The iconic Japanese plushie, Monchhichi, is back, and it’s getting a major boost from none other than global superstar Lisa of BLACKPINK. In a new Instagram post, the ‘Money’ singer was seen with a fuzzy Monchhichi keychain dangling from her designer handbag, signaling her latest fashion obsession.
The Rise of Monchhichi
Lisa, who is often credited with sparking the frenzy for the designer toy Labubu, seems to be giving the retro toy the same celebrity treatment. A post on her Instagram feed, captioned “Some sleepless nights,” featured a carousel of photos from her time in Japan, including a shot where the vibrant yellow Monchhichi was seen attached to her Louis Vuitton P9 series bag.
The Monchhichi brand, created by Sekiguchi in 1974, is experiencing a demand surge that rivals its original heyday in the 1970s and 80s. According to Sekiguchi, sales of Monchhichi more than doubled in the year ending February 2025, reaching 4.6 billion yen (approximately $39.9 million USD). Overseas sales, in particular, grew faster than the domestic market, with international buyers accounting for around 40% of the brand’s revenue.
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This comeback is part of a broader trend where designer toys, cute trinkets, and collectible accessories have become hot-ticket items, driven largely by social media. Brands like Sonny Angels, Smiskis, and Jellycats have also been flying off shelves around the world. The global keychain pendant market is projected to be worth over $28 billion by 2033.
The History of a Toy Legend
For those who didn’t grow up with them, what is a Monchhichi? The name itself is an amalgamation of the French word “mon” (mine) and the Japanese onomatopoeia “chichi,” which mimics the sound of a baby sucking a pacifier. The plushies, designed to look like monkey-babies, were a global hit in their early days, even spawning an animated cartoon series and a licensing deal with Mattel.
After a decline in sales, Monchhichi exited most markets for over a decade. Interest has returned in fits and bursts since then, but its most recent full-fledged comeback started in Thailand and South Korea. Lisa’s recent post only adds to this momentum. Sekiguchi’s president and CEO, Toshitaka Yoshino, stated his ambition is to “flood the world with Monchhichi” but also remains cautious, grounded in the philosophy that “what’s selling today will stop selling one day.”
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The company is now focusing on adults, who have more disposable income and longer attention spans than children. The brand has been making its way back into US retailers like Urban Outfitters and Barnes & Noble. A fan from Tokyo, who asked to remain anonymous, told Bloomberg that Monchhichi is an “essential fashion item” and that “going out without Monchhichi is like going to work without socks.”
With Lisa’s endorsement, Monchhichi is set to become an even bigger sensation, proving that what’s old can be new again, especially with a pop superstar’s seal of approval.
