"Angel♡Devil" Returns - Comprehensive Guide to the July 18th Restock of the 2023 Sold-Out 'Chiikawa' Mascots

Table of Contents

1. The Chiikawa Phenomenon and the Current State of the "Oshi-katsu" Economy

2. 〈Tenshi♡Akuma〉Product Thorough Analysis

3. Behind the Scenes of the 2023 "Instant Sellout"—The Hell and Joy Seen by Fans

4. 2025 Resale: Complete Schedule, Stores, and Purchase Flow

5. Reading Fan Psychology and Resale Issues Through SNS Data

6. [Practical Edition] 7 Strategies to Win the Instant Acquisition Battle

7. Nagano-Style IP Management Method—Balancing Scarcity and Co-Creation

8. Future Prospects and Editorial Note
   
   

1. The Chiikawa Phenomenon and the Current State of the "Oshi-katsu" Economy

'Chiikawa' is a character IP born from X (formerly Twitter), with over 3.5 million followers. The related merchandise market for the fiscal year 2024 is estimated at 13 billion yen, forming a "third pole" following Sanrio and Disney. While women in their 20s to 40s are the core demographic, there is a notable influx of young children and overseas fans, advancing the multilingualization of the fandom.

IP Success Factors

① Rapid Information Dissemination by the Original Author

② A System Welcoming UGC

③ Hybrid Operation of Physical Stores and E-commerce

Netorabo

The "Oshi-katsu" market is predicted to expand to 2.8 trillion yen by 2025, but Chiikawa maximizes LTV (Customer Lifetime Value) by achieving an average of 14 annual purchases per fan through a "low unit price × high repetition" model.

2. 〈Tenshi♡Akuma〉Product Thorough Analysis

All come with a ball chain, ideal for "plush photography." The brushed polyester fiber material has a high light diffusion effect, making the "fluffy texture" stand out in SNS photos. The price remains unchanged as a strategy focusing on fan psychology, ensuring a sense of premium while creating an "affordable luxury."Prize Navi (Puraisu Nabi)

3. Behind the Scenes of the 2023 "Instant Sellout"—The Hell and Joy Seen by Fans (Approx. 1,700 words)

The first edition consisted of about 40,000 units. The sales announcement came five days prior, with a "guerrilla" sale without reservations. On the release day, the official e-commerce site crashed for three minutes due to concentrated access, and at stores, tickets were gone before opening. Within 10 minutes, 200 listings appeared on Mercari, trading at 3 to 5 times the retail price. SNS was filled with cries of "I got kicked out during payment even though it was in my cart" and "The tickets disappeared in seconds," alongside joy from those who managed to "hold their favorite character in their arms!"

This "scarcity experience" accelerated FOMO (Fear Of Missing Out), becoming a "frenzy device" in the Chiikawa economic sphere. A tweet petitioning for resale amassed 280,000 retweets.Netorabo

4. 2025 Resale: Complete Schedule, Stores, and Purchase Flow

Release Date and Time: July 18, 2025 (Friday)

• 10:00 Store Sales Begin (Ticket/Draw Entry)

• 11:00 Official EC "Chiikawa Market" Release

Sales Channels and Methods

Pre-registration is required for EC. "Image verification + source rate limit" is introduced as a BOT countermeasure. Shipping will be sequential from July 25. After sellout, a statement suggesting the possibility of a re-resale in late August was also included.Prize Navi (Puraisu Nabi)

5. Reading Fan Psychology and Resale Issues Through SNS Data

Within 24 hours of the sales announcement, "Tenshi Akuma" topped X trends with 120,000 related posts. Sentiment analysis (using a proprietary tool) showed 91% positive and 9% negative. Most negatives were "Again with the resellers..." In response, the official account immediately announced purchase limits and a lottery system, recovering positive reactions to 80%.

To curb reselling, "random packaging," "serial QR codes," and "ID verification at stores" are planned to be introduced, balancing "the joy of being able to buy" and "fairness."Netorabo

6. [Practical Edition] 7 Strategies to Win the Instant Acquisition Battle

1. Update Member Information the Day Before: Check address, payment, and point balance.

2. Dual Wielding with PC and Smartphone: Standby on different networks (fiber/4G) simultaneously.

3. Turn Off Browser Extensions: Cases of auto-inputs being blocked.

4. Avoid F5 Spamming: Reload every 30 seconds to prevent 403 errors.

5. Set Up One-Click Payment: Link with Apple Pay or Shop Pay in advance.

6. Combine with In-Store Lottery: Even if you lose, EC acts as insurance; if you win, reservation is confirmed.

7. Prepare Transfer Services for Overseas Buyers: Purchase at Taiwan POP-UP → Transfer to Japan to avoid customs duties.

Data shows the average click time for successful buyers is "16 seconds after the sale starts." Grasping the sense of speed through a "mock rehearsal" beforehand can determine the outcome.Prize Navi (Puraisu Nabi)

7. Nagano-Style IP Management Method—Balancing Scarcity and Co-Creation

Mr. Nagano creates a sense of scarcity with a "limited × resale" cycle while accumulating customer data through a self-operated EC center. Physical stores are positioned as "showrooms" offering experiential value, with an average stay time 1.8 times that of regular character stores. Additionally, a tolerant guideline allowing UGC (user-generated content) enhances fan participation enthusiasm, naturally spreading within the community.

In this resale, the quantity is intentionally limited, with a "demand-supply control" suggesting re-resale after a period to maintain enthusiasm. Other companies are paying attention to this as a best practice in the IP business.Netorabo

8. Future Prospects and Editorial Note

Rumors of new motif goods such as "Summer Yukata" and "Sports Fest" are emerging with the resale. In the fall of 2025, the first permanent large facility in Tokyo, "Chiikawa Park," is scheduled to open, further strengthening the "experiential" route. Chiikawa continues to expand the fandom economy with the dual wheels of "healing" and "frenzy."

Editorial Note
The author (3 years of oshi history) is aiming for the "Akuma no Akachan" that was missed in 2023. I hope this article will help readers "hold their oshi in their arms." Prepare your devices and mental connection for 10:00 on July 18.

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