Overseas' overwhelming No. 1 favorite: "Herbal Elixir" BLANCA ASSOCIATION Co., Ltd. (Shibuya-ku, Tokyo, CEO: Keita Sato) is pleased to announce the opening of "BETWEEN by THE YOMOGI STAND," a new store for the world's first fermented yomogi brand, THE YOMOGI STAND, developed in collaboration with Aso Yakusouen Co., Ltd. (Aso-shi, Kumamoto, CEO: Yuko Izawa). The new store will open on July 3, 2026 (Fri) on the 7th floor fashion floor of Shibuya Scramble Square. "Move over, Matcha. Yomogi is here." Following the globally popular matcha, we want to re-edit Japan's ancient medicinal herb, "yomogi" (mugwort), for modern lifestyles and deliver it to the world as a new wellness culture. Born from this desire, THE YOMOGI STAND takes a new step from Daikanyama to Shibuya Scramble Square. "BETWEEN by THE YOMOGI STAND" BETWEEN is an expansion project that collaborates with partners both domestically and internationally, spreading the worldview of THE YOMOGI STAND while adapting to the land, space, and respective environments. Based on THE YOMOGI STAND's concept, menu, and operations, we aim to develop in the optimal form tailored to each space and brand, such as commercial facilities, hotels, offices, airports, terminals, and public spaces. We have designed it to provide a highly satisfying experience even in a short stay, centered around HAKKO YOMOGI drinks, while balancing stable quality and reproducibility. As the first installment, "BETWEEN by THE YOMOGI STAND" begins through our connection with Shibuya Scramble Square. In collaboration with the floor, we will create encounters with new brands and cultures, fostering new rituals within the city. In the future, we will expand the world of THE YOMOGI STAND into various spaces both domestically and internationally through partnerships with hotels, commercial facilities, offices, corporations, and airlines. We look forward to meeting partners who resonate with THE YOMOGI STAND's worldview and will help us cultivate new rituals