Nuikatsu Travel Trend: Why Japanese Hotels Are Offering Beds for Plush Toys?

As travel trends continue to evolve, tourists are increasingly looking for experiences that go beyond traditional sightseeing. One of the most unique travel trends in Japan is known as “nuikatsu”, a cultural phenomenon that involves traveling with plush toys for emotional comfort. A hotel in Osaka has taken this trend a step further by offering beds and pajamas for stuffed animals, redefining personalized hospitality.

What Is Nuikatsu? Japan’s Plush Toy Travel Trend Explained

Nuikatsu is a growing lifestyle and travel trend, particularly popular among Generation Z travelers. The term refers to the practice of bringing a favorite plush toy on trips as a source of emotional support, familiarity, and stress relief. For many travelers, plush toys act as comfort objects that reduce travel anxiety and enhance the overall travel experience.

The trend has gained massive visibility through social media platforms, where users share photos of their plush toys at hotels, restaurants, and famous tourist attractions across Japan and China.

Osaka Hotel Adapts to the Nuikatsu Movement

The Toyoko Inn Osaka Dome Mae has embraced this emerging tourism trend by offering guests the option to rent a miniature bed and pajamas for plush toys. The service costs 300 yen (around €1.70) and is available for plush toys that meet specific size requirements. Guests must return the set at the end of their stay.

To boost engagement, the hotel encourages visitors to share their experience online using an official hashtag, rewarding participants with small gifts. This strategy helps strengthen the nuikatsu travel community while increasing online visibility.

Japanese Hospitality Meets Kawaii Culture

This innovative service reflects key aspects of Japanese culture, including attention to detail, hospitality, and the concept of “kawaii”, which emphasizes cuteness and emotional warmth. Caring for personal belongings — even plush toys — is deeply connected to Japan’s cultural values and highlights the importance of emotional well-being during travel.

Post-Pandemic Travel Trends Focus on Emotional Comfort

Following the pandemic, travel behavior has shifted toward more personal and emotionally supportive experiences. Younger travelers are prioritizing comfort, mental wellness, and meaningful connections over traditional tourist activities.

Within this context, nuikatsu represents a broader shift in modern tourism, where hotels and travel services adapt to travelers’ emotional needs. By combining hospitality, social media engagement, and psychological comfort, this trend shows how the tourism industry continues to evolve in a changing world.