ZEN Co., Ltd. (Representative Director: Kunio Yamakita), which handles the planning, design, and manufacturing of miscellaneous goods, launched "DALULU" on May 20, 2026 — an original character born from combining "daruma," one of Japan's traditional lucky charms, with the twelve zodiac animals — and it has been receiving a warm reception ever since.
What Is DALULU?
DALULU is an original character brand from ZEN Co., Ltd. that fuses Japan's traditional culture with contemporary character culture. Each of the twelve zodiac animals' personalities is expressed through the daruma doll's rounded form and unique facial expressions, resulting in a design that combines distinctly Japanese charm with approachability.
For Japanese customers, the brand offers the fun of choosing a character based on their own zodiac sign, while for inbound visitors, it is presented as a new souvenir that offers an easy introduction to Japanese culture.
These palm-sized mascots turn the experience of searching for one's own zodiac sign or picking a favorite design while traveling into an encounter with Japanese culture. Learning the meaning behind the daruma and the twelve zodiac animals adds a "story" to travel memories.
In Japan, the daruma doll has long been cherished as a lucky charm associated with granting wishes and bringing good fortune. DALULU combines that daruma with the twelve zodiac animals, expressing them through Japan's distinctive "kimokawaii" (creepy-cute) sensibility.
Attached to a bag or suitcase as a travel charm, it becomes a small lucky charm wishing for safe travels and good fortune. Even after the trip is over, it stays close by as a keepsake that recalls time spent in Japan.
Through DALULU, ZEN Co., Ltd. aims to send Japan's traditional culture and character culture out into the world, building a brand loved by people of all generations and nationalities.
Product Information
| Item | Details |
|---|---|
| Product Name | DALULU Stuffed Keychain |
| English Product Name | DALULU Lucky Charm |
| Tagline | A Japanese Lucky Charm for Your Journey — a small charm that travels with you, protecting your good fortune along the way |
| Product Features | A mascot doll combining "daruma," one of Japan's traditional lucky charms, with the twelve zodiac animals. Designed as a small charm to keep travelers company on their journeys, this character item carries both Japanese culture and the meaning of good fortune |
Where to Buy
- ZEN's official online store
- Don Quijote Shibuya
- Don Quijote Dotonbori
- Don Quijote Shinsekai
- Don Quijote Asakusa
- Don Quijote Umeda Main Store
- Tokyo Metropolitan Government Building North Observation Deck
For updates on additional retail locations, check the link below.
