Want to Win Over Japanese Scientists? Try Handing Out Plushies at Your Next Trade Show

If you're a life science or photonics company exhibiting in Japan, here's a piece of advice that might sound a little odd: bring plushies.

Not pens. Not tote bags. Plushies.

We Tried It — and It Worked

When I was working at Thorlabs, we handed out "Thordog" — a small green plush dog, the company's mascot — at exhibitions and events in Japan. The reaction from researchers and engineers was immediate and unmistakable. Eyes lit up. People called their colleagues over. Some came back to the booth a second time just to grab one for a labmate.

Compare that to a branded USB stick or a stress ball, and the difference is striking. Thordog didn't just disappear into a conference bag. It sat on a lab bench. It showed up in photos. People actually talked about it.

We weren't the only ones to figure this out. Eppendorf — yes, the pipette people — has distributed a plush octopus as a promotional item. GIANTmicrobes, which makes adorable stuffed versions of viruses and cells, has been adopted as swag by universities, hospitals, and biotech companies worldwide. There's clearly something to this.

Why It Works Especially Well in Japan

Japan has a word for it: ぬい活 (nuikatsu) — roughly, "plushie activities." It refers to the practice of carrying, dressing up, and photographing stuffed animals as companions or as a way to celebrate a favorite character or brand.

What started in anime and idol fan culture has grown into a mainstream phenomenon. According to Tokyo Shoko Research, revenue across 34 major plush toy companies in Japan reached ¥84.9 billion in 2025 — up 1.7x from 2021. Profits have nearly doubled in four years. This isn't a niche trend anymore; it spans Gen Z, millennials, and well beyond.

The cultural roots go even deeper. Japan has a long tradition of treating objects — especially small, crafted ones — as having a kind of presence or spirit. A branded plushie isn't just merchandise. In the right context, it becomes something people feel attached to.

Perhaps the most striking proof of this: in Japan, even the police have a mascot. Pipo-kun, launched by the Tokyo Metropolitan Police Department in 1987, is a round-eyed, antenna-sporting character designed to make the force feel more approachable. He has merchandise. He has fans. If the police can build brand affinity through a cute character, a photonics company certainly can.

For a foreign brand trying to build recognition in Japan, that's significant. It's one thing to be remembered. It's another to be liked.

The Real ROI: Becoming Someone's "Oshi"

In Japanese fan culture, your oshi (推し) is the thing you're devoted to — your favorite. Brands that manage to become someone's oshi don't just get repeat business. They get advocates.

A well-designed plushie can do that. It sits on a desk for years. It gets photographed and shared on social media. It becomes a small daily reminder of your brand — not as a vendor, but as something the person genuinely enjoys.

For life science and photonics companies entering the Japanese market, the usual path is long: build credibility, earn trust, gradually get specified. Brand loyalty tools that shorten that path are worth thinking about seriously.

A plushie costs a few dollars. The shelf life, in a Japanese lab, can be indefinitely long.

flyeye supports overseas biotech, bioengineering, and optics companies looking to grow in Japan. If you're planning your Japan strategy — including the small stuff that turns out to matter — get in touch.