Squishy toys went from niche novelty to a global craze. Here's why they're everywhere — the psychology and culture driving the trend.
1. We're wired to love soft, cute things
Humans are instinctively drawn to small, soft, cute objects — squeezing them triggers a gentle, comforting response that psychologists even nickname “cute aggression.” A squishy is basically that feeling in your palm.
2. ASMR and the satisfying-video boom
Slow-motion squeezes and oddly-satisfying sounds turned squishies into endless social-media content. Millions of ASMR and “squishy” videos on TikTok and YouTube fueled the demand.
3. A break from screens and stress
In a fast, screen-heavy world, a tactile object you can actually hold is a refreshing reset — a low-cost, low-stakes way to de-stress.
4. Collectible culture
Cute designs, limited drops and tight-knit communities (China's “捏捏 / nienie” craze is a great example) turned squishies into collectibles people love to share and trade.
Join the squish
Explore our handmade Chiboki squishies — bottle, toothpaste, pearl and more in the Chiboki collection.