Land of spectacular landscapes.

Centuries of culture.

Mouthwatering cuisine.

And an endless sea of kawaii.

Cute, cute, and more cute.

And lately, one particular character has skyrocketed through Japan's kawaii economy.

One special cutie that rises above the rest.

Literally.

So, who is this master of cute?

This champion of kawaii?

Oh, hello there!

I'm Tim, and welcome to a new chapter of Tim in Japan, where I explain some of the finer points of Japanese culture.

In today's episode, we'll take a closer look at Japan's latest, cutest obsession, Chikawa.

While relatively unknown in the western world, Chikawa has rapidly risen through the ranks of Asia's competitive cute mascot culture.

And so now you're probably wondering, what exactly is Chikawa?

And what propelled such a meteoric rise to the top?

Well, this is Chikawa.

A funny, relatable, cute little something or other.

Perhaps best described by the Japanese tagline, which roughly translates to, something small and cute.

Chikawa is actually a Japanese portmanteau, a combination of the two separate words, chiisai, meaning small, and kawaii, meaning cute.

Put them together and you get Chikawa.

Both Chikawa's gender and species remain unknown, and these are Chikawa's best friends, Hachiware and Usagi.

And of course, there's a whole cast of other buddies to round out the crew.

So who created this kawaii phenomenon?

A somewhat mysterious Japanese author and illustrator by the pen name, Nagano.

While originally famous for a cute series of line stickers titled, Joke Bear, one fateful tweet would change everything.

This unassuming little comic strip would unwittingly begin a chain reaction that would dramatically alter the landscape of Japan's merchandising forever.

And don't just take my word for it, here is the product director of Kiddyland, one of Tokyo's premier toy and collectible stores.

(Speaking in Japanese) Chiikawa's sales forecast for fiscal 2023 is double that of fiscal 2022.

I've been in this industry for 30 years, but I've never seen a character like this.

From Twitter comic to serialized manga to full-on anime adaptation, along with endless amounts of sponsorships, branded tie-ins, and sold-out goods along the way, Chikawa's journey feels like it's only just getting started.

Stories are generally self-contained vignettes, about a page long or a quick 40-second episode, though there are running plot lines that span multiple chapters.

Generally shy and reserved in nature, Chikawa lives in a magical land where delicious foods appear out of nowhere, and pudding companies give away hot pot sets and residential housing.

But it's not all roses.

They have to work hard to earn a salary, whether that's weeding, putting stickers on fruit, or fighting off gigantic bugs with a pointy stick.

Yes, life in Chikawaland is a mixed bag, but that's what makes it relatable and heartfelt.

And so maybe now you're thinking, okay, this is just another kid's toy, right?

Another cute little buddy for children to covet.

What's the big deal?

And I'd say, you're about half right.

While Chikawa is indeed popular with the Japanese youth, the core marketable audience is actually the adult population.

Billions and billions of yen, this adorable little creature has become a significant cog in Japan's economy.

For example, take a look at this special magical Chikawa collaboration.

Upon release, customers queued for hours, just for a 1 in 20 chance to purchase some of the limited time merchandise.

And it doesn't stop there.

Handheld consoles, regional keychains, educational laptops, refrigerator buddies, an entire train-railway collaboration, even the voice actors have become bona fide child TV stars.

An entire YouTube subculture has spawned around Chikawa.

Hundreds of millions of views about new merch, handmade crafts, fan-made episodes, edits, and parodies.

And whatever this is...

And so now you're probably wondering, why?

What is so special about this Chikawa?

Especially in Japan, where around every corner it feels like there's another cute little mascot slinging some kind of unnecessary yet irresistible purchase.

And so why Chikawa?

Why has this particular cutie captured the heart of an already kawaii nation?

Well first, and most obviously, Chikawa is just too darn cute.

(Speaking in Japanese) After all, it's just too cute, isn't it?

If your grandchildren show an interest, try to remember what it was like. I want to be able to talk to them about it when they ask me.

But there is another, deeper reason for the sudden surge in popularity.

Beyond Chikawa's surface-layer cuteness is a relatable struggle that has touched the hearts of millions of fans.

(Speaking in Japanese) Feelings like, "I don't get rewarded even when I try hard," or when all of a sudden, a strange creature attacks you -

Over the years, the harsh reality has become more and more like this, and I feel like the situation has only gotten worse.

But in the mindst of all that, [chiikawa] has happy endings and it's a lot of fun.

Even though it seems like things are taken for granted, that's actually not the case.

When I look at the show, I think there's an important "human touch" to it.

Yes, Chikawa is a small cute something or other.

Another Hello Kitty, another cute flavor of the month.

But there is something markedly different about Chikawa.

Looking past the magically full of relatable struggles, work is hard, unforgiving, and doesn't pay enough.

Life is weird.

Strange, aggressive creatures attack at random intervals.

They need to work hard jobs to afford their lifestyles, and they often experience failure and hardship.

Yet despite it all, Chikawa never gives up, determined to keep on going.

This perseverance and dedication in the face of it all is what really seems to resonate with fans.

Life is hard, and it only seems to get more difficult.

We've all been there.

But perhaps knowing that someone so small and so cute goes through those very same struggles, seeing them face the same challenges and the inescapable ups and downs of life, perhaps this forges an empathetic bond with this fuzzy little friend, helping to ease a bit of our existential burden.

When even the cutest among us are out here struggling, it helps one feel a little bit less alone.

And I think this really is the core message that gets through to people, to see a little reminder in everyday life that's not only remarkably cute, but also relatable and heartfelt.

An adorable little friend cheering you on, encouraging you to never give up through the darkest of times.

I think this is what sets Chikawa apart, what reverberates in the hearts and minds of fans everywhere.

An adorable, relatable little fighter just trying their best to do right by friends and to live a good life, just like you and me.

Or maybe it really is because Chikawa is just too dang cute.

Either way, I've completely fallen in love and wouldn't blame you if you did too.

This video is but another stop on Chikawa's total global kawaii domination.

I'm Tim, and these are my thoughts.

I hope you enjoyed this first chapter in the new Tim Explains Japan series.

For the rest of Tim in Japan, be sure to stop by the channel.

And for more Tim thoughts like these, be sure to follow me on Instagram and drop by the channel.