The term "Oshi-katsu" (推し活), or "fandom activities," is probably old hat for many internet users by now. Whether you're stanning voice actors, idols, YouTubers, VTubers, or even anime and game characters, it's a super common phenomenon across Japan.
But in recent years, a new term has popped up: "Nui-katsu" (ぬい活), which literally translates to "plushie activities." This is Oshi-katsu centered entirely around plush dolls – think hanging them on your bag, taking them out for photo ops, or even sleeping with them. Recently, Japanese media outlet Otonanswer chatted with psychological counselor Ruriko Kohinata, who dove deep into the psychology behind Nui-katsu and identified its two main types.
( Image source: @alcremie_Ruby )
Kohinata defines the biggest psychological effect of Nui-katsu as "healing." However, she notes that people engage in these activities primarily for two distinct psychological reasons:
(1) Plushies as personal "avatars"
When you hear "avatar," you might think of virtual or anime game characters, but many Nui-katsu enthusiasts see their plushies as symbolic representations of themselves.
For example, "if you don't want to show your own face, letting a plushie appear on social media instead makes it less embarrassing." Plus, plushies are adorable, making them less likely to attract online trolls and helping avoid unnecessary drama.
( Image source: @masa7819 )
(2) Plushies as cherished companions
For some, plushies are practically "friends" or "partners." They're often beloved characters that offer companionship and ease feelings of loneliness. People who frequently talk to their plushies tend to fall more strongly into this category.
( Image source: @sakitiryo )
( Image source: @toyama0714band )
Kohinata also highlighted the benefits of Nui-katsu, with healing being the core effect. When you gently touch, hug, or care for these soft little companions, your brain releases oxytocin, which helps reduce anxiety and stress.
It also encourages self-kindness. Activities like taking photos or making tiny outfits for your plushies can be incredibly immersive, allowing your mind to temporarily switch off from overthinking, much like a form of meditation. And sharing these moments with fellow enthusiasts can even boost your sense of social connection!
( Image source: @ryokutya_miz )
Of course, while there are tons of benefits, there are also things to keep in mind. Any activity can become a burden if it leads to "excessive sacrifice of daily life." Nui-katsu is no different; it's all about enjoying it in moderation and not letting it take over everything else in your life.
But given the sheer enjoyment and the mental and physical healing it offers, it's no wonder Nui-katsu has become such a massive trend in recent years!
via： オトナンサー