BEAMS turns MAMA AWARDS week into its own retail event, with exclusive merchandise online and at its Namba store

BEAMS is selling a six-item, exclusive merchandise collection tied to CJ ENM's 2026 MAMA AWARDS, the K-pop ceremony landing at Kyocera Dome Osaka on November 20 and 21, through its own online shop, its BEAMS Namba store and a venue booth -- a Japanese select shop building a retail event around a Korean entertainment property's two days on Japanese soil.

The floortok desk · 3 min read · 5 November 2026

Editorial illustration of a compact select-shop merchandise table with folded vintage-style T-shirts, a cap and a tote bag, lit warmly, with a stadium dome's curved roofline sketched faintly in the background. — Illustration by floortok.com

BEAMS Co., Ltd. (株式会社ビームス) said it will sell an exclusive six-item merchandise collection, called the DEAR VINTAGE COLLECTION, tied to CJ ENM's 2026 MAMA AWARDS -- a two-day K-pop ceremony running November 20 and 21 at Kyocera Dome Osaka -- according to a November 4 release. The line draws its graphics from vintage band, festival and corporate T-shirt styling.

The collection runs from a ¥1,980 bandana and a ¥5,280 tote bag through a ¥6,930 T-shirt, a ¥6,050 cap, a ¥12,100 game shirt and a ¥15,840 zip-up hoodie, all tax included. BEAMS is selling the line in three stages: a lucky-draw presale on its official online shop from November 7 to 12, a general online sale from November 13 to 21, and in-person sales at BEAMS Namba in Osaka from November 14 to 21, alongside an official merchandise booth the awards show itself is running at Kyocera Dome on November 20 and 21.

BEAMS is also running a promotional tie-in: spending ¥15,000 or more (before tax) on the collaboration merchandise earns one entry in a lottery for a place at the ceremony's red carpet, with entrants choosing November 20 or 21 as their preferred day, according to the release.

MAMA AWARDS began as a music-video awards show in 1999, was rebranded the Mnet Asian Music Awards in 2009 and MAMA AWARDS in 2022, and held its first dual-city K-pop ceremony as a Los Angeles-Osaka relay in 2024 -- making this year's Osaka leg a repeat booking, not a one-off. For BEAMS, which the company says runs roughly 170 stores across Japan and Asia, merchandising the event is a Promotion play that borrows a Korean entertainment property's pulling power for a dated, two-day burst of footfall at a single Osaka store, rather than carrying K-pop-adjacent stock that outlasts the show.