Kawaii has become one of the fastest-growing trends in licensing and retail. But what is driving its popularity? We spoke with Ruth Bailey-Eley, Designer at Erve, to find out why consumers continue to embrace cute characters and what this means for retailers.
Meet Ruth
Ruth Bailey-Eley has been working in licensing for more than 20 years and has been part of Erve's design team for over four years. Based in the UK, she works across both the UK and European markets, helping translate emerging trends into commercial collections.
Spotting trends before they happen
For Ruth, identifying trends isn't something that happens only during office hours.
"As a designer your job never stops. Your mind is always noticing things around you."
As both a designer and a mum, she pays close attention to children's interests and changing consumer behaviour, drawing inspiration from everyday life.
Why Kawaii is booming
According to Ruth, the growing popularity of Kawaii reflects a wider consumer shift.
"People are craving more connection nowadays, and kawaii brands offer personality, comfort and relatability."
While collectables have become hugely popular, consumers are also looking for characters that feel comforting, optimistic and emotionally engaging.
More than just cute characters
One of the biggest strengths of Kawaii brands is their storytelling.
Whether it's Molang's positive world, the emotional messages behind Pembe the Pink Cat or the rich universe of Sumikko Gurashi, these brands create lasting emotional connections with fans. They offer retailers more than a character on a product—they offer complete brand worlds that consumers want to be part of.
A trend with long-term potential
Unlike many short-lived trends, Ruth believes Kawaii is here to stay.
"Kawaii has always been here, and I don't think it's going anywhere anytime soon."
With collectability, meaningful storytelling and broad appeal across different age groups, Kawaii continues to evolve and attract new audiences.
Why it matters for retailers
Erve's growing portfolio—including Hello Kitty & Friends, Molang, Pembe the Pink Cat and Capyfun—helps retailers tap into one of today's strongest lifestyle trends.
As Ruth explains, consumers are no longer simply buying products featuring cute characters—they're looking for brands that make them smile, reflect their personality and create emotional connections.
About ERVE:
Erve is a European leader in character licences and brands. We produce branded fashion and apparel featuring TV, film, cartoon and video game heroes. As part of Erve Group, we have eight offices across three continents and we control the supply chain between raw materials and stores. Starting with our in-house design team and portfolio of licences – we source, produce, pack and transport collections at the request of major fashion retailers. With 41 years in the industry, our dynamic team values growth, transparency and customer focus. Our exceptional quality and sustainable practices have earned us a reputation for excellence.
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Media Enquiries Erve:info@erve.com