五分鐘學英文-面對焦慮的小勇氣：吉伊卡哇開啟後疫情時代的情感商機
圖片來源／@ngnchiikawa
在日本 IP 產業中，Chiikawa（吉伊卡哇）迅速崛起，從 Twitter 小漫畫竄紅到東京晴空塔辦快閃展覽，並與美妝、服飾、甚至 MLB 等品牌聯名。其看似軟萌的外表，卻蘊含著相當完整的「情感策略」，讓消費者不僅願意關注，更願意「買單」。這些經濟效益背後，往往代表著角色設計、品牌合作與社會心理等多面因素的交織。
Chiikawa (also known as “吉伊卡哇”) has risen rapidly in Japan’s IP industry, starting from a small comic on Twitter to launching a pop-up exhibition at Tokyo Skytree, and collaborating with brands in beauty, fashion, and even MLB. Despite its soft, cute appearance, Chiikawa embodies a comprehensive “emotional strategy” that not only captures consumers’ attention but also motivates them to purchase. The economic benefits behind this success reflect a complex interplay among character design, brand partnerships, and social psychology.
角色設定與社群擴散
Character Setting and Social Media Expansion
Chiikawa 起步於 2020 年的 Twitter 連載，角色設定單純，僅描繪看似弱小、卻努力面對生活的小生物。這樣的「弱者努力」情節，能引發廣大共鳴，也提供了極大的情感投射空間。此外，從 LINE 貼圖、動畫到周邊商品的迅速開發，使 Chiikawa 幾乎無所不在，短時間內就積累了高人氣。
Chiikawa began in 2020 as a serial comic on Twitter, featuring characters that look small and weak yet work hard to face life’s challenges. This “struggling underdog” narrative resonates with a wide audience and offers ample room for emotional projection. Moreover, the rapid expansion of Chiikawa from LINE stickers and animated series to various merchandise has made it nearly ubiquitous, quickly gaining substantial popularity.
商品化與品牌聯名Commercialization and Brand Collaborations
在 IP 變現層面，Chiikawa 展現了高效率的商品化流程：2023～2024 年間不僅推出各式文具、玩偶，還與服飾品牌 GU、美妝品牌 Lovisia，以及美國職棒大聯盟（MLB）合作開發聯名商品。這些跨界合作有助於擴大消費人群與品牌價值，並透過快閃展覽等線下體驗，進一步鞏固消費者對 IP 的認同。
In terms of IP monetization, Chiikawa has demonstrated a highly efficient approach to product development. Between 2023 and 2024, it not only launched various stationery and plush toys but also collaborated with fashion brand GU, cosmetic label Lovisia, and Major League Baseball (MLB) for co-branded products. These cross-sector partnerships help expand its consumer base and brand value, while pop-up exhibitions and offline experiences further strengthen consumer recognition of the IP.
情感依附理論：IP 作為「文化鏡子」Attachment Theory: IP as a “Cultural Mirror”
心理學中的「依附理論」（Attachment Theory）指出，人類會自發地與能提供安全感或陪伴感的對象產生連結。Chiikawa 的焦慮、掙扎與努力，正是後疫情時代許多人心境的寫照；Hello Kitty 則以無嘴巴的設計提供自由投射空間；寶可夢透過進化與成長機制激發懷舊情感。這些角色同時充當文化鏡子：反映了人們對自我認同、壓力紓解與陪伴需求的渴望。
According to Attachment Theory in psychology, humans naturally form connections with figures that offer a sense of security or companionship. Chiikawa’s depiction of anxiety, struggle, and perseverance reflects the mindset of many people in the post-pandemic era. Hello Kitty, with her mouthless design, allows open emotional projection, while Pokémon ignites nostalgia through its evolution and growth system. These characters also function as cultural mirrors, reflecting society’s desire for self-identification, stress relief, and emotional support.
「情感資產」的商業價值
The Commercial Value of “Emotional Assets”
真正強大的 IP，並非只靠可愛度吸粉，而是能讓粉絲「心甘情願」地購買任何形式的周邊或體驗。當一個角色既能反映社會議題，又能和消費者的日常情感掛鉤，其商品化潛力就不斷被放大。Chiikawa 的例子說明了：當角色能在商業合作、跨界聯名等方面成功落地，同時提供情感共鳴，就能轉化為長期且穩定的經濟收益。
A truly powerful IP does not rely solely on cuteness to attract fans; rather, it motivates them to willingly purchase any form of merchandise or experience. When a character resonates with social issues and aligns with consumers’ daily emotions, its potential for commercialization expands. As demonstrated by Chiikawa, once an IP succeeds in cross-industry collaborations and delivers genuine emotional connections, it can convert this affinity into long-term, stable economic returns.
結語：
Conclusion:
IP 是否能長久不衰，關鍵在於與消費者維持深層的情感連結。Chiikawa、Hello Kitty、寶可夢等角色，皆憑藉其情感價值與商業策略，在市場上立足多年。面對快速更替的消費潮流，唯有不斷強化「情感依附」並反映當代需求，才能讓 IP 真正走得更遠。
Whether an IP remains popular over time depends on its ability to maintain a deep emotional bond with consumers. Characters like Chiikawa, Hello Kitty, and Pokémon have stayed relevant in the market for many years by leveraging their emotional appeal and strategic business approaches. In an era of rapidly changing consumer trends, continually reinforcing attachment and reflecting modern demands is the only way an IP can truly endure.
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