"tu-hacci," an inner fashion brand operated by Water Air Co., Ltd., will open its first permanent store on LUCUA Osaka's B1F on Friday, August 28, 2026.
Ahead of the opening, a "One-Day Store Manager Inauguration Event" featuring model and actress Aya Asahina was held at the store on Thursday, August 27, 2026.
The brand's thoughts on opening a permanent store
At the start of the event, Hidenosuke Kuniyasu, Representative Director of Water Air Co., Ltd., took the stage.
He explained that tu-hacci is an inner fashion brand supported by women in their 20s to 40s, built on the concept of "underwear as a part of fashion."
Although the brand had mainly operated online until now, he said that inner wear touches the skin directly, so size and comfort are important. For that reason, it had been expanding into physical stores such as pop-ups so that customers can shop with peace of mind.
On opening in LUCUA Osaka, he said, "We decided to open a store in LUCUA Osaka as a place where we can deepen our relationship with customers and where they can try and check products at any time," indicating the aim of offering suggestions that directly address customers' concerns.
Aya Asahina becomes One-Day Store Manager in a glamorous ceremony
Next, Aya Asahina, who served as One-Day Store Manager, took the stage. She appeared wearing tu-hacci inner fashion and commented on her own outfit.
"Today I put together an all-black chic look. The star, 'Bramone,' has a built-in bra function, so even in the hot summer I can wear it beautifully and stylishly on its own, without layering, and I really love that," she said, explaining that even in all black she took care to keep it from looking too heavy through the fabric and sheer touches.
At the manager inauguration ceremony, Mr. Kuniyasu presented Ms. Asahina with a "One-Day Store Manager" sash and an oversized business card, and the venue erupted in loud applause.
A giant ribbon-cutting ceremony symbolizing the brand's opening was also held, and Ms. Asahina cut the ribbon together with Mr. Kuniyasu and others to celebrate the new store's launch.
After the ribbon cutting, Ms. Asahina looked back with a smile, saying, "It was my first time cutting such a big ribbon, and the atmosphere inside the store is so cute, and I thought the colors matched the ribbon nicely!"
Learning about the brand in advance training
In the talk session, Ms. Asahina, who is from Awaji Island, spoke about her feelings for her home region, Kansai. She revealed that she always returns home once a month, shared episodes about growing up on the nature-rich Awaji Island, and told how she came to decide to move to Tokyo at 19.
About working in Kansai, she commented, "The sense of reassurance is incredible when I hear the Kansai dialect the moment I step off the Shinkansen at Shin-Osaka or Shin-Kobe Station. I strongly feel 'Ah, I'm back' the moment I get off," showing her love for her hometown.
She then took on the "tu-hacci Concept & Popular Products True-or-False Quiz" as advance training for the store manager role. In the quiz, it was explained that tu-hacci is not merely an underwear specialty store but an "inner fashion brand" that combines the technology of an underwear specialty store with a sense of trends.
It was also explained that the brand has won "Rakuten Shop of the Year" five times in total on Rakuten Ichiba, that this year's best-selling product is the "cool-to-the-touch seamless girdle," and that the night bra that can be worn 24 hours a day does the work of six items in one.
Ms. Asahina answered 4 of 5 questions correctly and commented, "The Bramone series combines the bra and the inner layer into one, so you don't need to layer several pieces in summer, which is really easy. I think the secret to its popularity is that it's complete in one piece, so you don't feel stuffy."
"The night bra does six jobs in one, so you can go out in just this one piece, and you can also stay in it as is. That's amazing. I think it's perfect," she said, showing how she had deepened her knowledge as a store manager.
Taking on mannequin coordination and customer-service role play
After the advance training, Ms. Asahina took on a "Mannequin Coordination Time Attack" as her first job as One-Day Store Manager.
The challenge was to coordinate tu-hacci inner wear and an outing outfit on a mannequin in one minute. Finishing within the time limit was difficult, and with mishaps such as "the straps of the wear wouldn't hang and I couldn't dress it nicely, and I almost attached the mannequin's arms on the wrong sides," the venue was filled with laughter.
She then completed the coordination with the help of store staff, and Ms. Asahina commented, "It was difficult. But I'm glad I was finally able to dress it nicely. I thought it would be very helpful when I make coordination suggestions and give advice to customers."
Next came the "customer-service role play," a practice session in which store staff played the customers. In response to the concern "my bra floats up and gaps open," Ms. Asahina served attentively, drawing on her product knowledge.
After the practice session, Ms. Asahina said, "I was very nervous before it started. I realized once again how difficult it is to truly understand each customer's concerns and make suggestions. When I serve real customers after this, I want to keep in mind staying close to their concerns."
What she felt from serving real customers
After the practice with store staff, a real customer-service experience with general customers selected by lottery was also held after the event. Ms. Asahina earnestly proposed coordination as a store manager for the real customers' concerns.
Visiting customers received a "One-Day Store Manager business card" with Ms. Asahina's handwritten autograph as a gift, and voices of delight were heard, such as "I'm so happy! I want to try the products and buy them!"
After the experience, Ms. Asahina looked back, saying, "Of course I was nervous when I first guided customers. I rarely get the chance to serve as a One-Day Store Manager, so I was also very anxious wondering, 'Can I do this?'"
However, she described a fulfilling day, saying, "When I spoke with customers who said 'I have this concern...' and gave them advice, seeing their expressions and complexions suddenly brighten made me feel it was a truly wonderful experience."
"Today, I listened to many stories, and because the bra and inner layer are integrated, I learned a lot about the brand's wonderful appeal, such as how the body line looks beautiful and how one piece can complete an outfit. Personally, I felt I want to pay more attention to inner wear as I go on wearing fashion. I really felt that this might lead to a richer daily life, and it was a very good time," she concluded, and the venue was filled with a warm atmosphere.
Aya Asahina profile
Born on October 6, 1993, in Hyogo Prefecture (Awaji Island). She made her modeling debut in 2014 and is currently an exclusive model for the fashion magazine "Oggi."
She also works as an actress and TV personality, and her action performance as Kuina in the Netflix series "Alice in Borderland" drew attention around the world.
Aya Asahina's Instagram: @asahina_aya
tu-hacci LUCUA Osaka store details
Store name: tu-hacci LUCUA Osaka
Opening date: Friday, August 28, 2026
Business hours: 10:30 to 20:30
Location: LUCUA B1F
Address: 3-1-3 Umeda, Kita-ku, Osaka
Details page URL: tu-hacci LUCUA Osaka details page
About the tu-hacci brand
tu-hacci's brand concept is "I like who I am now the most. BEAUTIFULLY YOU — Beauty That Is Uniquely Yours —."
It is an inner fashion brand that lifts the freedom and confidence of all women living through every stage of life and helps them achieve "beauty that is uniquely yours." It aims to stay close to ever-changing lifestyles and deliver the experience of being filled with confidence the moment you put it on.
Related information
Official social media accounts
LINE: @tu_hacci
Instagram: @tu_hacci
X (formerly Twitter): ＠tu_hacci
tiktok: @tu_hacci_official
Threads: @tu_hacci
