A new stuffed keychain character called DALULU is set to go on sale on May 20, 2026. Designed by ZEN Co., Ltd., the series draws on Japan's iconic daruma lucky charms and the twelve zodiac signs to create a line of collectible plush keychains aimed at inbound tourists and domestic shoppers alike.
What Is DALULU?
DALULU is a stuffed keychain character inspired by two of Japan's most recognized good-luck symbols: the daruma doll and the twelve zodiac signs. By blending the sensibility of Japan's "kimo-kawaii" (creepy-cute) culture with these traditional motifs, the character occupies a space quite different from conventional cute mascots — described as uniquely memorable in its design.
The concept behind DALULU is a small zodiac daruma that travels the world alongside its owner's wishes. Buyers can choose a keychain matching their own or a family member's zodiac sign, carrying it as a travel companion or a protective mascot.
Product Lineup
| Item | Details |
|---|---|
| Product Name | DALULU Stuffed Keychain |
| Tagline | A small zodiac daruma traveling the world with your wishes |
| Price | 1,800 yen (tax excluded) |
| Release Date | May 20, 2026 |
Character Profile
Name: DALULU
Profile: Age 8 / Height 145 cm / Weight 320 kg / Waist 200 cm
Identity: A daruma that spends its nights crafting and wearing Japanese-motif costumes to spread Japan's kimo-kawaii culture
Favorites: Kurikinton (sweet chestnut paste), mochi, "the best-selling spot at souvenir shops"
Motto: Can't stand dishonesty (the spirit of nana korobi ya oki — fall seven times, rise eight)
Spreading Japan's Kimo-Kawaii Culture
DALULU's goal is to widely communicate Japan's kimo-kawaii aesthetic and ultimately grow into an overseas-reaching tourism character rooted in Japan's traditional lucky-charm heritage. The character's diverse plush costumes, inspired by the twelve zodiac signs, are imbued with a wish to become a guardian-angel-like presence that helps people's hopes come true.
