Is your feed full of the mischievous sharp-toothed elf peeking out of pastel boxes? Are you suddenly considering spending your rent money on a blind box hoping you’ll get Zimomo and not another repeat? Whether you’re deep in the world of unboxing reels or just mildly amused that Blackpink’s Lisa is out there passionately showing the difference between Labubu and Zimomo like it’s a TED talk, we are all living through the Labubu Era.
Welcome to the Kawai culture, where cuteness isn’t just a look — it’s a lifestyle. It began in Japan, bloomed in stationary aisles and spread like glitter through every corner of pop culture. But as Labubu conquers the hearts and the shelves, it is the perfect moment to step back and appreciate the OGs — the Kawai icons who defined the genre long before this chaotic elf showed up and demanded we collect his entire forest. They are on your explore page, your co-worker’s desk, and definitely hanging off someone’s tote bag at the cafe. Let’s revisit the five legends who laid the groundwork for his rise, one kawai icon at a time.
Hello Kitty: The OG Kawai Queen
Remember the time we were all obsessed with Hello Kitty phone covers, key charms, hair clips, lunch boxes—basically anything we could slap that cute little face on? Yep, she was everywhere—and honestly, she still kind of is. Born in 1974 and created by designer Yuko Shimizu, Hello Kitty (real name: Kitty White, because why not give her a full human identity?) quickly became the queen of kawai. With no mouth—so we could imagine her feeling whatever we were feeling—and a classic red bow, she wasn’t just a character, she was a lifestyle. What started as a design on a coin purse exploded into a multi-billion-dollar empire spanning toasters, airplanes, beauty products, and even fashion week collabs. She didn’t need a backstory or a TV show—just vibes, pink, and the power of pure, unfiltered cuteness.
Hello Kitty didn’t just open the door to Kawai culture—she kicked it open with glitter-covered boots and invited the whole world in.
Kuromi: The Sassy Frenemy with Style
If Hello Kitty is the sweet girl next door, Kuromi is the one sneaking out past the curfew in eyeliner. Created in 2005 as My Melody’s (another fictional kawai character) rival, Kuromi’s black jester hood, skull accessory, and “I do what I want” energy made her an instant icon for anyone who loves their cuteness with a little chaos. She’s moody, bratty, and deeply relatable. No wonder she’s all over TikTok edits and alt-kawai fashion. Kuromi is here for your goth phase after embracing Hello Kitty. It’s seen in keychains, Goth themed fashion, stickers, collabs with Shein and so on.
Gudetama: The Lazy Egg
Meet Gudetama, the anthropomorphic egg yolk who just wants to lie down. Relatable, right? Launched in 2013 by Sanrio (Japanese entertainment company) , Gudetama is the hero of the chronically tired (us moment). He’s soft, runny, and entirely over it. He lies on a bacon blanket, sighs at everything, and avoids effort like it’s cardio. And in today’s burnout culture, we don’t just like him—we are him. Gudetama is the anti-mascot for productivity, and somehow, that makes him even cuter. We can see him on slippers, kitchen towels, memes that scream “Same!”.
Rilakkuma: The Bear Who Said “Nah”
Rilakkuma doesn’t work. He doesn’t hustle. He doesn’t even stand up unless it’s for snacks. Created in 2003 by San-X (Japanese Stationery Company), his name literally means “relax bear,” and that’s all he does. He appears in office supplies, sleeping bags, and yes, a Netflix series. He’s the plushie version of your weekend self. Calm, cozy, no emails please. Rilakkuma is kawai for grown-ups with a strong nap agenda (again, us moment).
Cinnamoroll: The Flying Cloud Puppy of Your Dreams
Cinnamoroll is so sweet, you might get a cavity just by looking at him. Designed in 2001, this flying white puppy with cinnamon-roll ears lives in a sky café and spreads joy like whipped cream. He’s the embodiment of soft kawai—pure and ideal for people who want to wrap themselves in a pastel cloud of comfort. Cinnamoroll is the emotional support animal and it’s seen on plushies, pastel phone grips, themed cafes across Japan.
Labubu—the Chaotic Elf of Today
Created by Kasing Lung in 2015 and made famous through Pop Mart’s blind box collectibles, Labubu is a strange, scruffy, sharp-toothed imp that somehow oozes the charm. Unlike the traditional kawai characters, Labubu doesn’t smile sweetly—he grins like he just committed a prank. He seems loud, quirky, and totally unhinged. And probably that’s why people love him. With celebrity fans like Lisa and a booming resale market, Labubu proves that kawai is evolving—it’s not just about softness anymore. It’s about personality, collectibility, and chaos in a box.
So next time you scroll past another Labubu haul, remember: long before he grinned his way into your explore page, kawai culture was already thriving—soft, sassy, sleepy, and everything in between. Whether you’re a Hello Kitty loyalist or a Labubu convert, there’s one thing we can all agree on: cute is powerful.