Mofusand (もふさんど) is a whimsical world of irresistibly cute cats created by popular illustrator Juno (ぢゅの) from Japan. Originating on social media in 2017, and with a now 750k+ following on Instagram, Mofusand (pronounced “mo-fu-sand”) captures the playful and mischievous spirit of cats through endearing illustrations where they dress up, explore, and engage in delightfully human-like adventures. You’ll find cats dressed up as sharks, sushi rolls, desserts, and other quirky costumes which embodies the ‘sophisti-cute’ style; soft, stylish, and quietly charming. Mofusand most definitely delivers an “adorable meets absurd” experience which connects with both cat lovers as well as enthusiasts of kawaii culture, wherever in the world they live.
The brand’s name comes from a combination of the Japanese onomatopoeia “mofu mofu,” meaning fluffy, and “sand” from sandwich, hinting at cute, fluffy combinations. It quickly resonated with fans who quickly shared and celebrated the playful artwork with cute stamps and stickers being widely used on popular messaging apps.
Mofusand quickly became a staple in Japanese pop culture and took off in licensing and partnerships with product offerings across plushies and stationery to home décor and apparel, many in limited edition drops driving collectibility. There have been pop-up cafes in Tokyo, Osaka, and Nagoya, serving up themed food and drinks, surrounded by decor based on their favorite fluffy friends. Excitement has also been driven by and channeled to special exhibitions, featuring giant Mofusand figures and exclusive art pieces, such as the limited-edition “Teddy Bear Meow” cat.
All of this has led to major brands like Sanrio, Monster Hunter, Uniqlo, and KFC also partnering with Mofusand to expand the licensed offering even further.
With ugly-cute collectibles continuing to drive licensed product sales in multiple categories around the world, Mofusand is perfectly positioned to ride this wave with it’s blend of cuteness, clever humor, and dash of Japanese pop culture magic.