Hanging plush toys on bags has recently become a massive trend. Walking through the bustling streets of Hong Kong, you’ll spot these adorable charms—Labubu, Chiikawa, and others—dangling from backpacks and tote bags. Even Blackpink’s Lisa, a well-known Labubu fan, has helped fuel this craze, turning these cute accessories into a mainstream phenomenon. But what do local trendsetters and toy industry insiders think about this growing trend?

Nicole Law, a necklace designer and content creator with a keen eye for street fashion, is thrilled to see these playful accessories embraced by everyone—not just women but men. Ian Wong, designer of the vinyl toy brand Club Babo, has begun experimenting with bag charm designs. Wilson Tam, founder and CEO of TOYZEROPLUS (a company that helps creators launch toys), acknowledges that trends can be here today and gone tomorrow. Still, a strong backstory helps a toy character resonate with its supporters.

Beyond operating her jewelry brand Fierce, Nicole shares insights into pop culture. She recalls interviewing Kasing Lung, the creator of Labubu, two years ago: "At that time, Labubu was already successful, but its popularity exploded last year. Celebrities can immediately spark trends—fans went wild after Lisa from Blackpink embraced Labubu." She also notes that luxury fashion brands have fueled the charm craze. "High-end brands like Miu Miu and Balenciaga have introduced bag charms, even showcasing them on the runway. Whether people splurge on designer pieces or choose personalized beaded chains, the trend has undeniably taken off."

Nicole frequently travels for work, attending various brand events and music festivals. "Not only in Japan, but I’ve also seen the trend of hanging plush toys on bags in Southeast Asian countries like Thailand," Nicole says. She notes that while it’s primarily girls in Hong Kong who carry tote bags adorned with these charms, it’s also quite common among guys. She enjoys doing "fit checks" (outfit observations) on the street, interviewing people with interesting styles. "Gen Z is more open-minded about gender issues; for example, more guys are wearing pink now. Some young people no longer cling to rigid definitions of femininity or masculinity; the same applies to accessories. They don’t view certain plush toys as ‘just for girls' to hang on their bags."

The types of bag charms you choose to hang and how you decorate your bag are simple ways to express your taste. Nicole used to fill her bag with plush charms, but she jokes that she eventually stopped because it became too heavy to carry. "People prioritize self-expression, from plush toys to other accessories. For instance, shoe charms are trendy; who knows, maybe people will start clipping pins to their caps? It’s the same concept as hanging plush toys: personalizing your outfit to reflect who you are."

Founded in 2019, Club Babo is known for its animal-themed vinyl toys. The brand’s founder, Ian, created Flat Cat—one of its signature characters—during the pandemic, aiming to lift everyone’s spirits with something cute. Inspired by his own pet, the character quickly became a sensation. This April, PMQ is launching its "Toy Convenience Store" event as part of its "Play Stuff Fest," featuring over 30 local and international toy brands. Club Babo was among four local brands releasing exclusive collaborative toys and limited-edition mini vinyl blind boxes.Ian points out that Hong Kong has about a dozen vinyl toy creators, like himself, who frequently collaborate at international toy fairs. "Last year, I participated in Creative Expo Taiwan(CET), which emphasizes IP (intellectual property) products—not just toys. Brands there fully embrace merchandise culture, producing stickers, keychains, and accessories. That’s when I launched Flat Cat’s plush coin pouch, designed to hang on bags."

Ian notes that with the booming bag charm trend, many vinyl toy designers have introduced fluffy accessories in the past year. "The hype is unreal—I even saw a middle-aged man in Thailand with a Labubu dangling from his bag!" He laughs, admitting that his primary motivation for creating Flat Cat plush charms was "self-indulgence”; he wanted to clip one onto his belt loop. "Sometimes, I dress all in black, which can appear intense, so adding a cute charm softens the vibe. These little figures have become legitimate fashion accessories." He also attributes claw machine culture to fueling Hong Kong’s charm obsession. "Many guys love crane games; they don’t view toys as just 'for girls.' Some buy Chiikawa for their girlfriends and end up collecting them too."

Beyond their universal appeal, Ian has noticed an industry shift: "Some visitors at creative expos may not know about vinyl toys and find them expensive. Plush charms, being more affordable, have a broader appeal. At a recent toy fair in Tainan, a group of young people saw my Flat Cat plush charms, found them adorable, and each purchased one on the spot." Although his brand works with vinyl and plush, Ian says the creative process differs. "Each material has its charm. If my characters bring instant joy, that’s a win."

Among the sea of plush charms, LuLu the Piggy, an IP character under TOYZEROPLUS, stands out as a fan favorite. Since founding the company in 2014, Wilson (TOYZEROPLUS’ CEO) has managed IP strategies for over a dozen brands, handling licensing deals and launching blind box toys and merchandise. At PMQ’s Play Stuff Fest, he’ll share insights on toy marketing and emerging trends. For Wilson, the plush charm craze is nothing new. "Even before this wave, plush accessories were huge in Korea two years ago. Back then, itabags (in Japanese, 痛バッグ, which directly translates to' pain bag') with clear display compartments were trending in Japan and Korea. Young people filled them with plush toys, pins, and idol merchandise to show off their collections."

A variation of itabag, featuring a separate transparent pouch for hanging plush charms, has become common in Hong Kong, allowing toys to remain clean while still on display. Wilson sees countless Instagram posts daily of fans showcasing their TOYZEROPLUS charms. "Hong Kong is known for its tiny real estate; buying large plush toys isn’t practical. So, how do people express their love for characters daily? Bag charms fill that gap.

The trend’s explosive demand has led TOYZEROPLUS’s plush charm sales to exceed expectations. However, as an IP strategist, Wilson believes a character’s personality truly matters.

"Promoting an IP is like promoting an artist; you need to highlight its character and persona to forge a connection with people," he explains. Take LuLu the Piggy, for example; its laid-back, slow-pacing vibe resonates with fans. "In addition to social media content, physical products are vital. People require something tangible to experience satisfaction." How long will the bag charm craze last? Wilson shrugs. "Trends move fast. Next year, maybe those Kinder chocolate eggs with hidden toys will take over. Who knows?"

“Play Stuff Fest” 2025

Date：2025.4.18 - 4.21

Time：12:00 - 19:00

Venue：PMQ

Details：https://bit.ly/pmqpsf2025_en