You’ve probably seen the pictures all over social media—of plush dolls going on these cute outings around Japan (or the world). It seems like these little plushies go on more adventures than most people. But what is this phenomenon, exactly?
Welcome to the world of nuikatsu.
What is nuikatsu?
Nuikatsu (ぬい活) is a fun hobby where you bring your favorite plushie out on little outings with you, and can include dressing it up and taking photos of its activities. It’s been a popular activity among the young people of Japan, and is quickly gaining traction among Gen Z travelers to Japan.
The word nuikatsu actually combines parts of two Japanese words together. The nui comes from nuigurumi (“plush doll”) and katsu comes from the word katsudou (“activity”).
Nuigurumi + katsudou = nuikatsu
In an era where more people than ever are reporting feelings of loneliness, many Gen Zers are finding joy and companionship through their plush toys. Many people love nuikatsu simply because it’s a way to share life’s adventures with their favorite plush doll (called oshi in Japanese). It’s like having a little friend with you at all times. 😊
5 Ways to Enjoy Nuikatsu
In this article, we’ll show you 5 different ways to enjoy nuikatsu with your favorite plush toy!
1. Bring them with you with their own little carrying bag.
First off, you want your little friend to travel safely. Many people carry their plushie in their own little carrying bag called nuibaggu (nui + bag). The larger ones can function as a crossbody bag, and the smaller type can attach to a handbag or backpack like a keychain.
Most of these bags are made of a clear, water-resistant vinyl material. This not only protects them from the elements, but also allows them to enjoy the view as you go about your day. You can check them out on DEJAPAN’s site by searching the term ぬいバッグ!
2. Nuifuku : Get your plushie their own clothes!
Get your oshi their own wardrobe! Nuifuku combines nui from nuigurumi with the Japanese word fuku (“clothes”). It literally means, “plush doll clothes.”
Variety is the spice of life, and plushies need a change of clothes just like we do. There are tons of sellers online that specialize in clothing for plush dolls, especially in Japan. You can pick and choose the aesthetic you’d like for your little friend!
**DEJAPAN Tip**
You can search any of the following terms on our website
and get a taste of the kinds of clothes you can get for your nuikatsu.
→ ぬいぐるみ 服
→ ぬいぐるみ用 服
→ ぬい服
3. Nuigurumi Cafés
Taking your plushie to cafés is one the most popular nuikatsu activities you’ll see on social media. Is there anything cuter than a little stuffed doll posing next to a beautiful parfait? We think not.
There’s even a pop-up cafe specifically for nuikatsu in Tokyo called, “Little Lou’s Café.” If you’re new to the nuikatsu life and are a little self-conscious about showing off your plushie in a café, Little Lou’s is a great place to start. Check it out if you’re ever in the Tokyo area!
【カフェギャラリー📸】
— Little Lou's Café◯ぬいぐるみカフェ (@littlelous_cafe) July 23, 2025
🗓2025/7 その④
うきうきした時間📸
ぬいぐるみさんと保護者さんとで大小サイズをご用意しているのですが、大きい方が自分用だと思うぬいぐるみさんも多いようです🤭💓
どうぞ仲良くお召しあがりくださいませ☕🌟 pic.twitter.com/LDHexb8lyg
4. Nuigurimi Hotel
Did you know that there’s even a hotel for nuikatsu? The Toyoko Inn Osaka Dome Mae offers a special service to include your nuigurumi as part of your hotel stay experience.
For only 300 JPY, they’ll set up your plush doll with their own bed linens and bath robe. Then you can take the cutest pics of your little friend taking a nap! Now that’s what we call great service.
5. Take pictures of your plushie’s adventures and post them on social media!
We mustn’t forget the most important part of nuikatsu: the photos! Part of what makes nuikatsu so fun is taking cute pictures of your adventures together and sharing them.
This is called nuidori (ぬい撮り) in Japanese, which literally translates as, “taking [photos] of plush dolls.”
(Are you noticing a trend here with the word patterns…?)
**DEJAPAN Tip**
If you want to elevate the quality of your nuidori, there are tons of products out there to help support and manipulate your plushie into the ideal position. Just search the following phrases in DEJAPAN’s search bar to find the perfect item for your photo goals!
→ ぬい撮り
→ ぬい撮り棒
→ ぬいぐるみスタンド
Speaking of photos, posting your plushie adventures on social media is a HUGE part of nuikatsu. That’s where you can connect with other nuikatsu fans and share stories! It’s definitely a must-do (if you’re into the social media thing, of course).
If you have any plushies that you enjoy nuikatsu with, and DEJAPAN helped you create that experience, let us know on X (Twitter)! If your doll or any clothes or props were bought through DEJAPAN, you can be entered into our monthly raffle for a chance to win 3,000 DEJ points!*
📢 MONTHLY RAFFLE ALERT! 📢
— DEJAPAN | Proxy Service 🇯🇵 (@DEJAPAN_Global) June 14, 2025
Want a chance to win 3,000 JPY in DEJ Points?
📷 Share your DEJAPAN Haul with just a photo, a hashtag, and be sure to tag us—it’s super easy!
📷 Check the images for entry rules before posting!
📷 Don’t miss out—join now! 🦊 pic.twitter.com/sUcBzCMZFK
If you’re going to be taking the photos anyway, might as well make the most of it, right?
*Terms & Conditions apply. Details available on X here.
Nuikatsu Inspiration from the DEJAPAN Staff
Nuikatsu is a favorite activity of one of our staff members: Niko!
She’s taken her nuigurumi to all sorts of places, like the Pokémon Café, cherry blossom viewing, the Nintendo Museum, and even the World Expo! It also goes to show that you can go on outings with several different stuffed friends—not just one. 😉
Conclusion
We hope these 5 ways of enjoying nuikatsu will give you some inspiration for your own nuikatsu activities! And don’t be shy about sharing you and your plushie’s adventures with us! We’d love to see your nuikatsu (especially Niko 😍).
In this day and age, we’re glad that friendship can come in all shapes and sizes (including plush!). Here’s to more nuigurumi adventures!
Want to get some new things for your nuikatsu?
Feel free to submit an order for any of the products featured here (or anything else) via our Request Form. If you have any questions or feedback, feel free to contact us at contact@dejapan.com! We’d love to hear from you.
If you have any questions or feedback, feel free to contact us at contact@dejapan.com! We’d love to hear from you.
References and Source Links
- https://traveltomorrow.com/travellers-can-now-book-a-hotel-stay-for-their-cuddly-toy-in-japan/
- https://soranews24.com/2025/07/28/this-japanese-cafe-for-stuffed-animals-is-a-sweet-day-out-for-nuikatsu-fans/
- https://www.tiktok.com/@toyokoinn_official/video/7521686813451259143?is_from_webapp=1&sender_device=pc&web_id=7517501438378952200
- https://www.instagram.com/littlelous_cafe/
- https://x.com/littlelous_cafe
- https://lit.link/en/littlelouscafe
