Sony bets on Nemu: a sleep-deprived bear set to rival Hello Kitty
Sony’s Creative Products division is developing original IPs to rival Hello Kitty, with Nemu the Night Owl Bear—designed by Tsumupapa and gaining traction on Instagram—emerging as a potential flagship mascot. The character’s stress-filled, anxious persona resonates globally and Sony plans a future anime, aiming for roughly 10 billion yen in IP sales by 2030.