Seriously cute: psychologist explains Chiikawa’s popularity among Hong Kong youth

The characters in the series have seen a growing following in Hong Kong. Several Chiikawa fan accounts based in the city boast tens of thousands of followers, and Hong Kong-based company Casetify launched a Chiikawa series of tech accessories in December.

According to Ken Fung, a clinical psychologist at Jadis Blurton Family Development Centre in Hong Kong, the show’s popularity comes from its unique ability to blend an adorable aesthetic with deeper themes that resonate with youth.

“At first glance, Chiikawa’s appearance is cute and approachable with its large, round eyes and a small mouth – this reflects an innocent and curious personality, but the episodes are far deeper than that,” said Fung, who is also the founder of an Instagram support page, Your Relationship Clinic.

He noted that the show’s charming design and the overall soft art style immediately draws viewers in. But beneath the surface, Chiikawa explores sombre themes, such as struggles with fear, survival and failure.

“There’s really something captivating about the mix of cuteness and seriousness,” Fung said.

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Unlike other popular Japanese mascot characters like Hello Kitty who are portrayed with perfect lives, Chiikawa and his friends face many challenges such as falling into a pit and failing weeding tests.

In the series, the characters need to work hard to earn money for the things they need. Their jobs are neither exciting nor glamorous; they need to hunt monsters, remove weeds and put stickers on fruits.

These laborious, mundane tasks mirror what many students go through every day.

Chiikawa’s friend, Hachiware, once lamented: “I wish the stuff we wanted would just pop out of the ground.”

Even amid their daily toils, Fung noted that the characters openly expressed their disappointment, sadness and fear of failure.

He pointed to an episode in which Hachiware admitted he did not know some answers on a test, so he just guessed. Chiikawa was relieved because he did the same too.

“This is a beautiful aspect of the show because it reduces the stigma around being vulnerable ... and helps teenagers understand that these negative emotions are normal parts of life and nothing to be ashamed of,” he said.

“These relatable themes resonate deeply with teen audiences, adding a layer of emotional depth that goes beyond simple cuteness.”

The anime also shows life’s pockets of unexpected joys when delicious food magically appears or when Chiikawa has a meal with his friends.

“They really enjoy simple things like spending time together even if it’s doing nothing special and just eating together,” Fung said.

“These scenes show us that even ordinary, everyday life can be beautiful, and we often forget that.”

He added that the series also highlights the emotional value of connection and shared experiences.

“This is especially important for teenagers who might feel lonely or isolated, especially in a time when we spend so much time on social media and forget the value of face-to-face interactions,” Fung said.

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According to Fung, watching episodes of Chiikawa could have many benefits for young people.

The psychologist said the series’ use of emotional cues could help teenagers learn to express their own feelings and read those of their peers.

Chiikawa and his friends do not speak in full sentences, but use sounds like “waa” and “aaah” to communicate. Thus, body language takes centre stage. Viewers end up paying attention to emotional cues, such as Chiikawa’s wide trembling eyes when he feels threatened.

Fung also said that the series’ gentle pacing and focus on small, joyful moments could create a calming, meditative experience for viewers.

“In fact, watching Chiikawa can be a mindful activity – provided that you don’t binge-watch it of course,” he said.

Watching the characters engage in simple acts like eating also encourages viewers to slow down and be present in the moment.

The psychologist said: “This aligns with the core objective of meditation: to be mindful of the present time, slow down and observe.”

The series also emphasises friendship, teamwork and mutual support without judgment. This resonates with youth who are seeking acceptance and belonging.

“I think Nagano has done a splendid job in creating a world that allows one to feel a bit less lonely, less afraid and less judged,” Fung said.

“I really like how the characters’ relationships show that in a world filled with challenges, kindness can help them overcome even the toughest obstacles.”

Beyond the series itself, Fung noted that its growing fan base could provide a sense of community for viewers since young fans tend to connect with other enthusiasts online or at meet-ups. He hopes this support can be reflected in other spaces as well.

“This sense of solace is much needed today, and I hope that the positive impact of Chiikawa can be extended to offer real-life support and a sense of community for teenagers looking for that same comfort,” he said.

• Stop and think: What are the “deeper” themes that are explored in Chiikawa?

• Why this story matters: Being a student can be stressful, but it is helpful to have reminders of the little things in life that can bring joy. According to a psychologist, Chiikawa is small, but powerful tool for feeling a little less lonely in challenges we face.