It is no secret that many Gen Z adults are extremely drawn to cute mascots. From the Sanrio empire to the recent rise of blind boxes such as Labubu, young adults are more than willing to buy merchandise of their favorite cute characters. However, among the mascots, is a new competitor making their mark in the world: Chiikawa.

“Chiikawa” – short for “Nanka Chiisakute Kawaii Yatsu” (“Something Small and Cute”) is an online manga series about the daily lives of a cast of cute animals as they work, study and enjoy life in the forest. The series is written by Nagano, a Japanese artist that focuses on designing animal characters. The titular character first appeared in an X post uploaded by Nagano on May 1, 2017 – a small comic about how Nagano would like to be a small critter that will cry when tired or yelled at, and then dance when happy. This sketched comic quickly gained popularity with 16,000 likes and about 5,000 reposts. After making similar short comics on their original account, Nagano remade and uploaded them on an official “Chiikawa” X account.

In the webcomics, Nagano continued to expand on the world of “Chiikawa” by introducing new characters such as Usagi – a gluttonous rabbit that regularly teases Chiikawa – and Hachiware – a cheerful cat that enjoys photography and playing the guitar – as Chiikawa’s friends. The series usually follows the daily lives of the main trio as well as other characters as they work for money by weeding the grass, getting part-time jobs and hunting down monsters. The animals also seem to be monitored by the “Yoroi” species – humanoids that are covered in armor – as they offer the animals work and protection. Along with the seemingly carefree nature of the series, Nagano gives sinister implications that these critters can become the very monsters that they hunt.

Despite going up against the other titans of Japan’s kawaii culture, it is astounding to see the amount of success and progress that Nagano has made since 2018, with seven volumes published since 2020 and an anime adaptation in 2022. In March 2025, the official “Chiikawa Pocket” app was released in various countries across the world. On top of all of this, “Chiikawa” has also garnered official collaborations with the Hankyu Railway and the MLB Tokyo Series 2025, among others. While most of this expansion has been focused within Japan, there is a steady fanbase overseas as fans translate media, share memes and spread “Chiikawa”-related news.

But what is appealing about this small animal that cries and dances? While the series may seem like a simple cartoon for children, the topics that Nagano delves into resonate with young adults. Such topics include: working hard, only to fail in the end; betrayal from trusted ones; and savoring the moments one has with their friends because, one day, they will all come to an end. With mental health issues becoming more recognized among Gen Z adults, it is comforting to have a series acknowledge these feelings and present them in a relatable manner. Fans of “Chiikawa” are able to read the comics and find comfort not just from the adorable characters and fantastical setting, but also the validation of their efforts against the struggles of everyday life.

With Nagano still continuing to work on the comics online, they show no signs of stopping anytime soon. Additionally, the series is still slowly gaining international popularity and accessibility, allowing it to be able to strike a chord with more young adults regardless of nationality. While the future is still uncertain, it would be fair to say that “Chiikawa” is going to be sticking around for a long time.

Written by Jordan Pierce, Photography: Chioma Chukwuemeka, Social Media: Lauren Tran, Styling: Cindy Chen

The Power of Cuteness