Cute, eerie, strangely relatable: 'Chiikawa' film nears 3 million admissions in S. Korea

SEOUL, Nov. 13 (Yonhap) -- Just when viewers think it is simply cute, it turns unsettling. And as they laugh along, watching its characters struggle through one crisis after another with their limited abilities, they may find themselves unexpectedly moved by how much their struggles mirror their own lives.

Japanese animated franchise "Chiikawa" is winning over adult audiences with its distinctive fictional world, which reflects the hardships of everyday life.

"Chiikawa the Movie: The Secret of Mermaid Island," released Sept. 30, has enjoyed a prolonged box office run, topping the weekend box office for five consecutive weeks.

According to the Korean Film Council's integrated ticketing system Thursday, the film had attracted approximately 2.825 million moviegoers as of Wednesday, putting it within reach of the 3 million admissions milestone.

Chiikawa is a character created by Japanese artist Nagano and is known in South Korea as "Munjakgwi," short for "something small and cute." The characters are recognizable for their round faces and tiny bodies, but the world they inhabit is far from carefree.

They must work to make a living and frequently find themselves in dangerous situations. This fictional setting, which mirrors the hardships of real life, is considered a key factor behind the film's appeal to adult audiences.

"These characters are inherently optimistic and want to be happy, but they face hardships and see their daily lives fall apart through no fault of their own," cultural critic Kim Sung-soo said. "They strike a chord with modern people, particularly the MZ generation, who feel anxious in a rapidly changing world but still want to remain optimistic about the future."

The film's distinctive mysterious narrative has also contributed to its box office success.

It is based on the popular long-running "Siren Arc," which appeared in the original "Chiikawa" manga in 2023. Nagano personally wrote the screenplay and supervised the film's production.

The story begins when Chiikawa and friends discover a flyer advertising a job that pays 100 times the usual rate and set off for an unfamiliar island.

Initially welcomed by the island's residents, the group enjoys a pleasant stay before learning that a giant monster known as the Siren has been abducting residents one after another. Asked by the locals to defeat the creature, they become involved in the incident, but the story takes an unexpected turn as the secrets hidden on the island gradually come to light.

"Although the film features cute characters, its narrative is structured much like a thriller," film critic Yoon Sung-eun said. "Rather than offering children a happy ending or a heartwarming story, it takes the form of a genre film aimed at adults."

Reviews posted on the CGV cinema app reflect how audiences are contemplating the characters' actions and the story's deeper meaning. Comments include, "An excellent black comedy. My life is Chiikawa," "The story was much deeper than I expected," and "The perpetrator becomes the victim, and the victim becomes the perpetrator."

The film's complex narrative has also prompted various interpretations and discussions among viewers, encouraging repeat viewings.

Fans have been sharing theories online about the meaning behind the lyrics of songs featured in the film, hidden clues scattered throughout individual scenes and possible connections between Japanese folk beliefs and the film's fictional settings.

"If the film had appealed only to hardcore fans, it might have drawn around 1 million viewers, but its original plot has made even people unfamiliar with Chiikawa curious, bringing in general audiences as well," Yoon said. "As viewers began analyzing its mise-en-scene and intricate details, repeat viewings followed."

The emotional connection audiences feel with the characters extends beyond movie theaters. Fans who see their own circumstances reflected in Chiikawa have been collecting character merchandise, fueling a merchandise craze.

Reservations to visit a Chiikawa merchandise store at I'Park Mall in Seoul's Yongsan district sold out well in advance, while fans hoping to purchase products have been lining up at the venue from the early hours of the morning.

Limited-edition popcorn containers and weekly promotional giveaways have also proved popular at cinemas. Some fans are watching the film multiple times to collect exclusive merchandise offered by different theater chains.

"For young people who experience anxiety and fear as they navigate society, Chiikawa is almost like an alter ego," cultural critic Kim said. "Their desire to look at and touch this alter ego, and carry it around like a protective talisman, translates into a desire to own the characters' merchandise."

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