Chiikawa Fever: Behind Its Cute Looks Is a Story Young Koreans Understand

Chiikawa is taking over South Korea, and fans are going to extraordinary lengths to get their hands on its merchandise. From sold-out pajamas to limited-edition plushies reselling for millions of won, the Japanese character franchise has become one of the country's hottest collectibles trends.

On Oct. 14, a woman in her 30s traveled from Yongin, Gyeonggi Province, to Gukje Electronics Center near Seoul's Nambu Bus Terminal Station after leaving work early. Her mission? Finding Chiikawa goods.

The shopping center, once known mainly for gaming equipment, has recently become a popular destination for fans searching for character merchandise. "At the official store in Yongsan I'Park Mall, you can't even get in after work," she said. "I'm going to dig through Gukje as much as I can to see if they have what I want."

The craze is showing up across South Korea's resale market. Data from secondhand marketplace Daangn revealed that Chiikawa ranked among the most-searched keywords during Daangn-jeol, the platform's major trading event held on the 10th. It was the No. 1 search term among women in their teens, 20s and 30s, while also ranking highly among men in those age groups.

The release of "Chiikawa the Movie: Secret of the Mermaid Island" (Geukjangpan Chiikawa: Ineo Seomui Bimil) has fueled the excitement. Chiikawa-related transactions on Daangn jumped 166% in the period following the film's release, while new listings rose 157%. On resale platform KREAM, a limited-edition plush created with Japanese discount retailer Don Quijote has been listed for around 2 million won.

Fashion collaborations are proving just as popular. SPAO, the fashion brand operated by E-Land World, has seen Chiikawa pajamas, hoodies and windbreakers sell out. A character-themed version of its bestselling Basic Fleece Zip-up disappeared within an hour of release, prompting the company to plan additional orders.

The movie is also drawing crowds. During South Korea's Hangeul Day holiday on the Oct. 11, it topped the domestic box office, surpassing “Assassin(s)” (Amsalja(deul)). In Japan, the film has attracted 10 million moviegoers.

Meanwhile, CGV's character-shaped popcorn buckets sold out during both rounds of sales, and the official Chiikawa store at Yongsan I'Park Mall limits daily entry to 1,600 visitors. Available spots reportedly fill up each morning.

Created by Japanese illustrator Nagano, who has shared the series on X since 2020, Chiikawa may look irresistibly cute, but its characters face surprisingly relatable struggles. They study for certifications, work hard and try to make ends meet, experiences that resonate with young people navigating competitive job markets and uncertain futures.

That contrast between adorable characters and the difficulties of everyday life may be a key reason behind the franchise's popularity in Korea and Japan. As young people face pressure to build their résumés and secure stable jobs, Chiikawa offers characters whose struggles feel familiar, even when their world is drawn in a playful style.

"The Chiikawa craze happened because it wrapped the tough lives of young people inside a cute character, and that built a deep bond," said Lee Jong-woo, a professor of distribution and marketing at Namseoul University. "It's another example of a fan-driven character brand, built on a strong story, turning into a hit."

From sold-out fashion collaborations to packed character stores, Chiikawa's popularity goes beyond collecting cute merchandise. For many young fans, it's also about finding comfort in characters who are trying to get by, just like they are.