TikTok Shop Japan has announced the details of "TGC & TikTok Shop SPECIAL 2026 A/W," a collaboration with Tokyo Girls Collection (TGC), to be carried out at the 43rd Mynavi Tokyo Girls Collection 2026 AUTUMN/WINTER (Mynavi TGC 2026 A/W), held at Yokohama Arena on Saturday, September 19, 2026.
This project proposes a new form of shopping that directly links the real-life event with the in-app shopping experience.
"Discovery e-commerce" blending real and online
TGC's theme of "bringing Japanese girls' culture to the world" is teaming up with the "discovery e-commerce" (discovery, empathy and purchase that start from content) that TikTok Shop promotes.
On Monday, August 3, 2026, a special page opened within TikTok Shop, and advance sales of featured items from participating brands began.
Ahead of the event, creator LIVE streams, short videos, participatory hashtag campaigns, special effects and more are also being rolled out.
Fashion and beauty trends
In search trends on TikTok, over the four weeks from August 5 to September 2, the top fashion-related searches were "summer clothes," "yukata dressing" and "summer outfits."
Over the last seven days, on the other hand, search growth rates for "autumn outfits" and "winter clothes" have been high, suggesting rising interest in autumn and winter fashion.
In beauty, "natural makeup," "makeup," "nail design," "nails," "hairstyles" and "colored contacts" lead in search volume.
Among the top searches by growth rate are "natural makeup," "face-hiding," "scale makeup," "colored contacts" and "Douyin makeup," which suggests that interest is gathering around concrete ways of showing off looks and reproducibility rather than the search for new products.
Special stage and beauty booth on the day of the event
On the day of the event, Saturday, September 19, the "discovery" experience cultivated online will be recreated at the TGC venue.
There will be a special stage featuring brands that sell on TikTok Shop, and booths where visitors can discover cosmetics and skincare products.
Coupons that let visitors buy items they find at the venue at special prices on TikTok Shop are also scheduled to be distributed.
Special stage with 8 popular apparel brands
At the "TGC & TikTok Shop SPECIAL STAGE," 8 popular apparel brands that sell on TikTok Shop will appear.
Using popular items sold on TikTok Shop, trends emerging on TikTok are scheduled to be expressed on the runway through short videos and LIVE streams.
Brands on the stage (in alphabetical order):
adidas
Classical Elf
ESICA
Mixmii
SAISON DE PAPILLON
WEGO
Younger Song
Chiteijin ONLINE
Beauty booth gathering 28 buzzworthy cosmetics and skincare brands
The "TGC & TikTok Shop BEAUTY BOOTH" will be set up in the venue to introduce cosmetics and skincare items that are popular on TikTok Shop.
Visitors who meet simple conditions on TikTok Shop will receive a sample set containing items from multiple brands (*limited quantity, while supplies last).
Brands at the booth (in alphabetical order):
&be
ADVANCED CLINICALS
ALLPAIR DERMA LE GINZA
AXXZIA
BIOHEAL BOH
CipiCipi
cocone
Dove
ESIENCE
FANCL
FULLY
HARIAS
JMsolution
KINUI
LANEIGE
Mooekiss
MOREMO
OBgE
Offlat
ohora
ruban de chouchou
SISI
Spa treatment
Vaseline
Wonjungyo
WOSADO
ZEESEA
Ruban Blanc
Sekkisei / ONE BY KOSE
Washo
"Toku Sele WEEK" and venue-only coupons
The brand items covered by this project are eligible for "Toku Sele WEEK," a campaign running on TikTok Shop from Wednesday, September 16 to Sunday, September 20.
"Keyword coupons" that visitors can use will also be distributed. Items found at the event venue can be bought at special prices on TikTok Shop.
Coupon distribution period: Wednesday, September 16 to Wednesday, September 23 (national holiday), 2026
Coupon usage period: Wednesday, September 16 to Wednesday, September 30, 2026
Outdoor ads at Shibuya Scramble Crossing and the CM creators
Inside the TGC venue, a commercial featuring five creators will be shown.
For five days from Wednesday, September 16, 2026, it is also scheduled to run as an outdoor ad around Shibuya Scramble Crossing.
The five creators appearing in the commercial are as follows.
Ema Akiyama（TikTok account）
Nanako（TikTok account）
Nanase（TikTok account）
Shizuka-chan 14 Years Later（TikTok account）
Akari Shirase 🍉🧸（TikTok account）
Overview of "Mynavi TGC 2026 A/W"
Name: 43rd Mynavi Tokyo Girls Collection 2026 AUTUMN/WINTER (abbreviation: Mynavi TGC 2026 A/W)
Date and time: Saturday, September 19, 2026, doors open 12:00, show starts 14:00, ends 21:00 (planned)
Venue: Yokohama Arena (3-10 Shin-Yokohama, Kohoku-ku, Yokohama, Kanagawa 222-0033)
Official website: Tokyo Girls Collection official website
Organizer: Tokyo Girls Collection Executive Committee
Planning/production: W TOKYO Inc.
