The Rise of Food-themed Plush Toys

A growing trend has emerged among adults embracing food-themed stuffed toys, reflecting a unique blend of nostalgia and fun. Brands like Jelly Cat are capitalizing on this phenomenon by designing plush toys that resemble local delicacies, such as smiling roujiamo and fluffy crabs. These toys not only serve as collectibles but also create a sense of emotional comfort, allowing adults to reconnect with their inner child. Sales in this market have surged, with reports indicating that Jelly Cat's revenue exceeded 1.3 billion yuan in 2022, demonstrating a significant appetite for these quirky, comforting items.