News Japan’s Mirumi plush robots eye global fans with cute glances

Definitely cuter than, what are they called, Labubu?

Mirumi, a small robotic plush companion developed in Japan, may be turning into an unexpected overseas hit, with the googly-eyed gadget now appearing on shelves in places such as Hong Kong and London. Made by Tokyo-based Yukai Engineering, the robot went on sale in April for ¥19,800 ($125). The company describes it as a kind of plush charm rather than a conventional robot. A Mirumi stands about 14 centimetres tall and can be attached to bag straps, poles and similar objects. When it detects someone nearby, it slowly turns its head to look at them, then quickly looks away again, in a way meant to resemble a shy child or baby.


The robot runs for about eight hours on a two-hour charge. In terms of functions, it is fairly simple. Sensors allow it to react to sound and touch, but beyond that, there is little conventional technology to show off. What seems to be attracting attention instead is its behaviour: the furtive glances, the hesitant movements, and the way it gently presses its head against a person's hand.

A crowdfunding campaign launched in December raised nearly 80 million yen from people in 32 countries and regions, marking the highest amount in Yukai's history, according to the company. Most support came from the U.S., followed by Hong Kong, Singapore and Thailand. High-end department stores worldwide are expressing interest. Starting this month, Hong Kong's Lane Crawford will make them available for a limited time. From July, Harrods in London and Germany's KaDeWe plan limited-time sales too. In Japan, Mirumis can be found in 12 stores, including Tsutaya Books and Tsutaya Electrics, and are also sold online. The goal is to sell 100,000 units worldwide this year. According to Yukai, "20,000 have already found their destinations."

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