ELC Japan G.K. designates October every year as "Breast Cancer Awareness Month" and continues to support breast cancer research with the pink ribbon as its symbol. Now in its 34th year, the campaign this year carries the theme "With Beautiful Bonds, Toward a World Without Breast Cancer," and the "Breast Cancer Campaign" will run from Thursday, October 1, 2026. It was announced on September 25.
In addition to the usual landmark illuminations, this year will feature a light-up and drone show at the Sakura Manufacturing Campus in Shimotsuma, Ibaraki Prefecture, and at Kiyomizu-dera Temple in Kyoto, a flower event in Marunouchi, and a special bonsai exhibition.
Tokyo Tower, Tokyo Skytree and more lit up in pink
Illuminations that light up landmarks supporting the campaign in pink will again take place this year at Tokyo Tower, Tokyo Skytree® and Kiyomizu-dera Temple. Tokyo Tower and Tokyo Skytree will be lit on the evening of Thursday, October 1.
On the same evening, a light-up and drone show will be held at the Sakura Manufacturing Campus. The campus is a facility built in Shimotsuma, Ibaraki Prefecture, by The Estée Lauder Companies as its first production base and technology innovation center in the Asia-Pacific region.
Kiyomizu-dera Temple will hold a pink light-up on Tuesday, October 20, along with two drone shows at 19:00 and 20:15. Special night-time admission begins at 18:45, with an admission fee of ¥500.
Pink roses handed out in Marunouchi, and a special bonsai exhibition at Kiyomizu-dera
"Breast Cancer Campaign 2026 @ Marunouchi" is a repeat in October of the flower event held in May. Awareness panels about breast cancer will be on display, and those who stop to learn will each receive one pink rose. It starts at 12:00 on Thursday, October 1 and ends while supplies last.
At the Kyodo hall of Kiyomizu-dera, a special exhibition by TRADMAN'S BONSAI will be held from Thursday, October 1 to Tuesday, October 20. The group continues to blend bonsai with contemporary art and street culture, and will display works expressing themes such as "feelings handed down to the future" and "vitality." All admission fees will be donated to JBCRG (Japan Breast Cancer Research Group, a nonprofit research group that plans and runs clinical research on breast cancer).
Limited products from six brands, with part of the proceeds supporting breast cancer research
Starting Thursday, October 1, six brands (Aveda, Estée Lauder, Clinique, Jo Malone London, Tom Ford Beauty and Bobbi Brown) will sell limited products in stages. Part of the proceeds will go to medical research through organizations such as the Breast Cancer Research Foundation (BCRF) in the United States and JBCRG. Release dates vary by brand and product, and the limited products are available while supplies last.
According to the company, The Estée Lauder Companies has worked on this campaign since 1992 with the pink ribbon as its symbol. Funding for breast cancer research, education and medical services from the company and its charitable foundation totals more than US$156 million worldwide. In Japan, ELC Japan supports research through donations to JBCRG, which it describes as the country's largest breast cancer research organization.
Breast Cancer Campaign 2026: dates, venues and admission fees
- Tokyo Tower pink light-up: Thursday, October 1, 2026, 18:00 to 24:00
- Tokyo Skytree® special lighting: Thursday, October 1, 2026, 18:00 to 24:00
- Sakura Manufacturing Campus light-up and drone show: Thursday, October 1, 2026, from 18:00 (Shimotsuma, Ibaraki Prefecture)
- Kiyomizu-dera pink light-up and drone show: Tuesday, October 20, 2026, 19:00 to 21:30 (Kiyomizu-dera, Otowayama, Kyoto). The drone show runs twice, 19:00 to 19:15 and 20:15 to 20:30, and is canceled in bad weather. Special night-time admission from 18:45, admission fee ¥500 (gate closes at 21:30, last entry 21:00)
- Breast Cancer Campaign 2026 @ Marunouchi: Thursday, October 1, 2026, from 12:00 (ends while supplies last), outdoor area of Marunouchi Building facing Marunouchi Naka-dori, in front of the Jo Malone London Marunouchi store and in front of the Le Labo Marunouchi store. Postponed to Friday the 2nd in bad weather
- TRADMAN'S BONSAI special exhibition: Thursday, October 1 to Tuesday, October 20, 2026, 10:00 to 17:00, Kyodo hall of Kiyomizu-dera, Otowayama, Kyoto, admission ¥1,000 (¥500 only during the special night-time admission on the 20th; all donated to JBCRG)
The Estée Lauder Companies positions the "Breast Cancer Campaign," started by Evelyn H. Lauder, as the largest social contribution program within the company and runs it around the world.
Image: courtesy of ELC Japan G.K.
