tu-hacci
WaterAir Inc. · Japan
tu-hacci is a Japanese women's innerwear and roomwear brand launched in 2010 by WaterAir Inc. of Hiroshima. It makes shaping lingerie and visible fashion innerwear, sold mainly online.
| Company | WaterAir Inc., Hiroshima |
|---|---|
| Launched | 2010 |
| Units sold | More than 7.71 million |
| Awards | Rakuten Shop of the Year, five times |
| Website | tu-hacci.co.jp |
What is tu-hacci?
tu-hacci is a women's innerwear and roomwear brand operated by WaterAir Inc., a company in Hiroshima established in April 2010, the same year the brand launched. The brand has sold more than 7.71 million units and has been named Rakuten Shop of the Year five times.
Products and positioning
The brand's signature is a "high visual" approach that combines trend-led, refined design with shape-enhancing silhouettes, under the tagline Enrich your life. In May 2026 it announced a repositioning from a women's innerwear brand to an "inner fashion" brand that treats innerwear as part of an outfit.
- Fashion lingerie: lace, shape and colour to lift mood and confidence
- Fashion innerwear: pieces designed to be seen in sheer and skin-showing styles
- Roomwear
The new concept keeps the brand's technical strengths in shaping, function, fit and comfort while adding fashion appeal.
Distribution
tu-hacci is primarily an online brand, with a strong presence on Rakuten and its own website, supported by social channels. A two-week pop-up at LUMINE 2 in Shinjuku drew more than 15,000 visitors.
Why it matters
tu-hacci is an example of a Japanese marketplace-native brand scaling through e-commerce and now moving its category from functional underwear towards fashion.
Frequently asked questions
Where is tu-hacci from?
tu-hacci is from Hiroshima, Japan, where its operator WaterAir Inc. is based.
What does tu-hacci sell?
tu-hacci sells women's lingerie, shaping innerwear and roomwear, positioned since 2026 as inner fashion.