The Chiikawa Phenomenon: Courage, Friendship, Crime, and Punishment

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Speak Up Sesh

If you’ve spent any time in Japan (and even some other places in East Asia, such as Taiwan), you might have seen characters from an incredibly popular franchise that has been taking the country by storm the past few years. A crying little hamster creature, a smiling white-and-blue cat, a yellow rabbit… No, these aren’t Sanrio or San-X mascots. They’re Chiikawa! And with the movie pulling in even more fans who otherwise had no interest in the cartoon or the merchandise, it’s truly a cultural phenomenon.

I mentioned in a previous newsletter that I was in Japan for about two weeks in late August. I’m not even joking, but the country pre-Chiikawa and post-Chiikawa looked completely different to me. The streets and windows were literally dazzling in my eyes as I looked around and took in all the adorable Chiikawa decorations, merchandise, and crossovers. On my way to the Miffy Port Town in Otaru, I looked across the street to see a mob of people lining up to enter the Chiikawa Mogumogu store.

Between Miffy and Chiikawa, I have to admit that the Hello Kitty cafe didn’t look that appealing. My mother is a Hello Kitty fan, yet the aggressive cuteness of Miffy and Chiikawa numbed her so much that she walked out of the cafe after only a minute.

But why Chiikawa? What’s so crazy about it? Aside from the characters’ physical appearances, the appeal of Chiikawa lies in both the story and the characters. Unlike how Sanrio and Miffy don’t really have a strong story presence, I believe the movie, show, and manga are all helping to make Chiikawa the juggernaut that it is now.

I won’t go into any spoilers or details regarding the movie, as it’s not available digitally or in all regions. If you saw posts comparing it to things like Siren (the game), Crime and Punishment, Midsommar, and Rashomon… Well, those are really apt comparisons.

The story involves not only the main trio but most of the recurring characters like Rakko (a respected figure and instructor) and Kurimanju (an alcoholic honey badger-like creature who is Chiikawa and Hachiware’s senpai). They visit an island that promises rich rewards for a job, only to learn that the job is to subjugate a giant and dangerous creature called Siren.

However, the situation isn’t as one-sided as it seems, and Siren has their own incredibly understandable reasons for attacking the villagers. Instead of presenting a black-and-white, right-or-wrong solution, the story maintains this moral conflict without depicting either side as overly evil or giving an official “morally correct” answer. Despite its simplistic art style and release date (making it seem like a fun, family-friendly summer flick), it has a surprisingly deep and bittersweet story that has people debating it even today. Aside from the story, the animation is incredible for the art style, and the amazing sound design really adds to certain scenes. Even if you don’t know Chiikawa, you can really enjoy the film.

A movie alone can’t possibly fuel such a phenomenon, though, right? Honestly, a second major part of the sheer popularity of the franchise lies in two of the main characters: Chiikawa and Hachiware.

Chiikawa is a crybaby who’s easily scared or upset. However, they don’t let their tears or fears stop them from doing what needs to be done for themself or their friends. Despite their failings (such as literally failing a license exam), Chiikawa remains positive, disciplined, and hard-working. These traits make it easy to support Chiikawa and want to see their efforts pay off. Hachiware is always there to help, encourage, and cheer up Chiikawa, too. Though Hachiware also works hard like Chiikawa does (they passed the exam that Chiikawa failed), they’re optimistic to a fault, but Chiikawa’s overcautious nature balances them out.

Their friendship is so sweet to behold. When preparing for the exam I mentioned in the previous paragraph, Hachiware and Chiikawa promised that no matter if they pass or fail, they would eat at their usual ramen place together afterward. However, Chiikawa was so upset that they failed that they went home alone, and Hachiware’s picture on their license isn’t smiling, either. The next day, Hachiware visits Chiikawa, and they receive a congratulatory cat-shaped cookie from their friend, as well as a request for Hachiware to test them so they can hopefully pass the exam next time. Hachiware is so touched by Chiikawa’s friendship and consideration that they’re biting back tears as they read from the book. It’s genuinely a very cute scene.

These traits specifically are also a soothing balm for a lot of people, I’m sure. Life is tough right now! The economy is in shambles for so many, and it’s not always easy to maintain friendships when you’re a busy adult. The sight of these unbreakable bonds between these cute and courageous creatures is like catnip to older people who are tired of the cold and uncaring society we live in. To back this up, I only ever saw adults in Chiikawa stores or displaying merchandise, whether this was in Tokyo, Sapporo, Otaru, or Taipei.

The combination of cute characters in a surprisingly dark story and cruel setting is popular among otaku (think of the Madoka Magica effect), and Hachiware and Chiikawa specifically are like medicine for the weary soul. (I’m saying all this as someone who almost exclusively collects Usagi merchandise, too.)

If you get the chance to watch the Chiikawa movie, at the very least, I highly recommend doing so!

Top 10 Stories From the Past Week

1. Level-5 TGS 2026 Games Include Professor Layton - A lot of Level-5’s business choices have been so bizarre as of late, between the millions of games it announces and then delays forever, and going all in on genAI. It’s sad.

2. All the September 2026 Nintendo Direct Switch and Switch 2 Games - Despite the usual negativity online in the gaming space, it was a packed Direct with plenty of fun announcements, as well as expected and unexpected titles.

3. Persona 4 Revival and Persona 6 Switch 2 Versions Shown - Well, the Persona 6 reveal wasn’t much… But I suppose Atlus doesn’t want it and Persona 4 Revival competing for too much player interest or money.

4. NISA Reveals Astonishia Story and The Grimm Reapress and the Drearytale Monster - Both games will come out next year on modern consoles, save for the Xbox.

5. Here Are All the Legend of Zelda 40th Anniversary Direct Reveals - Lots of new games, merchandise, and events!

6. Kirby and the World Beyond Goes Open World - Who would’ve thought that Kirby would have to go through the Truman Show?

7. Stellar Blade Switch 2 Release Date and Bayonetta Costume Shown - The Complete Edition will include outfits from other crossovers, too.

8. Meet the New Dead or Alive 6 Last Round Heroine Minato - She’ll fight using dance-inspired moves.

9. Persona 30th Anniversary Livestream Announced - You can catch it on YouTube on September 20, 2026.

10. New Marvelous JRPG is Eternal Anima - It’ll come out in March 2027.

Upcoming Releases

• Fire Emblem: Fortune’s Weave - September 17, 2026 (Switch 2)

• Silent Hill: Townfall - September 22, 2026 (PS5, PC)

• Dynasty Warriors 3 Complete Edition Remastered - October 1, 2026 (PS5, Xbox Series X, Switch 2, PC)

• Ace Combat 8: Wings of Theve - October 2, 2026 (PS5, Xbox Series X, PC)

• Kingdom Hearts Collection 1-3 - October 8, 2026 (PS5, Xbox Series X, Switch 2)