Sony Thai and Sanrio have launched the Sony x Hello Kitty limited-edition collection, the first in Thailand, sold only at Sony Store's six branches and Sony Store Online, with pre-orders from October 7, 2026. One thing to know first: from what has been announced, the Hello Kitty part is the bag that comes in each set, and the devices are standard models. Japanese media report there is no print or engraving on the devices. This collab is about accessories, not a new paint job.
One phone, three headphones
The Xperia 10 VIII comes with a sacoche-style shoulder bag sized for the phone and a few essentials, plus a Hello Kitty tote. The phone comes in Frozen White, Frosted Grey and Misty Lilac, has a screen about 50% brighter than the last model, up to two days of battery, and Gemini and Circle to Search. A small cross-body sacoche is the everyday bag for city people in Tokyo and Seoul on days when they don't want to carry much, so this is a bag you'd actually use.
The headphones come in three tiers: the flagship noise-cancelling WH-1000XM6, the light, foldable WH-CH730N in five colours, and the compact on-ear WH-CH530 with Multipoint, Fast Pair and LE Audio. All three come with a Hello Kitty headphone pouch and an everyday tote.
Prices and dates
Xperia 10 VIII with bags: THB 23,990, pre-order October 12–25, on sale October 26, 2026. Buy between October 12–31 and you get LinkBuds Clip earbuds (worth THB 6,990) free. WH-1000XM6 with bags: THB 14,490, pre-order October 7–25, on sale October 26, in every colour except Olive Gray. WH-CH730N is THB 6,490 and WH-CH530 is THB 3,690, both on sale in November 2026. Register with My Sony Rewards via the QR code in the box for three extra months on top of the standard 12-month warranty. Stores: Siam Paragon, CentralWorld, Central Rama 9, The Mall Bangkae, The Mall Bangkapi and Future Park Rangsit.
Who it suits
Kitty fans who want things they'll use, not shelf collectibles, and anyone shopping for a gift. The WH-CH530 at THB 3,690 is the cheapest way in. If you were already planning on flagship headphones, the WH-1000XM6 set is the same headphones with the bags added.
In our opinion, leaving the devices plain is the smart call. The phone and headphones stay plain enough for any outfit, and the cute part goes on the bag, which is what people actually see when you're out. If you choose the bag charm before the bag, this collab is for you.
Adapted from TECHHaus Thailand · Additional details from Essential Japan (Japanese bundle contents) and Sogi (Taiwan pricing) · Images: Sony Thai
