NISSAY, is the publisher here. They are a massive financial institution, but they want to connect with people on a more personal and friendly level. What better way to do that than by offering something fun and free featuring characters people already love? By releasing the “Sumikkogurashi×Nippon Life Insurance” stickers, they make their brand seem more approachable and modern. It’s a clever way to get their name into people’s daily conversations without being pushy about insurance.

On the other side of the coin is San-X Co., Ltd., the creative genius behind Sumikko Gurashi. They own the characters, the stories, and everything that makes them special. The copyright notice, NISSAY | 2025 San-X Co., Ltd. All Rights Reserved, tells the whole story. It shows that this is an official, approved team-up. San-X is protecting its creation by ensuring the characters are used properly, while NISSAY has the rights to use them in this specific promotional sticker set. This legal framework ensures that the integrity of the Sumikko Gurashi brand is maintained, while allowing NISSAY to leverage their popularity for its campaign. It’s a win-win situation that shows how even the most established corporations can use pop culture to build a positive and engaging image.