Mirumi has been developed by Yukai Engineering, a Tokyo-based robotics company best known for creating playful, emotionally engaging robots rather than purely utilitarian machines
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Just as Labubu came to define a phase of internet-fuelled collectible culture, a new character from Japan is beginning to spark similar conversations. Enter Mirumi—a small, interactive robot charm from Tokyo that is being tipped as the next viral fixation. It isn’t competing in the traditional merchandise space as much as it is vying for attention in an increasingly crowded attention economy.
Mirumi is an attachable, furry robot charm designed to clip onto handbags, backpacks or straps. At first glance, it resembles a soft toy accessory. The distinction lies in its ability to move. Mirumi responds to its surroundings with subtle gestures—gently turning its head, reaching out, or displaying shy and curious behaviour through motion. There are no screens, voices or companion apps; the experience is deliberately simple, tactile and understated.
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Using proximity and motion sensors, Mirumi detects movement, closeness and touch. Rather than remaining constantly active, it behaves intermittently—occasionally glancing around, reacting when petted, or looking away when approached too suddenly. This element of unpredictability is intentional, designed to mimic organic, almost childlike responses. Powered by a rechargeable battery and encased in soft fabric, Mirumi feels less like a gadget and more like a living accessory.
Mirumi has been developed by Yukai Engineering, a Tokyo-based robotics company known for creating emotionally engaging, playful robots rather than purely utility-driven machines. The company’s work has consistently focused on human-centred robotics that evoke joy, curiosity and a sense of companionship in everyday life.
The robot charm was unveiled to a global audience at CES 2025 in Las Vegas, where it quickly drew attention across technology, fashion and lifestyle circles. This was followed by a Kickstarter crowdfunding campaign and a pre-order phase in late 2025. The product is expected to ship in 2026, aligning with the growing interest in soft technology and emotionally expressive devices.
Mirumi is positioned as a premium novelty rather than a mass-market product. Internationally, it 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. Once shipping and import duties are added, the final cost is likely to land between Rs 10,000 and Rs 12,000.
At this price point, Mirumi is expected to appeal primarily to design-conscious urban consumers and pop-culture enthusiasts, rather than being marketed as a conventional toy or collectible.
Labubu, propelled by blind-box culture and collectability, became a design-led product that fostered emotional attachment. Mirumi taps into a similar sentiment but takes a different route. Where Labubu relies on visual identity and collectability, Mirumi introduces motion and interaction. In a social-media-first environment, these subtle, lifelike movements create highly shareable moments, making Mirumi feel animated rather than static.
The comparison, therefore, is less about category competition and more about cultural succession. As audiences shift from static collectibles to interactive companions, Mirumi signals an evolution in “cute culture.”
Mirumi’s growing visibility underscores the increasing overlap between fashion, technology and emotional design. It hints at a future where the next viral hits may not simply be things you own or wear, but experiences you engage with. Whether Mirumi achieves the same longevity as Labubu remains to be seen, but its early momentum suggests one thing is certain—the future of collectibles is about to move, quite literally.
