The term "Oshi-katsu" (推し活), or "stan culture," is probably familiar to most netizens, covering everything from supporting idols and VTubers to beloved anime, comic, and game characters. But in recent years, a new term has emerged: "Nui-katsu" (ぬい活), which centers around plushies and dolls. Think hanging them on your bag, taking them out for photos, or even sleeping with them.
Recently, a study from Osaka University dropped a fascinating bombshell: people tend to find an object "cuter" when they are actively touching it, compared to when the object is just sitting there alone. This finding has sparked a lively debate across Japanese social media, with many passionate "Nui-katsu" enthusiasts nodding in enthusiastic agreement.
According to the published research, the study uncovered two key findings:
When a person is touching an object, their evaluation of that object's "cuteness" is significantly higher than when it's not being touched.
If the object itself already has a round, inherently cute appearance, the "cuteness boost" from touching it becomes even more pronounced.
In simpler terms, those already adorable, round objects become even more endearing when someone holds or touches them. But even beyond that, any object just seems to get a cuteness upgrade simply by being handled.
After the news hit social media, netizens quickly chimed in with their own takes. Some observed that while the data showed a difference, "the gap wasn't as dramatic as expected."
However, a creator specializing in doll design shared on social media that the study's results perfectly align with their everyday observations of community reactions.
They explained that on social media, photos where "someone is holding a doll" typically rack up far more likes than simple solo shots of the doll itself. Previously, they thought this was because the photos allowed people to imagine the doll's texture. But now, it seems it might also be because the message that "someone is cherishing it" makes the doll appear inherently cuter.
Many devoted "Nui-katsu" fans also flooded the comment sections to share their feelings. One user exclaimed, "It's so true! Dolls are always cuter when they appear with a person in photos." Another added, "When I see someone really doting on their doll, I can't help but find that doll more appealing myself."
Some even pointed to examples like Myaku-Myaku, the Osaka Expo mascot, which initially had average popularity but suddenly shot to fame. They speculated that seeing more and more people holding it or taking it out for photos might have made everyone think, "Hey, it actually got cuter!"
Regarding this phenomenon, one creator suggested that when an object is held, it gains an extra layer of "contextual information." For instance, it conveys that the object is being cherished or cared for, makes it easier for viewers to imagine interaction or a story, and provides a more intuitive understanding of its size or presence.
This research even led some netizens to jokingly ask, "So, are humans just supporting characters whose sole purpose is to enhance cuteness?"
It makes perfect sense, then, why "Nui-katsu" often goes beyond just photographing the doll itself, focusing instead on scenarios where the doll interacts with its owner. Perhaps it's that conveyed warmth that truly elevates the perception of cuteness.
This seemingly lighthearted and fun study not only makes many rethink how "cuteness" is perceived, but it might also help all you passionate "Nui-katsu" friends truly grasp its magic.
via： togetter