Have You Also Fallen for These “Adorables”?

by Iris Liu (translated by ChatGPT)

8 July 2025

In 2022, cardboard animal figurines took Chinese university campuses by storm. The phrase “a bit childish for elementary school kids, but just right for college students” soon became a self-deprecating slogan among students. Born during the monotony of lockdown, these paper critters were originally a form of self-amusement. Yet even after restrictions lifted, the trend didn’t fade—instead, it exploded.

So what are the latest “adorables” capturing young people’s hearts?

A co-branded launch between Chiikawa and MINISO saw long lines from day one

Gansu Provincial Museum’s spicy hot pot-themed plush dolls went viral

Jellycat have amassed a devoted following among young adults

Handcrafted sensory stress toys—satisfying to squeeze and touch—have become irresistible desk companions

At first glance, adults obsessing over childlike things seems paradoxical. Isn’t it contradictory to exhibit juvenile behavior at an age traditionally associated with maturity? Is this a psychological throwback to earlier stages of human development? What exactly makes “cutesy” culture so addictive?

The Fairy Tale Continues: Rise of Subcultures

As anime and animation have matured, their sweet and innocent visuals now carry deeper cultural meaning, giving rise to a distinct subculture. Young people use these whimsical characters to express individuality and emotional nuance. Each beloved figure—from comics or animated art—is celebrated for traits that still resonate: kindness, optimism, sincerity. Just like children once adored Snow White and loathed the Evil Queen, young adults today find themselves drawn to these emotionally rich, personality-driven characters.

This shared fondness also builds social connections. Within these fan communities, people find belonging through mutual passion, forming bonds over a shared love for the same fantastical beings.

Emotional First Aid: Driven by Inner Needs

China’s youth are burdened by intense academic competition, job hunting stress, high parental expectations, and the ever-increasing cost of living. Under such pressures, “healing” products—cute, cozy, and comforting—offer a momentary refuge from the fast-paced grind. Whether it’s the softness of a plush toy or the innocent smile of a character keychain, these products allow consumers to revisit the purity of childhood or even compensate for what may have been missed.

These “adorables” often serve as silent companions—no need for them to speak; young people project their own narratives onto them, imagining them as loyal sidekicks and emotional anchors. That’s a key reason why the “healing economy” has soared in recent years.

Deconstructing Adulthood: A New Value System

This generation’s upbringing differs drastically from that of their parents. There’s no expectation to “grow up fast.” Within traditional social norms, maturity is supposed to look composed, responsible, and solemn. But for many young people, that ideal feels irrelevant—or worse, oppressive. It’s not that they can’t meet those standards; they simply choose not to. For a generation placing growing emphasis on self-expression and emotional authenticity, happiness matters more than ticking the boxes of conventional adulthood.

Childlike aesthetics, then, become a gentle rebellion. While they play the role of capable adults in daily life, their choice to embrace whimsicality sends a quiet but clear signal: we’re not all in. Yet once childishness becomes mainstream, can it still be considered a form of resistance?

Implication:

In the near term, the healing economy will likely continue its upward momentum. However, fads rise and fall quickly. For brands relying on the popularity of “adorables” and IP collaborations, such bursts of attention may be hard to sustain. With an endless stream of new cuteness hitting the market, how can brands secure lasting loyalty?

• Strong brand identity: Take Jellycat, for example—the signature beady eyes and subtle smile are instantly recognizable. A clear visual style and consistent brand values help cultivate long-term recognition and emotional connection, securing a lasting place in consumers’ hearts.

• Quality as a core principle: Despite today’s value-driven consumer habits, young people are not looking for cheap knockoffs in the healing category. Here, quality beats price. High standards build trust and encourage repeat purchases, even in a competitive market.

  
  

There’s no denying the charm of innocent joy. Occasional emotional comfort is natural, even beneficial. But when temporary escapism turns into a lifestyle, driven by social trends, what are the consequences?

Childishness has long been synonymous with dependency and self-centeredness—traits of those still growing. Perhaps this longing for simpler times reflects a hesitation to grow up, a delay in emotional development. Some may be responding to overwhelming life stress; others may be trying to retreat to a safe space they can control. Either way, choosing comfort over growth can signal a deeper tension within the modern psyche.

In the end, balance might be the wisest path forward.