Hello, I’m TAO.
In this article, I’d like to introduce you to nuikatsu (ぬい活) — a uniquely Japanese subculture that combines the warmth of plushies with the depth of emotional expression often seen in Japan’s kawaii(cute) and oshi culture.
In Japan, plushies aren’t just toys. They are companions, emotional anchors, and silent partners in our daily lives. Whether you’re a collector, a traveler, or simply someone who finds comfort in soft things, nuikatsu offers a beautiful way to express love, individuality, and creativity.
What is “Nuikatsu”?
“Nuikatsu” (ぬい活) is a combination of the words nuigurumi (ぬいぐるみ = plush doll) and katsudou (活動 = activity).
It refers to the act of spending time with your favorite plushies — taking them on trips, photographing them in everyday life, or simply cherishing their presence.
On social media, the hashtag #ぬい活 is filled with photos of adorable plushies posing in cafés, traveling across Japan, or relaxing at home.
For many fans, nuikatsu isn’t just a hobby — it’s a lifestyle, a form of self-expression, and even a way to heal emotional fatigue.
Try copying #ぬい活 and searching it on X (formerly Twitter) or other social media!
💞 Plushies, Oshi, and Emotional Connection
To understand nuikatsu, you also need to understand the Japanese word “oshi” (推し).
An oshi is someone or something you passionately support — it can be an idol, an anime character, or even a plushie that represents your emotional favorite.
For many fans, their plushie becomes their oshi — a symbol of personal attachment and comfort.
It’s not unusual to see people carrying their oshi plushie in for photos, on trips, or at cafés, treating it with genuine affection.
This deep connection might seem unusual to those outside Japan, but in Japanese kawaii culture, it’s a pure form of expressing empathy and care.
Through their oshi plushies, people find comfort, motivation, and even courage to face the world.
How to Enjoy Nuikatsu
There are no strict rules. If you and your plushie are happy, that is your style of nuikatsu. Some people take daily photos with their plushies, while others bring them out only on special occasions. The key is to enjoy it at your own pace.
Here are some popular styles of nuikatsu in Japan:
📷Nui-tori (Plush Photography)
This involves taking photos of plushies in various places—cafes, parks, at home, or in front of seasonal flowers.
The charm lies in seeing the world from the plushie’s point of view. A familiar landscape can become something magical when your plushie becomes the star of the scene. With simple lighting and angles, you can capture expressions that make it look as if your plushie has come to life.
Smartphones make it easy to start, even for beginners.
✈Nui-tabi (Traveling with Plushies)
“Nuitabi” means traveling with your plushie. People take photos together at popular sightseeing spots, scenic locations, and local gourmet restaurants.
The best part of nuitabi is that you never feel lonely, even when traveling solo! Your plushie becomes your travel companion, turning every memory into something extra special. Looking back at the photos later brings warmth to your heart—“I was there with my plushie.”
From seating your plushie on trains and airplanes to photographing it with local dishes or iconic landmarks, the travel experience becomes uniquely your own.
Nui-cafe (Plush Cafés)
“Nuicafé” is an activity where you bring your stuffed animals to cafes or restaurants. You can enjoy tea or sweets with your favorite plushies at your favorite café. Ordinary café time becomes even more fun when shared with your stuffed companions.
Let me introduce a wonderful café in Japan.
‘Little Lou’s Café’ is a café for stuffed animals run by Ruu the Fox. It operates irregularly because it shares a space with another business, and it is reservation-only. For more details, you can check their Instagram. They post many beautiful photos, which can be a great reference for enjoying a nuicafé experience.
Conclusion: Nuikatsu Is a Universal Culture of Comfort
Nuikatsu perfectly represents Japan’s emotional culture — the idea that even inanimate things have a heart (kokoro).
This belief, rooted in Shinto animism, nurtures empathy for objects, giving plushies a sense of presence and identity.
Nuikatsu is not just a Japanese hobby—it’s a heartwarming lifestyle enjoyed by people of all ages and nationalities.
Your plushie can be your everyday companion, travel partner, and a tiny hero that brings peace to your heart.
🌏 Thank You for Reading
Nuikatsu is a gentle culture that brings healing into our busy lives.
May you and your plushie create countless memories filled with joy and smiles.
