Making Otaku Dreams Come True—How "Oshi Nui" Expanded the World of Handmade Things & Dress-Up Dolls

With the word "Oshi" (one's favorite character/artist) now widespread, the practice of turning characters and idols into plush "Oshi Nui" has become a cornerstone of Reiwa-era culture.

However, not every "Nui" (plush) gets an official release. That's where the do-it-yourself otaku come in, supported by Azusa Hirakuri's book "てづくり推しぬいBOOK." This book, which lets fans turn their favorite into a one-of-a-kind plush, caused quite a stir as a go-to bible for beginners.

This time, we interviewed Hirakuri—creator of "てづくり推しぬいBOOK" and many related publications—about the ever-evolving allure of the Oshi Nui culture.

Being able to always carry your Oshi with you in "Oshi Nui" form means having a source of comfort everywhere you go. As Oshi culture has grown in recent years, these plush companions have become more visible—seen on the streets and all over social media.

But just as there are countless Oshis, not every character is made into an official plush. That’s why Azusa Hirakuri’s book, "てづくり推しぬいBOOK," has become an essential resource for otaku who want to make their own.

So, how did this book come to life? Hirakuri explains:

"I originally worked as a plush toy designer handling product planning, then started freelancing as a pattern maker, designing patterns for characters and plushies for various companies.

While working, I often saw otaku carrying their 'Nui' plushies with them, and I thought, 'Maybe there are people out there who want to make original plushies?' That’s where the project began. I pitched the idea to a publisher, and this book was born."

Through a stroke of inspiration, Hirakuri published the long-awaited otaku book in the handcraft genre. At the time, there were no books about "Oshi Nui," so the process felt like pioneering uncharted territory.

"We had no idea about the potential sales, who the target audience was—everything was uncertain. But as soon as the first press release went out, the response was overwhelmingly positive. I realized, 'There were so many people who wanted to make Nui!' and felt relieved.

Certain works and idol groups do have official plushie merchandise, but for less mainstream Oshis, official plushies often don’t exist. In those cases, fans have to make their own. I'm truly glad we were able to meet that need."

The Revolutionary "Soft Boa"—A Must-Have for Making Nui

The groundbreaking thing about "てづくり推しぬいBOOK" isn’t just the detailed how-to, but also introducing the game-changing "Soft Boa" fabric for creating the ideal plushie.

With its expansive selection—fifteen hairstyles and three body sizes—as well as the short-pile "Soft Boa" fabric that realistically replicates plush skin, this material is vital for DIY Nui creation.

At "Nuigurumi Fabric," run by Hirakuri, you’ll find thirteen skin tones in Soft Boa, allowing you to achieve authenticity and a finish that rivals official merchandise.

Beyond fabric, "Nuigurumi Fabric" also stocks pre-made bodies, face patches, and beginner-friendly kits—making it the ultimate bridge between otaku and handcraft culture. It's also caught the attention of the wider craft world.

"When I published 'てづくり推しぬいBOOK,' soft boa fabric was barely available on the market at the time.

The publishing company suggested felt material, but I was determined to recreate the 'ideal skin' feel. So, I launched my own online shop in conjunction with the book’s release and created an environment where I could provide the right materials."

This fabric, often used as prizes in arcades, was well known in the industry but had long been difficult to obtain on the general Japanese market.

But now, soft boa has become popular, even at major craft stores such as Yuzawaya and Okadaya. There are now patches and patterns in collaboration with a major craft supply manufacturer, "Kiyohara," and even new styles like "no-sew Oshi Nui" are spreading.

"Making plushies does require some skill, but with a pattern, it’s surprisingly doable. Even as the craft boom continued, I always wondered: ‘Why hasn’t plush-making caught on?’ Honestly, it was just hard to find the instructions and the right materials. That’s why I always try to offer products that help make that crucial first step easier."

The mainstream availability of tools and materials has dropped the barrier for making Oshi Nui considerably.

Currently, needs have split into two main groups: the "quick and easy kit fans" and the "DIY purists" who want to craft everything themselves.

"Simple kits like patches you just stick on were actually way more popular than I ever imagined. I feel that Oshi Nui-making has shifted from being a ‘difficult craft’ to ‘a fun culture anyone can enjoy.’

Both approaches are valid, and I want to keep supporting as many different needs as possible moving forward."

Since the initial launch of "てづくり推しぬいBOOK," Hirakuri’s approach to Oshi Nui culture has moved to the next stage.

In "てづくり推しぬい wawaちゃん" and "ぬいのお顔 手刺しゅうLESSON," released last year, the creative horizons expanded with embroidery techniques for glittering anime-style eyes and more three-dimensional hair.

Further, in the fourth book, "てづくり推しぬい wawaちゃんのお洋服 ファッションタイムトラベル," she suggests dress-up styles beyond genres and time periods, like jersey maid outfits, the "Jirai fashion" of the 2020s, or 1990s bunny girls. Compared to the early days, there’s now a clearly growing demand for the "fashion aspect" of Oshi Nui.

"The fourth clothing-focused book was a direct response to reader requests.

At first, people seemed mostly interested in ‘the Oshi Nui itself,’ but now, more are focusing on adding depth to the outfits, hairstyles, and even intricate details."

Among them, "Wawa-chan," born as a model character, perfectly embodies the current Oshi Nui trend. With its big anime eyes and sparkling style, there’s a clear influence of international culture in the visuals.

"About two years after I started making plushies, the glittery, anime-inspired Oshi Nui became more popular.

Recently, trends from China and South Korea have been making their way into Japan. In China, Oshi Nui are popular under the name ‘棉花娃娃’ (Mianhua Wawa). Wawa-chan bridges the gap between Japanese Oshi Nui and these Chinese creations, with visuals designed to appeal to anime fans as well."

It may seem like expression has broadened so much since the early days—but there’s still so much unexplored territory. Hirakuri encourages even those hesitant or not confident in their craft skills to give it a try.

"Surprisingly, it’s pretty easy to make one, so just give it a try to build your confidence. The drive to make ‘your own Oshi’ as a plush will push you to keep going, even if it feels a little challenging.

Also, I hope we’ll see more men getting into making Oshi Nui as well. If the technical prowess of male figure-makers enters the Oshi Nui scene, it might spark even newer forms of expression."

Oshi Nui culture has expanded drastically in just the past five years. Now, the experience of personally creating a "kawaii" version of your favorite character is carving out its own place as a hallmark of Reiwa-era culture.

If you’re at all curious about making your own Oshi Nui, don’t hesitate to jump in. The one-of-a-kind Oshi Nui you create by hand is sure to become a cherished treasure.