这届年轻人在养一种很新的“娃”
Why Chinese Youth are Rushing to Buy Stuffed Dolls

It can be a bunny, a bear or a penguin. It can also be creatures less seen in stuffed toy designs, such as a chameleon, a lizard, a scallop, a lobster or even a frog. It also comes in shapes of food and everyday items around us, from avocados, tomatoes and croissants to potted flowers, coffee cups and soccer balls.

“Today’s young people don’t shy from telling others who they are. By sharing on platforms such as Xiaohongshu about the Jellycat pieces they own, the accessories they put on the plushies to give them characteristics, and the memes they photoshop using photos of their plushies, they’re actually sharing about their tastes, personalities and lifestyles. A wide extent to which these contents reach the platforms’ users in turn helps the brand build its brand popularity,” she said.

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For 27-year-old Daisy, her moment is lying on the couch with her Jellycat daisy in her arms after going home from work.

“I spend two hours commuting every day, and working overtime has been the norm for me, so I often go home feeling tired and just don’t want to talk or move too much,” she shared with Shenzhen Daily. “Whenever I go home, my daisy is always there waiting for me with a smile on her face. I sometimes talk to her about my happiness and frustrations, and it doesn’t matter that she can’t reply, because I’ve had enough opinions and suggestions from people around me. She feels so soft — when I hug her, I feel like she is also hugging me.”