Cover Visitors pose by a Chiikawa Artiverse train in Hong Kong. (Photo: courtesy of Chiikawa Artiverse)
Visitors pose by a Chiikawa Artiverse train in Hong Kong. (Photo: courtesy of Chiikawa Artiverse)
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The anxious, hamster-like title star of a Japanese web manga series, Chiikawa—meaning “cute little thing” in Japanese—and their adorable friends have tapped into Hong Kong’s collective urban stress to become a viral retail category
As any Chiikawa fan might tell you, the titular character cries a great deal, and for good reason. Created by Japanese illustrator Nagano, Chiikawa spends most of their days overwhelmed by tasks ranging from the mundane to the existentially terrifying: from weeding and sharing snacks with friends to fighting against the realm’s witches, goblins and other monsters that try to kill and eat them. With support from their companions, including the friendly, cat-like Hachiware and headstrong, rabbit-like Usagi, Chiikawa frequently breaks down in tears but valiantly tries again. And whenever the characters aren’t fighting for their lives, they embark on plenty of whimsical adventures where they wear silly costumes and share sushi, steak and pudding.
While the world of Chiikawa began as a web manga series in 2020 and debuted as an anime in 2022, it was only officially licensed in Hong Kong in 2024. Since then, it has exploded in popularity. What retailers and marketers call “emotional consumption”—purchases made to regulate a feeling rather than display status—has given rise to what some local media outlets have dubbed the city’s “Chiikawa economy”. Psychologically, Chiikawa’s appeal in Hong Kong might rely less on pure cuteness than on a sense of recognition—a character constantly teetering between dread and joy, as a “cute little thing” in a big world.
Ahead of the opening of Chiikawa The Movie: The Secret Of The Mermaid Island this August, here are our picks of what fans should look out for this summer.
Tickets to the Chiikawa Artiverse exhibition
Marking the second edition of its takeover of Hong Kong, the “Chiikawa Artiverse” returns this summer with a new instalment presented by creative brand AllRightsReserved (ARR), in partnership with official licensor Spiralcute International. Titled Chiikawa Artiverse Exhibition—The World of Chiikawa’s Art, the event runs from August 1 to September 6 at K11 MUSEA and the Tsim Sha Tsui Harbourfront. Building on the immersive format of last year’s “Chiikawa Days” exhibition—which organisers claimed drew more than 100,000 visitors, only 70 per cent of whom were Hong Kong residents—the latest edition places a stronger focus on the artistic work of illustrator Nagano, offering visitors a closer look at pieces described as ‘more than just cute’.
Notably, for this year’s showcase, Nagano has designed a new “Chiikawa-Go-Round”, which event hosts have described as the world’s first Chiikawa carousel art installation. A selection of limited-edition souvenirs debuting globally will also be available during the exhibition period.
Limited-edition Octopus cards and MTR rides
This year, as part of the broader Chiikawa Artiverse event, fans can purchase a limited-edition Octopus card with built-in dual LED lights that flash with every payment, as well as a worldwide limited-edition box set. Separately, the MTR has outfitted Light Rail trains running across Tuen Mun and Yuen Long with custom 3D character-shaped handrails, featuring Chiikawa, Hachiware, and Usagi; and glow-in-the-dark star interiors. For HK$88, commuters can purchase special day passes along this route for a Chiikawa-themed commute.
Read more: 8 best movies about friendship to watch on International Friendship Day 2026
Chiikawa-themed McDonald’s burgers and toys
McDonald’s Hong Kong has leveraged Chiikawa across multiple mega-campaigns—which, in 2025, were so popular they caused hours-long queues across the city. This year, McDonald’s flagships at Telford Plaza in Kowloon Bay and Yee Wo Street in Causeway Bay have fully transformed into Chiikawa Artiverse dining spaces starting from July 27. In addition to thematic packaging for seasonal items like the Crab Croquette and Ebi burgers, McDonald’s has launched exclusive collectable omamori, or Japanese lucky charms, and Happy Meal figurines. In-app queues have previously surpassed 20,000 digital users waiting for breakfast drops, so make sure to check them out early.
Chiikawa ferry rides
From left: Hachiware, Chiikawa, and Usagi topping the Chiikawa limited-edition ferry (Photo: courtesy of Star Ferry, 2026 Chiikawa The Movie Film Partners)
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Chiikawa mania has also taken over Victoria Harbour, with a themed Star Ferry entering service from July 28 onwards. The vessel features decorations inspired by Chiikawa the Movie: The Secret of the Mermaid Island, with Chiikawa, Hachiware and Usagi appearing in character displays throughout the ferry. At Tsim Sha Tsui Ferry Pier, a Chiikawa-themed staircase has been installed on the route towards Wan Chai, displaying 14 limited-edition film posters for visitors to photograph.
Cat Wang is an editor at Tatler Asia based in Hong Kong, where she covers business, wealth, innovation, and impact. Previously, she was a Forbes Asia reporter and assistant editor of the Forbes Asia 100 to Watch list, spotlighting startups and small companies on the rise across the Asia-Pacific. She began her career as a trainee reporter at the South China Morning Post, Hong Kong’s newspaper of record. Born in New York City, she graduated from the University of California, Los Angeles, with a B.A. in political science.
