Bendi新闻
>
For Stressed Young Chinese, Chiikawa Toys Are Digital Ibuprofen

For Stressed Young Chinese, Chiikawa Toys Are Digital Ibuprofen

6月前

Based on the hugely popular Japanese manga, Chiikawa characters are growing more popular in China. Until now, Chinese fans could only buy merchandise through proxy shoppers at inflated prices from overseas.
By Li Xin and Ding Xiaoyan
A cute, fluffy hamster, a cat with a distinctive eye patch, and an eccentric rabbit known for its unique sounds — these are the stars of Japan’s hugely popular Chiikawa animation series, now causing a retail frenzy in China.
Dubbed “digital ibuprofen” on social media, their comforting stories and adorable appearances are helping young Chinese escape real-life stresses. And in recent months, pop-up stores featuring Chiikawa merchandise have drawn massive crowds, with products selling out within hours.
Following a viral social media marketing campaign, its first pop-up store alone — operating between March 29 and May 5 in Shanghai at Chinese discount retailer Miniso — drew floods of enthusiastic fans.
Hundreds lined up for hours to get their hands on Chiikawa merchandise, ranging from a 49.9 yuan lunch bag to a 520 yuan oversized doll. The store sold 8 million yuan ($1.1 million) worth of goods in just three days after opening its doors.

People buy Chiikawa merchandise at a pop-up store in Shanghai, March 31, 2024. VCG

“An introvert and a bit shy, Chiikawa is like another version of me in a parallel universe,” said Li Rongrong, a 24-year-old white-collar worker, as she browsed through a new pop-up store in Shanghai with a friend earlier this week.
Until now, Chiikawa merchandise was not widely available in China, compelling eager fans to use proxy shoppers to purchase items from abroad at significantly higher prices. Qiu Yajing, a 23-year-old from Hubei, recalled buying a Hachiware doll — a Chiikawa character with cat features — in Japan for 100 yuan, which was being sold by proxies in China for 300-500 yuan.
Following the success in Shanghai, similar stores have now launched in other top-tier cities, including Beijing, Shenzhen, and Chengdu, since March. One of the latest pop-up stores opened on May 13 in the eastern city of Suzhou and will continue operations until June 20.
In addition to themed pop-up stores, Chiikawa products are also available through various online sales channels, including e-commerce platforms and livestreams.
A Japanese manga series by Nagano, Chiikawa revolves around the everyday adventures of its three leading characters.
The protagonist, Chiikawa, which means “small and cute” in Japanese, is a playful hamster full of insatiable curiosity. It loves chasing bugs and squirrels and enjoys cuddling.
Accompanying Chiikawa is the aforementioned talkative and loyal friend Hachiware, a cat that lives alone in a cave. Hachiware always offers help whenever Chiikawa is in trouble. Usagi, the rabbit, is loved for its eccentric and nonchalant temper.
Though serialized online since 2020, Chiikawa has recently surged in popularity in China, initially gaining traction within the country’s internet meme and slang culture. The series has since expanded its appeal beyond the ACGN (animation, comics, gaming, and novel) community.
To grow its digital presence, Chiikawa’s Chinese branding agency, JY Animation, launched official accounts on major content platforms Bilibili and Douyin, the Chinese version of TikTok, in January.
In just five months, these accounts amassed nearly one million followers, and related hashtags have drawn more than 8 billion views.
However, Miniso faced backlash after an ad campaign released on its official Douyin account on April 3 referred to the three characters as “Moron Crybaby Rat,” “Crazy Screaming Rabbit,” and “Blue Panties Cat.” The brand was forced to issue an apology the same day.

A 60-year-old woman buys Chiikawa merchandise for her daughter at a pop-up store in Shanghai, April 29, 2024. Li Xin/Sixth Tone

Behind the frenzy
Much of Chiikawa’s charm stems from its brief yet relatable episodes that spotlight life’s simple pleasures without dramatic twists. This minimalist storytelling resonates with a generation that prizes authenticity and the quiet, everyday victories over grand narrative arcs.
In the series, characters engage in tasks like mowing meadows and generating electricity to earn money for weapons to battle monsters, a narrative that Li Rongrong finds deeply relatable.
“They experience fear and even cry when facing fierce creatures, but they always muster courage, and their camaraderie offers comfort,” said Li, who graduated from university a year ago.
But in the world of Chiikawa, life is far from a fairy tale.
To gain better rewards, characters must pass exams to earn working certificates, mirroring real-life challenges. “It’s my life story,” said Li. “I aspire to have supportive friends like Hachiware and to embody the carefree nature of Usagi.”
Others are drawn to the show for its emotional purity and straightforward narrative.
Qiu discovered the series last November and was immediately captivated. “I like how the animation is easy to watch; each episode is just one minute long, offering a clear, standalone story without a complex plot,” she explained.
“Many anime shows have grand themes and a complex worldview, but Chiikawa doesn’t,” said Qiu, adding: “It is too brief to develop a deep storyline or impart significant values.”
Her favorite episode involves Hachiware, the cat. After saving enough to buy a camera, Hachiware dreams that if he accidentally films Chiikawa, the titular character would vanish. In a comforting twist, Chiikawa bravely steps in front of the camera to dispel his fears.
According to Yu Jie, an analyst at the New Marketing Institute, Chiikawa’s popularity in China demonstrates that characters with genuine emotional depth quickly resonate with audiences, encouraging active engagement.
“The rise of popular franchises and emotional economies stems from young people’s increasingly segmented emotions, namely happiness and stress relief, passion, relaxation, and authenticity,” said Yu.
Editor: Apurva.
(Header image: A fan poses for a picture with a Chiikawa doll at pop-up store in Shanghai, March 31, 2024. VCG)

Download the new Sixth Tone app at the App Store or Google Play
APK file for Android:
https://image4.sixthtone.com/pkg/sixthtone.apk
(Copy URL and open in browser)

微信扫码关注该文公众号作者

来源:Sixth Tone

相关新闻

Up or Out: The Ruthless Tenure Race for Young Chinese ScholarsIn China, Young Fans Are Swapping Merch For Self-Made ‘Freebies’For Chinese Journalists, An Uphill Battle to Scrutinize AIFor Chinese Students, the New Tactic Against AI Checks: More AIIn China, Dating Apps for Elites Are All About ClassGoing for Gold: The Chinese Athletes to Watch at Paris 2024Tesla to Supply Cars to Chinese Local Gov’t for First TimeChina Plans to Make It Simpler for Couples to Marry趣图:不要在 for 循环用 i 了每天10句英语口语|Thank you for your patienceChase&Doodash合作活动:up to 每月2*$10 Promo(For Non-restaurant Orders)对话深势科技&北京科学智能研究院:AI for Science如何在学术界和产业界落地生根波士顿音协合唱团夏季音乐会开唱 “ 想望你 Longing for you”波士顿音协合唱团夏季音乐会开唱 “ 想望你Longing for you”什么?for循环也会出问题?The ‘Pink’ Premium: Why Women in China Still Pay More for LessLove and Money: The Dating Scene for China’s MillionairesChina’s Solution for Misleading Tinder Profiles: Dating AnalystsFor every child, every right.WPS Office 2023 for Linux、方正输入法等 110 款产品适配龙芯 LoongArch 平台邀请函|波士顿市长吴弭(Michelle Wu)“Women for Wu”特别筹款招待会Universities Introduce Weight Loss Classes for Unfit Students每天学一句英语台词|​For old times' sakeAI for Science,憧憬一个人人都可参与科学发现的未来
logo
联系我们隐私协议©2024 bendi.news
Bendi新闻
Bendi.news刊载任何文章,不代表同意其说法或描述,仅为提供更多信息,也不构成任何建议。文章信息的合法性及真实性由其作者负责,与Bendi.news及其运营公司无关。欢迎投稿,如发现稿件侵权,或作者不愿在本网发表文章,请版权拥有者通知本网处理。