Japanese Laundry Gives Beloved Plushies a Spotless Second Life

Worn-out Pikachu plushies, tired teddy bears, and stained stuffed animals are finding new life at a specialized Japanese laundry service that restores cherished toys to squeaky-clean perfection.

Cleaning expert Masakazu Shimura, with 30 years of experience, demonstrated the process on a well-maintained Pokémon toy. He gave it a gentle steam shower, followed by a careful bubble scrub and brushing—treating it with the tenderness of a newborn.

Videos showcasing this meticulous care at Cleaning Yonmarusan have captivated plushie fans on social media, earning the service viral fame and drawing customers worldwide.

Drawing on skills honed cleaning everything from dress shirts to camping tents, Shimura expertly washes and revives delicate toy fabrics. “While hand-washing, I carefully feel the material, assess its condition, and gently massage it by hand,” he told AFP.

One of about a dozen certified pros at the Yamanashi Prefecture chain, Shimura helps meet surging demand. The firm has washed soft toys for decades, but business exploded recently thanks to viral posts amid Gen Z’s plushie obsession and Japan’s kawaii culture.

Yonmarusan now cleans over 10,000 toys annually—up from around 1,200 a decade ago. “Some customers visit Japan just for this,” said PR manager Hisako Mori. “They drop off their toys, tour the country, and pick them up before flying home.”

Shimura notes that clients often want to preserve scratches or scribbles as cherished memories. “These toys hold special memories, like family members,” he said. “We stay vigilant throughout. Seeing customers’ joy brings the greatest fulfillment.”