Move Over, Labubu—Chiikawa Is the New Craze

Lovable Japanese character has captivated both Hong Kongers and the local authorities, who hope it can help boost the economy.

- Magdalene Fung

HONG KONG — Step aside, Labubu—there's a new sensation in town. Meet Chiikawa, a small and cute hamster-like character from a popular Japanese manga series whose creations and merchandise have now taken Hong Kong by storm.

Chiikawa, the titular character, has a big round face and beady eyes. It is gentle, timid, and prone to tears. Its name is derived from a Japanese phrase that means "something small and cute." It does not talk, but can sing "u uwawa uwa."

The manga series started as a web comic on Twitter in 2020, following the adventures of Chiikawa and friends—including Hachiware, a cheerful cat-like creature, and Usagi, a fearless rabbit-like character—as they navigate daily challenges at work and celebrate small wins.

The story was adapted into a TV anime series in Japan in 2022. For Chiikawa fans like Ms. Elizabeth Chow, the appeal goes far beyond its cuteness. While the cartoon might appear like it caters only to children, its storylines and characters address deeper issues that strike a chord with adults, said Ms. Chow.

For example, the characters work in menial jobs like weed pulling or fruit labeling to make ends meet. Living from paycheck to paycheck, they have to budget for simple pleasures like treats and meals with friends.

"Although the setting is 'kawaii' (cute) on the surface, it is an adult world where the characters have to face everyday hurdles and stress," said Ms. Chow, a finance industry worker who started following the series in 2025 after her friends shared it with her.

"With their friends' support during periods of burnout, they navigate and achieve every minor but meaningful victory. These stories offer therapeutic and comforting experiences, as viewers witness the support and perseverance displayed by the characters in overcoming their daily struggles that mirror the viewers' own anxieties."