Aug 8
Disney Embraces Japan’s Bag Charm Craze with Launch of Urupocha-chan Plush Line
READ TIME: 2 MIN.
Disney has officially launched its Urupocha-chan plush series in North America, bringing a beloved staple of Japanese pop culture to a wider audience and marking a significant move in the global collectible toy market. These miniature, chubby plush toys, which first gained popularity as bag charms in Japan, feature iconic Disney characters such as Mickey Mouse, Minnie Mouse, Donald Duck, Daisy Duck, and Stitch, each rendered in soft pastel colors with sparkling, embroidered eyes and gentle, rounded forms designed to evoke comfort and charm .
The word “Urupocha-chan” fuses the Japanese terms “uru” (teary-eyed) and “pocha” (chubby), along with the affectionate honorific “chan,” resulting in a product line that celebrates cuteness and emotional resonance . Each plush is designed to fit in the palm of a hand, making them ideal for use as bag charms—a trend that has swept through Japanese youth culture and is now finding a devoted following worldwide.
The Urupocha-chan line was first released in Japan, where the bag charm craze has long thrived as a form of personal expression on backpacks, handbags, and even as part of fashion-forward streetwear ensembles. Disney Store Japan began offering these plush toys as part of a series of limited-edition drops, including seasonal and holiday-themed variants . The toys quickly became collector’s items, celebrated for their detailed sculpting, gentle colors, and the joyful, comforting feeling they evoke.
On June 26, 2025, Disney made the strategic decision to bring the Urupocha-chan collection to its North American online store, DisneyStore.com, making the plushies widely accessible to international fans for the first time . The initial release included Mickey, Minnie, Donald, Daisy, Stitch, and Angel, with additional characters such as Goofy, Pluto, Chip and Dale, and beloved figures from “Winnie the Pooh” joining in subsequent waves .
For many LGBTQ+ fans and collectors, the Urupocha-chan plush line is more than just a cute accessory—it’s a symbol of the joy and creativity found in shared fandom spaces. Collecting and personalizing bag charms has become a way for individuals to express their identities, interests, and sense of belonging, both in physical spaces and across online communities.
The global success of the Urupocha-chan line highlights a broader trend: the increasing influence of Japanese pop culture and design in international markets, particularly among younger and more diverse audiences. Disney’s collaboration with its Japanese division demonstrates the company’s recognition of niche, community-driven trends and its willingness to adapt beloved staples to new markets .
Collectors and fans can expect future Urupocha-chan releases to feature even more characters, seasonal editions, and perhaps collaborations with LGBTQ+ artists and advocates as the line continues to grow in popularity. For now, the launch of these plush toys serves as a reminder of the power of small, joyful objects to foster connection and visibility across communities.
As the Urupocha-chan plushies make their way onto bags, desks, and social media feeds, they carry with them the spirit of kawaii culture: an unabashed embrace of what feels good, what looks cute, and what brings people together—no matter where they are or how they identify.
