Fumos are iconic, plush figures inspired by characters from the Touhou Project, and they have taken on a life of their own within the fan community. These adorable plushies, with their big eyes and soft bodies, are beloved by fans worldwide. While they started as a niche product, Fumos have become an essential part of Touhou fandom, appearing in memes, photoshoots, and even fan videos. In this post, we’ll dive into the history, the types of Fumos, how they are acquired, and their cultural impact within the Touhou Project community.
What are Touhou Project Fumos?
Fumos are plush dolls based on characters from the Touhou Project universe. The term “Fumo” comes from the Japanese onomatopoeia “fumo fumo,” which refers to something that is soft or fluffy. They are known for their distinct, simple yet charming design, characterized by large eyes, a small mouth, and a focus on cuteness. While they might seem like just another form of merchandise, Fumos have transcended their role as mere toys and become symbols of fandom within the Touhou community.
How to Get a Fumo
Official Methods
AmiAmi (International Distributor): AmiAmi is one of the few official retailers where international fans can purchase Fumos. However, AmiAmi sales are notorious for being incredibly competitive, as Fumos often sell out within minutes. The website can also struggle with traffic during sales, making it difficult to complete a purchase.
Comiket and Other Japanese Conventions: For those who live in Japan or are willing to travel, purchasing Fumos directly from Comiket or other conventions is another option. These events often feature exclusive releases that may not be available online.
Gift’s Website: Previously, Gift sold Fumos directly on their own website. However, purchasing from there was often complicated for international buyers due to language barriers, Japanese-only shipping addresses, and issues with foreign credit cards.
Unofficial Methods
Yahoo Japan Auctions and Proxy Services: Many Fumos are sold through third-party resellers on Yahoo Japan Auctions. To purchase from these platforms, international fans often use proxy services, which buy the product on your behalf and then ship it to your country. Popular proxies include Buyee and White Rabbit Express.
Resellers on eBay and Amazon: Fumos are often available from resellers on sites like eBay and Amazon. However, prices are often heavily marked up, and there is a risk of receiving bootleg versions.
Bootlegs (Unofficial): Bootleg Fumos are widely available on websites like AliExpress. While they are cheaper, their quality is often inferior, with differences in fabric, stitching, and overall appearance. Some fans opt for bootlegs if they simply want a Fumo for display purposes without the high price tag.
A Brief History of Fumos
Fumos were first introduced in 2008 at Comiket 74, where the fan circle Angel Type released the first plush dolls of Reimu Hakurei and Marisa Kirisame. These dolls were an instant success, selling out quickly and setting the stage for the explosive popularity of Fumos.
In 2009, Angel Type teamed up with Gift, a Japanese manufacturer of anime merchandise, to continue producing Fumos. Over the years, they expanded the line to include more characters, including fan favorites like Cirno, Sakuya Izayoi, Flandre Scarlet, and more. Limited-edition versions and larger “Deca Fumos” were also introduced, further fueling the demand for these plushies.
Fumos’ rise to fame wasn’t limited to Japan. Their presence grew on the internet, with fans creating memes, art, and videos featuring their beloved plushies. Memes such as “Cirno Fumo” became well-known on platforms like Twitter, YouTube, and 4chan. Fumos started showing up in fan videos and animations, adding to their reputation as a cornerstone of Touhou culture.
Types of Touhou Project Fumos
Standard Fumos: These are the most commonly seen Fumos. They are plush dolls of characters like Reimu, Marisa, Cirno, and many others from the Touhou Project universe. These standard-sized Fumos are what you see in most fan content, memes, and photoshoots.
Deca Fumos: These are larger, pillow-like versions of the standard Fumos. The Deca Fumo line is even more limited and tends to sell out quickly. Due to their size, they are often used as body pillows or display pieces by collectors. Characters like Reimu and Marisa have their own Deca< versions.
Fumo Keychains: Fumo keychains are miniature versions of the standard Fumos. While not as popular as their larger counterparts, they offer a portable option for fans who want to carry a bit of Touhou with them wherever they go.
Custom Fumos: Some fans create their own custom Fumos of characters who may not have official plushies yet. These handmade Fumos can be incredibly detailed and often fetch high prices due to their rarity.
The Challenges of Buying Fumos
While Fumos are incredibly popular, obtaining one is often a difficult and stressful process. Due to their limited production runs, Fumos sell out very quickly—sometimes within seconds. This high demand has also led to scalping, with resellers marking up prices significantly. Some Fumos can cost hundreds of dollars on secondary markets, making it hard for casual fans to get their hands on one.
Websites like AmiAmi have been criticized for their poor handling of high-traffic sales. The site often crashes during Fumo drops, and buyers frequently experience errors when trying to complete their purchases. Additionally, unlike Gift’s old website, AmiAmi does not reserve Fumos once they are in your cart, meaning another buyer can purchase the Fumo before you have a chance to check out.
Fumos in Internet and Meme Culture
Fumos have made a significant impact on internet meme culture, especially within the Touhou fandom. They often appear in photoshoots, where fans pose their plushies in various scenarios, or in memes where Fumos are humorously depicted. One of the most iconic Fumos is the Cirno Fumo, which frequently appears in low-resolution images shared on platforms like WhatsApp and Twitter.
The rise of YouTube channels dedicated to Touhou has also helped to popularize Fumos. For example, Youmu’s video series featuring Fumos has garnered a large following, further cementing their place in fandom culture. During the COVID-19 lockdowns, Fumos gained even more popularity as fans created and shared memes to cope with the isolation.
Fumos are more than just plush toys—they represent a deep connection between fans and the Touhou Project universe. Despite the challenges in obtaining one, their soft and cute appearance, combined with their cultural significance, has made them a staple in the community. Whether you own an official Fumo, a custom one, or even a bootleg, having one is a way to participate in the global Touhou fandom and celebrate the series’ characters in a tangible, adorable form.
From memes to photoshoots, Fumos have truly made their mark, and their popularity only continues to grow.
