By Saskia Kemsley

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You might have heard the kids on TikTok – amid post-ironic videos about Dubai chocolate and matcha lattes – chatter about Recession indicators.

Sure, but what on earth has Gen Z talking about economic minutiae on social media got to do with Labubus, you might ask?

Changes in spending habits aside, Zillennials are noting the return of cultural icons from circa 2008 as signs that the next big crash is imminent. After all, the current generation of twenty-somethings were kids during the financial crash, begging their debt-stricken parents for fuzzy toys and accessories they didn’t know would go on to become highly coveted nostalgic ephemera some two decades down the line.

Labubus may be new, but they’re part of a wider history of adorable characters dreamt up by East Asian companies like Sanrio, Sekiguchi and, of course, Pop Mart. And it’s possible, so Generations Z and Y theorise, that the obsessive return to all things kawaii and key-chained is more than just a fad – but a sign of economic decline. Yep, yikes.

Nevertheless, the obsession with cute characters and accessories is showing no signs of slowing down. Labubus may be new to the game (their popularity spearheaded by BLACKPINK’s Lisa and tennis star Naomi Osaka), but they’ve become incredibly exclusive and near-impossible to obtain unless you resort to a fake, which is pure blasphemy in the world of Pop Mart fans.

As such, the coolest kids are turning to old-school cultural icons. The latest? A ridiculously cute monkey plush with a vinyl face known as Monchhichi, originally dreamt up by Sekiguchi Co. in 1974.

“On a trip to Japan in 2010, I fell in love with two impossibly charming characters: Sonny Angel and Monchhichi,” says PR Consultant Lucinda Ireland. “Despite their global popularity, no one ever thought I was cool for liking these characters, and I had to hear a lot of comments about them being creepy and weird.”

Aside from the R-word (recession), the return of plush characters signals the emotional staying power of ephemera and why exactly fully-fledged adults are seeking to heal their inner child by frittering their hard-earned cash on charming toys. The thing is, while Monchhichi is a long-cherished friend to some, they’re simply this month’s ‘little treat’ to others – purchased in passing alongside a matcha latte or boba.

“It used to feel exciting to find other fans, and discovering a vintage Monchhichi in an antique shop is one of life’s great highs, but when I spotted my old friend in Urban Outfitters a couple of years ago, I felt sad and unprepared to share something so meaningful with the masses,” continues Ireland.

“Monchhichi is so much more than ‘the new Labubu’ and the greedy, unimaginative culture that surrounds it. Last year was the 50th anniversary of Monchhichi, who was created in the same year as Hello Kitty. Please show some respect,” heeds Ireland.

If you’re in the genuine market of Monchhichi, and are looking to explore the adorable character in its various sweet iterations (Hippers, Bearchhichi, Chamu Style, Bebichhichi and more), you’re in the right place. I’ve found the best you can buy right now.

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