Hong Kong has witnessed a remarkable surge in interest for Chiikawa-themed merchandise as Chow Tai Fook launched a collaboration with the trending character. The Hong Kong jeweler introduced co-branded gold products that set off an immediate buying frenzy at the Tsim Sha Tsui K11 Art Mall on March 23, 2025.
The store opened its doors at 10:30 AM, and by then, around 150 eager customers had formed a long queue outside, ready to indulge in the newly available Chiikawa-themed merchandise. Within just two hours of the launch, four of the nine available items had sold out, prompting store personnel to implement crowd control measures and offer pre-order services.
A 21-year-old university student, known as Mr. Bai, recounted spending approximately $8,000 HKD to secure six different items. Excited about his purchases, he mentioned, “If it weren’t for the purchase limits, I’d have bought the whole collection.” Most of his funds were sourced from his parents—he saved $500 himself, while the majority of the money, about $10,000, was contributed by them.
Mr. Bai’s friend, Mr. He, 25, also joined in on the excitement, purchasing a gold badge intended as a gift for his girlfriend. The friends reportedly queued together, arriving early—around 9:00 and 9:30 AM—to ensure they could secure their desired items.
Parked alongside the young buyers were parents stepping in to indulge their children, including a woman in her 40s named Ms. Liu, who revealed that she planned to purchase two gold charms, one intended as a birthday gift for her daughter, who will be home from studying abroad in July. “I believe 'Chiikawa economics' is better than 'Bear economics',” she stated, emphasizing the popularity of Chiikawa over more traditional panda-themed products.
Similarly, a couple in their 40s, who were helping their 14-year-old daughter find the perfect gift, reported having queued for roughly two hours since 10:30 AM without yet entering the store. In light of the rising gold prices and the sluggish economy, Mrs. Wang noted, “It’s what our daughter loves. She’s really into Chiikawa and pretty much wants everything related to it.”
The Chiikawa appeal appears to resonate among a broad audience, cutting across generations, as seen with a young couple, Miss Luo in her 20s and her boyfriend Mr. Chen, who anticipated spending over $1,000 HKD on two gold charms to cherish as couple’s ornaments. They are both fans of Chiikawa and expressed stronger support for its products compared to panda-themed merchandise.
A crucial aspect of the day’s events was the decisiveness of the consumers. Many were aware of the specific products and prices beforehand. Based on the company's website, the retail price for a gold charm bracelet was detailed at $2,100 HKD, while a gold badge was sold for $540 HKD. Information sourced from the internet revealed that the Chiikawa charm weighs about 0.9 grams, with the badge weighing approximately 0.2 grams.
However, not all consumers found the process smooth. Mr. Wu, in his 30s, arrived at the mall at around 11:00 AM with his Japanese girlfriend, intending to purchase some of the exclusive items. They faced a wait exceeding an hour, yet still hadn’t entered the store to evaluate the products personally. Despite the longer wait, he noted that they preferred Chiikawa products due to their limited edition appeal, unlike pandas, which are widely available and, in their opinion, less enticing.
As the demand for Chiikawa items skyrockets, it is clear this phenomenon reflects a broader cultural trend. Many parents and young adults alike are positioning Chiikawa as a symbol of modernity, correlating it with Hong Kong's contemporary consumer culture, which cherishes not only the aesthetics associated with characters but the economics tied to them.
While some may debate whether 'Chiikawa economics' outperforms 'Bear economics' in terms of boosting Hong Kong’s market, many consumers today are solidifying their allegiance to Chiikawa, expressing sentiments that echo modern consumer habits and trends.
In conclusion, the explosive popularity of Chiikawa products at Chow Tai Fook's launch echoes the character's successful branding and its foothold in contemporary consumer culture. As sales are likely to keep climbing, Chiikawa is set to become a definitive contributor to the local economy—portraying an image of modern consumer enthusiasm amidst the backdrop of economic uncertainties.
