Taiwan's Sleepy Tofu makes its Japan department-store debut on Daimaru Tokyo's incubator floor
Daimaru Tokyo's 'Ashita Miseru' incubator floor -- where J. Front tests unproven brands before deciding on a permanent concession -- is giving Taiwan-born bedding brand Sleepy Tofu its first Japanese department-store showing.
Sleepy Tofu Japan, the Tokyo-based operator of Taiwanese bedding brand Sleepy Tofu, is exhibiting at Daimaru Tokyo's ninth-floor incubator space "Ashita Miseru" from October 21, 2026 to January 19, 2027, the company said -- the brand's first appearance in a Japanese department store. The space is being styled to recreate the atmosphere of the brand's Minami-Aoyama flagship, SLEEPY TOFU HOUSE, by interior stylist Fumiko Sakuhara, who also designs that flagship.
The showing is part of Ashita Miseru's tenth lineup, themed "Connect to Hometown" and featuring 18 brands in total, with the roster rotating roughly every three months. Sleepy Tofu is showing its hybrid mattress, combining a proprietary compressed-coil structure with polymer elastic foam, a folding mattress, pillows and a seasonal duvet; the company backs its products with a 120-day trial and a 10-year durability warranty, according to the release. Founded in January 2022 and based in Minato ward, Sleepy Tofu otherwise sells in Japan only through that Minami-Aoyama flagship and its official online store.
Daimaru Tokyo's Ashita Miseru functions as an incubator rather than a standing concession: unproven, often overseas-origin brands get a fixed-term trial before J. Front decides whether to grant a permanent floor. For Sleepy Tofu, a brand that has so far only reached Japanese customers through a single flagship store and its website, the slot is a real test of whether department-store demand exists beyond that one address.