What Is “ぬい活” (Nuikatsu)?
In Japanese “推し活” (oshi-katsu, “activity for one’s favorite/“oshi”) culture, many fans support their favorite characters, idols, VTubers, or other “oshi” in creative, expressive ways. One such way is ぬい活 (often romanized “nuikatsu”): the practice of using ぬいぐるみ (nuigurumi, plushies) as a medium of fan expression, customizing them, photographing them, bringing them to events or travel spots, and sharing them online.
According to an article on Animate Times, ぬい活 is defined as customizing one’s “oshi plush” (推しぬい), dressing them up, photographing them, and in general treating the plushie as a companion in one’s fandom life. (アニメイトタイムズ)
Key components of nuikatsu include:
- ぬい服 (nuifu / plush clothes): clothing and accessories made for plushies — ponchos, hats, full outfits, shoes, bags, etc. (アニメイトタイムズ)
- ぬい撮り (nui-dori): photographing the plushie in various locations — at cafés, on trips, at events, in photogenic settings, etc. (アニメイトタイムズ)
- ぬいママ (nui-mama): a lighthearted term used by fans, referring to the person caring for and “parenting” their plushies. (アニメイトタイムズ)
Because nuikatsu blends craft, photography, fan expression, and social sharing, it appeals to people who enjoy tactile and visual ways of expressing their fandom. Plushies become more than decorative items — they become mediums for storytelling, memory, and aesthetic play.
Why Do People Engage in Nuikatsu?
Some reasons and motivations include:
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Emotional connection For many fans, their plushie is a tangible embodiment of their “oshi” (favorite). Dressing it up, taking it along places, and photographing it allows them to feel closer to that character.
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Creative outlet Fans can design or commission new outfits, accessories, dioramas, photography backdrops, or settings. Nuikatsu gives them a canvas.
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Sharing & community Posting photos with hashtags (e.g. “#ぬい撮り”) or participating in plush-photo meetups, exhibitions, or online sharing allows fellow fans to see each other’s plushies, get inspiration, and bond. (アニメイトタイムズ)
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Memory & documentation Bringing plushies to travels, events, and photo spots helps document one’s fandom journey — “I went to this place with my plushie” — much like how people take selfies or travel photos with favorite items.
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Merch synergy As more official fan merchandise includes plushies or customization options, nuikatsu can be integrated with the commercial side of fandom (buying, exchanging, enhancing).
In short: nuikatsu is a rich, multi-dimensional fandom activity combining craft, photography, and emotional expression.
The Nature of Plushies (ぬいぐるみ)
Before diving into Hololive’s plushie culture, let’s take a general look at plushies: their qualities, types, and roles in fandom.
What Makes a Good Plushie for Nuikatsu?
A plushie used for nuikatsu tends to have certain desirable features:
- Good quality fabric & stitching — to withstand dressing, undressing, transportation, and photography.
- Posability or structure — either wired limbs, flat-bottomed seating shape, or support so it can pose or stand.
- Character likeness — enough resemblance to the “oshi” so that a fan sees recognizable traits.
- Size variety — smaller plushies (10–20 cm) for portability; larger ones (30 cm or more) for display.
- Accessories / modularity — ability to wear additional costumes, have removable parts, or switch outfits.
Often plushies are categorized by series (official merchandise lines) or by style: stuffed dolls, chibi plushies, ball-chain mascot plushies, etc.
Common Plushie Styles in Fandom
- Sitting plushies (“お座り型／座り型”) — plushies designed to sit upright stably; popular for display and decoration.
- Mascot / keychain plushies — small plushies with ball chains or keychain loops, easy to carry around.
- Oversized / “big” plushies — large plushies (e.g. 40 cm or more) that become display centerpieces.
- Puppet plushies / hand puppets — plushies with openings or movable parts to “interact.”
Fandom communities sometimes create custom “ぬい服” (plushie clothes), small props (miniature props, stands, backgrounds), and photo staging tools (mini backdrops, lighting kits) to enhance photography and display.
Display & Transport Accessories
Because nuikatsu often involves carrying or exhibiting plushies, fans use special accessories:
- ぬい活バッグ — dedicated clear or semi-clear bags in which plushies can be carried while being protected and also displayed. For instance, REA RARE released a drawstring “ぬい活バッグ” whose body is full clear so you can decorate inside, and the strap is detachable so the bag + plushie combo can later be displayed. (アニメイトタイムズ)
- Plastic display stands, acrylic stands, or mini stands — to hold plushies upright for photography or display. (アニメイトオンラインショップ)
- Protective covers, clear pouches, etc. — to avoid dust or damage, especially when transporting.
- Mini props and dioramas — fans often make or buy miniature furniture, backgrounds, or scenes to stage plushies in interesting settings.
These tools allow fans to integrate plushies into their everyday life: display on desks, bring to cafés, include in travel photos, or exhibit them at fan events.
Nuikatsu Etiquette & Tips
- Clean environment & lighting — for good photos, clean backgrounds and proper lighting are key.
- Respect event rules — when bringing plushies to cafés or exhibitions, make sure they are allowed.
- Protect your plushie — use covers, keep away from moisture or stains, avoid overhandling delicate parts.
- Share creatively, but respectfully — when posting photos, give credit if you used others’ props or backgrounds, and be mindful of copyright (especially for custom costumes or fan works).
Overall, a plushie in nuikatsu becomes a blend of personal companion, canvas, and art piece.
Hololive Plushie Culture: “Hololiev” & Fan Activities
Now let’s focus on the plushie culture around Hololive (a group of VTubers managed by Cover Corp). I will interpret “hololiev” as a variant or stylization of “Hololive + nuikatsu” — i.e. Hololive fans’ plushie activities.
Hololive’s Official Plushie Lines
Hololive has an official plushie merchandise brand, hololive friends, which plays a central role in the plushie culture among Hololive fans. (ホロライブ)
Key developments:
- The “hololive friends with u” series: a line of sitting plushies featuring Hololive talents, designed to be cute, compact, and displayable. (ホロライブ)
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In July 2024, Hololive announced a new line, “hololive friends to Go”, which are mascot-size plushies (~20 cm height) with a ball chain attached to their heads, making them portable and perfect for carrying around. (ホロライブ)
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This line enables fans to bring their plushies out more easily, incorporating them into everyday carry or travel photos.
- The aim is to let fans enjoy “ホロ活 (Hololive activity / fan support)” via plushies even outside the home. (プレスリリース・ニュースリリース配信シェアNo.1｜PR TIMES)
By offering different sizes and portability options, Hololive helps fans adapt their nuikatsu to varied situations — from desktop display to “plushies outdoors” photo ops.
Fan Behavior & Trends Among Hololive Plushie Fans
Hololive fans have embraced nuikatsu in various ways. Based on community observations and fan reports:
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Showcasing collections & setups Many fans showcase their plushie collections in organized displays, combining them with other Hololive merchandise (figures, acrylic stands, keychains). Some use backboards, shelves, and themed layouts. In one overseas example, a fan from Australia arranged their Hololive plushies and other merch neatly with transparent hooks, emphasizing minimalism and aesthetic display. (note（ノート）)
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Travel with plushies Some fans bring their Hololive plushies during trips, capturing them in scenic spots. Because “hololive friends to Go” are compact and come with ball chains, fans can attach them to bags or dangle them in travel photos. (ホロライブ)
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Online photo sharing Using hashtags like “#ぬい撮り” (nui-dori) or “#ホロ活” (Hololive activity), fans upload plushie photos engaging in seasonal themes, holiday decorations, café backgrounds, or fan event settings.
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Custom outfits & fan-made goods Fans often create or commission custom costumes, accessories, mini props, and even diorama backdrops tailored to Hololive characters to dress their plushies in unique ways.
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Trading and resale Official plushies may be limited edition. Fans may trade, sell, or buy secondhand Hololive plushies. For instance, in the past 180 days, over 1,300 Hololive plushie-related auction listings have closed, with average sale prices around ¥5,427, going as high as ¥99,000. (Yahoo!オークション)
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Event and fan meet incorporation At Hololive fan events, meetups, or fan fairs, fans may bring their plushies for display, photo booths, or trading meetups — sometimes arranging plushie photo areas.
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Cross-media synergy & announcements When Hololive announces new plushie series (like “to Go”) or new lines, fans often respond with fan art, preorders, and speculation. The interplay between Hololive’s official merchandise strategy and fan activity helps sustain interest. (ホロライブ)
Thus, among Hololive fandom, nuikatsu becomes a lively, visible subculture — not just collecting, but visual storytelling and fan expression.
Sample Use Cases
- A fan might carry a hololive friends to Go plushie clipped to their backpack, photograph it in cafés, parks, or tourist spots, and post on social media with stories like “Traveling with my plushie!”
- At home, one might place their hololive friends with u plushie on a shelf decorated with LED lighting, themed backdrops, or seasonal props, and photograph them for themed posts (e.g. Halloween, cherry blossoms, beach).
- Fans might collaborate to create custom outfits (e.g. winter coats, festival yukata) and hold “plushie runway” posts or friendly competitions to dress their plushies.
- At Hololive events or fan conventions, fans might bring plushies for “meet & greet with plushies” photo corners, or even trade accessories or props among themselves.
These behaviors reflect how Hololive’s official plushie lines and receptive fan culture have fostered a dedicated nuikatsu ecosystem.
Tips & Advice If You Want to Start Nuikatsu (Especially for Hololive Fans)
- Start small — get one plushie that’s sturdy and simple (e.g. a sitting plushie or “with u” type).
- Invest in a good bag — a clear or semi-clear dedicated plushie bag helps carry your plushie safely while also making it visible (like the REA RARE ぬい活バッグ) (アニメイトタイムズ)
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Acquire a display stand — a small acrylic stand can help your plushie stand upright in photos. (アニメイトオンラインショップ)
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Lighting & background matters — even a simple white foam board and a desk lamp can dramatically improve your plushie photos.
- Use hashtags & join communities — share your plushie photos under “#ぬい撮り,” “#ホロ活,” or Hololive fan communities online to get feedback and camaraderie.
- Make or commission small accessories — hats, seasonal outfits, mini props can greatly increase the fun factor.
- Rotate your displays — refresh your shelf or photo corner with seasonal or themed layouts to keep things dynamic.
- Be mindful of budgeting & space — plushies are cute, but they take space. Choose wisely, and avoid collecting just for acquiring.
- Respect intellectual property & community norms — if you create costumes or props based on fan art, give proper credit and follow community guidelines.