If you’ve been out and about in Hong Kong lately, chances are you’ve seen the adorable face of Chiikawa (ちいかわ)—on burgers, T-shirts, trains, and even gold jewelry. This lovable Japanese character has captured hearts across Asia, and in 2025, it became a full-blown cultural and commercial sensation in Hong Kong.

But Chiikawa’s rise isn’t just about cuteness. Behind the scenes, it’s a masterclass in intellectual property (IP) licensing—a powerful tool that turns characters into cross-industry stars.

What’s IP Licensing, and Why Does It Matter?

IP licensing allows Chiikawa’s creator (likely the artist Nagano or their agency) to give other businesses permission to use the character’s image, name, and likeness. This legal agreement is what makes it possible for Chiikawa to appear on everything from fast food packaging to luxury goods.

In 2025, this strategy came to life through a series of high-profile collaborations in Hong Kong:

• McDonald’s launched a Chiikawa-themed campaign, drawing fans into stores with exclusive themed meals.
• Uniqlo released a limited-edition Chiikawa T-shirt collection, blending pop culture with everyday fashion.

But the collaborations didn’t stop there. Three standout partnerships showed just how far Chiikawa’s reach could go:

• Chow Tai Fook x Chiikawa Jewelry: This luxury collection included gold bracelets and coins featuring Chiikawa characters. On launch day, over 100 fans lined up, and several designs sold out within hours.
• Chiikawa Light Rail: MTR transformed its Light Rail trains into a moving Chiikawa wonderland, complete with forest-themed interiors and character art, running through Tuen Mun, Yuen Long, and Tin Shui Wai.
• CHIIKAWA DAYS Exhibition at K11 MUSEA: Running for almost a month in August, this immersive experience includes giant sculptures, themed zones, and a Hong Kong-exclusive “YUM CHA” art series. Promoted by the Hong Kong Tourism Board, it positions Chiikawa as more than a brand—it’s an experience.

Source: What to know about McDonald's CHIIKAWA DAYS collab in Hong Kong

Source: 女裝 CHIIKAWA x JOKE BEAR AND FRIENDS UT (短袖 / 印花 T 恤) - UNIQLO香港及澳門

Beyond Copyright: A Note on Trade Marks

While cartoon characters like Chiikawa are protected by copyright, which covers the original artwork and design, copyright is not registrable in Hong Kong. That’s why many brand owners also choose to register trade marks—as Chiikawa’s team has done for both the English and Japanese names: “Chiikawa” and “ちいかわ” to cover across a wide range of categories, from toys, stationery and clothing to exhibitions and food services.

As one would appreciate, trade mark registration provides an additional layer of protection and can strengthen enforcement and licensing value.

The Secret Sauce: Licensing Agreements

Every successful Chiikawa collaboration is backed by a solid IP licensing agreement between the brand owners and their business partners. These contracts spell out how the character can be used and help protect the brand’s image.

Key elements include:

• Scope: What rights are granted, in which territories, and for how long?
• Financials: Will the licensee pay royalties, a flat fee, or a minimum guarantee?
• Quality control: How will the licensee ensure that the products meet brand standards?
• Approval rights: Does the licensor have the right to approve designs and marketing materials?
• Termination clauses: Under what conditions can the agreement be ended?

These agreements are essential for maintaining brand consistency and consumer trust. Whilst standard templates are good starting point, brand owners should consider working with legal professionals to tailor these contracts to local laws.

Final Thoughts

Chiikawa’s success in Hong Kong is more than a trend—it’s a blueprint for how smart IP licensing can turn a character into a cultural and commercial powerhouse. From fast food to fine jewelry, Chiikawa’s collaborations show the power of creativity backed by legal strategy.

For businesses and brand owners, the message is clear: with the right IP tools and partnerships, even the cutest character can become a serious business.

The information in this article is for general informational purposes only and should not be considered as professional or legal advice. Please get in touch with us should you like to discuss further. 

Author: Vivian Yau