Going out with your favorite plushie, taking photos in a cafe. There is an increasing number of Gen Z who now make such "Nui-katsu" a daily pleasure.
Plushies are not just objects; they are important entities that reflect your "favorite" and your individuality.
One of the features is that the circle of empathy expands by capturing them in photos and sharing them on SNS.
Recently, cafes and pop-ups designed to let people enjoy Nui-katsu more have appeared, and corporate initiatives have also increased.
In this article, we introduce the background to the spread of Nui-katsu and examples of corporate initiatives, while finding hints for experiences that cater to the sensibility of Gen Z.
▼If you want to know about Gen Z trends!! Also check out "What is a 'Heisei Girl'? The retro-cute worldview that Gen Z is obsessed with".
Have you ever heard the term "Nui-katsu"?
This is an abbreviation for "Plushie Activity" (Nuigurumi Katsudo), a culture spreading mainly among Gen Z where people take plushies with them when going out or take pictures with them in cafes. It might seem a little mysterious, but for the people involved, it is one of the most natural pleasures. It has now become completely established as a part of "Oshi-katsu" (activities supporting one's favorite).
Then, what kind of existence is the "nui" in Nui-katsu?
The "nui" in Nui-katsu refers to a plushie modeled after a favorite character or artist. They are cherished as a symbolic existence of Oshi-katsu, treated like a partner—dressed in clothes or photographed together at travel destinations. Photos are shared on SNS with tags like "#Nui-katsu" or "#nui-tori," and a flow where viewers naturally empathize with each other is emerging. (As of June 2025, there are 4.13 million posts with the "#nui-tori" tag)
For Gen Z, who value self-expression and empathy, Nui-katsu is a very natural act that is an extension of their SNS and daily posts. It seems that this culture is supported not only by cuteness and fun, but also by a sensibility that values "what I like" and the comfort of sharing feelings with someone. (As of June 2025, there are 4.13 million posts tagged with "#nui-tori")
How do people who enjoy Nui-katsu actually spend their time? There is a surprisingly rich variety of ways to enjoy it.
●Going out with a plushie
Taking them to cafes or tourist destinations and photographing them with the scenery. Performing it as if you are spending time together, such as having them sit in your favorite seat.
●Mastering "nui-tori" (plushie-photography)
Focusing on posing, backgrounds, and small items, on the premise of SNS posting. Many photos are shared daily, centered on the #nui-tori tag.
●Preparing outfits and accessories for the plushie
"Changing clothes" to match events, handmade outfits, etc. The feeling of wanting to "dress them up" as an object of fashion is spreading.
●Carrying dedicated items for the plushie
Many people prepare items that make time spent with a plushie comfortable, such as futons, carrying cases, and background boards for photography.
●Recording days with the plushie
A style of putting them together in travel albums or photo books, or posting them on SNS like a "plushie diary." Popular as a means to visualize memories with favorites.
●Interacting with other plushies
"Plushie accounts" connecting on SNS and interacting while giving the plushies a character personality. There is a community that spreads through plushies.
Looking at it this way, we can see that Nui-katsu is not just the act of carrying a plushie around.
It is the accumulation of small ingenuities to incorporate the "feeling of being with your favorite" into daily life. It might have a depth that is surprisingly addictive if you try it (!?).
Nui-katsu is permeating life mainly among Gen Z while also expanding into related consumer behavior.
According to a survey by "SHIBUYA109 lab.", a youth marketing organization operated by SHIBUYA109 Entertainment, about 80% of Gen Z women answered that they have "done Nui-katsu." It turns out that more people are in touch with this culture than imagined.
In addition to the plushies themselves, related items for Nui-katsu are appearing one after another, such as clothes, accessories, carrying cases, and photography props. The related market continues to expand, with Nui-katsu corners being set up in character goods sections and variety stores.
Furthermore, it is spreading to generations other than Gen Z, such as millennials and anime/K-pop fans, and the style of "enjoying taking your plushie with you" is gathering empathy from a wider range of people.
The background to the spread of this Nui-katsu consumption is the strength of its "diffusibility" such as photo-friendliness and SNS posting. Plushies are cute, make it easy to express individuality, and are entities that easily invite empathy. As a means to express their "likes," many people are incorporating Nui-katsu into their daily lives.
The spread of Nui-katsu is also linked to recent character trends. We have also introduced character popularity—such as Monchhichi and Puppet Sunsun, which people express their "likes" for by attaching them to bags or taking pictures of them—in this article.
▼Related Article: Why are Tamagotchi and Monchhichi popular with Gen Z? The reasons why people are drawn to Showa/Heisei characters
With the spread of Nui-katsu, companies and brands have also come to develop plans and promotions that cater to that sensibility. There are various approaches, such as photo spots where you can enjoy Nui-tori, proposals for plushie goods, and designs for "time with favorites" that extend to accommodation experiences. Here, we introduce corporate initiatives that have incorporated Nui-katsu.
The major craft supply company Yuzawaya developed an "Oshi-katsu/Nui-katsu POP UP STORE" at Marui Family Ebina in 2024. They had a wealth of goods to support the "fashion" and "performance" of plushies, such as clothes and accessories for plushies, mini-sized glasses and shoes, and even penlights.
The special event "Nui-tori☆Night ~With Your Favorite~" held in August 2024 at the "felissimo chocolate museum" developed by Felissimo. In addition to being able to tour and take photos in the museum with favorite plushies or acrylic stands, event-limited photo spots appeared. It was a project that had a lot of content that could be enjoyed with plushies.
At the hot spring inn "The Ryokan Tokyo YUGAWARA" in Yugawara, Kanagawa Prefecture, they offer a "Nui-katsu Pack" accommodation plan for people who enjoy Nui-katsu. They prepare experiences where you can spend time with your favorite even while traveling, such as futons exclusively for plushies, background boards for photography, and the rental of sewing machines dedicated to making clothes for plushies. It is attracting attention as a "favorite-travel" proposal that combines an extraordinary travel experience with Nui-katsu.
The household goods manufacturer Doshisha released a new color for its palm-sized "Mini Steam Iron" in June 2025. While it is a product that was originally popular for craft purposes because it is easy to finish details, in recent years, support from Nui-katsu users has expanded for use in making clothes for plushies and maintenance. With this new color, the company has officially highlighted its compatibility with Nui-katsu, making proposals conscious of young women, such as by offering pastel colors.
Nui-katsu is a new lifestyle that allows you to enjoy the "feeling of being with your favorite" through a plushie.
This movement, which is spreading mainly among Gen Z, is actually gradually influencing consumer behavior and corporate promotions.
Now that we are being asked not just to sell things, but "how can we create an opportunity for empathy?", Nui-katsu can be one of the hints.
"I want to be honest about what I like" and "I'm happy in the moments when I can share that with someone."
Planning and promotions that cater to such sensibilities may become increasingly sought after in the future.
People who are addicted to Nui-katsu are more straightforward about their "likes" than anyone else.
How to design "places where you can enjoy with your favorite" and "experiences where you can take home memories."
That context creation becomes a hint for thinking about future promotions.
For example...
●Displays and photo booths designed to make plushie-photography look great
→ Devise backgrounds, heights, and flow lines that make people want to take pictures and share
●Pop-up and event experiences premised on Nui-katsu
→ Structure design that allows people to enjoy photography, purchasing, and Nui-katsu all in one
●Novelties to enjoy "being with your favorite"
→ Plushie-sized XX, items to decorate plushies, goods to enjoy time with plushies, etc.
●SNS-linked experience flow development
→ Flow design where posts are naturally generated and creation of UGC utilization mechanisms
"How can we make time with our favorite even more fun in this place/with this product?"
From that perspective, if you review future promotion planning and experience design, new ideas might be born.
We at BEEATS have realized real places where brand appeal is conveyed together with companies through real promotions, spatial production, and sales promotion tools. We also handle pop-up stores and experience events for Gen Z brands, and we are focusing on planning designs based on "empathy" and "sharing."
Examples and initiatives that BEEATS has handled so far are introduced on the following page.
If you are worried about promotion design or space creation, please feel free to consult us.
▼For those who want to know more about Gen Z. Click here for articles you'll want to read together!
What is "Korean-style" that attracts Gen Z? Exploring the store design of Korean brands
Q1. What is Nui-katsu?
A1. Nui-katsu (Plushie Activity) is an activity where people take their favorite character or artist's plushie with them when going out or take pictures together. It has become established as part of "Oshi-katsu" mainly among Gen Z, and a circle of empathy is spreading through "#nui-tori" on SNS.
Q2. What exactly do people do to enjoy Nui-katsu?
A2. In addition to "nui-tori" (taking pictures of plushies)—where people take plushies to cafes or tourist destinations to photograph them alongside the scenery—they enjoy daily life with their favorites in various ways, such as changing their outfits with handmade clothes, collecting items like dedicated carrying cases or futons, and recording/interacting about their plushies on SNS.
Q3. What kind of initiatives are companies taking regarding Nui-katsu?
A3. Companies are catering to the Nui-katsu sensibility by providing experiences that allow people to enjoy time with their favorites even more, such as setting up photo spots where people can enjoy taking pictures of their plushies, developing pop-up stores stocked with clothes and accessories for plushies, and offering accommodation plans that come with futons exclusively for plushies.
