According to San-x, 2010 marks Rilakkuma’s 7th anniversary this year. Rilakkuma anniversary festivities will commence July 10 and will go on until Aug. 31 in Japan. With it also being Sanrio’s 50th anniversary, seems like this summer will be one filled with kawaii celebration. To celebrate the anniversary, a line of Rilakkuma Rainbow merchandise will be released:

This is yet another instance in which I wished I was in Japan.