Classic Monchhichi Doll Sales Surge in Asia as 50-Year-Old Brand Rides Labubu Craze

A 50-year-old monkey is giving modern vinyl toys a run for their money. Sekiguchi's iconic Monchhichi doll, first 'born' in 1974, is seeing a massive revival across Asian markets as the plush toy trend takes a nostalgic turn.

Why Monchhichi Doll Sales Surge in 2026

According to reports on January 1, 2026, the surge is largely fueled by the 'plushie fever' sparked by China's Pop Mart and its hit character, Labubu. As Labubu became a status symbol in Southeast Asia, collectors began hunting for other unique plush figures, leading them straight back to the vintage charm of Monchhichi.

Tokyo-based toymaker Sekiguchi hasn't missed a beat. Their headquarters' entrance is currently dominated by Monchhichi displays to greet the influx of new fans. While Pop Mart has seen its market cap soar past Sanrio in recent times, the longevity of traditional brands like Sekiguchi proves that heritage IP remains a formidable force in the retail sector.

The Business of Nostalgia in Retail

The revival isn't just about cute toys; it's about market positioning. Chinese brands are testing products in Thailand to find the next big hit, while Sekiguchi is leveraging its half-century of history to appeal to both nostalgic Gen X-ers and trend-seeking Gen Z collectors.