The World Takes Notice of the "Bag Plushie" Culture: A New Global Fashion Trend to Casually Wear Your "Likes"

1. What is "Bag with Plushies" — The Modern "Subtle Fan Appeal"

"Bag with Plushies" refers to the style of attaching one or a few plush toys to a bag, as the name suggests.

In street interviews in Japan, young people in Tokyo's Shibuya are shown attaching popular plushies like Disney's "Lilo & Stitch," Sanrio characters, characters by popular illustrator Mikko, and "Labubu" from the Chinese toy brand Pop Mart to high-end brand bags.Hatena Bookmark

The key is to find the right balance of "not making the plushie the main attraction.".
・Instead of covering the entire bag like an "ita-bag"
・Attach one large plushie to a bag from brands like Miu Miu or Louis Vuitton
・Carry your favorite character subtly while being mindful of the overall color coordination

This "subtle yet noticeable" balance fits well with the sensibilities of today's younger generation.

2. The Background of the "Bag with Plushies" Trend in Japan

2-1. The Maturity of Fan Activities and the Joy of "Taking Your Favorite Out"

Comments on Hatena Bookmark introducing an article from Yomiuri Shimbun summarize it as, "One aspect is enjoying it as part of fan activities. It's about taking out something related to your favorite official character or idol."Hatena Bookmark

Japanese fan activities include

• fans, penlights

• acrylic stands, can badges

• ita-bags

and have long nurtured a culture of"showing off.".

In this context, "Bag with Plushies" is

• easy to use not only at live events but also in daily life

• subtle enough to be acceptable at work or school

• relatively low financial burden if it's just one plushie

and has spread as a "daily version" of fan activities.

2-2. "Small Self-Expression" within Uniforms and Dress Codes

In Japan,

• school uniforms

• office dress codes

• a culture that values TPO (time, place, occasion)

and other environments often impose restrictions on "self-expression through fashion."

In the 80s and 90s, Japan had already cultivated a bag charm culture through character keychains from Sanrio and Rilakkuma. Attaching small charms to school bags functioned as a form of **"permitted rebellion"** back then, according to some analyses.[NANIKA]

In that vein,

• the size of plushies has increased

• the variety of characters has diversified

• and combined with fan activities and SNS culture

leading to the "Bag with Plushies" boom of the 2020s.

2-3. The Synergy of Post-COVID Outings and SNS Culture

As outings and events return post-COVID,
the desire to make rare outings more exciting has become a motivation to carry plushies around.

Furthermore,

• for those who are uncomfortable with selfies

• or prefer not to show their face

"plushie photography" (taking photos of plushies at outings and posting them on SNS) has spread. Japanese surveys also point out thatmany people take photos of plushies instead of selfies..Hatena Bookmark

With "Bag with Plushies,"

• it's easy to take photos (since they're always on the bag)

• you can go anywhere with your favorite character

• and easily connect with "plushie friends" on SNS

creating a culture that connects online and offline.

3. The Fashion Appeal: Color Coordination and "High & Low"

3-1. Creating a "Worldview" with Colors

Young people interviewed in Shibuya coordinate their plushies with their bags and overall color scheme, choosing blue-themed items centered around Disney's "Lilo & Stitch" or pink-themed Sanrio characters.They are considering the coordination of the bag and the overall color when choosing plushies.Hatena Bookmark

This is not just about "attaching a favorite character," but

• considering one's "personal color"

• the theme of the day's outfit

• seasonal feel (pastels in spring, browns in autumn, etc.)

and incorporating it as part ofthe total styling, including the plushie.

3-2. The "Gap Moe" of Luxury Bags × Plushies

The style of attaching just one "loose" plushie to a high-end brand bag has become a major trend worldwide.

• Reports suggest that BLACKPINK's Lisa attaching a Labubu charm to a Louis Vuitton bag sparked the popularity of Labubu.FASHION Magazine+1

• Overseas media describe plushie charms like Labubu as "pop and nostalgic icons, the opposite of quiet luxury."Vogue Arabia+1

Japan's "Bag with Plushies" follows the same logic,
with the contrast of "structured bag × soft plushie"being the appeal.

While adding a sense of "relaxation" or "humor" to an expensive bag,

• it creates a slightly approachable atmosphere

• and serves as a tool for accidental encounters with "fan friends."

3-3. A Source of Comfort and a Talisman-like Presence

Research following the Labubu boom indicates that plushie charms provide their owners with a sense of "comfort and healing, like childhood stuffed animals."The Washington Post+1

Similarly, Japan's "Bag with Plushies"

• provides mental support

• during crowded commutes

• stressful presentations

or the anxiety of solo travel,making people feel "it's okay as long as this little one is with me.".

4. SNS and the "Plushie Photography" Culture: A Presence that "Steps Forward" in Your Place

4-1. From Selfies to "Plushie Photography"

In Japan,

• for those who don't want to show their face

• or are tired of the editing culture

the style of posting photos with plushies as the main subjectis spreading, especially among the younger generation..Hatena Bookmark

• Taking photos of plushies with coffee at a cafe while traveling

• Setting up a composition with a plushie in front of a museum

• Taking outfit photos featuring only "plushie + bag"

These "plushie perspective" photos can be said to effectively balance "introverted shyness" and "outward expression."

4-2. The Increasing Global Trend of "Plushies for Social Media Appeal"

Globally,

• videos on TikTok and Instagram featuring "What's on my bag" with Labubu or Monchhichi attached

• hashtags like "Bag charm check" and "Keyring check"

are trending, andvideo and photo content centered around plushie charmsis increasing.Refinery29+1##HTML_TAG_488