After Labubu, Mirumi takes over social media in 2026

Just as Labubu defined a phase of internet-driven collectible culture, a new character from Japan is beginning to draw similar comparisons. Mirumi, a small interactive robot charm based in Tokyo, is emerging as the next potential viral fixation, not as a competitor in the goods space, but as a challenger in the attention economy.

What is Mirumi?

Mirumi is an attachable, furry robot charm designed to be clipped onto handbags, backpacks or straps. At first glance, it could easily be mistaken for a soft toy accessory. The difference lies in the fact that it moves. Mirumi responds to its surroundings through subtle actions, gently turning its head, reaching out, and expressing shy or curious behaviour through movement. There are no screens, voices or apps involved; the experience is intentionally kept simple and tactile.

Mirumi uses proximity and motion sensors to detect movement, closeness and touch. Rather than remaining constantly active, it behaves intermittently, occasionally glancing around, responding when petted, or looking away when approached suddenly. This unpredictability is intentional, designed to mirror organic, almost childlike reactions. Powered by a rechargeable battery and wrapped in soft fabric, Mirumi functions more like a living accessory than a conventional gadget.

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Mirumi is developed by Yukai Engineering, a Tokyo-based robotics company known for creating emotionally engaging, playful robots rather than purely utility-driven machines. The company has previously focused on human-centred robotics designed to evoke joy, curiosity or a sense of companionship in everyday settings.

Mirumi was unveiled to a global audience at CES 2025 (the Consumer Electronics Show in Las Vegas), quickly attracting widespread media attention across technology, fashion and lifestyle circles. This was followed by a crowdfunding campaign on Kickstarter and a pre-order phase in late 2025, with the product expected to ship in 2026, aligning closely with the growing trend towards soft technology and emotionally expressive devices.

How much will it cost?

In terms of pricing, Mirumi is positioned as a luxury novelty item rather than a mass-market product. Globally, the robot charm is priced between ¥7,000 and ¥9,000 (approximately US$50–65). For Indian consumers, the base price is estimated at around Rs 6,000 to Rs 9,000. However, once delivery and import duties are factored in, the final retail cost is likely to fall between Rs 10,000 and Rs 12,000.

At this price point, Mirumi is expected to appeal primarily to design-aware urban consumers and pop-culture enthusiasts, rather than being positioned as a traditional toy or collectible.

Why Mirumi Is Being Compared to Labubu

Labubu, popularised through blind-box culture and collectability, became a product prized for design-led emotional attachment. Mirumi taps into a similar sentiment, but approaches it differently. While Labubu relies on visual identity and collectability, Mirumi adds motion and interaction. In a social-media-first environment, these subtle movements create highly shareable moments, making Mirumi feel alive rather than static. The comparison is therefore less about category rivalry and more about cultural succession. As audiences shift from static collectibles to interactive companions, Mirumi reflects how “cute culture” is evolving.

Mirumi’s rising popularity highlights the growing intersection of fashion, technology and emotional design. This suggests that the “next viral hits may not be something you own or wear, but something you experience.” Whether Mirumi achieves the same longevity as Labubu remains to be seen, but its early traction makes one thing clear: the future of collectibles is about to move, literally.