GELATO PIQUE Releases Father's Day Special Movie for the 3rd Year, With Koji Matoba and Yu Kashiwagi as Father and SonA · FULL TRANSLATION
- gelato pique releases a Father's Day special movie
- Koji Matoba and Yu Kashiwagi play a father-son pair
- The brand's third consecutive Father's Day campaign
- Enters festive emotional marketing via loungewear
A loungewear brand running Father's Day for three straight years—that "annual ritual" is itself the strategy: binding a product category once distant from men and the home to a concrete gifting scenario and emotional scene.
Commercially, Father's Day is an underrated entry point for loungewear. Compared with the mature Mother's Day market, Father's Day gift imagination is often thin; whoever first builds the link "loungewear = comfortable care for dad" can claim a slow-season position. Using a parent-child cast for the special movie sells not fabric but the emotional value of "companionship and relaxation."
For Taiwan's brand marketing, a practical example: the key to festive marketing is not how deep the discount, but whether the product can be embedded into an emotional, repeatable life scene—once the ritual is built, the brand owns a reason for customers to return each year.
Mash Style Lab Co., Ltd. (Chiyoda-ku, Tokyo; President: Hiroyuki Kondo) announced that its loungewear brand "gelato pique" will once again release a Father's Day-themed "THE FATHER'S DAY SPECIAL MOVIE" in June 2026.
This marks the brand's third consecutive Father's Day special movie, with Koji Matoba and Yu Kashiwagi playing a father-son pair, conveying through warm parent-child interaction the emotional value of "comfort, relaxation and companionship" that loungewear represents.
By linking loungewear with the Father's Day gifting scenario, gelato pique aims to build brand association in a Father's Day market that often lacks gift imagination, deepening its emotional connection with consumers through an annual ritual.