"I Thought It Was a Kids' Movie, but It Was About Me"... What Makes "Meonjagwi" So Captivating to People in Their 30s and 40s?

"Something Small and Cute": Meonjagwi Merchandise Gains Popularity
The Film Draws 1.85 Million Viewers, Expanding Its Adult Fan Base

Despite their cute appearance, the Japanese characters Chiikawa are winning over adult fans who relate to their struggles with employment, making ends meet and housing. The work is known in South Korea as "Meonjagwi" (something small and cute), and analysts say its story of finding small joys amid life's hardships is drawing in not only people in their 20s and 30s but also those in their 30s and 40s.

Popcorn buckets shaped like Chiikawa, Hachiware and Usagi, released by CGV. They cost 29,000 won each. Screenshot from an online community.

Known as "Chiikawa" in Japan and "Meonjagwi" in South Korea

According to the Korean Film Council's integrated ticketing system, "Chiikawa: The Secret of Mermaid Island" drew 24,229 moviegoers on October 19, taking the top spot at the box office. Its cumulative audience total stands at 1,853,136.

Released on September 30, the animated film follows Chiikawa and friends as they travel to an unknown island after receiving a tempting offer of 100 times their usual pay, then uncover the secrets hidden there. It is based on the "Siren Arc," a popular long-running story from "Chiikawa," a series by Japanese illustrator Nagano.

Poster for the film "Chiikawa: The Secret of Mermaid Island." Daewon Media.

The film's box-office success has also fueled a rush to buy character merchandise. At the Chiikawa Shop Yongsan, which opened at I'Park Mall in Yongsan-gu, Seoul, long lines of fans formed, with some waiting since the night before. Popular items, including Chiikawa dolls in hanbok, stationery and accessories, repeatedly sold out soon after they were restocked. Social media posts sharing shopping tips, such as "how to get in line early at the Chiikawa Shop" and "where to find Chiikawa merchandise," have also been appearing in quick succession.

The "capitalism" behind their cute faces 

Chiikawa (ちいかわ) is a work by Nagano, an illustrator also known for the popular Japanese character Nongdamgom. The series began in 2020 and gained popularity before being adapted into an animated series that began airing on Japan's Fuji TV in 2022. Its collected comic volumes have sold more than 5 million copies.

It has become a trend to bring a doll of the character and take a photo with it before watching the movie. Screenshot from social media.

The story features Chiikawa, Hachiware and Usagi, among others. Despite their small, cute appearances, the world they live in is far from peaceful. To make ends meet, the protagonists pull weeds or apply stickers, and sometimes risk their lives to hunt monsters. With jobs in short supply, they also face competition to find work.

They must also pass certification exams to earn more money. While Hachiware passes an exam, Chiikawa fails several times and tries again. It is a realistic portrayal of how hard work does not always lead to the same outcome.

Their living situations also vary. Chiikawa lives in a home won in a lottery, while Hachiware lives in a cave, sleeping under an old blanket. In this way, real-life problems such as job competition, income inequality and housing insecurity are woven naturally into the world of these cute characters.

"I thought it was a kids' movie, but it's about me"... A "realistic story" that moved adults to tears

The series does not depict only the hardships of life. After finishing difficult work, the characters share food and sing together, enjoying small moments of happiness. Their ability to comfort one another and carry on with daily life even in uncertain circumstances is seen as another part of the series' appeal.

Usagi (the yellow rabbit on the left), who passed the Level 3 Weed-Cutting Certification, and Hachiware (the blue-eared cat on the right), who is depressed after failing the exam. Even in the world of Chiikawa, studying for certifications is portrayed as important alongside work. Screenshot from an online community.

Analysts say this is what resonates with adult moviegoers. According to GEM Partners, a Japanese entertainment market research firm, Chiikawa fans are about 40 years old on average, with people in their 30s making up the largest share. In South Korea, CGV ticket booking data showed that people in their 20s accounted for 47% of moviegoers for "Chiikawa: The Secret of Mermaid Island."

Ms. Shin, a woman in her 30s who took a day off work to see the Chiikawa film, said, "At first, I thought it was a kids' movie, but I was comforted by the characters, who work hard but never lose their innocence or optimism. I even found myself in tears."

Challenge videos imitate the so-called "Usagi rap" performed by Usagi, the yellow rabbit featured on the soundtrack of the animated film "Chiikawa: The Secret of Mermaid Island." Made up entirely of Usagi's signature sounds, such as "Yaha!", "Ura!" and "Pururu~," the rap has spread across social media as a meme. Screenshot from Instagram.

Analysts say adult fans are drawn to the series for more than just the characters' cute looks. The characters' struggles with precarious jobs, tight finances and competition, and the way they lean on their friends as they get by, resonate with young and middle-aged people facing similar realities.

A 29,000-won popcorn bucket sells out... From "watching fandom" to "buying fandom"

The Chiikawa craze is rapidly spreading into consumer spending on merchandise and pop-up stores. Fans are increasingly bringing character dolls to movie theaters and taking photos with them in front of the screen or a poster. Short videos comparing their reactions before and after watching the film are also being widely shared on social media.

‘Meonjagwi’ merchandise sold at Daiso, Alpha stationery stores, and other retailers. Screenshot from TikTok.

Retailers are also rolling out related products one after another to tap into demand from fans. After CGV sold out of its popcorn buckets shaped like Chiikawa, Hachiware and Usagi, priced at 29,000 won each, including the additional stock, it announced a third round of advance sales. On October 1, Chiikawa, Hachiware and Usagi also appeared on Mnet's music show "M Countdown," performing to the Korean-language version of the film's song "Island Song."

A retail industry official said, "Kidult culture has recently evolved beyond buying character merchandise to include a range of experiences related to characters, such as watching films and visiting pop-up stores. Spending by fans is likely to spread across the retail and content markets as a whole."

This content was produced with the assistance of AI translation services.