Pinkoi, the Taiwan-based cross-border e-commerce platform and one of Asia's largest online marketplaces, is running an online event called the "Pinkoi Fuwafuwa Expo" from Wednesday, August 19 to Wednesday, September 2, 2026. The event gathers plush toys, pet items, and other goods built around the idea of "cute."
Pinkoi's lineup pulls together distinctive plush toys and "nui-katsu" goods for carrying and dressing up companions from Taiwan, Hong Kong, and other parts of the world, alongside pet wear and interior items that brighten life with a pet. The event is built around a "living with your favorites" style, meant to make everyday life a little more fun alongside a favorite fluffy companion.
Why Plushies, and Why Now?
In recent years, it has become common to clip a mascot or plush toy onto a bag, or to bring a favorite plush along to a cafe or on a trip and photograph it with the places and food encountered along the way -- a practice known as "nui-dori." Spending everyday time with a plush toy, or "nui-katsu," has become an established habit for many.
Behind this is a broader shift toward folding a favorite ("oshi") into daily life. Rather than something enjoyed only at concerts or events, "oshi" culture has grown into a habit of carrying a favorite along day to day and capturing it in photos. Plush toys fit naturally into that shift, since they can be carried around as a stand-in for a favorite.
Artists and idols have also increasingly released plush toys as official merchandise, adding to the sense that a plush can bring a favorite closer to everyday life.
How the Way We Enjoy Plushies Has Changed
Plush toys are no longer just something to display. Clipping a keychain-sized plush to a bag and taking it along, dressing it in outfits and accessories, or photographing it against a travel backdrop -- carrying, dressing, and photographing a plush have all become part of the fun.
Anywhere, Anytime -- Cha Nukey (Taiwan)
https://jp.pinkoi.com/product/cJ5EiwtA
This plush pouch, printed with a "💤" symbol on a clear window, can put any plush toy into "sleep mode." Tuck in a favorite plush and take it along on an outing. The plush toy itself is also available for purchase.
Dressed for the Occasion -- SKYCOFFEE Studio (Taiwan)
https://jp.pinkoi.com/product/6zSvVrw6
A duck plush dressed in a sailor outfit, with a removable hat and clothes -- the kind of companion that begs to be brought along to the beach or on an outing.
Distinctive Plushies Turning Heads on Social Media
Posts featuring plush toys from Pinkoi and its shops have been drawing a strong response on social media.
wiwikoala (Taiwan)
https://jp.pinkoi.com/product/ffhNxUGv
A reel introducing wiwikoala's plush toys on its Instagram account (@wiwi_koala) has racked up 220,000 views (as of August 2026), with requests to sell the item arriving from around the world.
A magnet built into the paws lets the plush toys stick to one another, adding another layer of fun.
Bellzi (United States)
Triceratops: https://jp.pinkoi.com/product/xQdfnCYJ
Pegasus: https://jp.pinkoi.com/product/YsDqBkCy
Elephant: https://jp.pinkoi.com/product/BBRDzdga
Bellzi is known for plush toys with a fluffy, huggable feel, covering not just animals but also dinosaurs, mythical creatures, and other slightly unusual figures. Its dinosaur series has proven popular on Pinkoi's official X account (@PinkoiJP) too, with total likes topping 25,000 and each new release drawing fresh attention (as of August 2026).
The Fuwafuwa Expo features a distinctive lineup from Bellzi, including a triceratops, a pegasus, and an elephant.
"Living With Your Favorites" Extends to Pets, Too
The "living with your favorites" style, built around keeping a favorite close in daily life, extends beyond plush toys to life with a pet. Many people treat a beloved dog or cat as their "favorite," dressing them up in outfits and accessories and capturing their charm in photos.
Just as a plush toy can be dressed up or photographed on a trip as part of "nui-katsu," time with a pet can be styled in the same personal way. Pinkoi's lineup includes a range of distinctive pet items from across Asia built around that same "everyday with a favorite" spirit.
MOMOJI (Hong Kong)
Pet neckwear: https://jp.pinkoi.com/product/mbrbNGxh
A classic-styled neckwear piece for dogs and cats, letting a pet dress up like a small fashion icon for outings and photos.
Lucky me (Taiwan)
Shupapad: https://jp.pinkoi.com/product/aYLSra9q
Caramel pudding: https://jp.pinkoi.com/product/wRVnA9Ei
A pet bed for small dogs and cats to relax on, plus a plush pet house that looks just like an oversized pudding -- items with a soft, calming look to match their soft material.
Cotton Tree HK (Hong Kong)
Made-to-order cat earrings: https://jp.pinkoi.com/product/rrLTS5kd
Hand-painted earrings created to match a cat's coloring and features, letting an owner carry a piece of their pet's personality with them on any outing.
An SNS Campaign to Cheer On Your Favorite
During the event, Pinkoi's official social accounts are running an SNS campaign tied to the Fuwafuwa Expo called the "Pinkoi Oshi Character Award." Participants can vote for a favorite brand by commenting, choosing from 14 brands spanning plush toys, stationery, and more; purchasing an item from an eligible brand during the event also counts as a vote. All participants receive a limited smartphone wallpaper, and one winner chosen by lottery from those who voted for or purchased from an award-winning brand can pick an item of their choice from that brand (conditions apply).
Full details are available on Pinkoi's official social accounts.
- Pinkoi official X: @PinkoiJP
- Pinkoi official Instagram: @pinkoijp
Find a New Favorite to Fall in Love With Every Day
The Fuwafuwa Expo lines up a wide range of items to spark that feeling, from plush toys that brighten everyday life to gear for a beloved cat or dog, all at limited-time prices -- an invitation to a new favorite to fall in love with.
Event overview
Pinkoi Fuwafuwa Expo
Period: Wednesday, August 19 to Wednesday, September 2, 2026
Featured offers:
- 15% off and free shipping on select items
- 10% off sitewide
- ¥300 off purchases of ¥6,000 or more
- ¥800 off purchases of ¥10,000 or more
Terms and eligible items vary by offer -- see the event's special page for details.
Special page: https://jp.pinkoi.com/topic/fwfw-jp
