"You're My Talisman": Japanese Women Take Dolls to Popular Restaurants Instead of Friends, Embrace "Nuikatsu" [The World Is Z Now]

(89) The "Nuikatsu" Culture of Taking Dolls Along Is Spreading
More Ways to Enjoy Dolls, Including as Fashion Accessories, Emotional Comfort, and Fandom Activities
Dolls Also Used to Cherish Memories

Editor's NoteGeneration Z, born from the late 1990s to the early 2010s, is drawing attention as a generation that leads culture and trends in a rapidly changing world and sets new standards across society. In [The World Is Z Now], we look at the lives and values of Gen Z around the world and explore how they are changing society.

A culture known as "nuikatsu" (doll activities), in which people collect and decorate dolls or take them along when they go out, is spreading among young people in Japan. Dolls are being used as fashion accessories and sources of emotional comfort, and some people are even having them specially made to remember pets that have passed away. The ways people enjoy dolls are becoming increasingly diverse.

"Click" with a doll at tourist spots... Popular in Japan

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On November 10, Japanese media outlet AERA Digital featured nuikatsu, a trend among young women. It described the activity as "collecting dolls of favorite characters, dressing them up, and taking them along when going out to take pictures." Dolls were once considered children's toys, but adults have recently begun collecting them as a form of self-expression.

Chiko, a doll photographer in Japan, said the distinctive feel and shape of dolls were what first prompted her to carry one around. "Its soft, squishy feel and round, cute shape made it seem almost alive," she said. "It was small, too, so I started bringing it with me when I went out, thinking it might be fun."

Chiko began taking doll photos in earnest about 13 years ago. At the time, figures were mainly used as merchandise to represent favorite characters. However, figures could be damaged, making them difficult to carry when going out. Then small, cute dolls came on the market, and she began taking them along on outings and photographing them at places such as tourist spots.

Kidult spending spreads... "Dolls can also be a way to express individuality"

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This culture of dressing up favorite dolls and taking them along when going out is taking root as a hobby among young people. In particular, quite a few people use dolls like accessories to show their tastes and individuality.

According to a survey conducted last year by research firm Shibuya109 Lab, which polled 507 female students aged 15 to 24, 59.4% of respondents said they "attach dolls to their bags." Asked what they considered when choosing a doll to take along when going out, 18.7% cited "how well it goes with their outfit." In other words, dolls are being used not merely as collectibles but as fashion accessories that complete a personal style.

Some people also keep dolls close to them for emotional comfort. In the same survey, when asked what a doll meant to them, 48.4% of respondents said it was "something that heals me." Another 30.4% said it was "like a talisman." When asked whether owning a doll felt similar to carrying a talisman, 70.3% responded positively.

The spread of fan culture is another reason nuikatsu is drawing attention. Doll merchandise lets people naturally express their affection for favorite celebrities or characters in their everyday lives. Compared with other merchandise, such as acrylic stands and cheering fans, dolls are easy to carry and can be taken along on outings without much hassle.

Runa Tokashiki, who conducted the survey, said, "Things that used to be considered for children are now being embraced by adults as hobbies that let them express their individuality. Trading cards and plastic models are examples. Nuikatsu, too, is no longer a niche activity enjoyed by only a few people; it is being embraced by a broader range of people."

Also used to preserve memories of pets and family

Some people also use dolls to hold on to their feelings for pets or family members who have passed away. Chiko said she had encountered many different stories while photographing dolls. "At first, I started taking doll photos because I wanted to keep my favorite characters close," she said. "But some people took part in the shoots for entirely different reasons." She said that one person wanted to photograph a doll made with fur from a dog that had passed away.

Another person had a doll made in the likeness of her late husband. After losing him and feeling lonely, the woman reportedly began enjoying going out again once the doll was made. Chiko said, "Some people take photos of family members who have passed away with them as they visit places and spend time sharing the scenery, as if they were traveling together. Perhaps dolls are becoming a new way to express those feelings." Dolls are thus serving not only as items for supporting favorite characters but also as a way to preserve memories of loved ones and pets and express a sense of longing.

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