Japan: Fashion’s favourite bag charms may still be swinging from luxury handbags, but technology has already nudged the trend into stranger, more animated territory.
Meet Mirumi, a plush accessory that does not just decorate a bag but quietly watches the world around it, blinking, turning its head, and reacting as if it were almost alive.
Mirumi is the latest creation from Tokyo-based robotics startup Yukai Engineering, a company known for building small robots designed to spark joy in everyday spaces. The soft, furry companion was unveiled at the CES 2025 trade show, where it stood out not for its screens or processing power, but for its ability to make passersby stop, stare, and smile.
At first glance, Mirumi resembles an ordinary stuffed bag charm. Look closer, and it begins to move. It turns its head toward sounds, reacts when touched, and occasionally lifts its gaze to meet yours before shyly looking away. The effect is subtle but disarming, prompting the uneasy feeling that your handbag may be quietly observing the street with you.
The name Mirumi blends two Japanese words, miru (to look) and nuigurumi (stuffed animal) , and the design leans into that playful ambiguity. Inspired by yokai, the mischievous spirits of Japanese folklore, Mirumi exists somewhere between adorable and faintly uncanny. Its purpose is simple: to create small, endearing moments through gentle movement rather than speech or screens.
Mirumi responds to head pats through a built-in touch sensor, offering a range of soft reactions chosen at random. It listens to surrounding sounds and turns toward voices or laughter, as if trying to understand human life from its perch on a bag strap. Even when left alone, it makes occasional spontaneous movements, enough to surprise owners who forget it is there.
Under the plush exterior sits a compact array of technology, including sound and touch sensors, servo motors, and an onboard chip. Yukai Engineering uses a proprietary algorithm to ensure Mirumi’s movements feel organic and unpredictable rather than mechanical. The battery is rechargeable via a USB-C cable, and the device even signals when it is tired or fully recharged through subtle head motions.
Designed with modern fashion in mind, Mirumi’s flexible arms are built to grip even the thinnest bag straps securely. It is available in pink and grey fur options, crafted from Japanese materials chosen to encourage touch and interaction.
Small enough to carry anywhere yet distinctive enough to attract attention, Mirumi is likely to become a conversation starter. It is expected to cost more than 20,600 yen, or about 11,800 rupees, and will be available for pre-order, with deliveries planned for April 2026.
As accessories become smarter and more expressive, Mirumi suggests a future where even the simplest objects are designed not just to be seen, but to quietly see us back.
