Located on Astoria's Steinway Street, this store is a branch of a popular toy and lifestyle store in the Northeast US* that carries all manner of East Asian bath and beauty products, fashion accessories, household items, stationery, snacks and drinks, toys--especially plushies, blind boxes and other collectible figurines.
You'll find a mix of Korean, Japanese and Chinese brands here, and the price point is low to mid. They compete with a similar audience as Pop Mart, since they both carry a lot of collectibles, though Rumi offers on a broader range of goods while Pop Mart seems more collectibles-focused.
Inside this pastel-colored store everything is arranged neatly, and it's a large location with several claw machines in the front, several aisles of merchandise with cute characters plastered everywhere. Along the right side of the store, the wall running most of the length of the store features hundreds of stuffed animals, notably many capybara plushies which are all the rage.
Not sure why, but in April on an afternoon well into the 80's F and humid, there was no AC in the store...it felt like the heat might've been turned on accidentally it was that warm. I felt kinda bad for the staff there having to suffer thru the heat, I hope they get that fixed soon!
For more info:
https://rumilifeshop.com
*operating in NY, NJ, CT, MD and VA. And online. read more