Mirumi charm arrives as soft, semi-sentient successor to Labubu craze

Yukai Engineering unveiled Mirumi at the start of January, positioning the new charm as a compact, interactive successor to last year’s Labubu craze. Designed as a soft, fuzzy accessory that clips to bags like the blind-box and keychain-style charms that helped popularize Labubu, Mirumi delivers subtler, more lifelike responses: head tilts, blinking, and other small motions driven by a compact onboard algorithm that reacts to touch and sound.

The launch matter is notable for timing and design. After Labubu captured widespread attention in 2025 for its collectible appeal and shareable unboxings, Mirumi takes the trend a step further by emphasizing semi-sentient interactivity rather than purely passive cuteness. That difference is already shaping how collectors and creators use the device: social-media unboxing and reaction videos have turned Mirumi into an early viral hit, with users highlighting the charm’s responsive behavior and the way it animates everyday objects like tote bags and backpacks.

Price and availability will determine how widespread Mirumi becomes. Yukai set the retail price at approximately ¥20,600, about $150, placing Mirumi at a premium point compared with many mass-market keychain accessories. Initial availability was limited, with units reportedly selling out or moving into presale arrangements soon after launch. That pattern mirrors the rollout that fueled Labubu’s early buzz, and it suggests collectors should expect waiting lists and intermittent restocks.

For Labubu collectors, accessory enthusiasts, and creators who rely on shareable content, Mirumi offers clear hooks: tactile interactivity that photographs and films differently than static charms, and moments of surprise when a seemingly inert item blinks or tilts. For buyers, practical considerations include budgeting for the price point and planning for limited supply. Check official Yukai channels for restock updates and presale windows rather than relying on secondary sellers where prices can balloon.

Mirumi’s arrival shows the hobby space is continuing to move toward devices that blur the line between toy and pet-like companion. Whether it reaches the same cultural saturation as Labubu will depend on supply, price accessibility, and how creators keep the conversation alive with fresh content. For now, Mirumi has given collectors and social creators a new, interactive canvas to showcase personality and play at the scale of a bag charm.