Is Chiikawa The Next Hype After Labubu?

By Cheong Car Men

KUALA LUMPUR — After a wave of excitement over Labubu, another character quietly stole the spotlight — Chiikawa.

Miniso Chiikawa pop-up store in Shanghai, China. Image Credits: KL Foodie.

Chiikawa had become a major hit in Asia, especially in China, Hong Kong and Japan where it rose to mascot stardom by 2025. Its journey began in 2020 with a webcomic on X (formerly Twitter) titled “Nanka Chiisakute Kawaii Yatsu”, meaning “Something Small and Cute.” What started as a simple webcomic soon found a wider audience through platforms such as YouTube, Bilibili and Douyin, quickly capturing hearts with its gentle tone and lovable character.

Chiikawa’s appearance went beyond its cute and friendly appearance. What truly made it stand out was the quiet comfort it brought, especially during the pandemic lockdown. At a time when many people were feeling stressed and overwhelmed, Chiikawa provided a little escape — a soothing presence that reminded people of the importance of calm and kindness. Within just five months, the related hashtags had already surpassed 8 billion views, a testament to its growing emotional connection with fans. It earned the prestigious Japan Character Award in 2022, and again in 2024, cementing its place in pop culture. Its relatable storytelling and meme-worthy moments helped it go viral, but more importantly, Chiikawa stayed relevant. 

Merch Craze Sweeps Asia

As affection for the character deepened, merchandise soon followed. From plushies and surprise box figures from Miniso Malaysia to t-shirts from Uniqlo Malaysia, Chiikawa seemed to pop up everywhere. In Shanghai, China, pop-up stores drew long lines, with some fans waiting nearly five hours just to get their hands on limited-edition Chiikawa’s merchandise. In just three days, the sales reached over RMB 8 million (about RM 4 million), with each customer spending an average of RMB 1,000 (around RM 588). Still, the excitement kept growing, reaching places like Beijing, Taiwan, Malaysia and South Korea. Pop-up stores in New York and Las Vegas were also very popular.

Huge crowd queued up in Harbour City, Hong Kong outside the Chiikawa pop-up store. Image Credits: The Standard.

Another example from Hong Kong shows the intensity of the Chiikawa craze. According to a report by The Standard, a recent pop-up store in Harbour City, Tsim Sha Tsui attracted almost 1,000 people, with some arriving as early as 4pm the day before and even camping out overnight to get their hands on limited edition merchandise. By 7pm, the store had already sold its full quota for the day, leaving many who came late later feel frustrated and disappointed. Even though the store said they will release new items in stages on April 15 and 21, and let people reserve through social media, everything sold out fast. The demand was much higher than what was available — showing how popular Chiikawa really is.

For many fans, collecting Chiikawa’s merchandise has become more than just a trend — it is a way to stay connected to something that brings a little joy in everyday life. 

In March 2025, the launch of the Chiikawa Pocket mobile app took fan engagement to a whole new level. Instead of just watching or reading anime and manga about the characters, fans now can interact with them directly through games and daily activities. The app also encouraged daily use with rewards and routines, making it a comforting part of fans’ everyday lives. More than 2 million users registered across 43 countries, indicating the app’s wide global reach and the growing popularity of the Chiikawa franchise according to CyberAgent Japan.

People carrying bundles of Chiikawa toys while food is left uneaten in McDonald Japan. Image Credits: 8 days.

In May 2025, Chiikawa-themed Happy Meal sets at McDonald’s Japan sold out in just two days due to overwhelming demand. However, the promotion led to unexpected issues — many customers bought the meals just for the collectible toys and discarded the food in the restaurant, leading to considerable food waste. The toys were quickly resold online at marked-up prices up to $80 (around RM338), prompting McDonald’s Japan to cancel the planned third wave of Chiikawa Happy Sets.

More Than Just Cute

According to Young Post by the South China Morning Post, Chiikawa has become a source of solace for many youth in Hong Kong, helping them to unwind from stress. While its cute cartoon character draws attention at first, it’s relatable stories that truly connect with fans such as feeling lonely, academic stress and facing everyday struggles. Unlike other idealised cartoon mascots, Chiikawa and his friends face challenges and are not afraid to show their emotions. This honesty helps young audiences feel seen and less alone. With its sweet little moments and strong emphasis of friendship and emotional support, Chiikawa has quietly grown into a meaningful presence in the lives of many youths seeking connection and comfort.

Chiikawa did not just follow the hype — it created its own. In a busy, stressful, fast-paced world, this tiny character provides calm and warmth, showing that even small things can make a big difference in people’s lives.