Sony Creative Products aims to create a global competitor to Hello Kitty in pop culture and merchandise. According to Nikkei, a dedicated team established in 2025 is working on developing original intellectual property rights, with the goal of annual revenue reaching $62.8 million by 2030.
The leading contender for the title of new mascot is Nemu the Night Owl Bear, an owl bear cub who suffers from insomnia due to the constant worries and worries he experiences every day.
The project, co-developed by content creator Tsumupapa, has attracted more than 100,000 subscribers on the social network within a year, with the author planning a full anime adaptation and large-scale merchandise production.
