In September 2026, the animated film Chiikawa the Movie: The Secret of the Mermaid Island was released in theaters domestically. The film features the characters and adventures created by Japanese illustrator Nagano, commonly known as "Chiikawa" (or Monjak-gwi in Korean).

When the news of the release first dropped, I wasn't particularly interested. But before long, these small, round creatures began popping up one by one on my social media feeds. A few days later, a junior at work shared the news, mentioning how immensely popular they are in Japan.

These days, characters are a common sight everywhere in everyday life. Bags usually have at least one plush keychain dangling from them, and collecting various merchandise has become a form of hobby culture. Enjoying cute characters seems to have become a natural part of daily life.

However, keeping up with the speed of trends is no easy feat. Just when you think a new character has emerged, another one pops up out of nowhere. For someone like me, who has inadvertently become one of the "old-school seniors," it's a dizzying world to keep pace with. Names like "Chiikawa," "Hachiware," "Usagi," and "Momonga" sound completely foreign. Even their appearances all seem similar at first glance, yet fans insist each one has a distinct personality and backstory.

So, I decided to find out for myself. Who on earth are these little guys, and why do people love them so much? Focusing on eight representative characters, I explored their unique personalities, charms, and relationships with one another.

What is Chiikawa? & Meet the Creator

First off, Monjak-gwi (commonly known as Chiikawa) is an abbreviation for "something small and cute" (Nanka Chiisakute Kawaii Yatsu), a character and manga series created by Japanese illustrator Nagano. Its defining feature is the subtle dark fantasy elements hidden beneath the cute visuals and ordinary daily lives.

The world of Chiikawa is not entirely peaceful. The characters pull weeds to make a living and exterminate monsters to earn a bounty. They even take qualification exams to secure better jobs. On the flip side, they share delicious food and spend time together, enjoying small moments of happiness. It is a unique worldview where cuteness and realistic hardships coexist.

① Chiikawa — A Crybaby Protagonist Who Never Gives Up

Chiikawa, the protagonist of the series, is small and timid. He bursts into tears over the smallest things and panics in dangerous situations. However, his greatest charm lies in how he summons up the courage for his friends despite his fears. Rather than a mighty hero, the story of a clumsy, ordinary existence growing bit by bit deeply resonates with viewers.

(Note: "Chiikawa" is a contraction of the Japanese phrase meaning "something small and cute.")

② Hachiware — The Always-Optimistic Problem Solver

By Chiikawa's side is his reliable friend Hachiware. He never loses his positive attitude even in difficult situations and looks out for his frightened friends first. Because he speaks more fluently than the other characters, he often plays the role of explaining the world's situations. Thanks to his signature bright energy and affectionate nature, he is an inseparable best friend to Chiikawa.

(Note: "Hachiware" refers to a cat with fur on its forehead split in the shape of the Chinese character "八" [eight] in Japanese tradition.)

③ Usagi — An Unpredictable, Free Spirit

Suddenly shouting, darting off somewhere, and throwing people off guard with unexpected actions, Usagi is a bundle of surprises. Usagi’s signature cries are "Yaha!" and "Ura!" Though a mischievous soul whose actions come before words, Usagi displays astonishing agility and skill in crises. As a character embodying both eccentricity and strength, Usagi adds unpredictable fun to the series. (Stay tuned to the very bottom of this article, where we've put together a special section on Usagi's unique "rap" charms!)

(Note: "Usagi" means "rabbit" in Japanese.)

④ Momonga — A Troublemaker Who Weaponizes Cuteness

With big eyes and a fluffy tail, Momonga possesses cuter looks than anyone else, but the personality is no pushover. Wanting to hog all the attention and praise, Momonga throws tantrums when things don't go as desired. This is a character who actively exploits the fact of being cute. The gap between an adorable appearance and shameless behavior is Momonga's unique charm. (And Momonga harbors a hidden secret!)

(Note: "Momonga" means "flying squirrel" in Japanese.)

⑤ Kurimanju — A True Connoisseur of Drinks and Snacks

Kurimanju is the resident heavy drinker of the Chiikawa world, always enjoying delicious food and alcohol. Despite a small stature, this mature character knows how to savor a drink, with a signature exclamation of "Ha~!" right after a sip. Usually focused on eating and drinking in silence, Kurimanju shows a surprisingly affectionate side by sharing food and helping out friends. The way this character pairs drinks and snacks is especially impressive.

(Note: "Kurimanju" is named after a traditional Japanese sweet stuffed with chestnut paste.)

⑥ Rakko — The Ultimate Swordsman Everyone Admires

Rakko is a powerhouse boasting exceptional skills in monster subjugation. With brilliant swordsmanship and calm judgment, this character earns the deep respect of others. Yet, contrary to this tough exterior, Rakko melts completely in front of sweet desserts. Complete with a sweet, affectionate streak of teaching younger peers, this character balances overwhelming skill with adorable reverse charms.

(Note: "Rakko" means "sea otter" in Japanese.)

⑦ Shisa — A Hard Worker Who Achieved Dreams Through Diligence

Shisa is a hardworking employee at a ramen shop. Diligent enough to pass difficult qualification exams, Shisa harbors deep affection for the work being done. Respecting the ramen shop mentor and learning eagerly are core traits. Rather than flashy abilities, this character carves out a place through steady effort and sincerity.

(Note: "Shisa" originates from the traditional Okinawan guardian lion-dog statues.)

⑧ Furuhonya — A Quiet Yet Deep-Hearted Bookstore Friend

Furuhonya, who buys and sells used books, is timid yet affectionate. Completely opposite in personality to the self-centered Momonga, the two are close friends. After receiving a "crab"-shaped headband from Momonga, Furuhonya's previously monochromatic body gained color, prompting an even deeper fondness for Momonga. The purity and warm heart that silently accept a friend's mood swings are this character's true appeal.

(Note: "Furuhonya" means "used bookstore" in Japanese.)

The characters of Chiikawa each live out their days in their own unique ways. Some are timid, some are headstrong, and others work quietly and steadily. They labor to make a living, face frustration when failing qualification exams, and find comfort in their friends at times.

Perhaps the reason these figures—carrying realistic worries yet refusing to give in to failure and trying again—have struck a chord with the younger generation is because people see reflections of themselves in these small, clumsy characters. Beyond mere cuteness, this might just be why Chiikawa is so deeply loved.

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