About This Trend
たまごっち (Tamagotchi) is a popular Japanese virtual pet.
A recent surge in collaborations between Tamagotchi and various brands has contributed to the trend. According to Fashionsnap, BEAMS has partnered with Tamagotchi to host an art show in Harajuku, Tokyo. Meanwhile, companies like Paripari Bar, Myaku Myaku, and Sapporo Ichiban have collaborated with Tamagotchi on limited-edition items and products. The collaborations have been covered by various online news outlets and blogs, further fueling the trend. According to Mercari, Tamagotchi collaborations have become one of the most popular items at the 2025 EXPO. The trend is expected to continue as more brands pair up with Tamagotchi.