Updated: 2026-07-19

Japan's "nui-katsu" boom is driving a surge in repair requests

In Japan, the "nui-katsu" trend — taking a beloved plush companion out and photographing it — is driving demand for stuffed animal repair and cleaning. According to Nihon Net Keizai Shimbun, one specialist repair service (Nuigurumi no Oishasan, run by Delight Makers) has seen requests grow from a few dozen per year at launch to about 500 per year today. The more a plush travels, the more wear it picks up.

The wider market is growing too. ITmedia Business Online reports that despite Japan's falling birthrate, the stuffed animal market has expanded beyond toys to adult fans, with related companies roughly doubling their profits in five years. Globally, Fortune Business Insights values the plush toy market at about $13.7B in 2025, projected to reach about $25.9B by 2033.

More demand means longer waiting lists. Some specialists quote turnarounds of several months, so if you are in a hurry, it pays to compare independent studios and alteration shops as well.

Sources

Articles are compiled by our editors from publicly available information. Always confirm current prices and turnaround with each provider.

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