Mirumi or Labubu?

If you've arrived here from the world of Labubu, welcome — you already understand the appeal of a charm with a character. Mirumi belongs to that world, and stands a little apart from it.

Labubu is a collectible. Mirumi is a companion. The joy of a Labubu is in the hunt, the trade, the shelf of them. Mirumi isn't a set to complete — there are three colourways, and one is plenty. Its charm isn't in owning it. It's in the way it behaves once it's yours.

One of them looks back. A Labubu has a wonderful face, but it's a fixed one. Mirumi notices you — it turns toward sound, grows shy at your touch, leans into your hand. It's the difference between a lovely object and a small presence.

Made in Japan, by robot people. Mirumi comes from Yukai Engineering in Tokyo, a studio that has spent years building companion robots. That's the lineage: not a toy line, but a quiet craft of making small things feel a little alive.

The genuine article, in the UK. Where there's a phenomenon, there are fakes. Mirumi is sold in the United Kingdom through us alone — first at Harrods, then here — every one genuine, with UK warranty and support.

No shade to Labubu. Collect those too. But if you want a charm that notices you're there, that's this one.