Myaku-Myaku, the official mascot of the Osaka-Kansai Expo, has become a hot topic across all generations, from children to adults. Its unique form and charming movements have gone viral on social media, with plushies, stationery, apparel, and a diverse range of merchandise gaining immense popularity.
Furthermore, collaborations with famous companies and anime franchises continue to emerge, developing into a social phenomenon. This article provides an easy-to-understand introduction to why Myaku-Myaku has gained such popularity, the secrets behind its appeal, and the latest collaboration and merchandise information.
Table of Contents
What Is Myaku-Myaku?
Myaku-Myaku is a mysterious and somewhat surreal character created as the official mascot for the 2025 Osaka-Kansai Expo (EXPO 2025). Its unique appearance and name sparked conversations, drawing significant attention primarily on social media from the moment it was announced.
The flowing patterns of blue and red, along with its undulating body shape, create an unforgettable impact once seen. Within just a few years since its birth, Myaku-Myaku has become a representative figure of “Reiwa-era yuru-chara” (mascot characters), expanding its nationwide popularity through merchandise, commercials, and SNS collaborations. Whether it’s cute or eerie, the fact that impressions differ from person to person is one of Myaku-Myaku’s major charms.
A Mysterious Creature Born from Cells and Water
Its form changes like a liquid, dividing, stretching, and sometimes transforming, showing different expressions each time you look at it. The design was created by designer and picture book author Kohei Yamashita. It’s highly acclaimed not merely as a mascot but as a work that embodies the concept of “life that has existed since ancient times.”
Yamashita aimed for a design that is “slightly unsettling yet endearing,” making it child-friendly by keeping it short, emphasizing roundness, and adding a swaying tail. It can be called a new-era symbol that fuses science, art, and humor.
Official Mascot of the Osaka-Kansai Expo
Myaku-Myaku was announced in 2022 as the official mascot for the 2025 World Exposition (Osaka-Kansai Expo). Selected as a symbol of the hosting theme “Designing Future Society for Our Lives,” it plays the role of communicating Japan’s creativity and diversity to the world.
Its name was determined through public submissions, chosen because the word “myaku” (pulse/vein) evokes images of “the connection of life” and “flow toward the future.” Since its announcement, it has appeared at expo-related events, posters, merchandise, and official social media, attracting attention both domestically and internationally.
Particularly overseas, evaluations like “weird but cute” are common, and its popularity as a symbol of unique Japanese culture continues to grow. Toward the 2025 main event, various promotional developments are planned for the future.
Why It Was Called “Creepy” When First Revealed
When Myaku-Myaku was first announced, many voices on social media said it was “scary” or “creepy.” At its initial unveiling in July 2022, its organic and unusual design triggered negative reactions such as “eerie” and “too quirky.” The rounded, fluid form and the red-blue contrast created an impression different from conventional “cuteness.”
However, after the expo opened in April 2025, the situation changed dramatically. Among actual visitors, positive reactions increased, such as “the more you see it, the more you get hooked” and “it’s strangely endearing.”
On social media, hashtags like “#Myaku-Myaku” and “#Myakumyaku” became trending topics, with numerous photo posts of visitors together with Myaku-Myaku. Merchandise sales were also strong, and official LINE stamps (first and second editions) were purchased.
Currently, its unique visual style has been re-evaluated as “a symbol of Japan’s diverse sensibilities” and “a representative example of Ugly Cute culture,” establishing its presence as an official character. On domestic and international social media, voices saying “unforgettable the moment I saw it” and “quirky but I like it” are dominant. Myaku-Myaku continues to evolve beyond pros and cons as “a character everyone wants to talk about.”
The Major Boom at the 2025 Osaka-Kansai Expo
At the 2025 Osaka-Kansai Expo, Myaku-Myaku, the official mascot, gained popularity beyond expectations and monopolized conversations as a symbolic presence within the venue. Social media posts by visitors surged, with fan groups even emerging who said they were “going to the expo to see Myaku-Myaku.”
Photo spots and limited exhibitions were set up throughout the venue, and Myaku-Myaku-related areas were constantly crowded. Merchandise sold out daily, with plushies, figures, and stickers sometimes “selling out within 10 minutes of opening.” Its evolution from an expo symbol to a major cultural phenomenon left a strong impression on visitors.
Myaku-Myaku Monument Inside the Venue (4 Meters Tall)
Multiple “Myaku-Myaku Monuments” were installed within the expo venue, becoming extremely popular as photography spots. Near the East Gate, “Irasshai” (seated bowing pose) and near the West Gate, “Wakuwaku” (arms spread ring-touch pose) each stand about 4 meters tall, reproducing the vitality of the red and blue design on a massive scale, with outstanding presence even from a distance.
Dedicated photography spaces were set up around them, with many visitors seen striking poses in front of the monuments and enjoying commemorative photos with family and friends. Additionally, nighttime illumination created a fantastical atmosphere, and related products such as merchandise, LINE stamps, plushie lottery draws, and more gained popularity.
This led to increased repeat visits from fans who wanted to “shoot both day and night,” making Myaku-Myaku’s presence central to the expo experience. After the expo ends, the two East and West Gate monuments are scheduled to be utilized as tourism resources in Osaka Prefecture, relocated to Expo Commemoration Park in early 2026, and then tour tourist attractions throughout Osaka Prefecture.
Popularity Leading to Nearly 3 Hours of Wait Time
Myaku-Myaku-related exhibition zones and photo spots saw wait times approaching a maximum of 3 hours. Particularly popular was the “Myaku-Myaku Greeting Area,” where visitors could interact with or take photos with the mascot costume (official suit).
On social media, numerous posts appeared saying “numbered tickets finished,” “want to line up again,” and “too cute, could watch forever,” creating massive queues. Furthermore, daily-changing performances and limited badge distribution events were held, leading to a sharp increase in visitors enjoying it in an “oshi-katsu” (fan devotion) style.
Even on the official expo app’s congestion information, it was constantly displayed at the top, with Myaku-Myaku demonstrating its presence as the “central star of the venue.”
Merchandise Sales Exceeding Expectations
Myaku-Myaku merchandise featured a wide lineup including plushies, keychains, acrylic stands, snacks, T-shirts, and more, keeping expo venue shops bustling daily. Initially, there were 8 souvenir shops within the venue, but as Myaku-Myaku’s popularity grew, they continued to increase, eventually expanding to 20 shops.
Particularly popular were keychains in collaboration with Sanrio, which sold thousands of pieces in a single day at an astonishing rate. Additionally, “mini-size plushies” and “transformation plushies” attracted attention, becoming popular items with sales concentrated immediately after morning opening. Some items like pin badges had purchase limits (up to 20 per person, or 5 for certain items) due to high demand.
The online store also experienced concentrated access, with reports of server congestion. Through these hit products, sales of official Myaku-Myaku licensed merchandise reached approximately 80 billion yen by the end of August. While the expo association initially projected 11 billion yen in royalty income, actual results are expected to reach several times that amount, revealing that Myaku-Myaku holds the key to making the expo profitable. This is a prime example showing that character popularity can translate to economic impact.
The Abundance of Myaku-Myaku Merchandise (Over 8,000 Types)
Having this many product items is extremely rare domestically, demonstrating overwhelming presence as a “Reiwa-era super-hit character.” With many limited-time collaborations and regional exclusive products, the high collectability further stimulates fans’ purchasing desire. As a character born from the expo, it’s sweeping the market at an unprecedented speed.
Collaboration Products with Kumamon and Sanrio
Myaku-Myaku is very active in collaborations with popular characters, with prime examples being collaborative items with Kumamon and Sanrio characters.
The Kumamon collaboration officially launched on October 14, 2024. Various design variations were developed, including Kumamon hugging Myaku-Myaku and Myaku-Myaku and Kumamon chatting together. Pin badges, keychains, hand towels, zipper pouches, photo frames, knapsacks, T-shirts, and various other product lineups were sold at the 2025 Osaka-Kansai Expo Official Store (including online store).
Additionally, the Sanrio collaboration featured products with Hello Kitty, Cinnamoroll, Kuromi, My Melody, Pompompurin, Hangyodon, and Pochacco designed in Myaku-Myaku style.
Initially, 3D mascot keychains went on sale from mid-July, followed by monochrome (black) colored “transformation plushies” gradually released from late October.
The plushies came in two lineups: a small size with carabiner for easy carrying (3,520 yen) and a larger size for room display (5,280 yen).
Characterized by a calm atmosphere, they’re supported by a wide age range from adults to children.
These collaborations gained popularity on social media, with some items like Sanrio transformation plushies becoming difficult to obtain immediately after release due to popularity.
Collaborations with Cyborg 009, Kinnikuman, and Choju-Giga
Collaborations that attracted attention for their unexpectedness include the series with Cyborg 009, Kinnikuman, and Choju-Giga (Scrolls of Frolicking Animals).
In the Cyborg 009 collaboration, a specially commissioned design by Shotaro Ishinomori featured Myaku-Myaku appearing as “Myaku-Myaku 009,” dressed in the same yellow scarf and red protective suit as the cyborg warriors. Realized because the expo theme “Designing Future Society for Our Lives” connects with Cyborg 009’s work theme, the fan-art-like freshness became a hot topic. Multiple products were developed including acrylic stands, acrylic dioramas, can badges, and die-cut stickers.
The Kinnikuman collaboration featured the “Choujin Tag Bento – Tajima Beef Bowl –” using Tajima beef from Hyogo Prefecture, which went on sale from September 1. This bento came with an original acrylic keychain featuring Kinnikuman × Myaku-Myaku illustration, and gained such popularity that sold-out stores continued during the initial sale, leading to a resale decision on October 20.
The Choju-Giga collaboration featured Japanese-style designs depicting Myaku-Myaku and frolicking animals traveling through Osaka, Kyoto, and Hyogo, with an extensive lineup developed including clear files, towel handkerchiefs, drawstring pouches, eco bags, coin purses, and smartphone stickers. It established popularity as a series that brings out new charms of Myaku-Myaku.
From these collaboration developments, it’s clear that Myaku-Myaku is a character with good compatibility across a wide range of genres from tradition to subculture, successfully fusing with various IPs.
From Plushie Gacha (500 Yen) to Luxury Goods
The appeal of Myaku-Myaku merchandise also lies in its wide price range. The casual “plushie gacha (500 yen)” is popular from children to adults, with a random plump mini-size Myaku-Myaku inside. At the expo venue, it was such popular content that lines formed.
On the other hand, luxury figures costing over 10,000 yen, premium items using genuine leather, and limited art prints are also abundant for collectors. Particularly, limited-quantity art works sell out immediately after release and are sometimes traded at high prices in the secondary market.
This balance of “accessibility” and “luxury” is one reason it captures a wide fan base. Myaku-Myaku is a rare character that offers diverse ways of enjoyment, from light users enjoying gacha to core fans seeking art pieces.
How Long Will the Boom Last? A Long-Term Perspective
Many are wondering whether the Myaku-Myaku boom will end as a “temporary expo excitement” or become a long-loved character. In reality, collaborations and merchandise developments have already spread beyond the expo framework, and many experts and fans believe high popularity will continue for some time after its conclusion.
The key points are “how much it can penetrate daily life” and “how long new presentations can continue.” Here, we’ll organize the reasons why popularity is said to continue after the expo and examine prospects for merchandise sales and character development, considering Myaku-Myaku’s “after-expo” from a long-term perspective.
Why Popularity Won’t Decline After the Expo Ends
Unlike temporary character booms, there are three major reasons why Myaku-Myaku’s popularity is said to be sustainable. First is its “unique visuals.” Because there’s no similar character, it has the strength of being recognized at a glance even from just logos or silhouettes.
Second is its “connection with the regional brand of Osaka-Kansai.” Even after the expo ends, it’s easy to use as a face for tourism PR and events, with image-building of “Osaka means Myaku-Myaku” progressing.
Third is the “breadth of collaborations,” with a foundation already established that allows exposure in contexts beyond the expo, such as fashion, railways, food, and local government campaigns. Even if the boom’s intensity isn’t what it was at its peak, establishment at a daily level where “it’s normal to see it” is expected to continue for some time.
Continued Sales Plans for Merchandise Collections
Additionally, by adding new visuals and color variations for each season, a system is established that makes collectors want to continuously add to their collections. In online stores and souvenir shops, establishment as standard “Osaka souvenir category” is progressing, with movements seen to capture both tourism and daily demand.
Looking ahead, through limited-quantity art-type items and second and third collaboration developments, presence in the merchandise market is likely to be maintained over the medium to long term.
Myaku-Myaku’s Future Activity Development
Future Myaku-Myaku is expected to expand its role from “expo official mascot” to “symbol of Osaka-Kansai” and “Japan-origin pop icon.” Specifically, scenes of appearance may actually increase, such as support character for regional events and sports competitions, face of tourism campaigns, and main visual for corporate collaborations.
In the digital field, if content that can be enjoyed online such as AR filters, stamps, and avatarization is expanded, it will more easily establish itself as a “character encountered daily,” especially among younger generations. Furthermore, if picture books, anime, and short videos depicting post-expo stories appear, adding “narrative as a character” will strengthen its presence as something people want to follow long-term.
Rather than whether the boom will fade, “in what context it will continue to live” is the point of attention going forward.
Conclusion
Myaku-Myaku is building a solid position as a “new icon of pop culture” beyond the framework of an expo official mascot. The regional character of Osaka-Kansai, unique visuals, and overwhelming compatibility with social media have combined, evolving it into a character that will be loved continuously even after the boom.
Additionally, through collaborations with Uniqlo and popular works, station advertisements and AR developments, appearing in various scenes of daily life, a system is established that increases daily contact opportunities and deepens familiarity. The merchandise market can expect stable demand with a wide price range and variations, and future activities are expected on new stages such as regional events, digital developments, and corporate collaborations.
