[Sunday Culture] Japan's 'Meonjakkwi' Popularity Secret "The Cute Character Lives Like Me"

Reflecting a Realistic Worldview Unfit for Cute Characters
Evoking Empathy from Japanese and Korean Office Workers

"Ugh, somehow it will work out! (何とかなれ·Nantoka nare)"

This is a line from Hachiwara, the cat protagonist of the manga 'Chiikawa,' which is currently very popular among young people in Japan and Korea. In Korea, the manga is translated under the name 'Mwon-ga Jak-go Gwiyeoun Nyeoseok' (Mwonjakgwi), meaning 'Something Small and Cute,' and character goods are also being released.

Among the main characters?the hamster Chiikawa, the cat Hachiwara, and the rabbit Usagi?only Hachiwara speaks in human language. These characters are trending not only among children but also among office workers in their 20s and 30s, prompting analysis of this craze even in Japan.

The line "Somehow it will work out" resonated with office workers, and the reality reflected in the manga closely resembles the human world.

Today, we share the story of the Chiikawa characters who live boldly in a reality not so different from ours.

Hachiwara (left) and Chiikawa cheering each other on. (Photo by Chiikawa Official Broadcast Channel めざましテレビチャンネル)

Chiikawa is a work by Nagano, known in Korea as 'Nongdamgom.' It started with the idea, "It would be nice to have a character that's cute and has this kind of vibe," and gradually developed the characters and world.

The adorable characters jumping into puddings much larger than their bodies and eating them began to melt the hearts of viewers.

The manga is also hugely popular in Japan. Last year, the Japanese online bulletin board service company IgaDian announced the top trending phrases on Japanese social networking services (SNS), and the 'Chiikawa phrase,' which refers to imitating the only speaking character, the cat Hachiwara, took first place.

This cat often says things like, "You know, that means ~, right?" when asking questions, or when seeing a friend cry, says, "They cried!" This style of speech has started to trend among the younger generation.

Usagi (left) and Chiikawa eating hotcakes. (Photo by Chiikawa Official Broadcast Channel めざましテレビチャンネル)

Japanese media analyzed that the manga's success is due to capturing the hearts of not only students but also office workers.

In fact, the world where these cute animals live is quite harsh. First, the protagonists have to work to earn money to survive. Most of them go on 'hunts' to defeat terrifying monsters several times their size with spears and get paid for it.

The timid hamster Chiikawa sometimes runs away scared or sniffs back tears when seeing monsters, but with friends, they muster courage, succeed in the hunt, and receive payment. They then spend the money on delicious things like ramen to shake off the day, closely resembling the life of office workers.

There are also scenes implying that without self-development, one cannot gain an advantage in wage negotiations. Weeding is another livelihood for them, and higher certification levels mean higher pay.

Because of this, there is an episode where Hachiwara and Chiikawa study hard and take qualification exams. At one point, Hachiwara, who didn't study and played instead, passes the exam alone, causing a brief rift between them. Although it is a manga, not everything goes smoothly, and considerable trials appear.

Hachiwara, who lives in a cave without a door as a home. (Photo by Chiikawa Official Broadcast Channel めざましテレビチャンネル)

There is also content about real estate. Chiikawa and Hachiwara have similar income levels, but Chiikawa lives in a clean house, while Hachiwara lives in a cave. This is because Chiikawa won a housing lottery and suddenly moved to a better home. Hachiwara's house lacks a proper door, allowing monsters to come and go, making security a serious issue. This brings a bitter feeling, reflecting that 'real estate does not always go as one wishes.'

This black comedy element is believed to have captured the hearts of adults. The Japanese online media Magumix, which covers manga and such, commented, "The world is surprisingly harsh, but seeing the protagonists striving in such a world warms readers' hearts somewhere," and "On SNS, people say that no matter how hard it is, since these friends are working hard, I should also keep going."

In the coexistence of cute characters and a realistic world, readers ultimately find comfort.

We will end today's story with a popular line from Hachiwara circulating on SNS recently. Like the protagonists who overcome reality together, we hope to have the strength to positively break through the challenging reality.

"Somehow, it will turn out well."