Kawaii Mini Collectibles: How Tween Girls Are Driving the Global ‘Cute’ Craze

The Japanese concept of ‘kawaii,’ meaning ‘cute,’ has transcended its cultural origins to become a worldwide phenomenon, captivating audiences across various demographics. At the forefront of this trend are tween girls, whose enthusiasm for all things adorable is propelling the popularity of kawaii mini collectibles to new heights.​

In South Africa, the kawaii trend is gaining momentum, with products like ZURU’s Mini Brands Kawaii series set to launch in stores later this month.

“The global fascination with kawaii culture reflects a universal desire for joy and playfulness,” says Glenn Ambrose, Country Manager at ZURU South Africa. “We’re excited to bring the Mini Brands Kawaii series to South African consumers, offering them a taste of this delightful trend.”

He notes that one intriguing manifestation of the Kawaii trend is the rise of miniature food videos on social media platforms. “Creators are crafting tiny, edible meals using miniature utensils and cookware, often serving them to dolls and toys.” 

According to Business Insider this captivating content has garnered significant attention, with a report from video intelligence firm Tubular Labs revealing that miniature food videos account for 3 percent of total views in the food category. 

“Although originating in Japan, kawaii culture now permeates numerous facets of daily life, from art and media to food and fashion,” he explains. “This aesthetic emphasises childlike charm and innocence, often featuring bright colours and characters with youthful appearances.” 

Notable examples he explains include globally recognised figures like Hello Kitty and Pikachu, which have become synonymous with the kawaii movement.

Toy companies have adeptly tapped into this burgeoning interest by producing miniature collectible capsules that encapsulate the essence of kawaii. “ZURU, is a leader in this space and in addition to several other mini collectible capsules now offers the Mini Brands Kawaii series, featuring over 30 super cute miniatures that appeal to collectors of all ages,” Ambrose adds.

He says that the Kawaii collectibles include rare scented minis, liquid-filled minis, and squishy slime, enhancing their appeal through sensory engagement.

“The appeal of kawaii mini collectibles lies in their ability to blend nostalgia with contemporary trends, resonating with both Gen Z and Millennials,” he adds. “For tween girls, these items serve as a form of self-expression and a way to connect with peers over shared interests.”

In addition, Ambrose says that the unboxing experience, combined with the thrill of discovering rare items, adds an element of excitement that keeps collectors engaged.​

“As kawaii continues to influence global markets, its impact on consumer behaviour, especially among tweens, underscores the cultural shift towards valuing cuteness and collectability,” he says. “This trend not only highlights the universal appeal of kawaii but also its ability to foster connections across different cultures and age groups.​”

ZURU’s Mini Brands Kawaii will be available later this month at leading retailers nationwide.