Before It Was Cool: How Japan Pioneered the Bag Charms Craze

Call them bag charms, purse pals, or wearable collectibles — they’re swinging from every it-bag this season, from haute couture to Harajuku. But in Japan, charms are more than a trend. They’re a language.

From keys to backpacks, phone straps to doorways, charms have long been woven into Japanese daily life — a fusion of ritual, self-expression, and playful design. We’ve already explored the origins of Japanese charm culture, so today we’re diving into the enduring trends still seen across Japan — and what they reveal about identity, nostalgia, and modern self-curation.

The Kawaii Boom: Sanrio, Monchhichi & Rilakkuma bag charms

Welcome to the golden age of character culture, when Japanese kids (and let’s be honest, their parents too) began decorating their world with little faces, plush textures, and pastel smiles.
In the 1980s and ’90s, bags and phones weren’t just practical — they were mini altars to cuteness. In a school system where self-expression was often stifled by uniforms and strict rules, a charm clipped to your bag became a small but powerful rebellion.

At the heart of this movement: Sanrio.

Hello Kitty, already a national sweetheart since the late ’70s, exploded into charm form. Tiny plastic versions of her head — holding apples, reading books, or dressed for the season — were clipped to nearly every surface in sight.

Her goth-lolita cousin Kuromi, with her black jester hood and mischief energy, became the favorite of those who wanted their kawaii with a touch of bite.

But Sanrio didn’t own the bag charm world alone.

Monchhichi, the fuzzy brown monkey with a pacifier, brought a different flavor of nostalgia — blurring the lines between plush toy and keychain. With its tactile softness, Monchhichi felt more like a pocket friend than a decoration.

Then came Rilakkuma in the late ’90s — the bear who did… absolutely nothing. And that was the point. Designed as an anti-stress icon in a hyperproductive society, Rilakkuma (literally “Relaxed Bear”) was a quiet act of resistance. Hanging him from your bag was like saying, “I’m tired — and that’s perfectly fine.”

The kawaii boom wasn’t just about cuteness — it was about carving out space for softness, joy, and emotional expression, one dangling charm at a time.

The Collector Era: Sonny Angels, Gachapon and friends

Fast forward to the 2010s, and the charm scene in Japan evolves — from decoration to collectible culture. Bag charms became status symbols, personality tokens, even miniature social experiments — all hanging off your tote.
Tiny, naked, and topped with strawberry hats or bunny ears — Sonny Angels were technically mini figurines, but Tokyo made them fashion.

What makes them iconic? The blind box format — you never knew which Angel you’d get. Some fans carry doubles to trade on the go, turning train rides into charm-swapping scenes worthy of a sticker book fever dream.

The 2010s also marked a second wave of gachapon fever — capsule toy machines found everywhere from station kiosks to dedicated halls like Akihabara’s multi-floor Gachapon department store.
Charms range from:

• Minimalist Miffy on a swing,
  
• To absurdities like a crying sushi in a bathtub,
  
• To rare collabs with anime, Sanrio, or underground illustrators.
  

Again, it is all about the surprise — and the flex when you score a rare piece.

Anime Altars and Ita Bags

By the early 2000s, kawaii collided with another cultural powerhouse: anime and pop culture.

Suddenly, school bags and totes became shrines to fictional crushes and power fantasies. Whether you were team Sailor Moon, diehard for Inuyasha, or lowkey thirsting over Kakashi, charms became emotional declarations.As anime exploded globally, Japan was already ahead of the merch game. But unlike the West’s t-shirts and posters, Japan offered miniature, hyper-detailed charms: chibi characters, tiny prop replicas, and exclusive capsule collabs that made collecting feel like sport.

Today, anime charms are everywhere — from konbini to Harajuku fashion boutiques. They bridge otaku culture and streetwear with a casual cool that’s uniquely Japanese. You’ll still find classics like Pokémon, One Piece, and Studio Ghibli as well as newer fandoms like Jujutsu Kaisen, Spy x Family, and Demon Slayer that dominate the gachapon and collab café scenes.

And let’s not forget the rise of ikemen (hot guy) charms — from otome games and drama series — often hidden in ita bags, those see-through totes designed to display your favorites like tiny, curated museums of love.

Bag charms: A New Era of Self-Curation

Today, Japan’s bag charm culture is about more than aesthetics — it’s about storytelling.

One bag might carry:

• A Sonny Angel next to a Miffy capsule toy,
• A bootleg Sailor Moon charm clipped beside a Murakami plush,
• Or a handmade trinket from an indie artist discovered in São Paulo.

It’s not just about being cute anymore — it’s about mood, irony, memory, and vibe. It’s your wearable moodboard. And once again, Japan is leading the way — one dangling charm at a time.